SMQ Issue 25:1

Contents for SMQ Issue 25:1

SMQ 25:1
Authors: Alan Morse, Nels Popp, Timothy DeSchriver, Chad McEvoy, Mark A. Diehl, Russell Lacey, Pamela Kennett-Hensel, Stephen L. Shapiro, Joris Drayer, Brendan Dwyer, Richard J. Buning, Matthew Walker, Jeffrey F. Levine, Todd C. Koesters, Khalid Ballouli, Matthew J. Bernthal, and Sandy Hansell
Abstract: Sport Marketing Quarterly, Volume 25, No. 1, March 2016.

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Editor’s Note, p. 3
Authors: Stephen L. Shapiro
Abstract: I am honored to serve as editor for Sport Marketing Quarterly (SMQ). I would like to acknowledge the outstanding work of outgoing editor Daniel Funk, who over the past three years has made significant progress moving SMQ forward as a high-quality journal in the field of sport marketing. Daniel’s commitment and leadership resulted in substantial growth during his tenure, and his work will have a long-lasting impact on the direction of SMQ. Additionally, I would like to thank Jeffrey James for serving as associate editor over the past three years. His dedication to SMQ is unmatched and he has helped to provide a smooth editorial transition. The previous leadership had given SMQ a roadmap for continued success and their work should be commended.

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Industry Insider: Grant Jostol, pp. 4-6
Authors: Alan Morse
Abstract: An interview with Grant Jostol, Business Data Analyst for the Seattle Mariners.

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A Valuation Analysis of Corporate Naming Rights for Collegiate Sport Venues, pp. 7-20
Authors: Nels Popp, Timothy DeSchriver, Chad McEvoy, and Mark A. Diehl
Abstract: DeSchriver and Jensen (2003) and Gerrard, Parent, and Slack (2007) have performed valuation studies of North American sport venue naming rights agreements, focusing on professional sport team stadia. No empirical research exists that solely examines the values of collegiate sport venue naming rights. This study attempts to fill that void, utilizing a hedonic pricing model. Naming rights agreements for 44 venues in which an NCAA Division I football or basketball team was the primary tenant were identified. Based on the literature, a final model consisting of eight explanatory variables predicted nearly 58% of the variance in collegiate sport venue naming rights values. Four of those variables were statistically significant: (a) facility type, (b) average attendance, (c) presence of multiple tenants, and (d) household income. These results differed considerably from earlier work with professional sport facilities.

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How Expectations and Perceptions of Corporate Social Responsibility Impact NBA Fan Relationships, pp. 21-33
Authors: Russell Lacey and Pamela Kennett-Hensel
Abstract: Corporate social responsibility (CSR) activities have the ability to impact the image and reputation of professional sports franchises, and ultimately, their relationships with the respective fan bases. The National Basketball Association (NBA), in particular, utilizes CSR as part of its marketing and public relations strategy. Based on field survey data collected with the assistance of an NBA team in the Southeastern United States over three consecutive seasons, this study expands our understanding of CSR by exploring how fans’ expectations and perceptions of CSR initiatives impact the quality of their relationship with the team. The findings show that when fans expect their team to exhibit social responsibility and it is closely matched by the team’s perceived CSR practices, the combined impact improves the quality of the fan relationships with the team.

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Examining Consumer Perceptions of Demand-Based Ticket Pricing in Sport, pp. 34-46
Authors: Stephen L. Shapiro, Joris Drayer, and Brendan Dwyer
Abstract: Dynamic ticket pricing (DTP), a new revenue management (RM) strategy in sport, has grown in popularity in response to the demand-based ticket resale market. Previous research has examined the relationship between the primary and secondary ticket market and determinants of price in a DTP environment. However, research has not focused on consumer perceptions of DTP or resale prices. The purpose of this study was to examine consumer perceptions of demand-based pricing over time, to assess the influence of attitudes on perceived value and purchase intentions. Results indicated that time, team performance expectations, fairness perceptions, seat location, and ticket market influenced perceived value of the ticket. Interestingly, these variables were not consistent when examining purchase intentions. Further investigation of the perceived value/purchase intention relationship is warranted when using DTP. Sport managers can use these findings to better understand the impact of RM strategies like DTP on consumer attitudes and behaviors.

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Differentiating Mass Participant Sport Event Consumers: Traditional Versus Non-Traditional Events, pp. 47-58
Authors: Richard J. Buning and Matthew Walker
Abstract: Mass participant sport events (MPSEs) have experienced substantial growth both in the amount and types of events offered. The endurance event industry has recently shifted towards non-traditional events, but an exploration of this new type of event is lacking. Accordingly, research is needed to assess the motives of nontraditional MPSE participants. This research was conducted to explore participant motivations to compete in two different MPSEs. Using an online questionnaire, event participants from two different event contexts (i.e., traditional and non-traditional) were examined (N=408). Through a multi-group CFA of the Motivations of Marathoners Scale (MOMS), a revised adaptation of a traditional participant motivation structure was identified. Participant motivations differed across event contexts on several factors, including health orientation, weight concern, personal goal achievement, affiliation, psychological coping, life meaning, and self-esteem. Suggestions for future research and practical implications for marketing and event management are discussed.

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Trademark Decision Gives Sport Marketers Cause for Paws: Wolfskin v. New Millennium, pp. 59-61
Authors: Jeffrey F. Levine
Abstract: The United States Court of Appeals for the Federal Circuit recently ruled on an intellectual property dispute between outdoor apparel company Jack Wolfskin Ausrustung Fur Draussen GmbH & Co. KGAA (Wolfskin), and sportswear company New Millennium Sports, S.L.U. (New Millennium). The case arose after Wolfskin attempted to trademark a non-human paw print design to use on its products. The court’s analysis of the legal effect of modifications to protected trademarks and its discussion concerning the common use of paw prints in trademark designs is particularly useful to sport marketers and those responsible for intellectual property design, development, and protection.

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Foreign Bowling for Dollars: Establishing Perceived Need and Brand Equity in a Participatory Sport, pp. 62-71
Authors: Todd C. Koesters, Khalid Ballouli, Matthew J. Bernthal, and Sandy Hansell
Abstract: Elliott had spent the previous few weeks in the southeastern United States consulting with different universities on behalf of Red Bull concerning a national promotion titled “the Red Bulletin,” a brand campaign designed to increase brand awareness and brand equity of Red Bull among university students. This particular campaign involved the usage of samples, branded leaflets, magazine distribution, and an interactive campus tour, all signifing Red Bull’s brand identity to university students. Utilizing research he had received from the GenNext Panel, a branded research and student insight tool, Elliott understood university students were 84% more likely to buy a product after receiving a free product trial or samples of it (BNCollege, 2014). As such, Elliott had targeted college students (ages 18-24 years) with this sampling program and campus tour. Yesterday, Elliott witnessed the culmination of his duties for the Red Bulletin project.

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