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Brand Extension Evaluation In Esports: A Case Study Of The Nba And Nba2k League, Glynn M. Mcgehee, Beth A. Cianfrone, Jackson Sears
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
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 …
Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz
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 …