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Articles 1 - 8 of 8
Full-Text Articles in Sports Management
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
Electronic Theses and Dissertations
The purpose of this study was to investigate the influence of sponsorship engagement (enacted via sponsorship activations) on consumers’ responses to sponsors’ activational communications. Specifically, this study aimed at examining if interaction and engagement with their team’s sponsors’ activational communication on-site, as well as on social media, influenced loyalty towards the sponsors. The study utilized service-dominant (S-D) logic as the theoretical framework. The S-D logic perspective recognizes that consumer behavior is centered on the interactive experiences between a consumer and an object, in this case the sponsor, and that a level of consumer interest and/or personal relevance with respect to …
The Person Behind The Team: A Phenomenological Exploration Of The Role Of The Sport Supervisor In Ncaa Division I Intercollegiate Athletics., Ehren R. Green
The Person Behind The Team: A Phenomenological Exploration Of The Role Of The Sport Supervisor In Ncaa Division I Intercollegiate Athletics., Ehren R. Green
Electronic Theses and Dissertations
As organizational connectors, athletic administrators who serve as sport supervisors, are integral to the success of intercollegiate athletic departments. However, little is known about the role of sport supervisor or the relationship between sport supervisors and head coaches. Thus, this study seeks to define and better understand the role of the sport supervisor in intercollegiate athletics and explore the relationship between the sport supervisor and the head coach. Through a descriptive phenomenological approach, 22 participants (11 sport supervisors and 11 head coaches) from NCAA Division I institutions were interviewed. Role theory guided the defining of the role while leader-member exchange …
The Role Of Organizational Culture And Relationship Marketing In Disability Sport Sponsorship: An Exemplar Case Study., Nina Siegfried
The Role Of Organizational Culture And Relationship Marketing In Disability Sport Sponsorship: An Exemplar Case Study., Nina Siegfried
Electronic Theses and Dissertations
Worldwide, disability sport faces funding challenges. Sponsorship offers a viable alternative to combat the lack of sustainable funding in disability sport. Exploring how organizational culture can be leveraged to increase strategic partnerships, the purposes of this multiple manuscript dissertation were to (a) examine the elements of the organizational culture that make a successful international wheelchair basketball sport club attractive to external partners and (b) determine what role those organizational cultural elements play in leveraging relationship marketing (RM) for sponsorship acquisition and retention. Utilizing an exemplar case study methodology, the focus of this study was the RSV Lahn-Dill, an international wheelchair …
"It's Personal": A Case Study Analysis Of The Strategic Management Of Resources In A Historically Black University Athletic Department., Brigitte M. Burpo
"It's Personal": A Case Study Analysis Of The Strategic Management Of Resources In A Historically Black University Athletic Department., Brigitte M. Burpo
Electronic Theses and Dissertations
This dissertation is a qualitative case study examination of the strategic management of critical resources in an HBCU athletic program. It begins with a historical overview of HBCUs and HBCU athletic departments focusing on the systemic and societal influences that contributed to the current state of HBCU athletic programs. This dissertation later discusses the influence of a lack of financial resources on HBCU athletic departments further depletes the ability to operate with a competitive advantage. Chapter One focuses on the historic background of HBCUs and their formation as well as the societal influences that depleted critical resources. Chapter Two covers …
An Examination Of Box Office Relationship Quality And Relationship Selling In Division I College Athletics., James F. Weiner
An Examination Of Box Office Relationship Quality And Relationship Selling In Division I College Athletics., James F. Weiner
Electronic Theses and Dissertations
College athletics departments have experienced unprecedented growth. However, expenses have risen even faster (Fulks, 2016), and university athletics departments have relied on increased subsidies from host institutions and donations to make ends meet (Fulks, 2016). The root cause behind much of the revenue increases have been credited to large multimedia and broadcast contracts, which guarantee substantial income for decade-long terms (Sherman, 2016). Such agreements leave little room for individual growth, leaving ticket sales as one of the few controllable revenues to which a school could manipulate their own bottom line and increase profitability. Further investigation into box office sales trends …
Developing Computer Vision Technology To Automate Pitch Analysis In Baseball., Mahdi Moalla
Developing Computer Vision Technology To Automate Pitch Analysis In Baseball., Mahdi Moalla
Electronic Theses and Dissertations
Lokator is a baseball training system designed to document pitch location while teaching pitch command, selection and sequencing. It is composed of a pitching target and a smartphone app. The target is divided into a set of zones to identify the pitch location. The main limitation of the current system is its reliance on the user's feedback. After each throw, the pitcher or the coach needs to identify and report the target's zone that was hit by the ball by just relying on the naked eye. The purpose of this thesis is to investigate the possibility of using computer vision …
Evaluating Minor League Baseball Social Identity, Social Image, And Brand Equity., Christan David Hanna
Evaluating Minor League Baseball Social Identity, Social Image, And Brand Equity., Christan David Hanna
Electronic Theses and Dissertations
An understanding of brand equity, the value a brand adds to a product (Keller, 1993), can provide valuable information to sport managers. This is due to the fact price elasticity, competitive strength, and brand loyalty are consequences of brand equity (Keller, 2001). The degree to which fans identify with teams has been found to predict brand equity in major professional sport (Boyle & Magnusson, 2007) and major college sport (Watkins, 2014) contexts. One purpose of this study is to assess whether fan identification is predictive of brand equity in a MiLB context. Further, Lassar, Mittal, and Sharma (1995) found social …
An Investigation Of Virtual Golf In The Republic Of Korea From A Marketing Perspective., Chulhwan Choi
An Investigation Of Virtual Golf In The Republic Of Korea From A Marketing Perspective., Chulhwan Choi
Electronic Theses and Dissertations
Just as advances in technology have drastically changed daily life, the entire sport business industry has been altered by the latest technology (Lee, Cheon, Judge, Shin, & Kim, 2012). A virtual sport, called "screen golf", has offered a virtual reality via simulators and has seen enormous growth in the Republic of Korea (Kim, Seo, Kim, & Chang, 2014), not just as an alternative to the existing sport but as an entirely new type of sport entertainment (Han, Beak, Lee, & Huh, 2014). Knowing that there are significant gaps in consumer behaviors between existing sports and emerging sports (Ko, Park, & …