Papers by Marina Psiloutsikou
International Journal of Business and Economic Sciences Applied Research, 2016
Purpose – The purpose of this study is to single out the key variables in the sport sponsorship r... more Purpose – The purpose of this study is to single out the key variables in the sport sponsorship relationship, and more specifically to examine the impact of Team Achievement, Sponsor Recognition and Sponsor Altruism on two major behavioural outcomes, fans’ purchase intention and word of mouth communication. Design/methodology/approach – A quantitative method was adopted for the scope of this research and questionnaires were collected from fans of a prominent Greek basketball team. A total of 801 questionnaires were collected and interpreted by means of SPSS. Findings – The proposed model was supported by the empirical evidence. All (with the exception of one) research hypotheses were confirmed, either fully or partially (all or some of the distinct dimensions of our independent variables have a significant effect on all or some of the distinct dimensions of the dependent variables). Research limitations/implications –The sample used was predominantly individuals highly involved in t...
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Behavioral & Experimental Economics eJournal, 2016
Purpose – This paper addresses a criticism of coaching that is rather overlooked in the respectiv... more Purpose – This paper addresses a criticism of coaching that is rather overlooked in the respective literature but highly discussed among clients. It is often claimed that coaching is nothing more than a chat among friends or colleagues and has, therefore, no added value for a potential customer. Design/methodology/approach – The paper draws on the respective interdisciplinary literature to identify limitations and biases that are present in general discussions with friends or colleagues but professional coaches should be trained to overcome. Findings – Questions and discussion are indeed at the core of a coaching session, thus bearing much resemblance to a friendly chat. However, the resemblance is superficial. In this paper ten main differences between a coaching session and a discussion with a non-expert are found and analyzed. They are grouped into three categories: Biases, Heuristics and Personal Limitations. Research limitations/implications – Further research will be needed to...
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Nowadays, there is an increased interest in exploring individuals’ motives for participation i... more Nowadays, there is an increased interest in exploring individuals’ motives for participation in ultra-endurance sport events, which can be described as activities requiring at least six hours of exercise and may be held in triathlon, running, swimming and cycling [1]. This study sheds light on factors associated with commitment to ultra-endurance events and more specifically investigates the ability of two different ultra-endurance events (running & cycling) to motivate a wide range of individuals to participate, based on the individuals’ attachment to each event, as well as to investigate a potential effect of involvement with ultra-endurance activities and satisfaction from the events on motivation for individuals. A quantitative method was used and questionnaires were collected from both an ultra-running and an ultra-cycling event, following a similar procedure. The questionnaires were distributed, before the award ceremonies, to each participant by a team of 5 re...
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Education + Training, 2018
Purpose The purpose of this paper is to acquire improved comprehension of the motivational factor... more Purpose The purpose of this paper is to acquire improved comprehension of the motivational factors and the various constraints associated with individuals’ participation in mass running events. Design/methodology/approach A quantitative method was used for the purpose of this research, and 1.357 questionnaires were completed. This study proposed two broad hypotheses: intrapersonal constraints influence motivation factors (amotivation, intrinsic and extrinsic motivation); and motivation factors influence the intention to continuous participation. Findings Both broad hypotheses were supported by the evidence while the lack of knowledge, interest, confidence and feelings of tiresomeness were found to contribute more to explaining motivation. All three motivational factors had a significant influence on intention. Research limitations/implications The empirical evidence for this study came from runners only. The special attributes of running may have influenced the explored relationship...
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International Journal of Sport Management and Marketing, 2019
The aim of this study is to present a theoretical framework of sport entrepreneurship research an... more The aim of this study is to present a theoretical framework of sport entrepreneurship research and to bridge the gap between sport participation and entrepreneurship. More specifically, the aim of this research is to investigate the factors influencing participation in high performance sport events. Furthermore, the present research explores the impact of gender on motivation of athletes as well as the impact of the various type of events. A quantitative method was used and questionnaires were gathered from three different races. A total of 616 questionnaires was achieved, which were then analysed using SPSS. Regression analysis showed that the intention to participate in future events is explained by the proposed variables; physical and mental health, attachment to the event, and sportscape factors. Moreover, the type of the event was found to have a moderating role.
