Business Commons^™

Exploring The Managerial Perspective On Developing A New Sport Team Brand, Melissa Davies, Matt Blaszka, Cole Armstrong

Journal of Applied Sport Management

In recent years, research examining new sport teams has emerged. A total of ten senior sales and market executives were interviewed from recent expansion teams from Major League Soccer (MLS) to analyze team brand development for this study due to its continued expansion efforts across North America and the fact that the MLS continues to compete for market share against other “Big Four” sport teams in their respective cities. Utilizing content analysis, findings from this study identified four themes when developing a new team brand. These themes were Market Research, Soccer Culture, Brand Associations, and Supporter-Led Initiatives. Practical implications are …

The Unexplored Impacts Of Communication Elements In Marketing, Can Trinh

Doctoral Dissertations

This dissertation includes two essays that examine how the use of different marketing communication approaches influences consumers. In the first essay, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances marketing communication effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad. In addition, I predict this effect holds for appearance-related products only and strengthens as consumers’ level of appearance-related self-esteem decreases. Five studies reported in this essay provide converging evidence in support of these expectations.

In the second essay, I investigate into how the use of puns …

The Green Gap: How Consumers Value Sustainable Fashion, Alexandra K. Richey

Chancellor’s Honors Program Projects

No abstract provided.

How To Attract Your Students To Your Games: The Difference Of Mediating Effect Of Psychic Income On The Relationship Between Points Of Attachment And Behavioral Attributes, Jinwook Chung, Yong-Chae Rhee, Wonyoung Kim

Journal of Applied Sport Management

The purpose of the current study was to examine the impact of the points of attachment with the mediating impact of college students’ psychic income on their attendance and word-of-mouth behavioral intentions. A total of 537 samples were collected from college students at a mid-sized southwest university in the United States. A CFA was conducted to evaluate the psychometric properties of the scales. The hypothesized model was tested using a SEM with AMOS 26 software. Additionally, a bootstrapping method was employed to determine the indirect effect of the mediating variable of psychic income on the relationship between points of attachment …

The Next Generation: Looking At Utk Students’ Potential Future Engagement With Gsmnp, Layla Marie Mosadegh

Chancellor’s Honors Program Projects

No abstract provided.

Choice Overload And Partial Season Ticket Sales, Clinton J. Warren, Joshua M. Lupinek

Journal of Applied Sport Management

This study utilizes a consumer choice experiment to assess if choice overload exists with partial season ticket packages of a Major League Soccer (MLS) team. Individuals were randomly assigned to one of three conditions with an increasing number of partial season ticket options. Study results indicate as the number of options available increases, buyers are more likely to feel the decision-making process was difficult and regret the decision they made. However, participants were generally satisfied to be afforded so many options, and increasing the number of ticket plan options did not appear to affect purchase intent or potential purchase satisfaction.

Fine-Tuning Brand Endorsements: Exploring Race-Sport Fit With Athlete Endorsers, Youngmin Yoon, Jun Woo Kim, Mar Magnusen, Michael Sagas

Journal of Applied Sport Management

The present study examines the effect of an athlete endorser’s race-sport fit in the decision-making process of athlete endorsed product selection. The results of this study reveal that the race of athlete endorsers can influence endorsement strategies depending on the sport associated with the athlete endorser. Perceived race-sport fit was also a key factor in creating both positive sport consumer attitudes and increased purchase intentions toward an athlete endorsed product. The findings of this study should be beneficial to athletes and sport business professionals when considering endorsement strategies for sport-related products and brands. Subscribe to JASM

Attendance For The Knoxville Ice Bears And Elements That Have An Impact, Rebekah Jackson

Chancellor’s Honors Program Projects

No abstract provided.

Brand Positioning Vs. Employee Behavior, Kaitlin Day Waters

Chancellor’s Honors Program Projects

No abstract provided.

Building The Nashville Predators Brand, Jonathan R. Generotti

Chancellor’s Honors Program Projects

No abstract provided.

Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove

Masters Theses

Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …

Changing The Industry, Spotify, Seth A. Carver

Chancellor’s Honors Program Projects

No abstract provided.

The Four-Hour Film Festival, James Christopher Agan

Chancellor’s Honors Program Projects

No abstract provided.

