SMQ Issue 16:3

Contents for SMQ Issue 16:3

SMQ Profile/Interview: Barry Hyde, United States Golf Association, pp. 128-129
Authors: Matthew J. Robinson
Abstract: An interview with Barry Hyde, chief marketing officer for the United States Golf Association.

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Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of a Professional Basketball Event, pp. 130-139
Authors: Kostas Alexandris, Elisabeth Tsaousi, and Jeffrey James
Abstract: The objective of this study was to test the degree to which three sponsorship outcomes—sponsor’s image, word-of-mouth, and purchase intentions—may be predicted by three attitudinal constructs: attitude toward the event, sport activity involvement (centrality and attraction), and beliefs about sponsorship. The data were collected from a Greek basketball all-star game. The results indicated that purchase intentions were significantly predicted by beliefs about sponsorship, attitudes toward the event, and the centrality dimension of involvement. The word-of-mouth and image outcomes were significantly predicted by beliefs about sponsorship and the centrality dimension of involvement. In all three regression analyses, beliefs about sponsorship made the strongest contribution to predicting outcomes. The implications of these results are discussed in terms of theoretical development of sponsorship evaluation and developing sponsorship strategies.

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Are Fans and NBA Marketing Directors on the Same Page? A Comparison of Value of Marketing Techniques, pp. 140-146
Authors: Ronald J. Dick and Brian A. Turner
Abstract: NBA teams use a variety of marketing techniques to try to increase game attendance. However, few research studies have compared their effectiveness. More importantly, no study to date has compared the perceptions of NBA marketing directors and ticket holders with regard to currently used marketing techniques. Therefore, the primary purpose of this study was to determine whether the marketing techniques that NBA marketing directors viewed as valuable and useful were viewed in a similar fashion by attendees at NBA games. A questionnaire containing the 20 most used marketing techniques—based on items by Dick and Sack (2003)—was completed by all NBA directors of marketing (n = 29) and by randomly selected ticket holders (n = 200) at two separate NBA games. Results of the study showed that NBA marketing directors and ticket holders significantly disagreed on the effectiveness of 15 of the 20 marketing techniques examined, with the directors rating each of the 15 higher than the ticket holders.

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Minor League Teams and Minor League Cities: Evidence from the ECHL, pp. 147-160
Authors: Steve P. Fraser
Abstract: This study examines the relationship of locational factors on the viability of minor league hockey franchises and examines two market factors not generally found in the literature. The data suggest that minor league hockey, specifically the ECHL, has a higher probability to succeed in moderately sized markets (populations up to 500,000), with few NCAA Division I institutions, and where there is a presence of youth interest in the sport. There appears to be no significant relationship between the per capita income in a market and an ECHL franchise’s success.

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Sponsorship Brand Recall at the Euro 2004 Soccer Tournament, pp. 161-170
Authors: Carlos Pestana Barros, Catarina de Barros, Abel Santos, and Simon Chadwick
Abstract: This paper examines the determinants of probability for sponsor brand recall at the Euro 2004 soccer tournament in Portugal. Using a sample of 1,000 people, a survey was administered in Portugal immediately after the tournament to ascertain the significant characteristics that influenced the aimed probability (e.g., age, income, education, perceptions of the event, perceptions of sponsors). Based on 676 usable responses, a random-parameter logit model (mixed logit) was used to deal with unobserved heterogeneity, together with a standard logit model which was also used to analyze the responses. The paper concludes by considering some issues for sponsorship managers.

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Sport Marketing and the Law: A Stadium in Your Front Yard? Eminent Domain and the Potential Sport Marketing Implications of Kelo v City of New London, pp. 171-173
Authors: Mark S. Nagel and Richard M. Southall
Abstract: The Fifth Amendment to the United States Constitution explicitly established private property rights, “…nor shall private property be taken for public use, without just compensation.” When a government agency seizes private land for public use, it exercises its eminent domain powers by condemning land while providing its previous owners with fair market value (Garner et al., 2004). For many years following the United States’ founding, such eminent domain powers’ utilization was most commonly justified as necessary for extensive public works projects such as the construction of new roads, bridges, dams, or utilities (“Eminent domain history,” 2005).

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Case Study: (Re)Building a Brand in the Minor Leagues: The Nashville Ice Flyers, 1997-98, pp. 174-182
Authors: Michael T. Friedman and Daniel S. Mason
Abstract: Though not glamorous, working for a minor league sports team could be one of the most fun and challenging areas of the sports industry. Due to small staff sizes and limited budgets, employees will be called upon to perform several different tasks that demand a wide range of knowledge and skills. This case study comes directly from the experience of the lead author, who, in four years of working in both baseball and hockey, felt as if he did everything but play, and ended up as the president of the Nashville Ice Flyers of the Central Hockey League during the 1997-98 season.

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