Digital Commons Network^™

The Novelty And Nostalgia Effects Of A New Major League Baseball Stadium As Measured By Its Impact On Attendance, The Corresponding Costs Of Attending, And Ticket Revenue, Sam Fullerton, Carol Bruneau

Journal of Applied Marketing Theory

Using secondary data, the novelty effect of the opening of 15 new Major League Baseball stadiums was determined. Using a seven-year period looking both before and after each stadium’s inaugural season, a meaningful novelty effect was documented. There were significant increases in attendance and the average ticket price for each of the 15 teams under scrutiny. As a consequence, there was a significant increase in the revenue generated through ticket sales. While the anticipated spike was in evidence for the year a new stadium opened, meaningful increases were also documented for the years subsequent to the opening of the new …

The Marketing And Economic Implications Of Select Bankruptcies In North American Professional Sports Since The Start Of The Global Economic Crisis, Eric C. Schwarz, Patrick Ryan Murphy, Barbara Caldwell

Journal of Applied Marketing Theory

The purpose of this paper is to look at the effects of the global economic crisis on the North American professional sports industry, and more specifically some of the examples of how the significant change in the global economic landscape has had a direct effect on the sport business industry. The most interesting of these effects is the increase in the number of bankruptcies that have occurred over the past five years. An analysis of these bankruptcies in professional sports over the recent past will be described, including their causes and results. Specific analysis will focus on the marketing implications …

2013-May-10-Etsu National Alumni Association Presents 2013 Alumni Awards, University Marketing And Communicatins, East Tennessee State University

ETSU News

No abstract provided.

Amateurism In An Age Of Professionalism: An Empirical Examination Of An Irish Sporting Culture: The Gaa, Ian Keller, Angela Wright

Dept. of Organisation & Professional Development Publications

The Gaelic Athletic Association (GAA) has been synonymous with the sporting tradition of Ireland since 1884, and the links it has developed with the parishes and communities of Ireland have been based on the organization’s ethos of volunteerism and amateurism in Gaelic games. Modern Ireland has brought with it many challenges for the GAA, especially in relation to internal and external issues. The dynamic of sport in Ireland has changed with the introduction of professionalism in soccer and rugby, and this has caused the validity of the amateur status of the Gaelic Athletic Association to be questioned. The development of …

A Critical Review Of The Literature For Sales Educators, Shannon Cummins, James W. Peltier, Robert Erffmeyer, Joel Whalen

Marketing & Entrepreneurship Faculty Publications

The Journal of Marketing Education is publishing a special issue on Sales Education and Training in August 2014. In this article, we review the sales education literature from four primary journals and the business literature at large. The four primary journals are the Journal of Marketing Education, Marketing Education Review, Journal of Education in Business, and the Journal of Personal Selling & Sales Management. Of the 107 identified articles, experiential learning, assessment, and career development were the three most prominent topics. Future research opportunities in sales education, including those for the special issue, are offered across nine topical …

Want To Enroll In A Mooc? No Thanks, My Professors Have Their Own Videos, Enda Mcgovern, Arne Baruca

Marketing Faculty Publications (Archived)

Purpose: The paper explores how professors, in adopting short digital video lectures as a complementary teaching platform outside the classroom, could better enhance the learning experience for digital natives, i.e. millennial students, in challenging the growth of massive open online courses (MOOC). Specifically, the use of personalized, class-specific, video content made available on YouTube, in which the professor-of-record appears, is examined as a complementary learning platform for students required to read textbook material in preparation for class discussions.

Method / Design and Sample: Students were required to view class-specific digital videos on YouTube and thereafter complete a questionnaire to examine …

Emotion And Memory In Nostalgia Sport Tourism: Examining The Attraction To Postmodern Ballparks Through An Interdisciplinary Lens, Kiernan O. Gordon

Kinesiology

Nostalgia sport tourism, one of Gibson’s (1998) three forms of sport tourism, appears to have received little scholarly attention in contrast to active sport tourism and event sport tourism (Fairley, 2003; Gibson, 2002, 2003; Ritchie & Adair, 2004). Despite this apparent lack of research relative to the other two domains, insightful and thought-provoking scholarship has emerged within nostalgia sport tourism. Sociology, which is one of sport tourism’s parent disciplines, has influenced much of this scholarship (Gibson, 2004; Harris, 2006). Among other things, this epistemological orientation has yielded the importance of emotion and memory to nostalgically oriented experiences. This paper considers …

