Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014

As the world of sport is encountering challenges, such as intensified competition, fragmented markets and loss of commitment, there is a need to discover new insights of the global sport consumers to gain more understanding of their behavior. Volleyball world is not an exception as regards the chall...

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Main Author: Koljonen, Saana
Other Authors: Liikuntatieteellinen tiedekunta, Faculty of Sport and Health Sciences, Liikuntakasvatuksen laitos, Department of Sport Sciences, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2015
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/47845
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author Koljonen, Saana
author2 Liikuntatieteellinen tiedekunta Faculty of Sport and Health Sciences Liikuntakasvatuksen laitos Department of Sport Sciences University of Jyväskylä Jyväskylän yliopisto
author_facet Koljonen, Saana Liikuntatieteellinen tiedekunta Faculty of Sport and Health Sciences Liikuntakasvatuksen laitos Department of Sport Sciences University of Jyväskylä Jyväskylän yliopisto Koljonen, Saana Liikuntatieteellinen tiedekunta Faculty of Sport and Health Sciences Liikuntakasvatuksen laitos Department of Sport Sciences University of Jyväskylä Jyväskylän yliopisto
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description As the world of sport is encountering challenges, such as intensified competition, fragmented markets and loss of commitment, there is a need to discover new insights of the global sport consumers to gain more understanding of their behavior. Volleyball world is not an exception as regards the challenges. Despite its popularity, however, volleyball has not been researched as widely as for example football. The purpose of this master’s thesis was to investigate the image of volleyball through the perceived attributes the spectating fans link to this discipline in the context of an international tournament. Namely fans are the consumers in sport world and work as co-creators of sport events. The attributes of volleyball were linked with certain values which made it possible to explore the values and attributes of volleyball. Additionally, the fans’ personal value patterns were investigated. The theories utilized in the research were human value theory by Schwartz (2012), consumer behavior theory by Kotler (2009) and brand image theory by Keller (1993). The study was conducted as a quantitative research during the FIVB Men’s Volleyball Championships 2014 in Poland and 276 questionnaires were collected. The results indicate that volleyball is perceived as international, fun, exciting, ambitious, and pleasant sport by the fans and the values of volleyball are universalism, stimulation, and achievement. Fans expect therefore i.e. escape from daily life, excitement, enjoyment, and togetherness when they attend a volleyball event. The most common personal values of the fans are benevolence, safety and hedonism. As a conclusion, the findings indicate that there were no significant differences between nationalities or genders but the fans of volleyball are rather homogeneous group of people. The discovered unique attributes and values can be used to develop the image of volleyball, to foster the growth of the sport and unity among volleyball fans. Moreover, the results provide valuable content for marketing, promotion and advertising.
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Volleyball world is not an exception as regards the challenges. Despite its popularity, however, volleyball has not been researched as widely as for example football. \n\nThe purpose of this master\u2019s thesis was to investigate the image of volleyball through the perceived attributes the spectating fans link to this discipline in the context of an international tournament. Namely fans are the consumers in sport world and work as co-creators of sport events. The attributes of volleyball were linked with certain values which made it possible to explore the values and attributes of volleyball. Additionally, the fans\u2019 personal value patterns were investigated. The theories utilized in the research were human value theory by Schwartz (2012), consumer behavior theory by Kotler (2009) and brand image theory by Keller (1993). \n\nThe study was conducted as a quantitative research during the FIVB Men\u2019s Volleyball Championships 2014 in Poland and 276 questionnaires were collected. 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spellingShingle Koljonen, Saana Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014 volleyball attributes image human values consumer behavior sport management Liikunnan yhteiskuntatieteet Social Sciences of Sport Kvantitatiivinen tutkimus 5032 lentopallo urheilu imago brändit kuluttajakäyttäytyminen fanius arvot
title Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014
title_full Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014
title_fullStr Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014 Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014
title_full_unstemmed Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014 Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014
title_short Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014
title_sort values and attributes of volleyball by the fans in the fivb men s world championships 2014
title_txtP Values and attributes of volleyball by the fans in the FIVB Men's World Championships 2014
topic volleyball attributes image human values consumer behavior sport management Liikunnan yhteiskuntatieteet Social Sciences of Sport Kvantitatiivinen tutkimus 5032 lentopallo urheilu imago brändit kuluttajakäyttäytyminen fanius arvot
topic_facet 5032 Kvantitatiivinen tutkimus Liikunnan yhteiskuntatieteet Social Sciences of Sport arvot attributes brändit consumer behavior fanius human values image imago kuluttajakäyttäytyminen lentopallo sport management urheilu volleyball
url https://jyx.jyu.fi/handle/123456789/47845 http://www.urn.fi/URN:NBN:fi:jyu-201511263843
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