Sports Management Commons^™

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

An Analysis Of Gender Differences In Ratings Of Importance Of School Physical Education And Recreation Programs, Paul J. Costanzo

Atlantic Marketing Association Proceedings

No abstract provided.

The Influence Of Athletics On University Branding: Through The Lens Of Key Stakeholders, Justin Grubb, Shiva Nandan

Atlantic Marketing Association Proceedings

No abstract provided.

The Utilization Of Hiring High-Profile Head Football Coaches To Market The Athletic Department And Boost Fan Attendance At Ncaa Division I Institutions, Tim Wilson, Chris Croft, Sabrina Reed

Atlantic Marketing Association Proceedings

No abstract provided.

Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick

Atlantic Marketing Association Proceedings

No abstract provided.

Incentivizing And Re-Engaging Lapsed Health Club Members, Teresa Hurley, Corinne Faure, Seamus Kelly

Articles

Purpose – This quantitative research paper examined factors influencing re-engagement intentions and re-engagement behavior of lapsed health club members and identified which sales promotion incentives are most effective in re-engaging this lapsed member market. While previous studies examined reengagement intentions and re-engagement behavior in isolation, no research could be located which examined both simultaneously and the impact of promotion incentives in the health and fitness industry.

Design/methodology/approach – Study A (mail survey) examined re-engagement intentions of one hundred lapsed members of a medium size suburban health club. Study B (an experimental field study) measured actual true re-engagement behavior using price …

College Football 150-Year Anniversary (Cfb150): Branding A Sesquicentennial Within Sport, Carlton F. Robie

Honors Theses and Capstones

No abstract provided.

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 …