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Articles 181 - 210 of 1152
Full-Text Articles in Business
Event-Related Potentials Differentiate Gender-Based Responses To Brands, William J. Jones, Kelene A. Fercho, Lee A. Baugh
Event-Related Potentials Differentiate Gender-Based Responses To Brands, William J. Jones, Kelene A. Fercho, Lee A. Baugh
Association of Marketing Theory and Practice Proceedings 2022
Despite significant advances in scholarship at the intersection of gender and neuroscience, marketing scholars have failed to capitalize on these developments. This research seeks to fill a gap in the literature by examining brain-related responses to brands as a function of gender using event-related potentials (ERPs), which employs time-locked electroencephalographic (EEG) data. Thirty-three participants (17 female) made evaluations of clothing brands and clothing articles, individually and combined, while their preferences and brain-related data were recorded. Results reveal a gender-based dissociation in the time course of product-brand evaluations and offer new insights for gender selectivity theory.
Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin
Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin
Association of Marketing Theory and Practice Proceedings 2022
The National Center for Education Statistics in the United States reported that the undergraduate program with the most graduates in 2016 were business programs with 372,000 degrees (National Center for Education Statistics, n.d.). According to Robinson (2018), the total enrollment of undergraduate business programs globally among universities accredited by the Association to Advance Collegiate Schools of Business (AACSB) from 2012 to 2017 reported a 10% increase. The popularity of the business college degree presents a unique challenge to recent business graduates of how to differentiate from other business graduates to achieve the desired job or promotion in the new COVID-19 …
The New Grocery Retail Journey: Stimuli And Mobile Influences On A Consumer’S Unplanned Shopping And Spending Behavior, Dale A. Cake, Vikas Agrawal, Douglas Johansen, Wooyang Kim
The New Grocery Retail Journey: Stimuli And Mobile Influences On A Consumer’S Unplanned Shopping And Spending Behavior, Dale A. Cake, Vikas Agrawal, Douglas Johansen, Wooyang Kim
Association of Marketing Theory and Practice Proceedings 2022
In the new digital age, knowing what new variables may be affecting unplanned shopping and spending in a grocery store environment has had little conclusive study academically, albeit is very important to academic theory, grocery store chain management and manufacturers. Many grocery shoppers are now utilizing mobile phones and other digital stimuli (via an app or website, pricing information, coupons, QR codes, or other information) in addition to traditional stimuli for product or promotional information during their in-store purchase phase. In past research, new in-store digital stimuli or mobile phone technology was shown to increase unplanned shopping and/or spending (Cake …
Chinese’ Impulsive Shopping Behavior In A Post-Pandemic Era: Exploring The Impact Of Long-Term Orientation On Self Control, And Utilitarian And Hedonic Shopping Values, Pei Wang, Sindy Chapa
Chinese’ Impulsive Shopping Behavior In A Post-Pandemic Era: Exploring The Impact Of Long-Term Orientation On Self Control, And Utilitarian And Hedonic Shopping Values, Pei Wang, Sindy Chapa
Association of Marketing Theory and Practice Proceedings 2022
Based on previous premises, the present study proposed a model that aims to understand consumers’ impulsive shopping behavior in China. This study takes into consideration the cultural core value of long-term orientation of Chinese consumers to explore the moderating role of hedonic value, utilitarian value, and self-control on impulsive buying behavior. An online survey was employed using a convenience national sample in China. A total sample of 237 was collected and used to test the proposed model and hypotheses. Theoretically, the study provides an alternative model that explains the role of hedonic value, utilitarian value, and self-control on impulsive online-buying …
Does The Sponsorship Of Sports Entities By Gambling Organizations Conform To The Set Of Benefits As Conceptualized In The Model Of Sports Sponsorship?, Sam Fullerton, Michael Mccall, Ronald Dick
Does The Sponsorship Of Sports Entities By Gambling Organizations Conform To The Set Of Benefits As Conceptualized In The Model Of Sports Sponsorship?, Sam Fullerton, Michael Mccall, Ronald Dick
Association of Marketing Theory and Practice Proceedings 2022
One recent study produced a model that was structured based upon the benefits derived by four parties that are impacted by a sponsor’s decision to engage in the sponsorship of a sports entity. These sports entities may be a team, a league, an organization, an athlete, an event, or a sports venue. The interactions among the four categories of beneficiaries resulted in 12 discrete linkages. A total of 159 potential benefits, some tangible and some intangible, were documented. A second study examined the impact of a recent SCOTUS ruling that declared the Professional and Amateur Sports Protection Act (PASPA) to …
Monetizing Student Projects: Advice For Marketing Educators, Zach Moore
Monetizing Student Projects: Advice For Marketing Educators, Zach Moore
Association of Marketing Theory and Practice Proceedings 2022
As resources become more scarce in colleges of business, it is increasingly important for faculty members to be creative to generate revenue for their programs. This paper provides several tips for using student projects to raise funds for student development.
Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois
Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois
Association of Marketing Theory and Practice Proceedings 2022
In this study, researchers will test to see the effects rainbow-washing has on consumers’ intent to purchase. Rainbow-washing is a new marketing technique in which companies implement different initiatives to appeal to the LGBTQ+ community while not genuinely investing in the community itself. To test if rainbow-washing is correlated to a consumer’s desire to purchase, a survey was distributed using nonprobability sampling to 38 participants. Of the sample, less than half identified as members of the target community (LGBTQ+). As a result, it was concluded there is no significance between consumer attitudes towards rainbow-washing and their intention to purchase. However, …
Determining Patient Satisfaction And Well-Being In Dental Healthcare: Expanding Theoretical Models Through Grounded-Theory Methods, Kristina M. Harrison
Determining Patient Satisfaction And Well-Being In Dental Healthcare: Expanding Theoretical Models Through Grounded-Theory Methods, Kristina M. Harrison
Association of Marketing Theory and Practice Proceedings 2022
This research involves examining the antecedents of patient satisfaction in dental healthcare while utilizing a grounded theory approach. We created a model of dental care patient satisfaction and well-being and found that past experiences, expectations, desires, emotions, sensations, co-creation behaviors, relational factors, level of involvement, and level of patient engagement impacts patient satisfaction, which subsequently impacts patient well-being. These findings contribute a theoretical model incorporating extant research on customer and healthcare satisfaction while also providing practical implications for dental service providers to implement in their practices. Future research can expand this study to include the point of view of dental …
Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score, Musa Pinar, Tulay Girard
Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score, Musa Pinar, Tulay Girard
Association of Marketing Theory and Practice Proceedings 2022
The study identifies the branding factors related to Net Promoter Score (NPS) that would predict the likelihood of recommending the two strategic business units of the company--convenience store and fuel. It investigates customer perceptions of branding factors of a convenience store/fuel station corporate chain and the relationships among them. The data were collected from the members of the company’s loyalty program. The results reveal that the company has been performing well in branding factors, where the loyalty program is perceived the highest, followed by friendly employees, likelihood to recommend fuel, satisfaction with fuel, and helpful employees. The correlation and regression …
Investigating Consumer Choice Criteria For Free Services, Samer Elhajjar, Shaheen Borna, Russ Wahlers
Investigating Consumer Choice Criteria For Free Services, Samer Elhajjar, Shaheen Borna, Russ Wahlers
Association of Marketing Theory and Practice Proceedings 2022
Behavioral sciences recognize the following steps in the consumer purchase decision process: recognition of a problem or a need, search for information, alternative evaluation, purchase decision, and post-purchase evaluation. There is a plethora of research related to the aforementioned consumer decision-making process. The unanswered question in the marketing literature is: what changes, if any, in the consumer's decision process will be observed if they can obtain the product free of charge. Results of our study indicate that when consumers are spending their money on themselves, they are very careful and want to get the most for their money. On the …
“Just Hanging With My Friends”: U.S. Latina/O/X’S Perspectives On Parasocial Relationships In Podcast Listening During Covid-19, Arthur D. Soto-Vasquez, Olga Vilceanu, Kristine Johnson
“Just Hanging With My Friends”: U.S. Latina/O/X’S Perspectives On Parasocial Relationships In Podcast Listening During Covid-19, Arthur D. Soto-Vasquez, Olga Vilceanu, Kristine Johnson
Association of Marketing Theory and Practice Proceedings 2022
There is a need to delve into major subgroups among Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial dynamics with podcasts in the context of young Latina/o/x podcast listeners experiencing the COVID-19 lockdown. The conceptual acronym EASY (Engaged Experience, Accessible Authenticity, Socialization in Solitude, and Youth and YouTube) was developed to interpret pandemic listening amount Latina/o/x podcast users.
Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd
Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd
Association of Marketing Theory and Practice Proceedings 2022
This study aims to explore the relationship between the construct of brand love, the strength of fan allegiance to a sport team brand name, fan past purchase behavior, and future purchase intention should a team change its controversial name. The overall research question that bounds this study is: How does consumer brand love and a change to a sport team name impact fan purchase behavior?
The Patient-Centric Blockchain, Sunil Erevelles, Maanasi Bulusu, Timea Honeycutt, Stephanie Seligman, Padma Bulusu
The Patient-Centric Blockchain, Sunil Erevelles, Maanasi Bulusu, Timea Honeycutt, Stephanie Seligman, Padma Bulusu
Association of Marketing Theory and Practice Proceedings 2022
A revolution is brewing in the healthcare marketplace. In the early nineties, the World Wide Web initiated a new era for the use of the Internet in the consumption of healthcare services. This eventually led to the Big Data movement (Erevelles et al. 2016), which initiated a non-linear transformation in healthcare analytics and developed into a dominant paradigm in the healthcare marketplace. However, the World Wide Web architecture was never designed to support a marketplace in healthcare or, for that matter, a marketplace of any other kind. It was primarily designed for the sharing of information and was even referred …
Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr
Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr
Association of Marketing Theory and Practice Proceedings 2022
This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.
Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitment, Shawn Clouse, Simona Stan, Nader Shooshtari
Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitment, Shawn Clouse, Simona Stan, Nader Shooshtari
Association of Marketing Theory and Practice Proceedings 2022
Organizations of different types (large or small, for profit or not) associate in order to gain benefits from working together such as advocacy in the local business community, business expertise, access to markets, and more efficient operations through better communication and collaboration that drive the effectiveness of their leadership and innovation. The purpose of this study is to contribute to a better understanding of the factors that drive member organizations’ commitment to membership in a local Chamber of Commerce. The research hypotheses look at how membership commitment is impacted by the chamber’s role in the community, member satisfaction, member organization …
Exploring The Effects Of Linguistic Elements Of Social Media Corporate Apologies On Consumer Responses, Laurel Johnston
Exploring The Effects Of Linguistic Elements Of Social Media Corporate Apologies On Consumer Responses, Laurel Johnston
Association of Marketing Theory and Practice Proceedings 2022
In the current landscape of social media, consumers bring product and service failure complaints directly to brands daily. Whether such complaints are routine or hold potential for great consequence, social media’s viral nature means any brand-to-consumer interaction could become a public crisis if handled incorrectly. Corporate apologies are an effective strategy to mitigate negative audience sentiment and reduce online interactions that damage brand reputation. This study will manipulate previously identified but largely untested linguistic components of corporate apologies on Twitter, including personal greetings and closures and directives, to test their effects on consumers’ perceived apology sincerity, forgiveness, purchase intentions, and …
An Exploration Of How Having A Materialistic Value Is Related To An Environmentally Sensitive Personality., Sooyeon Choi
An Exploration Of How Having A Materialistic Value Is Related To An Environmentally Sensitive Personality., Sooyeon Choi
Association of Marketing Theory and Practice Proceedings 2022
This study aims to examine how having materialistic value is related to an environmentally sensitive personality. The proposed model has been empirically tested using the survey data collected from 150 consumers in the United States. The results showed that different aspects of materialism have a different effect on pro-environmental belief and attitude, indicating the potentially complex implications of materialism on sustainable practices.
