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Articles 1 - 15 of 15
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 …
Your Emerging Career: The Dallas Cowboys, Gregory W. Assad
Your Emerging Career: The Dallas Cowboys, Gregory W. Assad
School of Business Student Scholarship
Major: Marketing
Faculty Mentor: Professor Rae Caloura, Marketing
An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen
An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen
Honors Projects in Marketing
The goal of this research-based thesis was to uncover the prominent methods of connecting with fans and recognizing preferences of marketing messages to see if sustainable marketing will increase engagement on game-day or have a neutral impact. Research was conducted through an analysis of case studies from the perspective of teams, athletes, and venues. A survey was distributed to analyze fan behaviors related to the importance of sustainability, engagement preferences with marketing messages and overall impact of the sports space as a platform for sustainable messages. Survey results of sports fans showed that the connection with their favorite teams and …
Augmented Reality In Sport Marketing: Uses And Directions, Chad Goebert
Augmented Reality In Sport Marketing: Uses And Directions, Chad Goebert
Faculty and Research Publications
The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how …
Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea
Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea
ETSU Faculty Works
With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.
Athletic Ticket Pricing In The Collegiate Environment: An Agenda For Research, Craig A. Morehead, Stephen Shapiro, Timothy M. Madden, Lamar Reams, Chad D. Mcevoy
Athletic Ticket Pricing In The Collegiate Environment: An Agenda For Research, Craig A. Morehead, Stephen Shapiro, Timothy M. Madden, Lamar Reams, Chad D. Mcevoy
Human Movement Sciences & Special Education Faculty Publications
s pressure mounts for intercollegiate athletic departments to be more selfsufficient, administrators must respond by increasing generated revenues. Despite the importance of ticket sales in this endeavor, however, little is known about the underlying ticket pricing structures and policies used by National Collegiate Athletic Association (NCAA) institutions. Of the limited existing scholarship focused on managerial pricing decisions in the field of sport management, only professional sports settings have been addressed. Given the unique operational differences between professional and intercollegiate sport, this paper is designed to establish a foundation from which to build future research concerning the pricing of college sport …
A Survey Of Social Media: Perceived Effectiveness In Marketing Among Individual Nascar Tracks, Amanda E. Greene, Andy Dotterweich, Mauro Palmero, Don Good
A Survey Of Social Media: Perceived Effectiveness In Marketing Among Individual Nascar Tracks, Amanda E. Greene, Andy Dotterweich, Mauro Palmero, Don Good
ETSU Faculty Works
The purpose of this study was to examine the use of and attitudes toward social networking as a tool for use by NASCAR speedways and to gauge track perceptions on the effectiveness of social media as a marketing tool. Individual NASCAR tracks were surveyed (n=22, 84.6% response) to explore current track social media practices and the potential impact of social networking sites on NASCAR marketing and consumer relations. Results found that individual tracks as well as the two major ownership groups highly agreed about issues concerning the use of social media to increase sales and to develop fan bases. However, …
Amateurism In An Age Of Professionalism: An Empirical Examination Of An Irish Sporting Culture: The Gaa, Ian Keller, Angela Wright
Amateurism In An Age Of Professionalism: An Empirical Examination Of An Irish Sporting Culture: The Gaa, Ian Keller, Angela Wright
Dept. of Organisation & Professional Development Publications
The Gaelic Athletic Association (GAA) has been synonymous with the sporting tradition of Ireland since 1884, and the links it has developed with the parishes and communities of Ireland have been based on the organization’s ethos of volunteerism and amateurism in Gaelic games. Modern Ireland has brought with it many challenges for the GAA, especially in relation to internal and external issues. The dynamic of sport in Ireland has changed with the introduction of professionalism in soccer and rugby, and this has caused the validity of the amateur status of the Gaelic Athletic Association to be questioned. The development of …
A Study Of Golfers In Tennessee, Kelly Price-Rhea
A Study Of Golfers In Tennessee, Kelly Price-Rhea
ETSU Faculty Works
The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …
Addressing Information Needs In Sport Management, An Interdisciplinary Field, Kendra Spahr, Stephanie Wiegand
Addressing Information Needs In Sport Management, An Interdisciplinary Field, Kendra Spahr, Stephanie Wiegand
University Libraries Faculty Publications
Sport management as a scholarly discipline is relatively new, and very few students who earn doctorates in this field go into academia, instead choosing to go into practice where salaries are much higher. Due to these circumstances, literature research in sport management is difficult for students as well as librarians, as very little primary research exists in published journals and books. This poster reviews challenges for librarians, the best information resources to support academic sport management programs, common student questions, and tangential research areas that support research in this discipline.
Post-Crisis Sports Marketing Business Model Shifts, Michael M. Goldman
Post-Crisis Sports Marketing Business Model Shifts, Michael M. Goldman
Sport Management
The impact of economic recessions on business strategy and marketing has recently received increased research attention. However, these contributions are limited, especially with respect to sports marketing businesses and those operating in emerging markets. The main aim of this study was to examine the impact of the global recession on the business models of sports marketing businesses. Qualitative data were collected via semi-structured interviews with executives at market-leading sports marketing businesses in South Africa. Grounded theory data analysis was conducted to understand the common patterns within the data. The results of the research point to four significant business model shifts, …
Ua19/13 Athletic Marketing, Wku Archives
Ua19/13 Athletic Marketing, Wku Archives
WKU Archives Collection Inventories
Records created by and about Athletic Marketing.
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 …
Recruitment And Retention Of Sports Officials, Peter J. Titlebaum, Nichole Haberlin, Garrett Titlebaum
Recruitment And Retention Of Sports Officials, Peter J. Titlebaum, Nichole Haberlin, Garrett Titlebaum
Health and Sport Science Faculty Publications
A 2001 report by the National Association of Sports Officials (NASO) indicated there is likely to be a shortage of sport officials in the near future. This report also indicated that soccer and field hockey were already struggling to find officials as early as 2001. The purpose of this article is to identify researched recruitment and retention issues of sports officials; ways to retain current officials; and strategies to help recruit new officials.
The Professional Bull Riders Tour: Growth And Development Of A Niche Sport, Peter A. Maresco, Joshua Shuart
The Professional Bull Riders Tour: Growth And Development Of A Niche Sport, Peter A. Maresco, Joshua Shuart
WCBT Faculty Publications
The Professional Bull Riders Tour (PBR) presents an opportunity to study a niche sport in transition. After its days as simply a part of the rodeo, the tour has seen tremendous growth as a separate, independent activity. This paper highlights the beginnings of the PBR and its eventual development into one of the highest earning and most watched non-prime-time spectator sports. It also focuses on the development of the marketing behind the PBR and includes an analysis of sponsors and ancillary marketing activities.