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The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
Association of Marketing Theory and Practice Proceedings 2014
This paper highlights important changes in soccer regulations that have shaped the sport into what it is today, and marketing approaches that are used within soccer organizations and how they are impacted by these regulations. Important regulations, such as the seminal Bosman Ruling and the Financial Fair Play regulation, are examined, the growth and importance of sponsorships within European soccer organizations is discussed. The growth of Internet marketing and the impact of future advances in technological regulations on the game of soccer are outlined.
The Impact Of Multi-Dimensional Sport Service Quality On Game Attendance Associated With Professional Sports: A Case Of Major League Baseball Spectator, Kevin K. Byon, Younghwan Choi, Brian H. Yim
The Impact Of Multi-Dimensional Sport Service Quality On Game Attendance Associated With Professional Sports: A Case Of Major League Baseball Spectator, Kevin K. Byon, Younghwan Choi, Brian H. Yim
Association of Marketing Theory and Practice Proceedings 2014
The purpose of this study was to examine the effects of the four-factor sport service quality model on future game attendance associated with Major League Baseball (MLB) spectators. Based on the extensive review of literature, four factors of sport event quality model was developed, which included: (a) ticket services, (b) game amenities, (c) venue services, and (d) venue accessibility. Data (N = 266) were collected from spectators of a MLB team. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were utilized to estimate the measurement model and the hypotheses. The SEM revealed that ticket services, venue services, and venue …
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
Association of Marketing Theory and Practice Proceedings 2014
The main purpose of this study was to develop a valid and reliable model for evaluation of brand equity in sport teams in Iran. In this research, considering the importance and vital role of brand equity in sport teams and infancy of brand equity topic, Ross (2008) model of spectator based brand equity in sport was reassessed and after evaluating it, new Spectator Based Brand Equity in Sport model was proposed of sport teams Iran.
Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner
Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner
Association of Marketing Theory and Practice Proceedings 2014
Sports Tourism is one of the fastest growing areas of the global travel and tourism industry. More organizations are providing more immersive experiences for a growing (and increasingly diverse) fan base by developing Sports Fantasy Camps. This manuscript provides an overview of such Camps and broader Sports Experience Tourism in the area around the Coastal South Carolina (i.e., North Carolina, South Carolina, Georgia, and Florida).
Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker
Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker
Association of Marketing Theory and Practice Proceedings 2014
The NCAA Men’s Division I Basketball Championship, known to fans as March Madness, is one of the most popular annual sporting events in the United States. Despite its economic impact on the sports industry, relative few studies have examined phenomena surrounding the March Madness bracket. Some (e.g., Kaplan &Garstka, 2001; McCrea &Hirt, 2009) have focused on how to make accurate predictions for the tournament. However, sports marketers need to understand why and how participants make decisions when filling out their brackets, and no studies have investigated this behavior. To fill this void, the current project was conducted to explain the …
Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls
Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls
Association of Marketing Theory and Practice Proceedings 2014
One of the vexing issues for sport marketers is how one can develop marketing strategies and programs to utilize social media in order to "monetize" this effort. No one can argue the other 5 of 6 business drivers of social media marketing" (Falls, personal communications, 2013). These 5 include the following: Enhance Branding and Awareness Protect Brand Reputation Facilitate Customer Service Build Community Facilitate Research and Development However, when it comes to the sixth driver--"Drive Sales/Leads", sport organizations have found it difficult to affect their ability to "monetize" social media marketing efforts in this regard. It is this inability or …
Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale
Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale
Association of Marketing Theory and Practice Proceedings 2014
A sample of 956 consumers who had attended a spectator sports event provided insight into what sport they last witnessed as part of the live audience. The data were collected in a major market with all four North American leagues plus major and mid-major collegiate sports and an abundance of minor league and other recreational sports. The respondents also identified the primary motive for attending. They also provided their age and gender. The results identified 41 different sports and 34 unique motives for attending. Age and gender were shown to be related to several, but far from all, of the …
Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall
Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall
Association of Marketing Theory and Practice Proceedings 2014
Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
Association of Marketing Theory and Practice Proceedings 2014
The purpose of this paper is to suggest a model for institutions to structure their rugby program in order to grow the brand name of an educational institution. The strategy outlined in the paper promotes the use of the sport of rugby union to reach foreign markets that are otherwise not tapped. The international branding of U.S colleges generates source of funding and institutional recognition. A suggested model that could be transposed to other non-school sponsored sports in order to reach the intended market, is preceded by a brief outline and examination of the current common structuring that institutions use …