TY - JOUR
T1 - Post-Event Effects
T2 - A New Perspective on Giveaway Items Distributed at Sporting Events
AU - Asada, Akira
AU - Arai, Akiko
N1 - Publisher Copyright:
© 2020 Global Alliance of Marketing & Management Associations (GAMMA).
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - The purpose of this study was to examine how giveaway items distributed at sporting events are used afterward. The results of the content analysis of survey responses and a series of regression analyses showed that people often use, display, and talk about giveaway items after sporting events and that sports teams can encourage consumers to engage in those behaviors by improving the items’ functional, symbolic, and social value. Specifically, when sports teams give away apparel items, they should consider (a) designing items that are useful for social events, errands, or physical activities; (b) offering various size options; and (c) designing fashionable items. When sports teams create memorabilia, they should consider (a) adding a unique function to the items and (b) designing items that reflect unique experiences and identities. As one of the first to examine the post-event effects of giveaway items, the present study provides unique theoretical and practical implications.
AB - The purpose of this study was to examine how giveaway items distributed at sporting events are used afterward. The results of the content analysis of survey responses and a series of regression analyses showed that people often use, display, and talk about giveaway items after sporting events and that sports teams can encourage consumers to engage in those behaviors by improving the items’ functional, symbolic, and social value. Specifically, when sports teams give away apparel items, they should consider (a) designing items that are useful for social events, errands, or physical activities; (b) offering various size options; and (c) designing fashionable items. When sports teams create memorabilia, they should consider (a) adding a unique function to the items and (b) designing items that reflect unique experiences and identities. As one of the first to examine the post-event effects of giveaway items, the present study provides unique theoretical and practical implications.
KW - Spectator sports
KW - brand exposure
KW - promotions
KW - value perception
KW - word of mouth
UR - http://www.scopus.com/inward/record.url?scp=85091316521&partnerID=8YFLogxK
U2 - 10.1080/24704067.2020.1819618
DO - 10.1080/24704067.2020.1819618
M3 - Article
AN - SCOPUS:85091316521
JO - Journal of Global Sport Management
JF - Journal of Global Sport Management
SN - 2470-4067
ER -