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The Impact Of Multi-Dimensional Sport Service Quality On Game Attendance Associated With Professional Sports: A Case Of Major League Baseball Spectator, Kevin K. Byon, Younghwan Choi, Brian H. Yim
The Impact Of Multi-Dimensional Sport Service Quality On Game Attendance Associated With Professional Sports: A Case Of Major League Baseball Spectator, Kevin K. Byon, Younghwan Choi, Brian H. Yim
AMTP Proceedings 2014
The purpose of this study was to examine the effects of the four-factor sport service quality model on future game attendance associated with Major League Baseball (MLB) spectators. Based on the extensive review of literature, four factors of sport event quality model was developed, which included: (a) ticket services, (b) game amenities, (c) venue services, and (d) venue accessibility. Data (N = 266) were collected from spectators of a MLB team. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were utilized to estimate the measurement model and the hypotheses. The SEM revealed that ticket services, venue services, and venue …
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
AMTP Proceedings 2014
This paper highlights important changes in soccer regulations that have shaped the sport into what it is today, and marketing approaches that are used within soccer organizations and how they are impacted by these regulations. Important regulations, such as the seminal Bosman Ruling and the Financial Fair Play regulation, are examined, the growth and importance of sponsorships within European soccer organizations is discussed. The growth of Internet marketing and the impact of future advances in technological regulations on the game of soccer are outlined.
Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker
Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker
AMTP Proceedings 2014
The NCAA Men’s Division I Basketball Championship, known to fans as March Madness, is one of the most popular annual sporting events in the United States. Despite its economic impact on the sports industry, relative few studies have examined phenomena surrounding the March Madness bracket. Some (e.g., Kaplan &Garstka, 2001; McCrea &Hirt, 2009) have focused on how to make accurate predictions for the tournament. However, sports marketers need to understand why and how participants make decisions when filling out their brackets, and no studies have investigated this behavior. To fill this void, the current project was conducted to explain the …
Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall
Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall
AMTP Proceedings 2014
Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …
The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall
The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall
AMTP Proceedings 2014
Every business, from the largest enterprise to the smallest start-up, faces the continual challenge of staying in touch with their customers and continually earning their trust and business. Social media is the catalyst that is continually changing customer relationships and making them more interactive, open and collaborative. Today’s customers have more choices than ever before in terms of how they choose to learn about new products, services, and gain insights into areas of interest. For marketers to be successful, they need to realize that their customers; preferences are changing quickly, and that agility over formal, often static processes from a …
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
AMTP Proceedings 2014
There is mounting evidence that consumers possess more power now than they ever have before. Stories such as “United Breaks Guitars” (Tripp and Grégoire 2011) are regularly reported in the press as illustrative examples of this phenomenon. In our era of user-generated content, consumer power is an important issue for any business. For instance, an increasing number of companies are using social media monitoring tools to keep track of online conversations. However, the marketing literature on consumer empowerment is limited (Hunter and Garnefeld 2008; Kucuk 2009; Pranić and Roehl 2012). Generally adopting a conceptual approach (e.g., Kucuk, 2009); consumer empowerment …
Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls
Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls
AMTP Proceedings 2014
One of the vexing issues for sport marketers is how one can develop marketing strategies and programs to utilize social media in order to "monetize" this effort. No one can argue the other 5 of 6 business drivers of social media marketing" (Falls, personal communications, 2013). These 5 include the following: Enhance Branding and Awareness Protect Brand Reputation Facilitate Customer Service Build Community Facilitate Research and Development However, when it comes to the sixth driver--"Drive Sales/Leads", sport organizations have found it difficult to affect their ability to "monetize" social media marketing efforts in this regard. It is this inability or …
Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan
Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan
AMTP Proceedings 2014
Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …
An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal
An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal
AMTP Proceedings 2014
Peering years into the future may seem bit hubris, but in today’s uncertain society there seems to always be room for change. Ignoring short and long-term trends of social media could be damaging to a company whose main source of reaching their target market is through social media. Consumers are using social media as part of their daily routine, so why shouldn’t companies try and reach their customers through this platform? Can companies actually keep up with the changing trends demanded by the consumers? How do consumers feel about their social media being used as an advertising strategy for companies? …
Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood
Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood
AMTP Proceedings 2014
The nature of social media encourages people to contribute voluntarily to public web and inevitably, leaving a persistent and cumulative repository of personal information. Aware of the privacy risks, about one third of the Internet users in the United States have expressed concerns of their personal privacy. However, users are often cavalier in the protection of their own data profile. There is often a discrepancy between users’ intentions to protect privacy and their actual heavier. This behavior is often terms as “privacy paradox”. The privacy paradox might arise because users balance between risks and benefits of disclosing information on social …
Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki
Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki
AMTP Proceedings 2014
LinkedIn is the largest business-oriented collaborative tool enabling Professional-to-Professional (P2P) and Business-to-Professional (B2P) connections. Regardless of organizational type, there are distinct advantages for firms to utilize LinkedIn. This research builds on previous work examining the intensity of LinkedIn usage by organizational type -- Fortune 200, INC 200, Fortune 200 Non-profits – by focusing on truly small businesses and small non-profits with revenues between $500K to $2M revenue. The study of approximately 1000 organizations finds that truly small non-profits and small businesses utilize the B2P features of LinkedIn significantly less than all three types of larger organizations. This paper applies a …
Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine
Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine
AMTP Proceedings 2014
Quick response (QR) codes, a type of two-dimensional barcode, are a marketing tool used all around the world. Particularly, in Japan and China QR codes have been gaining popularity. Early adopters with higher education and recent promotional marketing campaigns are utilizing this mobile, information-sharing tool. QR codes are now widely used as a marketing tool by many companies. This research investigates consumers’ perception of QR codes. An increasing amount of firms and sales representatives are using QR codes as a channel to market their products/services to their customers’ mobile devices. The following questions will be the focus of this study: …
Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf
Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf
AMTP Proceedings 2014
The general business problem of this study is fiftyone percent of all American small businesses fail within their first 5 years (Small Business Administration Office of Advocacy, 2013). The specific problem to be addressed in this proposed study is small businesses lack entrepreneurial knowledge of best marketing practices (McCartanQuinn & Carson, 2003; Cressy, 2006; Walsh & Lipinski, 2009) of the dynamic interplay of consumer personality and brand personality to fuel improved small business survival via improved consumer brand loyalty. Apparent within the problem is the necessity for small businesses to strategically manage the personology of their consumers for optimum marketing …
Exploring Impact Philanthropy, Altruistic, Hedonic, And Egoistic Motivations To Support Animal Causes, Clinton Amos, Gary R. Holmes, Anthony T. Allred
Exploring Impact Philanthropy, Altruistic, Hedonic, And Egoistic Motivations To Support Animal Causes, Clinton Amos, Gary R. Holmes, Anthony T. Allred
AMTP Proceedings 2014
Due to unpredictable economic turbulence, it is imperative that nonprofit organizations understand and implement segmentation practices to better target donors to maintain continual growth in donations. While such strategies are well implemented in for-profit arenas, non-profit organizations still lag behind in the implementation of segmentation and targeting practices. The targeting of donors by nonprofit organizations tends to be unfocused and sporadic at best. Early research on the practice of segmenting potential donors suggest that nonprofit firms should resist profiling their existing donors based upon demographic characteristics alone and should rely on examining demographic variables in relation to meaningful motivational forces. …
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
AMTP Proceedings 2014
The main purpose of this study was to develop a valid and reliable model for evaluation of brand equity in sport teams in Iran. In this research, considering the importance and vital role of brand equity in sport teams and infancy of brand equity topic, Ross (2008) model of spectator based brand equity in sport was reassessed and after evaluating it, new Spectator Based Brand Equity in Sport model was proposed of sport teams Iran.
Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale
Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale
AMTP Proceedings 2014
A sample of 956 consumers who had attended a spectator sports event provided insight into what sport they last witnessed as part of the live audience. The data were collected in a major market with all four North American leagues plus major and mid-major collegiate sports and an abundance of minor league and other recreational sports. The respondents also identified the primary motive for attending. They also provided their age and gender. The results identified 41 different sports and 34 unique motives for attending. Age and gender were shown to be related to several, but far from all, of the …
Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau
Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau
AMTP Proceedings 2014
A sample of 259 marketing students from two universities provided their perceptions of the benefits associated with marketing internships. They agree that an array of benefits accrue to the student interns, the organizations for which the students serve in internship positions, the university, and the general student population at their own university. Among the benefits that are strongly acknowledged by the students are that an internship helps the student interns learn more about their chosen career path, that organizations benefit from the enthusiasm of an eager subset of workers, that successful internships help their university develop strong partnerships with the …
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
AMTP Proceedings 2014
Association of Marketing Theory and Practice Proceedings 2014,
Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner
Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner
AMTP Proceedings 2014
Sports Tourism is one of the fastest growing areas of the global travel and tourism industry. More organizations are providing more immersive experiences for a growing (and increasingly diverse) fan base by developing Sports Fantasy Camps. This manuscript provides an overview of such Camps and broader Sports Experience Tourism in the area around the Coastal South Carolina (i.e., North Carolina, South Carolina, Georgia, and Florida).
