SMQ Issue 24:3

Contents for SMQ Issue 24:3

SMQ 24:3
Authors: Stephen McKelvey, Christoph Kemper, Christoph Breuer, Lamar Reams, Terry Eddy, B. Colin Cork, Thomas M. Hickman, Ben Larkin, Janet S. Fink, Galen T. Trail, and Anita M. Moorman
Abstract: Sport Marketing Quarterly, Volume 24, No. 3, September 2015.

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Industry Insider: Geoff Moore, pp. 139-141
Authors: Stephen McKelvey
Abstract: An interview with Geoff Moore, chief revenue officer of Circuit of the Americas

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What Factors Determine the Fans’ Willingness to Pay for Bundesliga Tickets? An Analysis of Ticket Sales in the Secondary Market Using Data from ebay.de, pp. 142-158
Authors: Christoph Kemper and Christoph Breuer
Abstract: In 2009, the San Francisco Giants of the United States’ Major League Baseball was the first sports club to implement a dynamic pricing system, and since that time many sport organizations have followed suit. To date, however, no German sports club has applied dynamic pricing. This paper lays the ground for such a development by identifying determinants of fans’ willingness to pay for Bundesliga tickets. The current study evaluates ticket sales in the German secondary market. Ticket prices of eBay auctions were collected daily during the second half of the Bundesliga season 2013-14. A data set of 6,510 auctions was analyzed by means of a two stage least squares regression. Results suggest that tickets in the secondary market are resold for nearly twice as much as the original face value of the ticket. The final model includes 23 significant variables and explains 59.6% of the variance. The overall results are comparable to previous studies, although there are a number of unique aspects to the current paper. Sport managers can apply these finding to further differentiate their current variable ticket pricing strategy or to implement a more sophisticated dynamic pricing approach.

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Points of Attachment and Sponsorship Outcomes in an Individual Sport, pp. 159-169
Authors: Lamar Reams, Terry Eddy, and B. Colin Cork
Abstract: With respect to an individual sport that operates within a league structure, analyses accounting for both individual and league corporate sponsors have largely been overlooked. Guided by brand attachment theory, the purpose of the present study was to determine which Ultimate Fighting Championship (UFC) fan points of attachment are most effective at predicting sponsorship effectiveness. A review of the literature provided four salient points of attachment (i.e., attachment to the league, fighter, sport, and level of competition) and four measures of sponsorship effectiveness (i.e., attitudes toward UFC sponsors, attitudes toward individual fighter sponsors, UFC sponsor purchase intentions, and individual fighter sponsor purchase intentions). Results of the regression analyses displayed that attachment to the league is most effective at predicting sponsorship effectiveness, including sponsorship of individual fighters. Findings from this study contain both theoretical and pragmatic implications. In discussion, results are further analyzed along with recommendations for future research.

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The Impact of Fan Identification, Purchase Intentions, and Sponsorship Awareness on Sponsors’ Share of Wallet, pp. 170-182
Authors: Thomas M. Hickman
Abstract: This study analyzes the impact of fan identification, purchase intentions, and sponsorship awareness on the share of wallet attained by sponsors. Fans of a professional football team recorded their spending habits among sponsors and competitors in nine product categories. The interaction effects of the variables are analyzed that show a tendency for share of wallet gains to exist as a result of elevated levels of fan identification, purchase intentions, and sponsorship awareness. Variability across categories is found, illustrating that sponsors do not uniformly benefit from highly identified fans that possess a favorable disposition toward sponsors. Secondarily, an analysis of fans with high versus low purchase intentions suggests that reported purchase intentions do not translate to an awareness of sponsoring firms. Implications of the findings are discussed and direction is provided for future research.

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An Examination of Constraints and Motivators as Predictors of Sport Media Consumption Substitution Intention, pp. 183-197
Authors: Ben Larkin, Janet S. Fink, and Galen T. Trail
Abstract: The academic literature in recent years has highlighted escalating levels of sport media consumption (hereafter SMC; Pritchard & Funk, 2006). In addition, fans’ preferences to watch sport events at home has been identified as one of the most prominent concerns facing sport industry practitioners (Luker, 2012). Nevertheless, while constraints to sport event attendance have begun to gain traction in the spectator sport literature in recent years, it has not been explored how constraints may prompt consumers to substitute SMC for attendance. Moreover, the motivators behind SMC have yet to be explored. As such, the current study aimed to determine the effect of both constraints to attendance and motivators for SMC on individuals’ SMC substitution intentions. It was found that Motivators had a significant relationship with SMC Substitution Intention; however, the only constraint of any significance was Cost. In addition, Team Identification did not moderate the relationships in the study.

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Marketing Materials and Intentional Misrepresentation: A Word of Warning for Marketers and Celebrity Athlete Promoters, pp. 198-200
Authors: Anita M. Moorman
Abstract: The Tenth Circuit Court of Appeals recently held in Donner v. Nicklaus (2015) that Jack Nicklaus and Jack Nicklaus Golf Club, LLC could be sued for intentional misrepresentation for statements included in the marketing and promotional materials for a new (but now defunct) golf development in Utah. This case should serve as a strong reminder for sport marketing professionals that marketing materials intended to induce consumers to purchase or invest must always be accurate and truthful.

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