Business Commons^™

“Together We Go Far”: Exploring The Motivational Dispositions Within Connected Fitness, Melissa Davies, Thomas Aicher, Brianna Newland, Eric Hungenberg

Journal of Applied Sport Management

This study examined the motivational profiles of connected fitness users to better position brands as they compete with the reopening of physical gyms and in-person classes. Using survey responses from 663 Peloton users, a K-cluster analysis was performed to identify three clusters of Peloton users (Wellness, Physique, and Social Performance), based on their motives for using the brand’s app. Findings suggest that connected fitness brands should leverage their ability to create social engagement and challenging opportunities to better their own past performance to differentiate themselves and retain users in a very cluttered and competitive marketplace.

Brand Extension Evaluation In Esports: A Case Study Of The Nba And Nba2k League, Glynn M. Mcgehee, Beth A. Cianfrone, Jackson Sears

Journal of Applied Sport Management

Professional sport leagues have created esport leagues and teams, which serve as brand extensions (e.g., NBA and NBA 2K League). These brand extensions can benefit the professional sports team brand by reaching various audiences in a different product category. The purpose of this study was to examine a traditional sport entity’s (NBA franchise) esport brand extension (NBA 2K League team). In partnership with an NBA team and the affiliated NBA 2K esports team, a survey of 195 individuals assessed the brand extension on several variables, including extension awareness, perceived quality, image fit, categorical fit, innovativeness, and authenticity of the extension. …

Revisiting The Impact Of Divisional Affiliation On Secondary Market Ticket Prices In The National Football League, Yohan Lee, Moonsup Hyun, Stephen Shapiro, Alan Morse

Journal of Applied Sport Management

With the emergence of demand-based ticket pricing, professional sport organizations and marketers will benefit from a thorough understanding of pricing in the demand-driven secondary market. Ticket pricing studies often take divisional affiliation as a control variable; little research has focused on and examined the importance of divisional affiliation for secondary market ticket prices. Different from work indicating consumers’ preference for divisional games, this study revealed that higher ticket prices (i.e., consumer demand) accompanied non-divisional games. Additionally, the number of years between the away team’s visit to the home team’s stadium and the away team’s current winning percentage each played a …

Improving Customer Experience Throughout The Customer Journey In The Big Data Era, Mohammad Saljoughian

Doctoral Dissertations

My PhD dissertation focuses on how firms should adapt their strategies to improve customer engagement throughout customer journey. My first paper examines firm-customer conversations on social media. Many firms struggle with how to craft their messages in conversations with customers on social media, and the lack of guidance for interacting with customers is among the top social media challenges reported by firms. The problem is compounded by the fact that these conversations take place in different, simultaneous threads, each of which potentially requiring a different approach. This paper studies how firms can adapt their responses in individual social media conversations …

Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz

Journal of Applied Sport Management

Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …

Examining Retro Merchandise Consumers In Sport: Who Prefers Throwback Merchandise And Why?, Zach Scola, Brian Gordon, Brendan Dwyer

Journal of Applied Sport Management

Retro marketing in sport has been relied upon for years. Sport fans see more teams and leagues implement retro marketing and merchandise into marketing plans. Despite this, we have little understanding behind the success of retro marketing in sport. Therefore, this paper sought to gain a better understanding of the demographic characteristics of retro merchandise consumers and to examine the impact of two psychographic factors. Surveys collected from fans of various professional sport teams in the United States (N = 1,509), demonstrated novel findings. In this study retro merchandise was preferred overall, younger fans were more likely to prefer retro …

Antecedents And Consequences Of Conspicuous Sport Consumption, Yukyoum Kim, Sun Hwan Hwang, Marshall Magnusen

Journal of Applied Sport Management

Conspicuous consumption is when consumers acquire luxury goods and services to help publicly demonstrate their desired economic and social status. Even though conspicuous consumption can help individuals experience social distinction and a heightened sense of self-esteem, much still needs to be known about this occurrence in the context of sport. Accordingly, the focus of this study was to examine antecedents (i.e., Expertise and Self-esteem) and outcomes (i.e., Satisfaction and Subjective Well-being) of conspicuous consumption of upscale sport goods. An empirical study was conducted with cyclists (n = 393). The research model was analyzed using simultaneous equations analysis. Expertise was shown …

Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden

Doctoral Dissertations

While video games are generally viewed as a form of entertainment for a small subset of people, in reality they provide a channel for nearly 3.2 billion people to interact with others and offer multiple pathways for marketers to interact with consumers. Pair this alongside 140 million unique consumers who consumer nearly 24 billion hours of content on video game streaming platforms (VGSPs), such as Twitch, and there is a deep need for marketers to understand how to engage consumers in these environments. This dissertation provides a conceptualization of the video game ecosystem as well as the types of influencers …

The Unexplored Impacts Of Communication Elements In Marketing, Can Trinh

Doctoral Dissertations

This dissertation includes two essays that examine how the use of different marketing communication approaches influences consumers. In the first essay, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances marketing communication effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad. In addition, I predict this effect holds for appearance-related products only and strengthens as consumers’ level of appearance-related self-esteem decreases. Five studies reported in this essay provide converging evidence in support of these expectations.

In the second essay, I investigate into how the use of puns …

Effects Of Economic Development Status And Eco-Product On Consumption Values: From The Perspective Of Us Consumers, Mostafa Zaman

Doctoral Dissertations

Consumers select a product based on numerous product characteristics. Numerous studies conducted earlier revealed that consumers in developing countries preferred products made in western or developed countries because their product quality is better than the quality of local products (Lee & Nguyen, 2017; Dao & Heidt, 2018; Rodrigo et al., 2019). Moreover, consumers are increasingly concerned about manufacturers’ environmental issues. Although ethical consumers believe that eco-products could save the environment, some consumers are not concerned about the eco-products and thus select products based on other product attributes (Joshi & Rahman, 2015). Hence, it becomes very challenging for retailers to select …

Wingcups: Product Launch Digital Marketing Strategy, Sean M. Dolan

Chancellor’s Honors Program Projects

No abstract provided.

The Faceid Canine Door Business Plan, Oliver Maxwell Martins

Chancellor’s Honors Program Projects

No abstract provided.

Relationship Between A Reflective-Formative Model Of Team Brand Associations And Behavioral Intentions: The Mediating Effect Of Fan Identification, Ho Yeol Yu, Neal Ternes, Claudia B. Ambs, Sanghoon Kim

Journal of Applied Sport Management

Understanding fans’ perceived associations with their favorite teams is crucial for the successful management of sport teams. In the current study, team brand associations are measured as a reflective-formative construct to examine the role of the fan identification on the relationship between team brand associations and behavioral intentions. Data from professional soccer spectators (n = 101) were analyzed using PLS-SEM. The results indicated that the reflective-formative construct of team brand associations and fan identification influence behavioral intention, whilst fan identification was found to mediate the relationship between team brand associations and behavioral intentions. Managerial implications include strategic marketing how …

Intercollegiate Athletics Marketing-Generated Revenue: Within Autonomy Football Bowl Subdivision, Alicia Romano, Jamie Riggs, Alan Morse, Yoon Tae Sung

Journal of Applied Sport Management

Intercollegiate athletic market-generating revenue (MGR) is of interest to administrators for increasing institution revenue. The driving factors of MGR (i.e., conference, facilities, and finances) need to be understood to allow target level planning for increasing MGR. Multiple linear regression was used to assess MGR on a sample of U.S. autonomy Football Bowl Subdivision institutions. Per capita attendance by designated marketing area, capacity, and contributions were shown to have a strong, quantifiable influence on MGR. By setting the levels of the facility and financial determinant variables, and adjusting for conference, the MGR may be predicted or targeted for institution revenue goals.

Who Are Our Fans: An Application Of Principal Component-Cluster Technique Analysis To Market Segmentation Of College Football Fans, Daniel A. Rascher, Kenneth Cortsen, Mark S. Nagel, Tiffany Richardson

Journal of Applied Sport Management

A 66-question online marketing survey of 2,800 football fans who had purchased tickets to a Division I, Power 5 (P5) university football game was conducted in order to understand the fan base and provide better services and targeted marketing. Principal Component Analysis was employed to combine responses from multiple questions about purchase behavior, on-site satisfaction, demographics, and other criteria. Subsequent market segmentation via cluster analysis indicated that 95% of the survey respondents could be categorized into one of five clusters. The identified fan perceptions and evaluations resulted in the P5 athletic department taking specific actions to improve targeted marketing activities …

The Green Gap: How Consumers Value Sustainable Fashion, Alexandra K. Richey

Chancellor’s Honors Program Projects

No abstract provided.

