Post-Event Effects: A New Perspective on Giveaway Items Distributed at Sporting Events

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 th...

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Published inJournal of global sport management (Print) Vol. 8; no. 1; pp. 281 - 301
Main Authors Asada, Akira, Arai, Akiko
Format Journal Article
LanguageEnglish
Published 글로벌지식마케팅경영학회 02.01.2023
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체육
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Abstract 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. KCI Citation Count: 0
AbstractList 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. KCI Citation Count: 0
Author Arai, Akiko
Asada, Akira
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  organization: College of Management, Tokyo University of Science, Chiyoda, Tokyo, Japan
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