SMQ Issue 18:1

Contents for SMQ Issue 18:1

SMQ Profile/Interview: Vince Nicastro, University of Villanova, pp. 3-4
Authors: Matthew J. Robinson
Abstract: An interview with Vince Nicastro, Athletics Director at the University of Villanova

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Value Determination in the Secondary Ticket Market: A Quantitative Analysis of the NFL Playoffs, pp. 5-13
Authors: Joris Drayer and Stephen L. Shapiro
Abstract: Previous research has examined the factors that predict the face value of tickets in the primary market. Oftentimes, however, fans place a different value on tickets based on a variety of factors (team success, opponent, day of the week, etc.). The secondary market illustrates fans’ willingness to pay prices that are considerably different from the actual face value of the ticket. This study examined the factors that influenced fans’ perceived value for NFL playoff games during the 2007-2008 season using sell prices on www.ebay.com. Results indicated higher prices in the secondary market were associated with the total number of bids, total number of transactions for each game, current and previous home team winning percentage, population and income of the home city, face value of the ticket, day of the game, round of the playoffs, and number of days before the game that the ticket was sold.

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The Role of Involvement in Sports and Sport Spectatorship in Sponsor’s Brand Use: The Case of Mountain Dew and Action Sports Sponsorship, pp. 14-24
Authors: Gregg Bennett, Mauricio Ferreira, Jaedeock Lee, and Fritz Polite
Abstract: Brand use is a critically important measure of business and marketing success (Allenby et al., 2002), and the search for empirical evidence explaining product or brand use is a major stream in marketing literature (Fennell, Allenby, Yang, & Edwards, 2003). Over the past century, research has examined the relationship among several variables (e.g., psychographics, age, gender, and other demographics) in an effort to better understand consumption rates and brand use (Shaw, 1912; Smith, 1956) so strategies can be developed to increase brand use

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To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands, pp. 25-37
Authors: Stephen K a. Koernig nd Thomas C. Boyd
Abstract: This research reports on two studies that examine the roles of product-endorser “fit” with celebrity and non-celebrity endorsers by comparing the effects of a famous athlete and an unknown model on a variety of consumer responses. Additionally, schema theory is tested as the mechanism driving these effects. The results of the first experiment suggest that a famous athlete is more effective when endorsing a sport brand than a non-sport brand, but only for enhancing the image of the celebrity. In the second experiment, an anonymous model is identified as either a famous athlete or not and is paired with either a sport-related brand or a non-sport brand. Results indicate that an anonymous model identified as an athlete is more effective as an endorser where there is a match between the endorser and the product.

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Testing Models of Motives and Points of Attachment among Spectators in College Football, Octagon, pp. 38-53
Authors: Boyun Woo, Galen, T. Trail, Hyungil Harry Kwon, and Dean Anderson
Abstract: As the spectator sport market has become large and competition for consumers has increased, the need for understanding spectators’ motives and points of attachment has become important for developing effective marketing strategies. The purpose of the study was to examine four different models that explain the relationships among motives and points of attachment and determine a model that explains the most variance in the referent variables. A total of 501 college students responded to the Motivation Scale for Sport Consumption (MSSC) and the Points of Attachment Index (PAI). The results showed that motives can be divided into fan motives and spectator motives, and these motives were related to different sets of points of attachment: organizational identification and sport identification.

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Smack Apparel Revisited on Appeal: Significant Victory or Narrow Extension of Trademark Protection for Universities’ Color Schemes?, pp. 54-56
Authors: John Grady
Abstract: The highly publicized case of Board of Supervisors of Louisiana State University, et al. v. Smack Apparel (2008) moved one step closer to resolution with the Fifth Circuit’s decision in favor of the plaintiff universities. The appellate court affirmed the district court’s holding that Smack Apparel was liable for trademark infringement. The court’s opinion provides sport marketers with an understanding of the legal issues that are frequently litigated in cases involving manufacturers of unlicensed sports merchandise. The case also highlights the need for sport marketers to work hand in hand with legal counsel to proffer evidence, in the form of marketing materials and promotional campaigns, establishing a link between consumers’ association of their trademarks and the university’s branding efforts with respect to school colors.

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Who Knows Bobby Mo? Using Intercollegiate Athletics to Build a University Brand, pp. 57-63
Authors: John S. Clark, Artemisia Apostolopoulou, Scott Branvold, and David Synowka
Abstract: Dr. Susan Hofacre, Director of Athletics at Robert Morris University (RMU), walked out of Massey Hall toward her car after her weekly Friday meeting with the University President. Susan was feeling both excited and troubled due to this most recent conversation concerning the RMU athletic program’s role in the greater mission of the University. The prospect of using the athletic program to launch a comprehensive branding campaign for the University is one that Susan had wanted to pursue for many years, as she believed strongly that it would be an effective and efficient method for bringing national notoriety to the school. Her mind raced with the charge levied upon her by the University’s new President to develop a plan that would achieve that goal; however, this excitement was tempered by the troubling issues of exactly how to put the plan together. Realistically, Susan would have to focus on at best only two or three specific sports, and she worried about possible negative effects such a strategy would have on current and future student-athlete perceptions about the programs not chosen, athletic department staff morale, as well as any Title IX implications designating a flagship sport might have. Further complicating matters was the implicit directive that whatever flagship sport or sports she chose must deliver on key objectives taken directly from the University’s new Strategic Plan.

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