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Full-Text Articles in Sports Management
Rugged & Exciting: Examining The Personality Of A Mixed Martial Arts Brand, Jason D. Reese
Rugged & Exciting: Examining The Personality Of A Mixed Martial Arts Brand, Jason D. Reese
Bright Ideas Conference
The purpose of this study was two-‐fold: (a) to iden4fy the brand personality associated with a mixed mar4al arts (MMA) brand, and (b) compare perceived brand personality dimensions among different consumer groups. There is a paucity of literature that assesses brand personality and MMA. This study was the first to apply the five dimensions of brand personality presented by Aaker (1997) to the Ul4mate Figh4ng Championships brand. In order to compare brand personali4es based on involvement, there must be an understanding of involvement and its concepts as well as the history of the sport. Three hypotheses regarding high and low …
Required Donations: An Empirical Test Of Prospect Theory & Framing Of Per-Seat Contributions In Intercollegiate Athletics, Jason D. Reese, Brandon Brown, Gregg Bennett
Required Donations: An Empirical Test Of Prospect Theory & Framing Of Per-Seat Contributions In Intercollegiate Athletics, Jason D. Reese, Brandon Brown, Gregg Bennett
Faculty Publications
The purpose of this study was to examine how per-seat contributions are framed, and attempt to understand the effects of different price frames on consumer perceptions and behavior. In doing so, we apply prospect theory to explain how framing an outcome can change preferences and ultimately purchase behavior. The current study used an experimental design to determine which price frame most influences repurchase intentions, when considering three price tiers (e.g. low, moderate, high) determined in a pretest. Our results indicate the best way to increase purchase intentions when implementing per-seat contributions campaigns is to use the Combination price frame (i.e. …