Artists On The Rise: An Exploration Of The Role That Brand Collaboration Prestige Plays In The Development Of Identification And Artist Attractiveness, Isabel Soldner

Chancellor’s Honors Program Projects

No abstract provided.

Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman

Chancellor’s Honors Program Projects

No abstract provided.

Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright

Chancellor’s Honors Program Projects

No abstract provided.

The High Rise Storage System, Justin H. Harmon

Chancellor’s Honors Program Projects

No abstract provided.

Evaluating The Impact Of The Chief Digital Officer On Firm Performance, Ashley Lauren Roepke

Chancellor’s Honors Program Projects

No abstract provided.

The Next Generation: Looking At Utk Students’ Potential Future Engagement With Gsmnp, Layla Marie Mosadegh

Chancellor’s Honors Program Projects

No abstract provided.

Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers

Chancellor’s Honors Program Projects

No abstract provided.

Yes, We Can Brewing Company, Madison Hailey Murphy

Chancellor’s Honors Program Projects

No abstract provided.

Ecocar Mobility Challenge Communications Plan, Whitney M. Brothers

Chancellor’s Honors Program Projects

No abstract provided.

The Next Generation: Looking At Utk Students’ Potential Future Engagement With Gsmnp, Layla Marie Mosadegh

EURēCA: Exhibition of Undergraduate Research and Creative Achievement

The purpose of this research was to understand the next generation’s, aka Gen Z’s, engagement with Great Smoky Mountains National Park (GSMNP) by studying the motivations and perceptions surrounding engagement with GSMNP amongst undergraduate students enrolled for the 2018-2019 school year at the University of Tennessee, Knoxville (UTK). This research was conducted in the format of a hybrid case study with a combined marketing strategy plan that aims to answer the following questions:

• What are the motivations and perceptions surrounding engagement with Great Smoky Mountains National Park amongst undergraduate students enrolled for the 2018-2019 school year at the at the …

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Yes, We Can Brewing Company, Madison Hailey Murphy

EURēCA: Exhibition of Undergraduate Research and Creative Achievement

Yes, We Can! Brewing Company is a minority owned and operated small batch microbrewery for black women, by black women. The brewery aims to change the narrative of women of color in the craft beer industry by creating unparalleled quality beverages that empower this underserved market. Yes, We Can! is blazing the trail by paying homage to the original trailblazers, crafting beer as complex as the women on our labels. From Mae Jemison, the first African American female astronaut to travel to space to Bessie Coleman, the first African American woman to hold a pilot license, each can’s label will …

Veterinary Telemedicine Perception And Utilization Intention, Chandler Hawk

Chancellor’s Honors Program Projects

No abstract provided.

Welcome Home, Chelsea Schulz

EURēCA: Exhibition of Undergraduate Research and Creative Achievement

Hearth & Home Renovation and Design, LLC is a real estate investment, renovation and home design company serving the greater Nashville Area market. Hearth & Home acts primarily in the following three industries: real estate, flipping/renovation, and design. Through synergistic actions across all of these industries, Hearth & Home delivers superior customer value to home-buyers. Hearth & Home has identified several strategic competitive advantages which are found through key partnerships, design and brand equity. Key partnerships will lead to mutually beneficial cost efficiencies. Design will create distinction and opportunities to retain customers longer than competitors. Brand equity will be built …

Modeling The Consumer Acceptance Of Retail Service Robots, So Young Song

Doctoral Dissertations

This study uses the Computers Are Social Actors (CASA) and domestication theories as the underlying framework of an acceptance model of retail service robots (RSRs). The model illustrates the relationships among facilitators, attitudes toward Human-Robot Interaction (HRI), anxiety toward robots, anticipated service quality, and the acceptance of RSRs. Specifically, the researcher investigates the extent to which the facilitators of usefulness, social capability, the appearance of RSRs, and the attitudes toward HRI affect acceptance and increase the anticipation of service quality. The researcher also tests the inhibiting role of pre-existing anxiety toward robots on the relationship between these facilitators and attitudes …