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Articles 151 - 152 of 152
Full-Text Articles in Business
Naming-Rights Sponsorship Outcomes And The Role Of Fan Connections To College Campuses And Stadia, Terry Eddy, Brendan Dwyer, Lamar Reams
Naming-Rights Sponsorship Outcomes And The Role Of Fan Connections To College Campuses And Stadia, Terry Eddy, Brendan Dwyer, Lamar Reams
Association of Marketing Theory and Practice Proceedings 2016
Despite the immense focus on revenue generation in college sport, only a small number of NCAA Division I institutions have come to agreements with naming-rights sponsors for their football stadia (Popp, Eddy, & McEvoy, 2015). The key underlying issue is that many institutions are concerned about the effect a corporately-named football stadium will have on key stakeholders, and whether this commercialization will be seen as an attack on tradition (Bentubo, 2007). However, fans’ attitudes toward naming rights relative to their perceptions of tradition and their attachment to college football stadiums are two areas which have received some attention in the …
An Examination Of The Marketing Of A Floundering Sport: The Case Of Powerboat Racing, Sam Fullerton
An Examination Of The Marketing Of A Floundering Sport: The Case Of Powerboat Racing, Sam Fullerton
Association of Marketing Theory and Practice Proceedings 2016
A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering – if not sinking – sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races. The results indicate that better marketing is needed. WOM represented the most common means by which attendees learned about the event; much of this was …