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Conference of the Academy of Management , 2008
An incumbent may respond to disruptive innovation in either of three ways: ignore it, exclusively... more An incumbent may respond to disruptive innovation in either of three ways: ignore it, exclusively adopt it or follow a dual strategy. This dissertation studies the latter and focuses on the co-opetition between the established business and the disruptive one. More specifically, three research questions are explored: 1) Which factors are linked with formal and actual collaboration; 2) Which factors are associated with economic and strategic synergistic results; 3) Which synergistic results are linked with gaining competitive advantage. The empirical data are drawn from the newspaper industry combining qualitative (case study) and quantitative research methods (survey with an international sample of newspapers). Statistical analysis used SPSS and LISREL. Findings show that formal cooperation is positively linked with providing respective motives and the active involvement of the top management in the disruptive business; it is also negatively linked with the decision to create a disti...
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Nowadays, there is an increased interest in exploring individuals' motives for participation in u... more Nowadays, there is an increased interest in exploring individuals' motives for participation in ultra-endurance sport events, which can be described as activities requiring at least six hours of exercise and may be held in triathlon, running, swimming and cycling [1]. This study sheds light on factors associated with commitment to ultra-endurance events and more specifically investigates the ability of two different ultra-endurance events (running & cycling) to motivate a wide range of individuals to participate, based on the individuals' attachment to each event, as well as to investigate a potential effect of involvement with ultra-endurance activities and satisfaction from the events on motivation for individuals. A quantitative method was used and questionnaires were collected from both an ultra-running and an ultra-cycling event, following a similar procedure. The questionnaires were distributed, before the award ceremonies, to each participant by a team of 5 researchers and were completed in the presence of the surveyors. The successful completion of a sum of 321 questionnaires was achieved, which were analyzed by means of the SPSS. Regression analysis showed that the intention to participate in future events is explained by the three proposed variables, the degree of individuals' attachment to each event, their involvement with the sport and their satisfaction from the current event. The ability of the event to motivate participants was found to have the greatest impact among all predictors. Furthermore, substantial differences were found between the participants of the cycling and running events. Indicatively, more women participated in the running event than in the cycling event and cyclists practiced 4 hours more than runners per week. Moreover, the type of the event (cycling or running) was discovered to significantly affect one's intention to participate again; it was found to be higher among runners than among cyclists. JEL classification numbers: Ζ20
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The primary goal of this study is to scrutinize the growing importance of sport sponsorship, by i... more The primary goal of this study is to scrutinize the growing importance of sport sponsorship, by identifying the key factors in the sport sponsorship relationship, and singling out how these factors are anticipated by supporters of teams at the top and bottom of the league standing. According to literature, this study examines the impact of sponsor recognition, attitude toward sponsor and perceived sponsor's sincerity on two major behavioral outcomes, supporters' purchase intention and word of mouth communication (Olson, 2010; Wakefield & Bennett, 2010). However, research regarding sponsorship evaluation is not well established as the interactions between constructs proposed are complex and dynamic. A quantitative method was used for the purpose of this study and 1311 questionnaires were completed by supporters from two distinct fan bases; one from a " star " football club and one from an " underdog " football club. The proposed hypotheses were empirically confirmed, either fully or partially. The attitude towards the team's sponsor had a significant effect on both purchase intention and word of mouth communication. Nevertheless, altruistic motivation seems to be the most powerful factor affecting word of mouth, both positive in favor of the team's sponsors and negative against the rivals' sponsors. The comparison between the two teams shows significant differentiation in the main variables; however, no mediation or moderation role can be attributed.
