IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v102y2019icp1-11.html

Faster! More! Better! Drivers of upgrading among participants in extreme sports events

Author

Listed:
  • Raggiotto, Francesco
  • Scarpi, Daniele
  • Mason, Michela C.

Abstract

Merchandising expenditures in extreme sports are a multi-billion dollar market, but contrary to most traditional sports revenue comes mainly from active consumers-athletes rather than from (passive) spectators as in traditional sport. We focus on consumers participating in extreme sports to identify the determinants of their intention to upgrade the relationship with the sports brand. A model is developed that addresses psychological theories of extreme behaviors and voluntary risk-seeking on one side, but also marketing drivers of consumers' upgrading on the other side. The model is tested on 580 active participants in two major extreme sports events. The results show that consumers-athletes upgrading is driven not only by loyalty-related marketing variables, but also, and significantly, by self-enhancement-related factors that are specific to the psychology of extreme individuals. This study contributes to the understanding of the determinants of extreme consumers' intention to upgrade, and provides important implications for future research and managers.

Suggested Citation

  • Raggiotto, Francesco & Scarpi, Daniele & Mason, Michela C., 2019. "Faster! More! Better! Drivers of upgrading among participants in extreme sports events," Journal of Business Research, Elsevier, vol. 102(C), pages 1-11.
    • Handle: RePEc:eee:jbrese:v:102:y:2019:i:c:p:1-11
    DOI: 10.1016/j.jbusres.2019.04.047
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319303005
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2019.04.047?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Harry H. Kwon & Galen T. Trail & Dean S. Anderson, 2005. "Are Multiple Points of Attachment Necessary to Predict Cognitive, Affective, Conative, or Behavioral Loyalty?," Sport Management Review, Taylor & Francis Journals, vol. 8(3), pages 255-270, September.
    2. Kwon, Harry H. & Trail, Galen T. & Anderson, Dean S., 2005. "Are Multiple Points of Attachment Necessary to Predict Cognitive, Affective, Conative, or Behavioral Loyalty?," Sport Management Review, Elsevier, vol. 8(3), pages 255-270, November.
    3. Grohs, Reinhard & Reisinger, Heribert, 2014. "Sponsorship effects on brand image: The role of exposure and activity involvement," Journal of Business Research, Elsevier, vol. 67(5), pages 1018-1025.
    4. Walker, Matthew & Kaplanidou, Kiki & Gibson, Heather & Thapa, Brijesh & Geldenhuys, Sue & Coetzee, Willie, 2013. "“Win in Africa, With Africa”: Social responsibility, event image, and destination benefits. The case of the 2010 FIFA World Cup in South Africa," Tourism Management, Elsevier, vol. 34(C), pages 80-90.
    5. Martinez Caro, Laura & Martinez Garcia, Jose Antonio, 2007. "Cognitive-affective model of consumer satisfaction. An exploratory study within the framework of a sporting event," Journal of Business Research, Elsevier, vol. 60(2), pages 108-114, February.
    6. Balaji, M.S. & Roy, Sanjit Kumar & Lassar, Walfried M., 2017. "Language divergence in service encounters: Revisiting its influence on word-of-mouth," Journal of Business Research, Elsevier, vol. 72(C), pages 210-213.
    7. Shoham, Aviv & Rose, Gregory M. & Kahle, Lynn R., 2000. "Practitioners of Risky Sports: A Quantitative Examination," Journal of Business Research, Elsevier, vol. 47(3), pages 237-251, March.
    8. Brown, Graham & Smith, Andrew & Assaker, Guy, 2016. "Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics," Tourism Management, Elsevier, vol. 55(C), pages 160-172.
    9. Valenzuela, Leslier & Torres, Eduardo & Hidalgo, Pedro & Farías, Pablo, 2014. "Salesperson CLV orientation's effect on performance," Journal of Business Research, Elsevier, vol. 67(4), pages 550-557.
    10. Usakli, Ahmet & Baloglu, Seyhmus, 2011. "Brand personality of tourist destinations: An application of self-congruity theory," Tourism Management, Elsevier, vol. 32(1), pages 114-127.
    11. Martin Schreier & Stefan Oberhauser & Reinhard Prügl, 2007. "Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities," Marketing Letters, Springer, vol. 18(1), pages 15-30, June.
    12. Jahn, Steffen & Cornwell, T. Bettina & Drengner, Jan & Gaus, Hansjoerg, 2018. "Temporary communitas and willingness to return to events," Journal of Business Research, Elsevier, vol. 92(C), pages 329-338.
    13. Franke, Nikolaus & Shah, Sonali, 2003. "How communities support innovative activities: an exploration of assistance and sharing among end-users," Research Policy, Elsevier, vol. 32(1), pages 157-178, January.
    14. Johnson, Devon & Grayson, Kent, 2005. "Cognitive and affective trust in service relationships," Journal of Business Research, Elsevier, vol. 58(4), pages 500-507, April.
    15. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    16. Picón, Araceli & Castro, Ignacio & Roldán, José L., 2014. "The relationship between satisfaction and loyalty: A mediator analysis," Journal of Business Research, Elsevier, vol. 67(5), pages 746-751.
    17. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2015. "Spectator emotions: Effects on quality, satisfaction, value, and future intentions," Journal of Business Research, Elsevier, vol. 68(7), pages 1445-1449.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Keane, Matthew & Eastman, Jacqueline K. & Iyer, Rajesh, 2020. "Predicting adventure seeking of young adults: The role of risk, innovativeness and status consumption," Sport Management Review, Elsevier, vol. 23(5), pages 952-963.
