SMQ Issue 10:4

Contents for SMQ Issue 10:4

Role of Sporting Events as Ethnoculture’s Emblems: Impact of Acculturation and Ethnic Identity on Consumers’ Orientation Toward Sporting Events
Authors: Frank Pons
Abstract: It is proposed that through sporting events consumption and orientation, cultural groups in a host country may exhibit a duel, complex ethnic definition.

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NASCAR’s Customer Gap:Are Fans’ Perceptions Keeping Up With Their Expectations?
Authors: Matthew J. Bernthal, Thomas H. Regan
Abstract: This paper examines the expectations and perceptions of the NASCAR fan in this dynamic industry.

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An Exploratory Study of the Criteria Used to Establish NFL Ticket Prices
Authors: James T. Reese, Robin D. Mittelstaedt
Abstract: The purpose of this descriptive study was to investigate ticket-pricing strategies in the National Football League (NFL).

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A Comparitive Analysis of Sponsorship Objectives for U.S. Women’s Sport and Traditional Sport Sponsorship
Authors: Nancy L. Lough, Richard L. Irwin
Abstract: Increasingly, corporations are relying on the merits of sport sponsorship to market their companies’ products and services (Howard & Crompton, 1995).

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A Two-Stage Study of the Reasons to Begin and Continue Tailgating
Authors: Jeffrey James, G. Steven Breezeel, Stephen Ross
Abstract: The purposes of the current study were to (1) develop a profile of people who participate in tailgating parties, (2) identify reasons why people begin tailgating, (3) measure how often people tailgate each year, and (4) ascertain whether people persist in the activity over time.

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