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Full-Text Articles in Business
Revolutionizing The Market: Electronic Branding Strategies Within Ncaa Fbs Athletic Departments, Coyte G. Cooper, Richard M. Southall, Matthew Cooper
Revolutionizing The Market: Electronic Branding Strategies Within Ncaa Fbs Athletic Departments, Coyte G. Cooper, Richard M. Southall, Matthew Cooper
Association of Marketing Theory and Practice Proceedings 2010
Increasing competition for the discretionary dollar of sport consumers has created an environment where sport organizations are forced to find strategies to differentiate themselves from the competition (Mullin, Hardy, and Sutton, 2007; Ross, 2007). One rapidly growing platform that sport organizations are now utilizing is e-branding. However, segments of the sport industry are in the infancy stages of developing long- standing practices for communication via new technology (de Chernatony & Christoudoulides, 2004). The purpose of this study was to explore the technologies that Division I FBS athletic departments (N = 64) implement to build their brand image with consumers. The …
Implementing The Customer Relationship Paradigm In Sports Marketing, Lynn W. Mcgee
Implementing The Customer Relationship Paradigm In Sports Marketing, Lynn W. Mcgee
Association of Marketing Theory and Practice Proceedings 2010
With the increasing attention to services marketing, the paradigms that guide marketing practitioners are shifting. An emerging approach useful to sports marketing is the study of customer relationships and their role in marketing mix design. This qualitative study examines the process, benefits and costs of implementing the customer relationship paradigm in brand identity development. A new baccalaureate university introduced athletics—and needed a mascot, colors and visual identity. Gronroos’ model of external, internal and interactive marketing guided the process. The results demonstrated the benefits of the approach and identified the need for stronger concepts and measures in this emerging research.
The Nexus Of Payroll, Performance, Ticket Prices, And Attendance In Mlb, Sam Fullerton
The Nexus Of Payroll, Performance, Ticket Prices, And Attendance In Mlb, Sam Fullerton
Association of Marketing Theory and Practice Proceedings 2010
This study uses secondary data from the past ten seasons to explore key issues germane to Major League Baseball. Focusing on attendance, payroll, performance, and the cost of attending, several key relationships were identified. Huge disparities in spending are documented. Perhaps most importantly, there is a meaningful relationship between performance and attendance. Equally important is the relationship between performance and the team’s payroll. Other relationships were documented and suggestions are articulated. These suggestions include future research and managerial issues such as the implementation of a hard salary cap.
Sporting Change: Greening The Ballpark, Steve Greenberg, Anthony Taormina, Robert Sroufe
Sporting Change: Greening The Ballpark, Steve Greenberg, Anthony Taormina, Robert Sroufe
Association of Marketing Theory and Practice Proceedings 2010
Sustainable construction achieves the dual aim of reducing building carbon emissions while reducing lifecycle maintenance and long-term operating costs of the facility. This exploratory research aims to address the gap between the growing development of commercial LEED real estate buildings and sports and entertainment venues, while developing a framework for LEED Certification in New Ballparks. Medlar Field at Lubrano Park, located in State College, Pennsylvania, opened in 2006 as the first LEED certified stadium in the world. Sustainable design features include automatic plumbing fixtures, a gray water system, automatic lighting, public transportation hubs, and use of recycled and local construction …
Assessing Sport-Sales Training Effectiveness: Development Of A Baseline Sample, Richard M. Southall
Assessing Sport-Sales Training Effectiveness: Development Of A Baseline Sample, Richard M. Southall
Association of Marketing Theory and Practice Proceedings 2010
The majority of entry-level positions within the sport industry fall in the area of sales. Yet, only recently have sport-management programs begun to offer courses devoted to sales education and training. The discipline of sales provides an ideal opportunity to incorporate experiential-based learning. While several recent articles have examined the application of experiential-learning based learning to courses focused on ticket sales, this article presents the results of the first systematic assessment of such courses’ effectiveness. Specifically, this paper presents the results of evaluation of sales-training programs that incorporate Southall, Nagel, LeGrande, and Han's (2003) metadiscrete experiential learning model and the …
Evidence Of Sustainability Communication In Major League Baseball: A Website Analysis, Dorene Ciletti, John Lanasa, Diane Ramos, Ryan Luchs, Junying Lou
Evidence Of Sustainability Communication In Major League Baseball: A Website Analysis, Dorene Ciletti, John Lanasa, Diane Ramos, Ryan Luchs, Junying Lou
Association of Marketing Theory and Practice Proceedings 2010
Based on a review of Major League baseball team websites, this study provides insight into team communication of sustainability principles and practices through an analysis of self-presented sustainability content. Websites for thirty-one (31) teams were examined for content. Elkington’s (1997) triple bottom line dimensions and Global Reporting Initiative (GRI) indicator codes and definitions were constructs for the model and aligned to social, environmental, and economic principles for categories of sustainability practices. Researchers found that while teams are including sustainability information to some extent, the majority highlight social issues on their home pages and subsequent pages; communication about environmental factors varies …
The Portrayal Of Native American Stereotypes: A Semiotic Analysis Of Sports Logos Overtime, May Aung, Jordana King, Kyle Kivimaki, Ryan Kolten, Scott Mccreary, Kevin O'Doherty, Alyssa Rodrigo
The Portrayal Of Native American Stereotypes: A Semiotic Analysis Of Sports Logos Overtime, May Aung, Jordana King, Kyle Kivimaki, Ryan Kolten, Scott Mccreary, Kevin O'Doherty, Alyssa Rodrigo