Proceed To Checkout? The Impact Of Time In Advanced Ticket Purchase Decisions, Brendan Dwyer, Joris Drayer, Stephen L. Shapiro

Human Movement Studies & Special Education Faculty Publications

When purchasing tickets in advance, sports consumers are often faced with uncertainty. Most notably, in today's real-time environment, it can be challenging for consumers to determine how ticket prices and seat availability will change over time. Guided by the generic advanced-booking decision model, the current study investigated the role of time, ticket source (primary or secondary market), and team identification in advanced ticket purchasing by exploring a consumer's perceptions of ticket availability and finding a lower price. The results suggest the perceived likelihood of ticket availability and finding a lower priced ticket increased as the date of the game drew …

Analyzing The Presence Of Marketing In Campus Recreation Departments, Amy Gibson

MPA/MPP/MPFM Capstone Projects

The University of Kentucky’s Campus Recreation department is currently operating without professional marketing personnel to promote the programs and services the facility offers. With the university expanding campus housing for incoming students, the question of how activity spaces will accommodate and reach out to these students is certainly one to consider.

I conducted this research with the aim of analyzing the importance of marketing in Campus Recreation facilities and to see if marketing efforts have an effect on facility usage by participants. The department began conducting surveys in 2010 to assess its programs and services in order to determine student …

Learn What The Luxury Suite Customer Wants!, Peter Titlebaum, Jim Blair, Matthew Brown, Ronald Dick

AMTP Proceedings 2013

In the current difficult economy and global marketplace, there is more competition than ever for businesses to earn and retain sales from customers in each of their respective industries. That is no different in the sports and entertainment industry, particularly in luxury suite sales for stadiums, arenas, and ballparks. In many instances, companies are asking customers about their preferences in regards to current product offerings and about innovations within their company and industry. By listening to the voice of the customer, companies can increase sales, improve client relationships, add to current product offerings, create new and innovative products, and earn …

Effectiveness Of Green Olympic Initiatives On Reasons Affecting Residents’ Actions To Support The Olympic Movement, Liyan Jin, Kevin K. Byon, James J. Zhang, Neil Xindong Ma, Daniel P. Connaughton

AMTP Proceedings 2013

The world faces major environmental challenges that affect the well-being of human beings, plants, and wildlife. The Olympic Games, one of the most influential sport events, should pay special attention to environmental issues. In 1996, the environmental element became a central factor of the International Olympic Committee’s (IOC) (IOC, 2009). To scientifically and comprehensively evaluate the impact of the Olympics on the host city, the IOC launched the Olympic Games Global Impact (OGGI) study in 2003 (IOC, 2006). This study begins two years before the host city is selected, and terminates two years after hosting the Games (IOC, 2006). One …

Innovation And Entrepreneurial Ventures In Sport: Branding Athletes Through Use Of New Media And Technology, Khalid Ballouli, John Grady, Brandon Brown

AMTP Proceedings 2013

Due to the growing capacity of modern technology to build brands through digital integration and social media networking, athletes have begun to create their own digital presence in efforts to reach a wider target audience. As such, entrepreneurs who develop integrated networks of traditional marketing and social media strategies—designed to increase brand influence in the digital space—are beginning to develop ways in which to capitalize on the monetization of the digital athlete brand. Digital athlete branding involves creating a digital presence for the professional athlete through the development of personal websites, social networks, and new media to provide unique fan …

Using Exploratory Factor Analysis To Identify Star Players’ Effects On The Branding Process Of Professional Sports Teams, N. David Pifer, Jennifer Y. Mak, Won-Yul Bae, Jarrod Schenewark

AMTP Proceedings 2013

Given the extremely competitive nature of professional sports and the high levels of risk associated with exorbitant player salaries, it is important for management to examine the specific effects that star players can have on a sport franchise’s brand. Gladden and Milne (1999) provided an early framework for examining the relationship between marquee athletes and a team’s brand by developing a model to assess brand equity in professional sport. This model, based largely on previous work by Aaker (1991), listed the star player as a product-related antecedent capable of generating brand equity that could bring about national media exposure, merchandise …