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Purpose – The purpose of this study is to single out the key variables in the sport sponsorship r... more Purpose – The purpose of this study is to single out the key variables in the sport sponsorship relationship, and more specifically to examine the impact of Team Achievement, Sponsor Recognition and Sponsor Altruism on two major behavioural outcomes, fans' purchase intention and word of mouth communication. Design/methodology/approach – A quantitative method was adopted for the scope of this research and questionnaires were collected from fans of a prominent Greek basketball team. A total of 801 questionnaires were collected and interpreted by means of SPSS. Findings – The proposed model was supported by the empirical evidence. All (with the exception of one) research hypotheses were confirmed, either fully or partially (all or some of the distinct dimensions of our independent variables have a significant effect on all or some of the distinct dimensions of the dependent variables). Research limitations/implications –The sample used was predominantly individuals highly involved in the sports club and in basketball in general. As a result, the overall accuracy of the identified sponsors may have been different in case of a different population o sample, not so familiar with these two factors. Furthermore, the fact that the results came from only one type of sport and also from sport fans of a specific club, makes their generalization more sensitive. Originality/value – This research tests an integrated sponsorship model, well known in the respective literature. Nevertheless, the results draw not on the general opinions of fans regarding sponsors but on their opinion about the actual sponsors of the team they support.
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The objective of this study is to investigate the growing importance of societal marketing, by id... more The objective of this study is to investigate the growing importance of societal marketing, by identifying the key variables in the sport sponsorship relationship, and more specifically to examine the impact of sponsor image on one major behavioral outcome, fans’ purchase intention. Furthermore, the role of sport activity involvement and team attachment was investigated, in enhancing sponsor’s image between football fans. The findings supported that Sponsor Image has a significant effect on the purchase intention (R2 D 0,813, p < 0.001) regardless of the product fit. Sponsor image was weakly linked with sport involvement and team achievement.
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Journal of Promotion Management, 2016
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The purpose of this study is to examine the impact of sponsor image on one major behavioral outco... more The purpose of this study is to examine the impact of sponsor image on one major behavioral outcome, fans' purchase intention. Furthermore, following the sponsorship literature, we explored whether sport activity involvement and team attachment enhance sponsor's image among football fans. We tested our hypotheses empirically using a questionnaire sent to the fans of a prominent Greek football team. A total of 618 questionnaires were successfully completed and analyzed by means of the SPSS. Our findings show that Sponsor Image has a significant effect on the purchase intention (R 2 =0,813, p<0.001) regardless of the product fit. Sponsor image was weakly linked with sport involvement and team achievement.
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Conference Presentations by Marina Psiloutsikou
Emac Regional , 2020
This paper explores the applicability of CXM in the context of Higher Education. More specificall... more This paper explores the applicability of CXM in the context of Higher Education. More specifically, it focuses on classroom experience (SCX) and argues that it is indeed a customer experience comprising six components: pragmatic, affective, flow, learning, challenge, and social. Additionally, the association of SCX with student satisfaction, intention to repeat, and word-of-mouth communication (WOM) is explored. Survey data from 1,481 undergraduate students suggest that they value utility and hedonism while they refrain from any personal challenge. Moreover, SCX is directly related to WOM, suggesting that classroom lectures may be also part of the pre-purchase stage of the alumni journey.
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Mass sporting and physical activity events participation, and especially marathon running, is a l... more Mass sporting and physical activity events participation, and especially marathon running, is a leisure activity which has shown a significant growth over the past decade. The goal of this study is to acquire improved comprehension of the motivational factors and the various constraints associated with individuals’ participation in mass running events. A quantitative method was used for the purpose of this research and 1.357 questionnaires were completed. This study proposed two broad hypotheses: a) Intrapersonal constraints (limited facilities - accessibility, lack of knowledge, time and interest, unavailability of partners, lack of confidence and feelings of tiredness) influence motivation factors (amotivation, intrinsic and extrinsic motivation) and b) motivation factors influencing the intention to continuous participation. Both broad hypotheses were supported by the evidence while lack of knowledge, interest, confidence and feelings of tiresomeness were found to contribute more to explaining motivation. All three motivational factors had a significant influence on intention.
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Books by Marina Psiloutsikou
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