SMQ Issue 25:3

Contents for SMQ Issue 25:3

SMQ 25:3
Authors: Mark Nagel, Brandon Brown, Gregg Bennett and Khalid Ballouli, Brendan Dwyer, Rebecca M. Achen and Joshua M. Lupinek, Khalid Ballouli, Galen T. Trail, Todd C. Koesters and Matthew J. Bernthal, John Grady, Michael Hutchinson, Cody T. Havard, Brennan K. Berg and Timothy D. Ryan
Abstract: Sport Marketing Quarterly, Volume 25, No. 3, September 2016.

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Industry Insider: Nicholas Horbaczewski
Authors: Mark Nagel
Abstract: An interview with Nicholas Horbaczewski, CEO and founder of the Drone Racing League.

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Effects of Advertisement Setting and Actor Race on African Americans’ Intentions to Consume Baseball
Authors: Brandon Brown, Gregg Bennett and Khalid Ballouli
Abstract: The United States, sport marketers are faced with challenges of capturing the interest and altering the consumption patterns of this important minority group. A primary objective of this research was to determine if African American participants would perceive a greater overall fit with a baseball advertisement if the actors and settings shown in the advertisement resembled their racial and cultural identities. Existing literature on the match-up hypothesis and theory of reasoned action guided this research and aided in hypothesis development. Two-hundred eighty-three African American participants were assigned to one of four experimental groups in which advertisement setting and actor race were controlled as treatment variables. Findings revealed interaction effects between setting and race on perceived fit with the advertisement, which had effects on attitudes towards baseball, subjective norms, and intentions to consume baseball.

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Fantasy vs. Reality: Exploring the BIRGing and CORFing Behavior of Fantasy Football Participants
Authors: Brendan Dwyer, Rebecca M. Achen and Joshua M. Lupinek
Abstract: Basking in reflected glory (BIRGing) and cutting off reflected failure (CORFing) behaviors have been exhibited by sport spectators and measured by marketing researchers for decades. It has been established that these highly personal, yet socially focused reactions to team outcomes are fundamental components of the sport fan experience. The current study sought to extend this line of research by comparing fantasy footballrelated BIRGing and CORFing behavior to traditional NFL team-related behavior. An experience sampling method was utilized, and a sample of fantasy football participants was systematically surveyed four times throughout the first 14 weeks of the 2014 NFL season. The results of the current study suggest that the socialpsychological reactions witnessed in traditional team fandom were replicated through fantasy participation. However, sub-dimensional differences were also uncovered between the forms of NFL fandom. These may speak to the distinctiveness of the activities particularly related to the social significance of fantasy football participation.

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Differential Effects of Motives and Points of Attachment on Conative Loyalty of Formula 1 U.S. Grand Prix Attendees
Authors: Khalid Ballouli, Galen T. Trail, Todd C. Koesters and Matthew J. Bernthal
Abstract: This research examines the differential effects of motives and points of attachment on conative loyalty of Formula 1 U.S. Grand Prix attendees. Theoretical perspectives of role identity and extant literature on identification and spectator consumption behavior guided this investigation and aided in model development. While numerous researchers in the sport marketing literature have examined motives and points of attachment, there is a relative dearth of studies devoted to the effects of motives and points of attachment on conative loyalty. Study participants (N=247) comprised spectators of the 2014 Formula 1 U.S. Grand Prix held in Austin, Texas. Structural equation modeling (SEM) was utilized to test the measurement model and the structural model. Findings showed that the proposed model fit the data well—motives and points of attachment combined to explain much of the variance in conative loyalty. The results have theoretical implications for sport consumer research, as well as practical insights for Formula 1.

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The Rio 2016 Olympics: Analyzing Rule 40’s Moment to Shine
Authors: John Grady
Abstract: The International Olympic Committee (IOC) sent shock waves through the Olympic advertising and sponsorship community when it announced in February 2015 that it was relaxing Rule 40 of the Olympic Charter to allow generic (non-Olympic themed) advertising featuring athletes during the Rio 2016 Games (Mackay, 2015). According to the IOC, the purpose of the Rule is to preserve the unique nature of the Games by preventing over-commercialization and to keep the focus on the athletes’ performance (International Olympic Committee, n.d.). Notably, while the IOC does not expressly reference ambush marketing in stating its purpose, preserving the Olympics’ “sources of funding” is cited (International Olympic Committee, n.d.), referring to Rule 40’s critical role in protecting long-standing global partners whose sponsorship dollars fund the Games (Mackay, 2015).

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Losing the Core Sport Product: Marketing Amidst Uncertainty in College Athletics
Authors: Michael Hutchinson, Cody T. Havard, Brennan K. Berg and Timothy D. Ryan
Abstract: The chime of a new email went initially unnoticed as Sarah Fletcher finished reading yet another reporter’s critique of the University of Alabama at Birmingham (UAB). It had been six weeks since UAB president Ray Watts announced the decision to discontinue the university’s Division I football program. While the proverbial dust had settled, some stakeholder groups1 remained discontent following the controversial decision to become the first Football Bowl Subdivision (FBS) program to disband in nearly 20 years. As the director of marketing for the UAB athletic department, Fletcher felt isolated in these historic circumstances that had rarely been faced elsewhere. As a consequence of football’s discontinuation, Fletcher’s division of marketing would be met with several challenging modifications in the coming months due to the prominent role of football in marketing communications. After announcing the termination of football as the department’s marquee sport, a video of a linebacker’s passionate and public dialogue with Watts went viral for anyone to view. This was the contentious context in which Fletcher found herself as she began contemplating the chain of tasks to be completed in the new direction of marketing athletics at UAB.

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