Influence Of Social Motivations On Spectator Consumption Behavior Of A Formula One Grand Prix Event, Kevin K. Byon, Suk-Kyu Kim, Jae-Gu Yu, James J. Zhang, Chong Kim

AMTP Proceedings 2013

The purpose of this study was to examine the relationship between spectator motivation and sport consumption behavior in the context of F-1 events. Respondents were spectators from three Formula One (F-1) races held in Shanghai, China. Through a structural equation modeling analysis, Achievement Seeking and Salubrious Effects were found to be related to repurchase intentions. Three motivating factors (i.e., Achievement Seeking, Entertainment, and Catharsis) were also found to be associated with Word-of-Mouth intentions concerning F-1 events.

The Face Of Fakes: U.S. Consumers And Counterfeit Fashion Products, Karen Edwards, Jason Carpenter

AMTP Proceedings 2013

Counterfeit products pose a serious threat to fashion product brand owners and to the world economy. While research on the demand side of counterfeiting has grown over the past two decades, few extant studies have been conducted among non-student consumers outside Asia and Europe and few studies have focused on product categories other than consumer electronic-related items. Using a sample of U.S. consumers (N=305), the current research investigates consumer attitudes in the context of fashion products. Findings suggest that gender and education are the two variables most frequently related to purchase intention for counterfeits, beliefs about counterfeit products, and ethicality. …

An Examination Of The Segmentation Typologies Articulated In The Spectator And Participation Sports Marketing Literature, Sam Fullerton, Tammy Mccullough, Carol L. Bruneau

AMTP Proceedings 2013

With the emergence of sports marketing as an important business discipline, a number of segmentation studies have focused on either the spectator sports market or the participation sports market. Regarding spectator sports, most of the previous studies have focused on individual sports entities such as a team, a league, a sport, or an event. The majority of the segmentation studies on participation sports have also assumed a narrow perspective by developing typologies for a specific activity such as golf. The current research assesses the efforts designed to segment the aggregate spectator sports market irrespective of the sport being watched and …

Soccer Marketing In The United States, Brian Crow, Dennis Phillips, Dallas Branch, Greg Hutton

AMTP Proceedings 2013

Soccer is continuing to grow in popularity in the United States. According to the U.S. Soccer Federation, there are more than 4 million players in the US, more than double the number in 1990 (Belson, 2010). The Sports and Fitness Industry Association (formerly SGMA) has found that total participation in soccer had increased nearly 3% annually in 2011 (Physical Activity Council, 2011). According to another SFIA study, however, a shortage of facilities and emphasis on tournament and showcase events may result in potential future downturn in participation (Athletic Business, 2012). There is also a shifting emphasis from tournament and showcase …

Exploring The Factors Affecting The Perceived Program Quality Of International Sports Education Programs: The Case Of A Chinese Sports University, Luke Lunhua Mao, James Zhang

Journal of Applied Marketing Theory

This study explored and tested factors affecting the perceived quality of international sports education provisions in the context of a Chinese sports university. Based on a comprehensive literature review, on-site observations, interviews with students and administrators, and a test of content validity by a panel of experts, a questionnaire was developed and administered to 61 international students attending a sports university in China. An exploratory factor analysis produced five factors related to perceived program quality, with 22 items retained (i.e., leaning environment, service orientation, administrative professionalism, content assurance, and academic growth). Hierarchical regression analyses revealed that these program quality factors …

A Social Media Plan For The Ultimate Fighting Championship, Matthew Radmanovich

UNLV Theses, Dissertations, Professional Papers, and Capstones

Social media has revolutionized marketing and communication and has changed the way many organizations do business. In sports, it has facilitated fans getting closer to the action while allowing management to be strategic and more efficient with finite amount of resources. It has allowed sports to get in the business of “relationship marketing” (Gronroos, 2004). That is, when a game ends or a season comes to a close, social media allows for the fostering of long term relationships and continues to build a sense of community. The marriage of social media and relationship marketing cannot be overlooked. Whereas 30 years …