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
AMTP Proceedings 2014
The purpose of this paper is to suggest a model for institutions to structure their rugby program in order to grow the brand name of an educational institution. The strategy outlined in the paper promotes the use of the sport of rugby union to reach foreign markets that are otherwise not tapped. The international branding of U.S colleges generates source of funding and institutional recognition. A suggested model that could be transposed to other non-school sponsored sports in order to reach the intended market, is preceded by a brief outline and examination of the current common structuring that institutions use …
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
AMTP Proceedings 2013
As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
AMTP Proceedings 2013
With the increasing popularity of multichannel strategies, many retailers actively encourage their customers to undertake purchasing activities across various retail channels. Extant literature on multichannel strategies advances our understanding of why and how consumers select channels, but our knowledge is limited on how different channel characteristics affect consumer behavior, decision-making across channels and channel choice. In this paper, we focus on one such channel characteristic, called media richness of the retail channels, and investigate the effects of media richness of channels on consumer decision-making and channel choice. Media richness, as originally described by Media Richness Theory, is a set of …
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
AMTP Proceedings 2013
Due to the prolific development of Web 2.0 tools and the growing demand for their use in business this study explores the status of their inclusion in the business curriculum. Social media use is valuable, not only to marketing students, but also to all business students as well as the ability to build a personal brand to further their careers. There is a growing consensus to include social media in the curriculum but to what extent: A course, a major or a MBA specialization? A literature review for research of social media inclusion in curriculum is conducted for the current …
The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark
The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark
AMTP Proceedings 2013
Loss of businesses to surrounding areas has escalated in the past decade, promoting an examination of factors causing business defection from the city of Georgetown, South Carolina. Kotler (1969) warned that customer retention is more important than identifying new prospects. If the customer’s satisfaction levels fall below completely satisfied, there is a risk of customer defection. This issue is important because the “purpose of a business is to create and keep customers” (Kotler 1969, p. 2). Therefore, understanding what dissatisfies a customer is just as important as understanding what satisfies a customer. The degree to which cities are vulnerable to …
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
AMTP Proceedings 2013
Many Chinese companies have built their online presences; however few studies examine if the Chinese corporate websites follow recommended design guidelines. Through a content analysis of 487 websites of the largest Chinese companies, the study analyzes 55 content and design elements of the corporate homepages. A new coding scheme for Chinese web design is developed by utilizing existing schemes and identifying design elements unique to Chinese web including content, information architecture and usability, multimedia, and interactivity. In addition, the study also finds two unique design elements on Chinese corporate homepage. The differences in web design practices between American and Chinese …
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
AMTP Proceedings 2013
This study compares the characteristics and motivational factors influencing educational decisions of online vs. face-to-face learners. Using a survey of undergraduate marketing students from colleges in the Southeastern U.S., demographic, attitudinal and learning style differences are examined to determine the roles they play in student selection of online vs. traditional classroom modes of educational delivery. Alternative approaches to segmentation of the student market are explored, as are implications for marketing education. Likert scales and open ended questions were used to determine student perspectives on various dimensions of online versus face-to-face courses. A cross section of students were surveyed including those …
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
AMTP Proceedings 2013
Branding is instrumental in achieving success in today’s highly competitive markets. Successful brands are those that differentiate themselves from competition in the minds of consumers even though they satisfy the same needs. Brand name, logos, jingles, slogans, brand personalities/characters, URL of a web site, signs and packages, letterheads, business cards are some of the tools that companies and organizations use as part of their external branding efforts. Companies typically spend considerable sums in their logo design activities. Some of them even try to revive their brands by changing their logos over time. Despite the importance of this research topic, little …
Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska
Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska
AMTP Proceedings 2013
Identification has long been considered to be one of the main concepts in organizational behavior. Fortunately, organizational identification has also shifted into marketing and communication literature. Recent streams of marketing literature suggest that organizational identification may be a key to connecting employees and consumers to an organization on much deeper level than any other relationship known before. Due to the possible impact of customerorganizational identification on performance, marketing scholars have become increasingly interested in possible advantages of this relevant construct. Identification with an organization is popular in both management and marketing research as the means of fostering a relationship between …
Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong
Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong
AMTP Proceedings 2013
Marketing scholarship continues to theorise about the significance of marketing resources to firm-level success, and resources are commonly viewed as the source of competitive advantage (Day & Wensley, 1988; Aaker, 1989; Webster, 1992; O’Donnell et al., 2002; Morgan el at., 2009). Businesses which effectively and efficiently deploy and exploit their market-based assets are assumed to be better placed at attaining superior business performance (Morgan & Vorhies, 2005). However, the input of firm resources to competitive advantage has generally been theorised and empirically examined in the context of large companies. Less frequent are discussions about resources in small firms and entrepreneurial …
A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs
A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs
AMTP Proceedings 2013
With a growing need for blood and blood products, managers of blood collection agencies are interested in increasing donation rates. A better understanding of how donors are different from the general public might inform decisions on how to promote to make non-donors more like donors. A sample of 74 student blood donors was surveyed at two university blood donor clinics about their attitudes and beliefs about blood donation. A convenience sample of 134 respondents in a university student population was also surveyed for comparison. The latter was later split by level of commitment to blood donation. Differences among these three …