Digital Commons Network^™

An Exploratory Study Investigating The Effect Of The Nfl Player Anthem Protest On College Student Nfl Viewership, George W. Stone Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Controversial And Global Issues Fantasy Sports' Outcomes, Amber A. Smith-Ditizio, Alan D. Smith, Walter Kendall

Atlantic Marketing Association Proceedings

No abstract provided.

International Olympic Committee -- Rule 40: Who Does It Protect Versus Who Should It Protect?, Jeri L. Jones

Atlantic Marketing Association Proceedings

No abstract provided.

Content Analysis Of A Collegiate Athletic Twitter Account: Practical Applications For Promotion And Attendance Increase, Steve Shih-Chia Chen

AMTP Proceedings 2019

Twitter global usage has increased as a source of information during the past decade. This study explores different types of Twitter messages sent by a collegiate athletic department and analyzes the impact of these messages on attendance at home athletic events during the NCAA football season. The data examines five message categories: interactivity, content, promotional, information sharing, and noise. Noise accounts for any message that is not related to the studied sport season. Results suggest that while noise is prevalent, messages pertaining to the studied sport are impactful. The types of messages sent by a college athletic department can impact …

How Motherhood Affects Professional Golf Careers, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price analyzes the evidence on how becoming a mother can impact an LPGA player's productivity, performance, and earnings.

Women's Golf Has A Virtual Opportunity, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price looks at the ways new technology like augmented and virtual reality can help boost the coverage and popularity of women's golf.

Does Golf Have A Pink Problem?, Kelly Price-Rhea

ETSU Faculty Works

I love my pink glove. My last bag was pink. I am glad I had the pink option when I purchased these items. But the question remains, why must golf continue to place such deep division within many of its product lines which continues to fuel the gendering (and arguably sexism) of golf?

Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea

ETSU Faculty Works

With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.

The Twelve Beneficiaries Of Legalized Sports Betting: An Exploratory Assessment, Sam Fullerton, Michael Mccall, Ronald Dick

AMTP Proceedings 2019

The 2018 ruling by the United States Supreme Court essentially legalized sports betting across the nation. Prior to that ruling, sports books were restricted by virtue of the Professional and Amateur Sports Protection Act (PASPA). But with that landmark 6-3 decision, the opportunity door for sports betting has been opened for all 50 states. This paper focuses on two considerations regarding the opening of that door. Who are the potential beneficiaries and what benefits might they derive? A review of the literature identified twelve beneficiaries; among these beneficiaries are the teams, organizations, fans, sponsors, bettors, and society-in-general. The majority of …

The Impact Of Fantasy Football On The Nfl Fan: Exploring Differences Between The Fantasy Football Participant And The Traditional Fan, Stefan Sleep, Scott Thompson, Michael L. Thomas

AMTP Proceedings 2019

Fans of the National Football League (NFL) often identify themselves not only with a specific team but also in terms of a broader social group, fantasy football participant. This research utilizes a social identity perspective and data collected from an online context to compare those fans with a team-specific identity to those who also actively participate in fantasy football. Our results show that fans often form a dual identity with the league and the team. This is an important consideration for managers, because while previous research shows that fantasy football participants may attend more games, social identity theory suggests that …

Push And Pull Factors Influencing The Level Of Participation Of Leisure Skiing In China, Xinghua Wang, James J. Zhang

AMTP Proceedings 2019

Traditionally, winter sports have very limited accessibility and popularity in China. In addition to the growing economy in China and increased affordability by Chinese consumers, obtaining the hosting rights for the 2022 Beijing/Zhangjiakou Winter Olympic Games has brought a heightened opportunity for China to build up facilities and related infrastructures, develop and provide programs, promote interests and participation, and advance business operations of winter sports. Although more people are participating in winter sports today, especially in skiing, many of the newly constructed facilities are often operated in financial deficit and relying on governmental subsidy. Understanding the reasons that cause and …

2018-December-15-New Employees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Fresh Squeezed Fitness: A Case Study On The Marketing Of Orangetheory Fitness, Emma Schmidt

Recreation, Parks, and Tourism Administration

The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness …

2018 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2018.

Predicting Thrill Seeking Behavior, Matthew I. Keane

Honors College Theses

Extreme sports, sports characterized as involving speed, height and danger, have become an increasingly popular pastime around the world and have grown into a $250 billion industry. As a result of the inherent risks of taking part in these extreme sports, the most common participants are thrill seeking, risk taking, and often reckless. Known as the type-T personality type, these extreme sensation seeking individual’s constantly seek out new experiences that will stimulate their mind and frequently find their thrill by participating in extreme sports. The goal of this study is to determine various factors that will influence an individual’s thrill …

2018-October-15-New Employees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2018.