2015-2016 Pebble Smartwatch Advertising Campaign, Robert W. Jellicorse

Chancellor’s Honors Program Projects

No abstract provided.

Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith

Masters Theses

This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …

The Business Of Coupons-Do Coupons Lead To Repeat Purchases?, Margaret P. Ross

Pursuit - The Journal of Undergraduate Research at The University of Tennessee

In recent years, couponing has emerged as a pop culture phenomenon. Businesses of all types are taking advantage of this resource by revamping their out-dated programs and turning them into something fresh to excite customers. Many questions remain unanswered concerning the viability, profitability, and usefulness of coupons. This study is an analysis of the effectiveness of coupons in enticing return purchases in the soft-drink category and the effectiveness of price discriminating at this grocery store chain. The dataset is comprised of household level grocery store transactions compiled by dunnhumby USA for 2,500 households over a period of two years. An …

Generation Y And Sustainability, Shelby L. Talbott

Chancellor’s Honors Program Projects

No abstract provided.

Two Types Of Couponers Discovered: The Smart Family Shopper And The Game Player, Alana Stephenson Phillips

Masters Theses

In 2011, 3.5 billion coupons were redeemed, which is up 6.1% from 2010. Even with coupon redemption on the rise, coupon distribution is down, average coupon values are lower, and average usable time before expiration has been shortened. Coupon users, or couponers, are also fighting a bad reputation and stricter store coupon policies.

Despite all the issues facing couponers, couponing has become more popular in recent years. Some of this popularity may be due to the thousands of coupon blogs that aide couponers in matching coupons to available deals. Couponers no longer have to search all sale ads and keep …

Sp720-Value-Added Agriculture, Direct Marketing And Agritourism In Tennessee - A Summary Of 2007 Census Of, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

The United States Department of Agriculture (USDA) conducts a census of agriculture every five years. The most recent census was conducted in 2007 and results were released in February 2009. Over time, the census has included more and more questions related to marketing and alternative enterprises and now provides information related to various components of value-added agriculture.

The Center for Profitable Agriculture, the department within UT Extension that assists farmers in analyzing and developing value-added enterprises, generally defines value-added farm enterprises as those activities involving processing, packaging and marketing farm commodities and farm resources. Value-added agriculture allows the farmer to …

Pb1771-Direct From Tennessee Farmers Markets - Observations, Quotes And Data From Market Managers,, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

Farmers markets vary significantly in their operating procedures and characteristics. For example, some are loosely organized with no written guidelines and no designated person in charge, while others have written bylaws along with a board of directors and a paid market manager. Some farmers markets are held in parking lots with goods sold directly from vehicles, while others are held in permanent structures. The differences are numerous.

It may be helpful to learn about and understand some of the differences and similarities in operating procedures and characteristics of Tennessee farmers markets. This information may be useful for those who are …

Pb1770-A Guide For Considering And Developing A Farmers Market In Tennessee, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

This publication provides an introduction to the various steps and stages that tend to unfold as farmers markets are considered, evaluated and developed. It includes actual data about and from existing farmers markets in Tennessee. These data include revealing testimonies, quotes, comments and input from vendors, managers and shoppers. It contains information about facilities and a useful orientation to policies, rules and guidelines. Other operational issues are highlighted too. Many concepts and issues are further explained through the examples in the appendices.

Pb1762-The Growing Hispanic Population In Tennessee - A Potential Market Opportunity For Farmers And, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

Tennessee farmers are motivated by current economic trends in the farm sector to seek out valueadded and direct marketing opportunities. Niche markets, including marketing to ethnic populations, are often attractive to those seeking new market opportunities. The growing Hispanic population in the state has led some to question the market potential of this audience in Tennessee.

This publication contains information relevant to Tennessee farmers and agri-entrepreneurs who are considering developing products and marketing to Hispanics. It provides general market research data and information important to understanding demand components, including geographic areas where potential demand may exist, the ability of the …

Sp641-Tennessee Farm-Level Economic Implications Of Soybean Rust, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

Asian Soybean Rust (here after referred to as “rust”) is a potentially devastating crop disease. It now afflicts soybean production in the Eastern Hemisphere and in the Western Hemisphere south of the equator. The first case of rust in the continental United States was confirmed on November 10, 2004. While the extent of the outbreak is not known, concern over the long-range impact of rust on U.S. soybeans has grown as a result of the confirmation.