Psychographic Segmentation In A Unique Service Industry: A Typology Based On Consumers’ Levels Of Consumption Of Live And Media-Based Spectator Sports, Tammy Mccullough, Sam Fullerton

Journal of Applied Marketing Theory

The purposes of this study were twofold. First a typology for the categorization of consumers of spectator sports based solely upon their levels of consumption as members of both the live and the media-based audiences was developed. The four segments were given names based upon the individuals’ levels of consumption as members of both of the two alternative audiences. Specifically, the resulting segments comprised the sports-immersed fans, venue-based enthusiasts, media-based fans, and sports contrarians. Subjects also responded to a set of 34 sports-oriented psychographic statements which allowed for lifestyle-based profiles to be developed for each of the four designated segments. …

Trends In Online Sport Marketing, Alexandra (Ali) Bickel

Recreation, Parks, and Tourism Administration

All professional sports teams are using the Internet as a part of their marketing strategy. In order for this to be successful, it is critical for sport marketers to evaluate which Internet marketing trends are being best utilized to connect with fans and website users. The purpose of this study was to determine the best practices in sport marketing in the five major professional sport leagues. Data were collected from five professional sports team’s websites from the NBA, MLB, NHL, NFL and MLS. The instrument used consisted of a checklist with a section for written notes. The results indicated that …

Differentiation Of Social Marketing And Cause-Related Marketing In Us Professional Sport, Jennifer Renee Pharr, Nancy L. Lough

School of Public Health Faculty Research

Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL, and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing, or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, …

Differentiation Of Social And Cause-Related Marketing In Professional Sport, Jennifer Renee Pharr, Nancy L. Lough

Environmental & Global Health Faculty Research

Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, …

Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz

UNLV Theses, Dissertations, Professional Papers, and Capstones

The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …

2012 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2012.

Understanding Loyalty And Motivation Of Professional Sports Fans, Victoria Wilkins

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to examine the factors which create continuous and permanent commitment to a specific professional sports team.

Statement of Objectives: There is no denying that the current economic standing of the United States does not promote spending large sums of money on entertainment and leisure. Since taking a family to a professional sports game gets rather expensive, families are lead to pursue other alternatives while deciding how to spend free time. The costs of game attendance, including tickets, parking, food, beverages and souvenirs, can easily surpass one hundred dollars, which is undoable for many …

Fan Loyalty And Motivation, Jason Mays

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose Statement: The purpose of this professional paper is to review psychological and marketing theory and research to explain what motivates an individual to become a highly identified loyal fan of a sports team. Implications for professional practice and future research will be presented.

Justification: Understanding what motivates a fan to become a highly identified fan is important to a team manager because fans are the primary revenue source of a team. The fundamental goal of marketing managers is to create repeat customers (brand loyalty) (Fortunato, 2006) and loyal fans represent most repeat customers. An organization’s brand is critical in …

An Exploratory Model Of The Antecedent Factors Contributing To Fan Support/Attendance At Hbcu Basketball Games, George W. Stone, Kathryn T. Cort, Japhet Nkonge

Atlantic Marketing Journal

The factors that impact attendance at sporting events in general and at small college sporting events in particular have been widely examined by sports marketing academicians. Among the various factors emerging over two decades has been attendance based on identity with individual teams and players, to idiosyncratic factors such as the environment and the entertainment value of the sporting event itself. Less is known, however, about what creates and promotes the desire to attend sporting events associated with historically black colleges and universities (HBCU’s). HBCU’s, like their other small college athletic departments, are now facing financial difficulties because of dwindling …

A Study Of Golfers In Tennessee, Kelly Price-Rhea

ETSU Faculty Works

The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …

An Examination Of Star Players' Effects On The Branding Process Of Professional Sports Teams, Nathan David Pifer

Theses, Dissertations and Capstones

Although various models and real-life examples seem to convey its presence, the relationship between star players and the branding process of professional sports teams is one that remains rather vague and unquantified. Though numerous examples seem to suggest that star players are capable of exerting an effect on a team’s brand, more thorough analysis is required in order to decipher which areas of a brand’s development are more or less affected by these marquee athletes. Taking responses from survey questionnaires containing 40 items pertinent to the topic, this study deployed Exploratory Factor Analysis (EFA) to uncover six underlying factors that …