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Full-Text Articles in Sports Management
Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley
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 …
Understanding The Relationship Between Corporate Social Responsibility, Team Identification, And Behavioral Intention With The Mediating Effect Of Satisfaction In Korean Professional Baseball League, Jaeman Son
Graduate Theses and Dissertations
The purpose of this dissertation was to provide a better understanding of how sport fans’ perceptions of a sport team’s CSR activities influence the behavioral intention of sport consumers. More specifically, the aim of this study was to propose and test a theoretical model that explore the relationship among perceived CSR and team identification and satisfaction, along with the behavioral intention. This study was to investigate the mediating role of customer satisfaction in the relationship between perceived CSR and behavioral intention. Finally, the study attempts to examine whether the relationship between team identification and behavioral intention is mediated by customer …