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Full-Text Articles in Business
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
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 …
Comments From The Editors, Rick Mathisen, Michael Mccall, Mike Musante
Comments From The Editors, Rick Mathisen, Michael Mccall, Mike Musante
Journal of Applied Marketing Theory
Welcome to Volume 4 Issue 1 of the Journal of Applied Marketing Theory. With this edition we present some interesting articles that we think offer research in the true spirit of the Journal of Applied Marketing Theory. We are particularly pleased to present to you a practitioner driven article. As we move forward, we see the opportunity to present to you, research that is academically rigorous and practically relevant. Our goal is to present articles that have actionable managerial relevance and we encourage you to submit your best work to the Journal. We present to you the following articles and …
Passion Transfer In Sports Advertising: Sports Passion And Attitude Toward Advertising, Brandon Brown, Larry Degaris
Passion Transfer In Sports Advertising: Sports Passion And Attitude Toward Advertising, Brandon Brown, Larry Degaris
Journal of Applied Marketing Theory
In order to retain advertising clients, media companies are in search of viable strategies that can justify the high costs of advertising fees within the sports setting. In acknowledging the significance of advertising during sport programs, the current study seeks to investigate the value of sports advertising by introducing the concept of ‘passion transfer’ (i.e., the transference of high likability levels of sport programs to the sport programs’ advertisements). We examine this concept by analyzing the relationship between viewer passion towards programming and advertising effectiveness. In doing so, the study also lends support to the notion of incorporating emotional measures …
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
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 …
Gift Cards And Gift Giving, Melek Meral Anitsal, Ismet Anitsal, Amanda Brown
Gift Cards And Gift Giving, Melek Meral Anitsal, Ismet Anitsal, Amanda Brown
Journal of Applied Marketing Theory
Gift cards are frequently located at premium points inside the retail space where stores sell not only their own cards but also other retailers’ cards for almost every occasion. Media encouraged practitioners to promote these cards. However, this emerging phenomenon of consumers’ preference of gift cards has not been explored thoroughly yet. The objective of the current study is to understand consumer reactions to gift cards in terms of their impact in gift giving and gift receiving relationships. Specifically, this qualitative research seeks to investigate the following research objectives: (1) How gift givers and receivers perceive gift cards; (2) What …
Carving A Wheel Or Assembling A Widget? Insights Into The Management Of Advanced Analytics, Michael Mccrary
Carving A Wheel Or Assembling A Widget? Insights Into The Management Of Advanced Analytics, Michael Mccrary
Journal of Applied Marketing Theory
Medieval guilds and assembly plants are unlikely metaphors in an information-based economy. My experience with advanced analytics suggests that such descriptions are nevertheless apt. This paper explores two distinct situations within a single firm. In one department, predictive models were generated through adopting a craft style approach. In another department, a production type of approach was deployed. The reasons for their adoption are explored, followed by their consequences for job satisfaction, performance, staffing, change-management, and more. Craft and production approaches have implications not just for modeling analysts and their managers but also for senior leaders, business partners, and human resources …