2018-September-21-Jessica Mould, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

An Exploratory Study Of The Interaction Effects Of Student Service Employees' Job Resourcefulness And Organizational Support In A Campus Setting, Shawn Clouse, Simona Stan, Nader H. Shooshtari

Journal of Applied Marketing Theory

This paper investigates the interactive effects of student service employees’ job resourcefulness and organizational resource support on employees’ commitment and ability to provide high quality customer service, which in turn results in higher job satisfaction and performance outcomes. This exploratory study’s goal was to help campus managers improve service employee development practices. This study involved a survey sample of 98 student employees working in customer service roles at a mid-sized university campus recreation center. The study finds that job resourcefulness is the most important factor that positively determines student employees’ commitment to service quality and skill proficiency, along with job …

2018-July-15-New Employees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Goliath Sized Campaign: Promoting Leadership Principles To The Millennial Generation Utilizing A Guerrilla Design Campaign, Ryan Smith

Masters Theses

We are nearing a critical juncture with the retirement of the Baby Boomer generation. The growing demand to replace this workforce with the millennial generation causes us to consider if millennials are up to the challenge. Although this next generation is tech-savvy, resourceful and innovative, many millennials have shared shortcomings including a sense of entitlement, demand for attention and praise and a poor work ethic. Lack of experience and no sense of direction, causes other generations to patiently wait to see what will come of millennials. But through strong leadership development there is hope. By instilling leadership characteristics and encouraging …

Gender Differences Associated With The Evolution Of Attributes Sought In Sports Apparel, Jami Adler

Senior Honors Projects, 2010-2019

Since the turn of the century, many things have changed around the world, with a focus on the athletic apparel and fashion industries. Using Fowler’s (1999) research regarding the attributes sought in sports apparel, this study serves as a replication to determine how attributes sought in sports apparel have evolved. Online surveying through Qualtrics was utilized for data collection. The research explored the trend of Athleisure and the rising demand for versatile clothing. The role of gender and its associated differences significantly influenced the attributes sought in sports apparel. In addition, this study explored three additional attributes that consumers evaluate …

The Sport Commitment Model’S Effect On The Participation Frequency And Purchase Behavior Of Golfers, Kevin Rubel

Theses & Dissertations

Golf has a multi-billion dollar impact on the U.S. economy. Golf course revenues have flattened since the industry peaked in 2005. Many golf courses have closed as fewer and fewer golfers continue to play. Golf course managers must develop effective marketing plans to retain customers. This means developing effective systems to retain golfers who have a large variety of playing and equipment options. Determining what factors are related to the reasons a golfer continues to play would help in the development of needed programs. Commitment to golf could be one of the factors related to the purchase intention and participation …

2018 May, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2018.

#Readyforrio: How A Revised Rule 40 Impacted Sponsorship At The 2016 Summer Olympics, Anthony Carson

Senior Theses

When planning and executing the Olympic Games, a premier event in modern sport, the International Olympic Committee (IOC) relies heavily on sponsorship revenue from their official sponsors. “Worldwide Olympic Partners,” the top 11 sponsors of the 2016 Olympics, had exclusive rights during the Olympic cycle from 2013-2016.

With the purchase of these expensive sponsorship deals, brands are looking to capitalize on the “glow” of the Olympics, and use excusive Olympic intellectual property to make ties from their brand to the Games. In order to make these sponsorship deals more valuable, the IOC has historically provided official partners with added exclusivity …

2018-03-15-New Employees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-08-Posters At The Capitol, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

An Examination Of Motivation And Identification Of Football Fans, Jennifer Y. Mak, Carina King, Jinmoo Heo

Journal of Applied Marketing Theory

This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.

Examining Differences Among Primary And Secondary Rivals: Are Fan Perceptions, Behavioral, And Consumption Intentions Influenced By Degree Of Rivalry?, Cody T. Havard, Lamar Reams

Journal of Applied Marketing Theory

The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more …

Airline Marketing, Blaise P. Waguespack

Publications

The role of airline marketing has now expanded to include a more expansive view of the travel planning process. The chapter utilises a classic four P's approach – product, place, promotion and price – while reviewing some of the possible legal and regulatory concerns that impact on how airline marketing is addressed today. Airlines must determine what is the right product for the premium passenger mix of the airline. The chapter examines the role of how a classic promotional tool, sponsorship, can be combined with the tools of social media to provide an overall promotion campaign to target audiences. As …