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Full-Text Articles in Social and Behavioral Sciences
Exploring The Managerial Perspective On Developing A New Sport Team Brand, Melissa Davies, Matt Blaszka, Cole Armstrong
Exploring The Managerial Perspective On Developing A New Sport Team Brand, Melissa Davies, Matt Blaszka, Cole Armstrong
Journal of Applied Sport Management
In recent years, research examining new sport teams has emerged. A total of ten senior sales and market executives were interviewed from recent expansion teams from Major League Soccer (MLS) to analyze team brand development for this study due to its continued expansion efforts across North America and the fact that the MLS continues to compete for market share against other “Big Four” sport teams in their respective cities. Utilizing content analysis, findings from this study identified four themes when developing a new team brand. These themes were Market Research, Soccer Culture, Brand Associations, and Supporter-Led Initiatives. Practical implications are …
How To Attract Your Students To Your Games: The Difference Of Mediating Effect Of Psychic Income On The Relationship Between Points Of Attachment And Behavioral Attributes, Jinwook Chung, Yong-Chae Rhee, Wonyoung Kim
How To Attract Your Students To Your Games: The Difference Of Mediating Effect Of Psychic Income On The Relationship Between Points Of Attachment And Behavioral Attributes, Jinwook Chung, Yong-Chae Rhee, Wonyoung Kim
Journal of Applied Sport Management
The purpose of the current study was to examine the impact of the points of attachment with the mediating impact of college students’ psychic income on their attendance and word-of-mouth behavioral intentions. A total of 537 samples were collected from college students at a mid-sized southwest university in the United States. A CFA was conducted to evaluate the psychometric properties of the scales. The hypothesized model was tested using a SEM with AMOS 26 software. Additionally, a bootstrapping method was employed to determine the indirect effect of the mediating variable of psychic income on the relationship between points of attachment …
Choice Overload And Partial Season Ticket Sales, Clinton J. Warren, Joshua M. Lupinek
Choice Overload And Partial Season Ticket Sales, Clinton J. Warren, Joshua M. Lupinek
Journal of Applied Sport Management
This study utilizes a consumer choice experiment to assess if choice overload exists with partial season ticket packages of a Major League Soccer (MLS) team. Individuals were randomly assigned to one of three conditions with an increasing number of partial season ticket options. Study results indicate as the number of options available increases, buyers are more likely to feel the decision-making process was difficult and regret the decision they made. However, participants were generally satisfied to be afforded so many options, and increasing the number of ticket plan options did not appear to affect purchase intent or potential purchase satisfaction.
Fine-Tuning Brand Endorsements: Exploring Race-Sport Fit With Athlete Endorsers, Youngmin Yoon, Jun Woo Kim, Mar Magnusen, Michael Sagas
Fine-Tuning Brand Endorsements: Exploring Race-Sport Fit With Athlete Endorsers, Youngmin Yoon, Jun Woo Kim, Mar Magnusen, Michael Sagas
Journal of Applied Sport Management
The present study examines the effect of an athlete endorser’s race-sport fit in the decision-making process of athlete endorsed product selection. The results of this study reveal that the race of athlete endorsers can influence endorsement strategies depending on the sport associated with the athlete endorser. Perceived race-sport fit was also a key factor in creating both positive sport consumer attitudes and increased purchase intentions toward an athlete endorsed product. The findings of this study should be beneficial to athletes and sport business professionals when considering endorsement strategies for sport-related products and brands. Subscribe to JASM
The Business Of Coupons-Do Coupons Lead To Repeat Purchases?, Margaret P. Ross
The Business Of Coupons-Do Coupons Lead To Repeat Purchases?, Margaret P. Ross
Pursuit - The Journal of Undergraduate Research at The University of Tennessee
In recent years, couponing has emerged as a pop culture phenomenon. Businesses of all types are taking advantage of this resource by revamping their out-dated programs and turning them into something fresh to excite customers. Many questions remain unanswered concerning the viability, profitability, and usefulness of coupons. This study is an analysis of the effectiveness of coupons in enticing return purchases in the soft-drink category and the effectiveness of price discriminating at this grocery store chain. The dataset is comprised of household level grocery store transactions compiled by dunnhumby USA for 2,500 households over a period of two years. An …