SMQ Issue 11:2

Contents for SMQ Issue 11:2

Book Review – Teaching Sport Marketing in the New Millennium: Substantive Improvements to the Second Edition Textbook Facilitate Student Learning
Authors: John S. Clark
Abstract: a book review of Teaching Sport Marketing in the New Millennium: Substantive Improvements to the Second Edition Textbook Facilitate Student Learning by Bernard J. Mullin, Stephen Hardy, and William Sutton, published by

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Ten Years of the Sport Marketing Quarterly: Comparing Research and Practice Perspectives
Authors: Cheri L. Bradish, R. Brian Crow
Abstract: This paper sought to critically assess the current state of sport marketing perceptions regarding this journal through an analysis of its consumers.

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Sport Marketing Quarterly: A Journal Designed for the Business of Marketing Sport
Authors: Dallas Branch
Abstract: the history of the Sport Marketing Quarterly

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Case Study – Brand Extension Evaluation ,The Case of NFL Europe
Authors: Richard M. Campbell, Aubrey Kent
Abstract: Brand extensions are attempts by companies to leverage consumer recognition into successful new product and service offerings. In the sport business, brand extensions have largely been limited to physical products, such as Gatorade creating energy bars or the National Football League (NFL) creating lines of clothing. Recently, sport leagues have begun to leverage their intangible product—the entertainment of the game—to create brand extensions in the form of new sport leagues. The purpose of this paper is to examine the NFL’s brand extensions: the World League of American Football (WLAF) and NFL Europe. Introduced by Park, Milberg, and Lawson (1991), the criteria for analyzing these extensions consists of two dimensions: 1) product feature similarity, or the degree to which the original product and the extension have the same product attributes, and 2) brand concept consistency, referring to the degree to which the original product’s abstract meaning is passed on to the brand extension. Following a summary and evaluation of the WLAF and NFL Europe products, the authors offer strategic suggestions to other leagues considering similar brand extension endeavors.

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Bridging the Gap Between Practitioners and Professors: How Sport Marketing Quarterly Is Working to Fulfill Its Mission
Authors: R. Brian Crow, Cheri L. Bradish
Abstract: The purpose of this editorial is twofold: to address the present state of the Sport Marketing Quarterly and to present ways in which the current editorial staff is striving to meet the stated mission of the journal.

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Case Study – FedEx and the St. Jude Classic ,Application of a Cause-Related Marketing Program (CRMP)
Authors: Tony Lachowetz, Richard Irwin
Abstract:

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Motivational Factors for Evaluating Sport Spectator and Participant Markets
Authors: Mark A. McDonald, JinBae Hong
Abstract: While sport has become a viable component of the marketing promotion mix, a comprehensive set of factors for evaluating the motivations of consumers who watch or play sport is still lacking. This research begins to fill this void by suggesting a motivations framework to organize constructs for evaluating sport consumption. The empirical study develops scales to measure motivations for spectating and participant markets and profiles sports using motivational constructs. The proposed constructs are shown to have implications for marketing managers, advertising agencies, and other researchers in sport marketing.

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Perspectives – Engineering the Theory-to-Practice Bridge Using the Consultancy Approach
Authors: Richard L. Irwin
Abstract:

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Sport Management Scholarship: An Historical Review of the Sport Marketing Quarterly
Authors: Brenda G. Pitts
Abstract:

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Naming Rights Agreements: Dream Deal or Nightmare?
Authors: Anita M. Moorman
Abstract:

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