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Articles 1 - 3 of 3
Full-Text Articles in Business
Up Rooting: Sports Marketing Analytics And Attendance In Major League Baseball, Adam Merkle, Catherine Hessick, Britton Leggett, Kenneth O'Connor, Larry Goehrig
Up Rooting: Sports Marketing Analytics And Attendance In Major League Baseball, Adam Merkle, Catherine Hessick, Britton Leggett, Kenneth O'Connor, Larry Goehrig
Association of Marketing Theory and Practice Proceedings 2020
Spurred by a continuous decline in Major League Baseball (MLB) ticket sales and attendance, this study examines external and internal factors affecting team financial performance. Using only secondary data, constructs for external factors (i.e. population, facility age, etc.), team offensive performance (i.e. at-bats, home runs, etc.), attendance, and revenue-based financial metrics were analyzed with PLS-SEM. The findings reveal external factors positively affect both attendance and team financials, but the relationship between a team’s offensive performance and team financials is fully mediated by attendance. The findings imply future sales growth may need to come from marketing strategies and promotional efforts beyond …
The Utilization Of Hiring High-Profile Head Football Coaches To Market The Athletic Department And Boost Fan Attendance At Ncaa Division I Institutions, Tim Wilson, Chris Croft, Sabrina Reed
The Utilization Of Hiring High-Profile Head Football Coaches To Market The Athletic Department And Boost Fan Attendance At Ncaa Division I Institutions, Tim Wilson, Chris Croft, Sabrina Reed
Atlantic Marketing Association Proceedings
No abstract provided.
Important Factors Influencing Attendance At Northwoods League Games, Ryan Eiche
Important Factors Influencing Attendance At Northwoods League Games, Ryan Eiche
Masters Theses
The purpose of this study was to examine the importance of various factors as they related to attendance at Northwoods League baseball games. This league was an ideal fit for the study as little research has been conducted on this level of baseball. A survey was sent out via the Facebook page of the Lakeshore Chinooks to gather responses from fans on what factors encouraged attendance. Fans were asked to then rate how important each factor was on a five-point sliding scale. The research revealed that situational factors such as convenience, day and time, and weather of the game were …