SMQ Issue 20:3

Contents for SMQ Issue 20:3

Entire issue of SMQ 20:3
Authors: Jim Kadlecek, Brendan Dwyer, Stephen Shapiro, Joris Drayer, Matthew Walker, Todd Hall, Samuel Y. Todd, Aubrey Kent, Sagatoma Tokyama, T. Christopher Greenwell, Jaedeock Lee, Mauricio Ferreira, Richard M. Southall, Mark S. Nagel, Pawel Waszka
Abstract: This is the entire issue in PDF format that you can download.

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Industry Insider: Curtis Danberg, p. 127-128
Authors: Jim Kadlecek
Abstract: An interview with Curtis Danberg, senior director of communications with the Cleveland Indians.

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Segmenting Motivation: An Analysis of Fantasy Baseball Motives and Mediated Sport Consumption, p. 129-137
Authors: Brendan Dwyer, Stephen Shapiro, and Joris Drayer
Abstract: Fantasy sport consumer behavior research is a burgeoning area of inquiry as this growing segment of sport fans exhibits unconventional, yet robust media consumption habits. In addition, consumer motivation and market segmentation represent core principles within the study of marketing, yet the integration of these two essential concepts with regard to sport consumers is limited. The purpose of this study was to explore fantasy baseball motives, develop a motive-based taxonomy of users, and quantify the differences between segments through an examination of mediated sport consumption. An exploratory hierarchal cluster analysis with a subsequent K-means analysis was conducted to determine the number of segments. Additionally, a MANOVA was performed to ascertain behavioral differences between the motive-based clusters. Four distinct segments emerged with statistically significant differences between each with regard to mediated consumption intentions. The following paper addresses theoretical and practical implications for academics and practitioners. Future research is also suggested.

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Does Your Sponsor Affect My Perception of the Event? The Role of Event Sponsors as Signals, p. 138-147
Authors: Matthew Walker, Todd Hall, Samuel Y. Todd, and Aubrey Kent
Abstract: Sponsorship activity has increased dramatically over the last two decades, as has customer knowledge of this promotional activity associated with experiential consumption. While a number of studies have measured consumers’ understanding of how event marketing affects their evaluation of a brand, scant empirical attention has been paid to how consumers use sponsorships as signals of event quality. In a between-subjects experimental design, main effects were found for the sponsor’s functional similarity and regression analyses suggest that the strength of the sponsors’ influence predicted attendance intent, perceived event quality, and advocacy behaviors. Implications of these findings are discussed in practical parlance.

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Examining Similarities and Differences in Consumer Motivation for Playing and Watching Soccer, p. 148-156
Authors: Sagatoma Tokyama and T. Christopher Greenwell
Abstract: Knowing similarities and differences between sport participants and spectators can be advantageous for sport marketers as it may allow sport organizations to increase their consumer base beyond their traditional consumers. Therefore, the present study is aimed at examining similarities and differences of consumer motivation for both playing and watching sports. Using a sample of soccer consumers who both play and watch soccer (N = 237), the study found that for the most part, motivations for playing and watching soccer were different. However, affiliation was found to predict commitment to both playing and watching for highly involved individuals. Similarly, stress reduction was found to predict commitment to both playing and watching for lesser involved individuals. These findings help marketers in the soccer industry determine how spectator sport can be marketed to sport participants, and likewise how participant sport can be marketed to spectators.

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Cause-Related Marketing: The Role of Team Identification in Consumer Choice of Team-Licensed Products, p. 157-169
Authors: Jaedeock Lee and Mauricio Ferreira
Abstract: Many studies have demonstrated that cause-related marketing (CRM) can impact consumer choice, but its impact can depend on many factors. In this study, we examined the role that team identification can play in the relationship between CRM and consumer choice of team-licensed products. A discrete choice experiment with 119 college students indicates that CRM influenced consumer choices of team-licensed products. Participants preferred team-licensed products that support a cause with a broad appeal. However, this preference was mostly evident among those participants with a low identification with a team. Those participants highly identified with a team seemed to be mostly driven by their sole desire to purchase a product from their team regardless of the support to the cause. These results suggest that social causes exert more influence and provide an extra reason to buy team-licensed products when motivation to buy is low.

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NCAA v. The Associated Press: Open Records Ruling May Affect Future Athletic Department Activities, p. 170-173
Authors: Richard M. Southall and Mark S. Nagel
Abstract: Although May 24, 2010, was like most spring days in Florida—pleasantly mild and partly sunny—the Florida Supreme Court’s actions that day undoubtedly made the National Collegiate Athletic Association (NCAA) and its members feel as if they were trapped in the “dog days of summer”: stifling hot and humid. With one decision, the landscape of college sport had been altered, although most fans and intercollegiate athletic administrators are still not aware of the implications of the court’s decision for the future forecast.

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FIFA World Cup Brand Elements and Local Inspirations, p. 174-184
Authors: Pawel Waszka
Abstract: The Fédération Internationale de Football Association (FIFA) unveiled a brand new logo for the upcoming 2014 FIFA World Cup Brazil on July 8, 2010 (“Official Emblem,” n.d.). The Official Emblem of the 2014 FIFA World Cup, called Inspiration, features three victorious hands together raising the World Cup Trophy. Yellow and green are Brazilian colors and they dominate the design. The words 2014 FIFA World Cup Brasil complement the picture (see Figure 1). The official launch took place in Johannesburg, South Africa, three days before the final match of the 2010 FIFA World Cup. This high profile event drew 500 guests, including international media, who were treated to an hour-long show featuring Brazilian celebrities and artists. The star of the night, though, was the new Official Emblem designed by Brazilian agency Africa, which was chosen from the pool of 25 designs presented to FIFA by 25 Brazilian-based agencies.

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