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Some of the material in is restricted to members of the community. By logging in, you may be able to gain additional access to certain collections or items. If you have questions about access or logging in, please use the form on the Contact Page.
Consumer goodwill is one of the unique effects differentiating sponsorship from other marketing activities (Meenaghan, 2001a; 2001b). While other marketing communications tend to be labeled as selfish (Meenaghan, 2001a; 2001b), designed...
The purpose of the research was to elaborate on the relationship between sport national team identity and national identity. The relationship has been documented anecdotally and in other areas of study, most notably in sport sociology ...
The purpose of this study was to advance our understanding of the influence of subculture on building awareness of a product and ultimately a stronger connection to a product, in particular sports teams. The research questions examined...
Sport organizations rely on volunteers to accomplish their missions. Volunteers are a finite resource whose supply may not keep up with the ever increasing demand (Bussell & Forbes, 2002; Cuskelly, 2004). The number of organizations...
Consumer behavior researchers have found that satisfaction is a key predictor of repeat purchase, positive word-of-mouth, loyalty, and ultimately profitability of a firm. While researchers have worked to better understand the...
When attending or watching sporting events, amateur or professional, people are exposed to a variety of advertising. People form attitudes toward advertising that influence their decision making processes to purchase a particular...
The purposes of the study are to propose a conceptual model for the internalization of a sport team through sport video gaming, to examine the relationship between motives to play sport video games and a sport identity, to examine the...
There was a time when the most powerful organizations were those linked to religion. Then that power shifted toward governmental institutions. Today, some of the most powerful entities are businesses (Cohen & Greenfield, 1997), but with...
The current research was undertaken to propose a model of the components of customer equity in a spectator team sport setting and to identify and empirically test measures to assess one part of the model, namely: value equity. Value...
The importance of brand equity to a firm has been well-documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan...
According to Bhat and Reedy (1998), consumers' essential needs can be categorized as either symbolic or functional. The self-concept/product-image congruity model is based on the premise that consumers try to satisfy symbolic needs as...
Increasing pressure from the public has raised expectations that corporations will be better citizens of their communities and society as a whole (Bennet, 2002; Carroll, 1999b; Epstein, 1989; Van Marrewijk, 2003; Wood, 1991). As a result...
The importance of sports and brands (e.g., New York Yankees, Harley-Davidson, Apple) in today's society is well-documented. The co-consumption of sports and brands often brings people together (Bale, 2003; Bouet, 1966; Brown, Kozinets, &...
Attribution theory helps explain how people infer an actor's characteristics or dispositions from his or her behavior. In the context of advertising, the theory has been used to explain how consumers infer the motives, intent, or...
The concept of brand equity has been widely recognized as both an academic construct and an important business consideration (Aaker, 1991; 1996; Farquhar, 1989; Kamakura & Russell, 1993; Keller, 1993; Gladden et al., 1998; Ross, 2006)....
Marketing researchers have primarily studied radical and incremental product innovations based on technological development from the firm's perspective. The inescapable observation is that product innovation research has developed with...
Hispanics and Asians account for nearly $3 billion in annual spending in the United States (Pew, 2016), positioning them as groups of interest for marketers. In the study of ethnic populations, scholars have identified two factors that...
The contribution of the professional sports stadium to the American city has long been debated by team owners, elected officials, scholars, activists, fans, sportswriters, and ordinary citizens. This debate intensifies whenever the...
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