SMQ Issue 10:3

Contents for SMQ Issue 10:3

An Assessment of Consumer Knowledge of, Interest in, and Perceptions of Ambush Marketing Strategies
Authors: Mark R. Lyberger, Larry McCarthy
Abstract: The development of sponsorship as a form of corporate communication has resulted in an exponential growth in the investment needed to be associated with major sports events. The strategy of ambushing corporate rivals as official sponsors of events has seen an increase as well.

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The National Basketball Association: Application of Customer Lifetime Value
Authors: Tony Lachowetz, Mark McDonald, William Sutton, John Clark
Abstract: As the spectator sport industry boldly enters the new millenium, revenues from broadcast-rights fees and sponsorship sales are at all-time highs.

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The Marketing of Black-College Sports
Authors: E. Newton Jackson, Robert Lyons, Shawn C. Gooden
Abstract: The purpose of this article is to discuss the marketing of athletics programs at HBCUs.

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Sport Fan Motivation: A Comparison of American Students and International Students
Authors: Hyungil Kwon, Galen Trail
Abstract: The purpose of this study was to determine whether international students should be a segmented target market by analyzing the differences between American and international students’ attendance of intercollegiate sports events, levels of identification, and motives for sport spectating.

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SMQ Profile/Interview
Authors: SMQ Editor
Abstract:

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Through the Eyes of Athletics Directors: Perceptions of Sports Information Directors, and Other Public Relations Issues
Authors: G. Clayton Stoldt, Lori K. Miller, P. Greg Comfort
Abstract: This paper details the results of a survey of NCAA Division I, II, and III athletics directors (n=133) regarding their SIDs, key relationships with various constituent groups served by those SIDs, and other public-relations-related issues confronting their programs.

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The Social Values of Fans for Men’s Versus Women’s University Basketball
Authors: Lynn Kahle, Marc Duncan, Damon Aiken
Abstract: The article discusses the primary value segments observed in women’s and men’s basketball fans and whether the survey groups represent two distinct markets. Further, it considers marketing implications for both groups of fans.

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