Open Access. Powered by Scholars. Published by Universities.®
- Discipline
- Institution
- Publication
- Publication Type
Articles 1 - 9 of 9
Full-Text Articles in Sports Management
Examining Retro Merchandise Consumers In Sport: Who Prefers Throwback Merchandise And Why?, Zach Scola, Brian Gordon, Brendan Dwyer
Examining Retro Merchandise Consumers In Sport: Who Prefers Throwback Merchandise And Why?, Zach Scola, Brian Gordon, Brendan Dwyer
Journal of Applied Sport Management
Retro marketing in sport has been relied upon for years. Sport fans see more teams and leagues implement retro marketing and merchandise into marketing plans. Despite this, we have little understanding behind the success of retro marketing in sport. Therefore, this paper sought to gain a better understanding of the demographic characteristics of retro merchandise consumers and to examine the impact of two psychographic factors. Surveys collected from fans of various professional sport teams in the United States (N = 1,509), demonstrated novel findings. In this study retro merchandise was preferred overall, younger fans were more likely to prefer retro …
Nil “Reform” Fails To Address The Ncaa’S Biggest Issue, Richard Southall, Mark S. Nagel
Nil “Reform” Fails To Address The Ncaa’S Biggest Issue, Richard Southall, Mark S. Nagel
Journal of Applied Sport Management
Do college sport stakeholders have the intellectual and moral courage to abandon the familiar and financially successful, but morally bankrupt and exploitative, collegiate model? The NIL "Reform," which effectively fails to address the NCAA's biggest issue, is explored in this article.
College Football 150-Year Anniversary (Cfb150): Branding A Sesquicentennial Within Sport, Carlton F. Robie
College Football 150-Year Anniversary (Cfb150): Branding A Sesquicentennial Within Sport, Carlton F. Robie
Honors Theses and Capstones
No abstract provided.
Child Sport Fan Behavior: An Examination Of The Effects Of Socialization, Branding, And Alternatives On Children’S Psychological Connections To Sports Teams, Katherine Rose Nakamoto Reifurth
Child Sport Fan Behavior: An Examination Of The Effects Of Socialization, Branding, And Alternatives On Children’S Psychological Connections To Sports Teams, Katherine Rose Nakamoto Reifurth
Theses and Dissertations
This three-study dissertation focuses on child fans of professional sport teams and the ways in which they become fans and attach themselves and connect to these sport brands. In Study 1, the researchers focused on the socialization into fandom of young children and the effects of communities and the game-day environment on this socialization utilizing qualitative observations and interviews with children ages 6 to 14 and resulted in an expanded understanding of the dame-day aspects that attract and excite children most. In Study 2, the researchers focused on the aspects of a new team’s brand that children ages 5 to …
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.
Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann
Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
This study used a case study approach to develop an understanding of how social media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following six themes emerged: connecting with target audiences; varied approaches in coordination of postings; athletic communications as content gatekeepers; desire to incorporate sponsors and generate revenue; focusing on building fan loyalty through engagement; and challenges of negativity and metrics. The social media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments …
An Examination Of Branding Strategies For Selected Major League Baseball Organizations, Kaitlyn Defanti
An Examination Of Branding Strategies For Selected Major League Baseball Organizations, Kaitlyn Defanti
Recreation, Parks, and Tourism Administration
The implementation of successful branding strategies is crucial for all sport organizations to enhance revenue, sponsorships, and brand loyalty. To facilitate successful practices, it is important that organizations are aware of the most common branding strategies as well as the strategies of their competitors. The purpose of this study was to examine the best practices of branding strategies for the five Major League Baseball franchises in the state of California. Data were collected from five selected Major League Baseball teams. The instrument utilized in this study was a checklist covering branding strategies with an additional section for notes. The results …
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 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.