The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine
The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine
Association of Marketing Theory and Practice Proceedings 2022
The current study investigates the firm’s potential use of self-deprecating humor in response to a service failure and examines resulting consumer evaluations. This study utilizes two scenario-based experiments conducted in the contexts of online retailing and restaurant service. The findings indicate that self-deprecating humor leads to customers’ negative evaluations of the company by decreasing forgiveness intentions toward the company. The mechanism which explains low forgiveness intentions is found to involve heightened perception of dishonesty. Moreover, when perceived benignness of the failure is low (vs. high), self-deprecating humor has a stronger adverse effect on perceived dishonesty. This study suggests that firms …
Slogans As Persuasive Accelerants Of Electronic Word-Of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, Charles M. Wood
Slogans As Persuasive Accelerants Of Electronic Word-Of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, Charles M. Wood
Association of Marketing Theory and Practice Proceedings 2022
Brands have been conceptualized as being made up of three different components: name, logo and slogan (Keller 1993, Dass, Kumar, Kohli, & Thomas, 2014). Slogans are short, memorable phrases that are often used to sign off on advertisements. They characterize a large proportion of brand advertising and are designed to attract consumer attention, crystallize brand positioning, increase advertising memorability, and improve brand affinity (Keller, 1993). Slogans have been part of our world for millennia, and a staple in the advertising world since its inception. Less complex messages – i.e., slogans – have been associated with improved advertising effectiveness (Lowrey 1998). …
Bitcoin: Bringing New Meaning To Purchasing Power & Bridging The Wealth Gap, Fabienne Cadet
Bitcoin: Bringing New Meaning To Purchasing Power & Bridging The Wealth Gap, Fabienne Cadet
Association of Marketing Theory and Practice Proceedings 2022
Bitcoin has emerged as a hot topic in our marketplace. Launched in 2009, Bitcoin is considered the first cryptocurrency, which is a virtual currency, devoid of any physical form. This paper takes a strategic approach to investigating Bitcoin usage. Additionally, the paper provides insight on the societal impact of Bitcoin. As its demand increases, it appears that Bitcoin is here to stay, therefore gaining a better understanding of this new form of currency and its impact on the market is crucial. The paper begins with background information on Bitcoin, followed by an overview of current Bitcoin users, which provides insight …
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard
Association of Marketing Theory and Practice Proceedings 2022
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19
Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context, Nikolina Koporcic, Maria Ivanova-Gongne, Jan-Åke Törnroos, Olga Dziubaniuk
Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context, Nikolina Koporcic, Maria Ivanova-Gongne, Jan-Åke Törnroos, Olga Dziubaniuk
Association of Marketing Theory and Practice Proceedings 2022
The purpose of this study is to illustrate how a firm’s corporate reputation can be destroyed by the actions of business partners and other network actors, and what the company can do to reconstruct its reputation. The study case exemplifies the importance of reputation and close interactions with foreign business partners in developing countries. Secondary data of a Nordic-based MNC, Stora Enso, is collected, interpreted, and analyzed. We observed issues surrounding the reputation change of the MNC, while focusing on the actions of their business partners. The paper provides empirical insights into the process of reputation destruction and …
Exploring The Impact Of Brands Roasting On Social Media, Sphurti Sewak, William F. Humphrey Jr., Jayati Sinha
Exploring The Impact Of Brands Roasting On Social Media, Sphurti Sewak, William F. Humphrey Jr., Jayati Sinha
Association of Marketing Theory and Practice Proceedings 2022
Brands regularly post content on social media and look for consumer engagement through these posts. However, this research uncovers a novel domain that shows increased consumer engagement but decreased persuasion: when brands resort to roasting on Twitter. We find that the perceived inappropriateness of the roasting posts lead to lower brand preference when brands choose to roast on social media and tease apart the difference between B2B and B2C roasting. This research establishes that not everything that goes viral leads to a favorable offline behavior. Social media managers of brands can use the findings of this research by understanding why …
The Effects Of Shape-Taste Congruence On Product Evaluations, Jurui Zhang, Raymond Liu, Yufang Jin, Menglin Li
The Effects Of Shape-Taste Congruence On Product Evaluations, Jurui Zhang, Raymond Liu, Yufang Jin, Menglin Li
Association of Marketing Theory and Practice Proceedings 2022
The background design of a product presented online is important to attract consumers’ attention and further help them make proper judgments about the product. Although many studies have investigated factors of advertising background design, few focus on the effect of shape feature in the background on product evaluations. The present research investigates the influence of congruency between the shape in the background design and product taste perception on consumer product evaluations by using a pretest and three experiments. The results show that shape-taste congruency intensifies product evaluations with an increase evaluation of sweet-taste products and a decreases evaluation of sour-taste …
You Don't Belong: Exploring Luxury Branding Strategy, Lauren E. Beverly, Jamye Foster
You Don't Belong: Exploring Luxury Branding Strategy, Lauren E. Beverly, Jamye Foster
Association of Marketing Theory and Practice Proceedings 2022
Luxury branding strategies create impressions of exclusivity which is transmitted into the brand’s products and retail spaces. Exclusivity is a necessary component to create consumer desire despite limitations of accessibility, time, effort, and pricing. A new population of aspirational shoppers, known as Chandlers, highly value exclusive brands as they increase perceptions of social status. This study will examine the impact of loud vs. discrete luxury branding on perceptions of brand status and browsing intentions, and the moderating impact of the Chandler effect.
Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion., Ania Izabela Rynerzewska
Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion., Ania Izabela Rynerzewska
Association of Marketing Theory and Practice Proceedings 2022
Athletic organizational image and reputation management often require careful consideration of values shared and enacted to create a flawless image with which many fans identify and often admire. However, under the cover of perfect brand image covered with medals, championship and glory, there is often a hidden world of abuse and active participation in silencing the victims to protect the image. This paper analyzes relatively recent cases of two sex scandals in sports: Jerry Sandusky case and Larry Nassar case. Both individuals held higher positions within their organizations’ network of supporters who participated in a conspiracy of silence. This paper …
Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing, Leor Ben-Meir, Steve Lemay, Dave Mcmahon
Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing, Leor Ben-Meir, Steve Lemay, Dave Mcmahon
Association of Marketing Theory and Practice Proceedings 2022
In this paper, we examine disruptions in the automobile manufacturing supply chain that resulted from the COVID19 pandemic. We explore the relationships between organizational resilience and agility and supply chain resilience and agility. We frame this exploration in terms of rare earth elements (REEs) and microchips, supplies that come from Tier 3 and Tier 4 in the automobile supply chain. We look at some adaptations made by Volkswagen to adapt to these disruptions but note that organizational resilience and adaptation does not always result in supply chain adaptation.
Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton
Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton
Association of Marketing Theory and Practice Proceedings 2022
Online dating is one of the fastest-growing industries in the United States. Due to its increasing popularity, various dimensions of online dating have been studied in recent years. However, no research has explored how the type of digital platforms used impacts online dating. In this research, we investigate how the use of different platforms (computers vs. smartphones) can influence customers’ decision-making process in the context of online dating. Through multiple studies, we demonstrate that while using their computers (vs. smartphones) to evaluate dating profiles, customers will prioritize the inner attributes of the person (e.g., personality and compatibility). Moreover, the effect …
Anti-Consumption: A Preliminary Examination Of A Set Of Social Considerations That Impact A Consumer’S Decision To ‘Punish’ Marketers Deemed To Be Engaging In Irresponsible Behavior, Tammy Mccullough, Ania Izabela Rynarzewska, Sam Fullerton
Anti-Consumption: A Preliminary Examination Of A Set Of Social Considerations That Impact A Consumer’S Decision To ‘Punish’ Marketers Deemed To Be Engaging In Irresponsible Behavior, Tammy Mccullough, Ania Izabela Rynarzewska, Sam Fullerton
Association of Marketing Theory and Practice Proceedings 2022
A sample of 175 students from two universities provided insight regarding the rationale for engaging in anti-consumption behavior. A review of the literature identified myriad reasons why consumers engage in personal boycotts. This study examines 12 of these reasons: environmental concerns, political stance, religious orientation/affiliation, country-of-origin (COO), attitudes towards the LGBTQ community, the size of the marketer, the use of disliked celebrity endorsers, the use of offensive marketing tactics (e.g. advertising), animal cruelty including the use of live animal testing, perceived violations of basic human rights, employing a nonunionized workforce, and employment-related discrimination based on the gender, age, race, religion, …
The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial
The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial
Association of Marketing Theory and Practice Proceedings 2022
Many fan behavior studies leave applications for strategic sport marketing as afterthoughts. Likewise, studies of sport marketing practices often ignore the complexities of fan psychology. The purpose of this work is to propose a new model that accurately categorizes sport products, better recognizes fan behaviors, and provides sound guidance to sport marketers. The work applies the well-established theory of portfolio management (wherein, investors strive to receive higher returns with lower risks by managing an assortment of investments). Herein, sport fans are viewed as investors that “buy,” “hold,” and “sell” athletes and teams. From sport to sport and season to season, …