| 1. |
- Winell, Erik, 1993, et al.
(author)
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Customer engagement behaviors on physical and virtual engagement platforms
- 2023
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In: Journal of Services Marketing. - 0887-6045. ; 37:10, s. 35-50
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Journal article (peer-reviewed)abstract
- Purpose: This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth. Design/methodology/approach: Data were collected using a survey distributed to a random sample of 10,000 fans of five teams in the Swedish top-division of elite football. An exploratory factor analysis was performed to derive a distinction between prevalent platforms, scales were validated through a confirmatory factor analysis and structural equation modeling was used to test the research model. Findings: Customer disposition to engage with the sports team had a significant influence on customer engagement behaviors on both physical and virtual engagement platforms. However, engagement behaviors on virtual platforms were found to be more important than engagement behaviors on physical platforms for fostering brand loyalty and value-in-use. Practical implications: The results highlight the importance of engagement behaviors with a brand on virtual engagement platforms. Thus, brand managers should prioritize their presence on social media to generate the positive outcomes of customer engagement behaviors. Originality/value: By examining the effects of customer engagement behaviors on both physical and virtual engagement platforms, this study provides new insights to the emerging customer engagement literature.
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| 2. |
- Winell, Erik, 1993, et al.
(author)
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How are fans affected by the commercialization of elite sports? A review of the literature and a research agenda
- 2023
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In: Sport, Business and Management. - 2042-678X .- 2042-6798. ; 13:1, s. 118-137
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Journal article (peer-reviewed)abstract
- Purpose: The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. Design/methodology/approach: In doing this, the authors performed a structured review of 42 academic articles published between 1992 and 2020 that all focus on how fans respond and are affected by the commercialization of elite sports. Findings: The structured review shows that the impacts of commercialization on fans relate to four different themes. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. Originality/value: The paper highlights the complex and dynamic nature of commercialization. It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization.
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| 3. |
- Winell, Erik, 1993
(author)
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Exploring Antecedents and Outcomes of Customer Engagement Among Elite Football Fans
- 2023
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In: Services Marketing Quarterly. - 1533-2969 .- 1533-2977. ; 44:2-3, s. 167-187
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Journal article (peer-reviewed)abstract
- As Customer Engagement (CE) drives brand loyalty and word-of-mouth, it is fundamental to the success of brands. Yet, while previous studies have examined the nature of CE, few have explored CE toward actors other than the focal firm or brand. Therefore, this study analyses and compares antecedents and outcomes of two types of CE: CE with a focal brand (CEF), and CE with other customers (CEC). 2031 customers of Swedish elite football were surveyed and analyzed in a SEM-model. Among others, the results indicate that CEC is more important to brand-loyalty and word-of-mouth than CEF.
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