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Articles 1 - 8 of 8
Full-Text Articles in Sports Management
Causes Of Burnout And Job Dissatisfaction Among Marketing And Communications Intercollegiate Athletics Employees, Ricky L. Ray
Causes Of Burnout And Job Dissatisfaction Among Marketing And Communications Intercollegiate Athletics Employees, Ricky L. Ray
Theses, Dissertations and Capstones
The purpose of this study was to better understand the role burnout plays in turnover intention and job dissatisfaction among marketing and communications employees in intercollegiate athletics. A secondary aim was to identify to what extent were job requirements, compensation, and expectations of administrators and coaches driving burnout in these employees. Study participants came from those currently working in marketing and/or communications at various levels of intercollegiate competition. The study used the Oldenberg Burnout Inventory, as well as specific questions related to the profession to uncover major causes of burnout in this particular occupation. Findings from this study supported the …
The Effect Of Athlete Celebrity Endorsement On Attitude Toward Brand And Purchase Intention, Yunheui Jeon
The Effect Of Athlete Celebrity Endorsement On Attitude Toward Brand And Purchase Intention, Yunheui Jeon
Theses, Dissertations and Capstones
In today’s intense marketing environment, the use of celebrity endorsers in advertising is a popular strategy to promote products over the competitors. Prior research has studied that the endorser-product congruence (Kamins & Gupta, 1994; Till & Busler, 2000), endorser-consumer congruence (Choi & Rifon, 2012; Hosany & Martin, 2012; Sirgy, 1982; 1985), and endorser credibility (Lee & Koo, 2015; McCracken, 1989; Ohanian, 1990; 1991) can influence consumers’ responses, such as attitude toward the ad, attitude toward the brand, and purchase intention. The high degree of congruence between celebrity image and product leads more positive consumers’ attitude toward ad, brand, and purchase …
An Examination Of Motivation And Identification Of Football Fans, Jennifer Y. Mak, Carina King, Jinmoo Heo
An Examination Of Motivation And Identification Of Football Fans, Jennifer Y. Mak, Carina King, Jinmoo Heo
Marketing Faculty Research
This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.
Examining The Relationship Between Star Player Characteristics And Brand Equity In Professional Sport Teams, N. David Pifer, Jennifer Y. Mak, Won-Yul Bae, James J. Zhang
Examining The Relationship Between Star Player Characteristics And Brand Equity In Professional Sport Teams, N. David Pifer, Jennifer Y. Mak, Won-Yul Bae, James J. Zhang
Management Faculty Research
The overarching purpose of this study was to examine the impact of star athletes on the consumer-based brand equity of professional sport teams. Through a comprehensive review of literature and a test of content validity by an expert panel, preliminary scales were developed to measure the characteristic attributes of star athletes and the areas of brand equity that were affected by these traits. Research participants (N = 195) were professional sport fans that responded to a survey questionnaire in a classroom setting. After conducting factor analyses on the results, two factors (On -Field and Off-Field) for the star characteristic variables …
An Examination Of Star Players' Effects On The Branding Process Of Professional Sports Teams, Nathan David Pifer
An Examination Of Star Players' Effects On The Branding Process Of Professional Sports Teams, Nathan David Pifer
Theses, Dissertations and Capstones
Although various models and real-life examples seem to convey its presence, the relationship between star players and the branding process of professional sports teams is one that remains rather vague and unquantified. Though numerous examples seem to suggest that star players are capable of exerting an effect on a team’s brand, more thorough analysis is required in order to decipher which areas of a brand’s development are more or less affected by these marquee athletes. Taking responses from survey questionnaires containing 40 items pertinent to the topic, this study deployed Exploratory Factor Analysis (EFA) to uncover six underlying factors that …
The Impact Of Title Ix On Athletics Development In The United States, Jennifer Y. Mak
The Impact Of Title Ix On Athletics Development In The United States, Jennifer Y. Mak
Management Faculty Research
Nothing has had as much of an impact in the history of public education as Title IX of the Education Amendment of 1972. The increase in the popularity of collegiate sports, especially the revenue sports (football, basketball), has made Title IX and Athletics a hot topic. However, many members of the Title IX generations do not have a clear picture or fully understand the true meaning behind Title IX. This paper tries to close this gap by explaining the relationship between Title IX and Athletics in a timeline format: the birth of Title IX in 1972; Title IX and Athletics …
0733: Harry Clagg Papers, 1935-1963, Marshall University Special Collections
0733: Harry Clagg Papers, 1935-1963, Marshall University Special Collections
Guides to Manuscript Collections
Scrapbooks and papers related to Clagg's years as a football player, coach and principal in Cabell Co., W. Va. schools: football programs, photographs, playbook, diagrams.
0391: Eli Camden Henderson Papers, 1906-1956, Marshall University Special Collections
0391: Eli Camden Henderson Papers, 1906-1956, Marshall University Special Collections
Guides to Manuscript Collections
The Cam Henderson papers consist primarily of papers related to his career as a football and basketball coach at Muskingum, Davis and Elkins and Marshall Colleges. A significant part of the collection relates to his wife Roxie Bell Henderson and includes many personal and family items as well as material related to her career as a public school teacher. Included also is material gathered by Dr. Sam Clagg for his biography of Henderson and afterward. Printed materials comprise most of the collection: yearbooks, newspaper clippings, textbooks, and books related to coaching basketball and football. The bulk of the correspondence is …