SMQ Issue 26:1

Contents for SMQ Issue 26:1

SMQ 26:1
Authors: Mark Nagel, Jonathan A. Jensen and Brian A. Turner, Greg Greenhalgh, Brendan Dwyer and Carrie LeCrom, Jaewon Chang, Joon-Ho Kang, Yong Jae Ko and Dan Connaughton, Ceyda Mumcu and Nancy Lough, Barbara Osborne
Abstract: Sport Marketing Quarterly, Volume 26, No. 1, March 2017.

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Industry Insider: Bill Powell
Authors: Mark Nagel
Abstract: An interview with Bill Powell, Vice President of Event Marketing and Sales/Team Leader of Amsoil Arenacross, Feld Entertainment and Motorsports.

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Advances in Sport Sponsorship Revenue Forecasting: An Event History Analysis Approach
Authors: Jonathan A. Jensen and Brian A. Turner
Abstract: Despite considerable advances in the application of advanced analytics across the sport industry, sponsorship revenue forecasting still largely relies on a decades-old methodology, the renewal rate. This paper performs the first application of event history analysis (EHA) approaches to quantitatively analyze the duration of Olympic and World Cup sponsorships, to determine not only the percentage of sponsors who renew, but when sponsorships are most likely to continue, when the probability of a sponsorship ending is highest, and their median lifetimes. Consistent with prior applications of exchange theory to the sponsorship business-to-business relationship, results found sponsorships were most susceptible to dissolution within the first two renewal periods, and sponsorship durations differed significantly based on which methodology was applied. Sponsorship revenue projections varied by as much as $100 million depending on the approach, demonstrating the importance of providing sport managers with advanced analytics to assist in the organization’s sponsorship revenue forecasting activities.

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A Case of Multiple (Brand) Personalities: Expanding the Methods of Brand Personality Measurement in Sport Team Contexts
Authors: Greg Greenhalgh, Brendan Dwyer and Carrie LeCrom
Abstract: This manuscript challenges the contemporary methods of measuring sport team brand personality (BP). The study of BP exploded after Aaker’s development of the brand personality scale in 1997. In 2010 Heere suggested a deviation from Aaker’s (1997) scale where she designed one instrument to measure the BP of all products or services. Conversely, Heere’s (2010) two-step method has the administrators of organizations under investigation provide the BP adjectives they feel best describe their organization, then have fans of that team assess how well the fans perceive each of the adjectives describes the organization. The current manuscript identifies two significant gaps in the sport BP measurement literature base. First, the current study proposes an expansion of Heere’s BP adjective collection to include administrators, fans, and nonfans. Secondly, the current study proposes that BP measurement move beyond only assessing the BP evaluation of fans/attendees and strategically include non-fans. Findings support these suggestions.

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The Effects of Perceived Team Performance and Social Responsibility on Pride and Word-of-Mouth Recommendation
Authors: Jaewon Chang, Joon-Ho Kang, Yong Jae Ko and Dan Connaughton
Abstract: Although pride is considered an important concept in the business marketing literature, this emotional construct has not been explored in the context of sport fan behavior. In particular, very few studies have investigated the antecedents and consequences of pride. To fill the conceptual void, in the current study, the researchers investigated the relationships among pride, team performance/corporate social responsibility (CSR), and word of mouth (WOM) recommendation. The moderating effect of team identification was also examined. The results suggest that both fans’ perception of team performance and CSR significantly influence pride and WOM recommendation. In particular, fans’ perceived team performance was found to be a very important predictor of pride among the low involvement group. Theoretical and managerial implications are discussed.

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Are Fans Proud of the WNBA’s ‘Pride’ Campaign?
Authors: Ceyda Mumcu and Nancy Lough
Abstract: In May 2014, the Women’s National Basketball Association (WNBA) launched its Pride campaign and became the first professional sport league in the US to explicitly reach out to gay fans. As the public opinion toward homosexuality has been changing, sport marketers need to understand how to reach and respond to heterosexual and gay fans without alienating one or the other. The purpose of this study was to investigate heterosexual and lesbian, gay, bisexual, and transgender (LGBT) fans’ attitudes toward the Pride campaign, and the impact of fandom, attitude toward the Pride campaign and sexual orientation on consumption intentions. One-way ANOVAs, a one-way ANCOVA, and hierarchical multiple regression analyses were performed to investigate the hypotheses. The main finding of the study was that LGB fans had more favorable attitudes toward the Pride campaign than heterosexual fans, yet their consumption intentions were comparable, and attitude toward the Pride campaign had no influence on fans’ consumption intentions.

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Vikings Defense Beats Wells Fargo Offense in Contract Dispute Over Signage
Authors: Barbara Osborne
Abstract: A case recently decided by the U.S. District Court in Minnesota illustrates the complex interactions between stadium development and lease agreements and the expanding scope of protections provided for intellectual property interests including brand and image. In 2012, the Minnesota state legislature passed a statute (Minn. Stat. §§ 473J.01-473J.27) creating the Minnesota Sports Facilities Authority (MSFA) and providing for construction and financing of a new stadium for the Minnesota Vikings football team. e MSFA then entered into a contract with the Minnesota Vikings Football Stadium, LLC (Vikings). e stadium use agreement provided the Vikings the right to control the “branding and image of the stadium” including the area around the stadium (Minnesota Vikings Football Stadium v. Wells Fargo Bank, 2016, p. 2). ese contract provisions become central to the Vikings efforts to protect their official sponsors.

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