Many federal and state agricultural agencies have begun preparations for such an outbreak. Defined protocols have been developed in some states for better agency …

Pb1770-A Guide For Considering And Developing A Farmers Market In Tennessee, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

Soybean farmers face a variety of marketing alternatives each year. Selling to a grain buyer at harvest is one way to sell soybeans. Another alternative is to store soybeans (either commercially or on-farm) and sell them later. Farmers may also set a price for their soybeans before harvest by signing a cash-forward contract with a grain buyer. The contract specifi es the quantity, price, grade, quality and date of delivery. Because prices have been historically lowest during harvest, storing and cash-forward contracting are ways to price soybeans before or after the harvest season, in hopes of achieving higher prices.

Pb1736-The Importance Of Basis In Marketing Soybeans - A 10-Year Soybean Basis Study For Six Tennessee, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

In March 2001, the Tennessee Department of Agriculture Division of Market Development and the University of Tennessee Agricultural Development Center, renamed the Center for Profitable Agriculture (CPA) in 2002, submitted a proposal to the United States Department of Agriculture’s Federal-State Marketing Improvement Program (FSMIP) to create five market development resource tools that would allow users to evaluate market opportunities for valueadded products and enterprises. One of these five goals was to compare Tennessee’s retail business statistics with county populations as a guide for assessing the number of certain types of businesses that specified population ranges can support.

This publication is …

Pb1735-How Many Businesses Can A County Support, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

This publication presents the results of a survey conducted with management personnel of grocery stores. The survey (see Appendix) was developed to obtain information needed to evaluate how receptive local grocers are to carrying value-added products produced in Tennessee and to identify the primary steps/procedures/conditions that value-added agri-entrepreneurs should consider to best target local grocers. The entire grocery store survey project was accomplished through the cooperative efforts of several teams of contributing partners.

Pb1711 Direct Marketing Guide For Producers Of Fruits, Vegetables And Other Specialty Products, The University Of Tennessee Agricultural Extension Service

Financial Management

Direct farmer-to-consumer marketing includes any method by which farmers sell their products directly to consumers. Justification for establishing a direct farmer-to-consumer marketing outlet is based primarily on the producers’ desire to increase the financial returns from farm production by (1) reducing marketing costs (and capture profits) attributed to intermediaries (middlemen) in the supply chain, and (2) capitalizing on the desire of consumers to buy (and willingness to perhaps pay a premium for) riper, fresher, higherquality fruits and vegetables. However, if growers expect to receive prices similar to those at retail outlets, they must provide the same value of services consumers …

Pb1719-How To Get Your Value-Added Products Into Local Grocery Stores, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

Marketing is one of the most important factors determining the success of any fruit or vegetable farming enterprise, encompassing all of the operations and decisions made by producers. These decisions range from identifying the most profitable crops for production to deciding how produce should be delivered to buyers efficiently and economically while maintaining product quality. Contrary to popular belief, marketing does not begin after a crop is produced. Instead, marketing alternatives need to be considered well before production takes place.

Pb1648-Considering An Agritainment Enterprise In Tennessee, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

Agritainment (agritourism and entertainment farming enterprises) has an extensive history in the United States. Farm-related recreation and tourism can be traced back to the late 1800s, when families visited farming relatives in an attempt to escape from the city’s summer heat. Visiting the country became even more popular with the widespread use of the automobile in the 1920s. Rural recreation gained interest again in the 1930s and 1940s by folks seeking an escape from the stresses of the Great Depression and World War II. These demands for rural recreation led to widespread interest in horseback riding, farm petting zoos and …

Pb1699-Marketing For The Value-Added Agricultural Enterprise, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

Hay has been an important crop in Tennessee for many years. Acreage devoted to hay has been trending upward over the last two decades, as shown in Figure 1. Acreage of all types of hay harvested in 1998 was 1,785,000, 51 percent larger than acreage harvested in 1980. Hay is the leading crop in Tennessee in terms of acreage harvested mechanically. In 1997, the value of hay produced on Tennessee farms reached $207 million, ranking the crop third in value among all crops. Cash receipts have averaged about 15-20 percent of the total value of hay produced over the last …