    2. Parshakov, Petr & Naidenova, Iuliia & Barajas, Angel, 2020. "Spillover effect in promotion: Evidence from video game publishers and eSports tournaments," Journal of Business Research, Elsevier, vol. 118(C), pages 262-270.
    3. Huang, Qian & Chen, Juan & Li, Ruoxi & Liu, Jingtong, 2024. "Experiencing awe, engaging in extreme sports: Incidental awe as an effective promoter for extreme sports engagement," Journal of Business Research, Elsevier, vol. 170(C).
    4. Baek, Eunsoo & Oh, Ga-Eun (Grace), 2021. "Diverse values of fashion rental service and contamination concern of consumers," Journal of Business Research, Elsevier, vol. 123(C), pages 165-175.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco & Mason, Michela, 2018. "A qualitative comparative analysis (QCA) of satisfaction toward extreme sporting Events," Australasian marketing journal, Elsevier, vol. 26(4), pages 358-368.
    2. Farman Ullah & Yigang Wu & Khalid Mehmood & Fauzia Jabeen & Yaser Iftikhar & Ángel Acevedo-Duque & Ho Kwong Kwan, 2021. "Impact of Spectators’ Perceptions of Corporate Social Responsibility on Regional Attachment in Sports: Three-Wave Indirect Effects of Spectators’ Pride and Team Identification," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
    3. Raggiotto, Francesco & Scarpi, Daniele, 2020. "Living on the edge: Psychological drivers of athletes’ intention to re-patronage extreme sporting events," Sport Management Review, Elsevier, vol. 23(2), pages 229-241.
    4. Mason, Michela Cesarina & Moretti, Andrea & Raggiotto, Francesco & Paggiaro, Adriano, 2019. "Conceptualizing triathlon sport event travelers’ behavior," MPRA Paper 94187, University Library of Munich, Germany.
    5. Li Wang & Yuan Yang & Yishuai Li, 2021. "Extending lead-user theory to a virtual brand community: the roles of flow experience and trust," Asian Business & Management, Palgrave Macmillan, vol. 20(5), pages 618-643, November.
    6. Katz, Matthew & Ward, Rose Marie & Heere, Bob, 2018. "Explaining attendance through the brand community triad: Integrating network theory and team identification," Sport Management Review, Elsevier, vol. 21(2), pages 176-188.
    7. Adams, Pamela & Fontana, Roberto & Malerba, Franco, 2013. "The magnitude of innovation by demand in a sectoral system: The role of industrial users in semiconductors," Research Policy, Elsevier, vol. 42(1), pages 1-14.
    8. Taichi Abe & Yasunobu Morita, 2024. "An Analysis of the Relationship Between the Characteristics of Innovative Consumers and the Degree of Serious Leisure in User Innovation," Papers 2412.13556, arXiv.org, revised May 2025.
    9. Martinez-Torres, Rocio & Olmedilla, Maria, 2016. "Identification of innovation solvers in open innovation communities using swarm intelligence," Technological Forecasting and Social Change, Elsevier, vol. 109(C), pages 15-24.
    10. repec:cte:idrepe:id-11-01 is not listed on IDEAS
    11. Dwyer, Brendan & Mudrick, Michael & Greenhalgh, Gregory P. & LeCrom, Carrie W. & Drayer, Joris, 2015. "The tie that blinds? Developing and validating a scale to measure emotional attachment to a sport team," Sport Management Review, Elsevier, vol. 18(4), pages 570-582.
    12. Fiedler, Jakob & Schorn, André & Herstatt, Cornelius, 2023. "The influence of risk classification and community affiliation on the acceptance of user-innovated medical devices," Working Papers 115, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    13. Brian P. McCullough & Jonathan C. Casper & Danielle M. Kushner Smith, 2022. "Fan Responses of Sponsored Environmental Sustainability Initiatives," Sustainability, MDPI, vol. 14(21), pages 1-16, October.
    14. Guninder Pal Singh & Anirban Chakraborty & Swapan Deep Arora, 2023. "Uncovering the knowledge structure of the fan-sporting object relationship: a bibliometric analysis," Sport Management Review, Taylor & Francis Journals, vol. 26(2), pages 181-202, March.
    15. Keane, Matthew & Eastman, Jacqueline K. & Iyer, Rajesh, 2020. "Predicting adventure seeking of young adults: The role of risk, innovativeness and status consumption," Sport Management Review, Elsevier, vol. 23(5), pages 952-963.
    16. Globocnik, Dietfried & Faullant, Rita, 2021. "Do lead users cooperate with manufacturers in innovation? Investigating the missing link between lead userness and cooperation initiation with manufacturers," Technovation, Elsevier, vol. 100(C).
    17. Xuefeng Zhang, 2019. "User selection for collaboration in product development based on QFD and DEA approach," Journal of Intelligent Manufacturing, Springer, vol. 30(5), pages 2231-2243, June.
    18. Maria Roszkowska-Menkes, 2017. "User Innovation: State of the Art and Perspectives for Future Research," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 13(2), pages 127-154.
    19. Zhang, Hongmei & Fu, Xiaoxiao & Cai, Liping A. & Lu, Lin, 2014. "Destination image and tourist loyalty: A meta-analysis," Tourism Management, Elsevier, vol. 40(C), pages 213-223.
    20. Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub, 2022. "Antecedents and consequences of emotional attachment to sport teams brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 454-469, September.
    21. Abed Mahmoudian & Saeed Sadeghi Boroujerdi & Yong Jae Ko & Vahid Delshab, 2024. "The Impact of Perceived Team Reputation on Team Identification in the Context of European Football League Teams," Corporate Reputation Review, Palgrave Macmillan, vol. 27(1), pages 70-85, February.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:102:y:2019:i:c:p:1-11. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.