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Full-Text Articles in Sports Management
Sports Marketing And Branding Among Gen Z And Their Digital Associations, Jordan C. Basso
Sports Marketing And Branding Among Gen Z And Their Digital Associations, Jordan C. Basso
Student Publications
This study addresses the intersection between sports marketing and branding among Generation Z, investigating the challenges, opportunities, and evolving dynamics in the digital realm. The problem at hand revolves around the intricate web of issues faced by athletes and stakeholders, including the implementation of Name, Image, and Likeness (NIL) rules, ethical considerations, and the transformative impact of social media. Background information was gathered from peer-reviewed literature. Using a qualitative research method, five participants from diverse sporting backgrounds provided insights through interviews. The participants were asked questions in a semi-formal setting about their personal experiences, background and understanding, education on these …
The Future Of Name, Image, And Likeness In Advertising, Olivia E. Nuss
The Future Of Name, Image, And Likeness In Advertising, Olivia E. Nuss
LSU Master's Theses
This study explores the unique intersection of the law and the theories of communication related to a student athlete’s ability to receive compensation based off their name, image, and likeness (NIL). The purpose of this study is to understand the future of NIL legislation application as it relates to emerging media and student-athletes’ privacy interests in order to better understand influencer marketing and the impact new legislation will have on student-athlete brand deals. Through a series of semi-structured, in-depth interviews, I explored industry trends in NIL as it relates to brand partnerships and advertising, focusing on key players, methods, and …
Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall
Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2020
A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather …
Back To Beijing: The Future Of The Olympic Games, Jennifer Maynard
Back To Beijing: The Future Of The Olympic Games, Jennifer Maynard
Marriott Student Review
Just four years ago, the IOC made an unprecedented decision to award Beijing with the 2022 Winter Olympic Games bid, making China the first Asian country ever to host both the Summer and Winter Games. What’s more, prior to this second visit to China, the Olympics will have been held in Pyeongchang (2018) and Tokyo (2020). At the same time that this national superpower has the opportunity to capitalize once again on the all eyes-on-China phenomenon, the IOC has the chance to truly go global.
Corporate Social Responsibility Authenticity: Csr Authenticity On Consumer Behavioral Intentions Toward A Sport Organization, Soyoung Joo
Doctoral Dissertations
While authenticity has been researched as a vital concept in various marketing streams, little is known in regard to consumer perceptions of authenticity in a CSR program and its effects on consumer responses. In particular, prior research on authenticity in CSR has not identified authenticity dimensions that are germane in the context of CSR in sport. The purpose of the current research is to (1) elucidate the key dimensions of CSR authenticity that are appropriate to the context of CSR in sport, (2) develop a valid and reliable instrument to measure authenticity in CSR activities in sport organizations, and (3) …
Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle
Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle
Honors Undergraduate Theses
Women’s professional sports leagues have often been considered a risky business endeavor. Critics cite low attendance, lack of sponsorships, lack of media rights deals, and numerous other reasons for why women’s professional sports leagues are not profitable. In analyzing the current landscape of women’s professional sport leagues, this paper uses a case study approach to develop a strategy that will highlight lessons learned from past women’s professional sports leagues, current professional sports leagues, sponsorship agreements, fans, social, digital, and mobile marketing strategies, and management practices to show how the business of women’s sports could be made into a more profitable …
The Hidden Ball Trick: How Major League Baseball Endured Through Its Tumultuous Labor History, Derek Carrillo
The Hidden Ball Trick: How Major League Baseball Endured Through Its Tumultuous Labor History, Derek Carrillo
DEREK CARRILLO
No abstract provided.
A Social Media Plan For The Ultimate Fighting Championship, Matthew Radmanovich
A Social Media Plan For The Ultimate Fighting Championship, Matthew Radmanovich
UNLV Theses, Dissertations, Professional Papers, and Capstones
Social media has revolutionized marketing and communication and has changed the way many organizations do business. In sports, it has facilitated fans getting closer to the action while allowing management to be strategic and more efficient with finite amount of resources. It has allowed sports to get in the business of “relationship marketing” (Gronroos, 2004). That is, when a game ends or a season comes to a close, social media allows for the fostering of long term relationships and continues to build a sense of community. The marriage of social media and relationship marketing cannot be overlooked. Whereas 30 years …
Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz
Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz
UNLV Theses, Dissertations, Professional Papers, and Capstones
The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …
Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr
Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr
Environmental & Occupational Health Faculty Publications
Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to …