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Full-Text Articles in Business
Characteristics And Motivations Of Die-Hard Sport Fans, Ryan Smart, Steve Chen, Kenneth Henderson
Characteristics And Motivations Of Die-Hard Sport Fans, Ryan Smart, Steve Chen, Kenneth Henderson
Journal of Applied Marketing Theory
Past research has examined the die-hard fans’ characteristics, consumption behaviors, and attending motivation of avid sport fans. The study further evaluated those fans’ characteristics and motivation through a series of qualitative interview questions based on the conceptual frameworks of loyalty, fan motivation, fan identity, and “sport-as-religion.” The participants were 24 season-ticket holders of a Mid-west professional football team who also identified themselves as a fan of football, baseball, basketball, and hockey. Their fanship varied from collegiate to professional level teams of various locations. Results showed die-hard fans’ game-attending motivations were influenced by their family, popularity and performance of players, and …
Gameday Food And Beverage: The Perspective Of College Football Fans, Brody J. Ruihley, Rob Hardin
Gameday Food And Beverage: The Perspective Of College Football Fans, Brody J. Ruihley, Rob Hardin
Journal of Applied Marketing Theory
This study examines sport spectators’ food and beverage experience through the lens of service quality, targets of quality, and standards of quality in sport-based services. Both qualitative and quantitative data were collected from 1,495 adults attending at least one American college football game. Thematic analysis produced five themes of price, variety, quality, service, and amenities while comparison analysis found several demographic differences. Findings reveal food and beverage to be critical in overall experience at sporting events. The overwhelming majority of comments were negative and findings provide feedback as to how important this aspect of the game experience is.
In-Store Use Of Mobile Phones For Point-Of-Purchase Product Information Searches In The Us, Kristine Johnson, Manuel C. Pontes
In-Store Use Of Mobile Phones For Point-Of-Purchase Product Information Searches In The Us, Kristine Johnson, Manuel C. Pontes
Journal of Applied Marketing Theory
This research investigates how US consumers use mobile phones in-store to acquire product-related information used to assist with purchase decisions. Data were collected in early January 2013 by a telephone survey of a nationally representative sample of adults in the US. The data collection was sponsored by the Pew Foundation and made available for this research. Younger smartphone owners were significantly more likely to use their cell-phones to ask friends or family for product advice, to read product reviews online, and to engage in online price comparison while shopping. Women were significantly more likely than men to use their cell …
Brand Engagement And Consumer Innovativeness, Ronald E. Goldsmith, Leisa R. Flynn, Felipe Korzenny
Brand Engagement And Consumer Innovativeness, Ronald E. Goldsmith, Leisa R. Flynn, Felipe Korzenny
Journal of Applied Marketing Theory
Brand engagement describes the tendency of consumers to make the brands they buy part of their self-concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers. An unexplored aspect of brand engagement is how it is related to consumer innovativeness, the tendency to be among the first buyers of new products. The present study used survey data from 2399 adult U.S. consumers to show that brand engagement is positively related to consumer innovativeness. This finding suggests that in addition to promoting the features of new products likely to attract innovators, showing how the …
Beyond Amateurism: The Rebranding Of Major College Athletics, Dallas D. Branch Jr., Olin L. Adams, Marie Kraska
Beyond Amateurism: The Rebranding Of Major College Athletics, Dallas D. Branch Jr., Olin L. Adams, Marie Kraska
Journal of Applied Marketing Theory
For decades prior to NCAA v. Board of Regents, the brand of college athletics, even at the highest level, was amateurism. However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision makers in major college athletics to contemplate a future in which amateurism is banished or in retreat. In sum, the brand has outgrown amateurism. Major college athletics can survive a paradigm shift by selling the action in its games, the game day experience, and the traditions of the institutions.
Consumer Trait And Situational Factor Determinants Of Technology Acceptance, Jon M. Martin
Consumer Trait And Situational Factor Determinants Of Technology Acceptance, Jon M. Martin
Journal of Applied Marketing Theory
This study examines the internal relationships of the basic technology acceptance model (TAM) constructs and TAM’s determinant relationships with external predictors from: a) demographics (age, gender, income, education, and ethnicity); b) psychographic tech readiness facets (optimism, innovativeness, discomfort, insecurity); c) situational factors (wait time and crowding). Analysis confirms the basic TAM model and suggests that the relationships of age, wait time, crowding, and optimism with TAM’s latent variables (perceived usefulness and perceived ease-of-use) appear valid and generalizable and have implications for self-service technology (SST) adoption research. Exploratory research that omits TAM’s moderating variables (perceived usefulness and perceived ease-of-use) and that …