Association of Marketing Theory and Practice Proceedings 2010
Mascots and logos play a crucial role in the branding of sports teams. When establishing a logo, organizations want a sign or symbol that is meaningful and widely recognizable. This study examines the portrayal of Native American Indian stereotypes within sport team logos of the Cleveland Indians, the Atlanta Braves, the Washington Redskins, the Chicago Blackhawks, the Syracuse Orange, and the Illinois Illini over a 90 year period. The study consists of a semiotic analysis of six major sports team logos, their logo changes and a review of external factors over time. Practical implications as well as future research are …
Providing Consistent Service At The Concessions Stand: A Potential Problem, Mark Nagel
Providing Consistent Service At The Concessions Stand: A Potential Problem, Mark Nagel
Association of Marketing Theory and Practice Proceedings 2010
Concession sales are a critical revenue stream for sport and entertainment venues. Most research investigating concession revenues has focused upon quality and availability of food choices as well as the servicescape (Bigelow, 2004; Zeithaml, Bitner, & Gremler, 2006). Though these are important areas of concern, one area that has not been extensively researched is the appearance, speed, and efficiency of individual concession stations in relation to their in-venue counterparts. This study investigated the consistency of concession operations at a National Collegiate Athletic Association (NCAA) Division I men’s basketball game. Results indicated that a large discrepancy existed among concession outlets in …
The Role Of Recovery Marketing To Recapture A Sport Market Over The Past Decade: From Travel And Tourism To Professional And Amateur Sport Business, Eric C. Schwarz
The Role Of Recovery Marketing To Recapture A Sport Market Over The Past Decade: From Travel And Tourism To Professional And Amateur Sport Business, Eric C. Schwarz
Association of Marketing Theory and Practice Proceedings 2010
Recovery marketing can be defined as the actual or possible regaining, restoration, or improvement of something lost or taken away as a result of a significantly negative situation or event through the transfer of goods and services from producers to consumers. This article seeks to elaborate on the concept of recovery marketing historically and in terms of the sport industry, and how sport marketing efforts can be utilized in various situations to recuperate from negative scenarios. In addition, suggestions will be presented to aid sport marketing professionals in the creation of a recovery marketing plan for their organization.
Dimensions Of Event Quality Associated With High School Football Games: Scale Development, Kevin K. Byon, Matthew Ziemnik, Eddie Lam, James J. Zhang
Dimensions Of Event Quality Associated With High School Football Games: Scale Development, Kevin K. Byon, Matthew Ziemnik, Eddie Lam, James J. Zhang
Association of Marketing Theory and Practice Proceedings 2010
The current study was the first attempt to develop a scale that measures high school football event quality that could lead to sport consumption. With continued improvement of the scale, the EQS-HSF has great potential to be a valuable marketing tool to examine sport consumption behavior associated with high school football games.
Preparation For An International Sport Event: The Promotional Strategies Of 2009 Kaohsiung World Games, Steve Shih-Chia Chen, Ronald Dick, Ashley Mcnabb, Yin-Chu Tseng
Preparation For An International Sport Event: The Promotional Strategies Of 2009 Kaohsiung World Games, Steve Shih-Chia Chen, Ronald Dick, Ashley Mcnabb, Yin-Chu Tseng
Association of Marketing Theory and Practice Proceedings 2010
This study presented administrative and marketing-related information on Kaohsiung City’s preparation for the 2009 World Games. The presented information was allocated through an extensive literature review on secondary sources, personal interviews, and observations from fall of 2008 to summer of 2009. Promotional strategies and activities, projected financial and sales data, reports on constructions, and issues and challenges related to the Games were further analyzed. The study further discussed the “not-for-profit” approach that was practiced by many East Asian Countries to gain international recognition and promote patriotism while hosting a major sport event.
A Fighting Chance: The Struggle Of A Historically Black College Athletic Program, James W. Satterfield
A Fighting Chance: The Struggle Of A Historically Black College Athletic Program, James W. Satterfield
Association of Marketing Theory and Practice Proceedings 2010
The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University and its local community. The following research questions helped guide this study. What is the perception of South University’s athletic program in the local community? And What is the Community's relationship with South University Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. It became clear through the course of focus groups and individual interviews that the sociological nature of the relationship between South University and its local community was institutionalized along racial …
Collegiate Basketball Season-Ticket Holders’ Purchasing Motivation And Interests, Steve Shih-Chia Chen, Jennifer Mark
Collegiate Basketball Season-Ticket Holders’ Purchasing Motivation And Interests, Steve Shih-Chia Chen, Jennifer Mark
Association of Marketing Theory and Practice Proceedings 2010
This study examined the ticket purchasing motivation and interests of 334 season-ticket holders (199 males, 135 females) from two NCAA Division-I regional state institutions. The participants’ purchasing motivation and interests were surveyed onsite in the 2008-9 season by utilizing a12-item self-created instrument with a high level of internal reliability. The results indicated that the participants’ ticket purchasing motivation was mainly influenced by the competition and psycho-social related factor (CPR) and price and promotion (P&P) factor. The researchers further addressed the unique aspects in promoting regional Division-I basketball programs, and limitations and directions for future studies.