Open Access. Powered by Scholars. Published by Universities.®
- Discipline
Articles 1 - 2 of 2
Full-Text Articles in Business
Who Are Our Fans: An Application Of Principal Component-Cluster Technique Analysis To Market Segmentation Of College Football Fans, Daniel A. Rascher, Kenneth Cortsen, Mark S. Nagel, Tiffany Richardson
Who Are Our Fans: An Application Of Principal Component-Cluster Technique Analysis To Market Segmentation Of College Football Fans, Daniel A. Rascher, Kenneth Cortsen, Mark S. Nagel, Tiffany Richardson
Journal of Applied Sport Management
A 66-question online marketing survey of 2,800 football fans who had purchased tickets to a Division I, Power 5 (P5) university football game was conducted in order to understand the fan base and provide better services and targeted marketing. Principal Component Analysis was employed to combine responses from multiple questions about purchase behavior, on-site satisfaction, demographics, and other criteria. Subsequent market segmentation via cluster analysis indicated that 95% of the survey respondents could be categorized into one of five clusters. The identified fan perceptions and evaluations resulted in the P5 athletic department taking specific actions to improve targeted marketing activities …
Spectator Age And Periodic Changes In Game Viewership: An Application Of Positivity And Life-Span Theory In The National Football League, Scott Tainsky, Jie Xu
Spectator Age And Periodic Changes In Game Viewership: An Application Of Positivity And Life-Span Theory In The National Football League, Scott Tainsky, Jie Xu
Journal of Applied Sport Management
This study examines the factors that influence sport broadcast viewership, exploring the relationship between spectator age, time remaining in the season, and team success. We identify the determinants of demand for two different age groups— youth and older adults—and analyze differences in the impact of team quality and playoff probability on viewership during midseason games and those during the stretch run of the season. Ordinary least squares models are used to estimate the effects and Wald tests to establish differences between groups. Our models show local team quality increased viewership by a greater margin for youth than older adults for …