SMQ Issue 26:2

Contents for SMQ Issue 26:2

SMQ 26:2
Authors: Mark Nagel, Kurt C. Mayer, Alan L. Morse and Timothy DeSchriver, Hyun-Woo Lee, Christina Gipson and Chris Barnhill, Nels Popp, Jason Simmons and Chad D. McEvoy, Seungbum Lee, Eric Brownlee, Yongjae Kim and Soonhwan Lee
Abstract: Sport Marketing Quarterly, Volume 26, No. 2, June 2017.

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Industry Insider: Jamie Pardi
Authors: Mark Nagel
Abstract: An interview with Jamie Pardi, Founder, Seabridge, Inc., and Analyst, Montgomery Securities & Montgomery Asset Management.

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Enhanced Brand Credibility of American Athletes with International Teammates
Authors: N/A
Abstract: This study explored how the market value of American athletes may be influenced by the presence of international teammates. Specifically, the study examined: (a) Chinese consumers’ feelings of attachment to American National Basketball Association (NBA) players who have a distinguished Chinese teammate; (b) the relationship between Chinese consumers’ attachment level to the American teammates and their credibility as product endorsers; and (c) whether Chinese consumers’ evaluation of athlete endorsement differs for sports products and non-sports products. Respondents felt more attached to an American NBA player with a distinguished Chinese teammate compared to one with a distinguished American teammate. More-over, canonical analysis revealed that there was a significant relationship between attachment level and credibility level. An American NBA player having a distinguished Chinese teammate was perceived to be more credible as a product endorser than an American NBA player who does not have one. Additionally, when the American NBA player endorsed a sports product, respondents considered the endorsement to be more credible and showed a greater purchase intention.

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Intercollegiate Football and Luxury Suites: An Investigation of Factors Related to Price
Authors: Kurt C. Mayer, Alan L. Morse and Timothy DeSchriver
Abstract: As financial and sustainability pressures placed upon collegiate athletic programs grow, it is important to understand all revenue generation areas, which include luxury suites. However, while suite finances are readily available on American professional sports, the opposite appears true for collegiate sports. As the first empirical investigation on the pricing of college suites, this study aimed to contribute to the limited literature on luxury suites and help better understand the luxury suite market. Multiple regression analyses were used to develop two significant models that estimated collegiate football luxury suite price using 16 explanatory variables. The results explained between 65% and 68% of the variation in suite price, highlighted the uniqueness of the college football suite market, and indicated that Conference Affiliation, Suite Capacity, County Income, Tickets Included, College Basketball Competition, and Winning Percentage were positively related to suite price, while County Population had a significant negative impact.

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Experience of Spectator Flow and Perceived Stadium Atmosphere: Moderating Role of Team Identification
Authors: Hyun-Woo Lee, Christina Gipson and Chris Barnhill
Abstract: The purpose of this study was to determine the impact that flow and team identification have on spectators’ perceptions of stadium atmosphere. Data were collected from students attending men’s basketball and baseball games at a large NCAA Division I university. The results indicated that stadium flow is directly related to spectators’ perceptions of the stadium atmosphere. Team identification was found to influence flow and also have a moderating effect in the model with stadium flow having a greater impact on lower-identified spectators than on highly identified fans.

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Sport Ticket Sales Training: Perceived Effectiveness and Impact on Ticket Sales Results
Authors: Nels Popp, Jason Simmons and Chad D. McEvoy
Abstract: Ticket sales are the lifeblood of nearly every sport organization. Not only do ticket sales generate revenue, outbound sales programs charged with selling tickets aid sport organizations in the development of customer relationships and distribution of marketing materials and messages. Despite the importance of sales in sport, minimal scholarly research has been conducted within sport management literature to determine the effect of sales training on sales performance, as well as perceptions of sales training effectiveness by employees. The current study addresses this gap. Data collected from 140 ticket sales professionals reveals not only an alarming lack of sales training being conducted, but also a statistically significant relationship between the amount of time spent in certain sales training methods and attainment of sales goals. Further, sales managers and sales representatives differed in perceptions of which training methodologies were most effective.

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Ticket Sales Outsourcing Performance Measures Using Balanced Scorecard and Analytic Hierarchy Process Combined Model
Authors: Seungbum Lee, Eric Brownlee, Yongjae Kim and Soonhwan Lee
Abstract: Outsourcing ticket sales operations to the service provider is becoming popular in intercollegiate sport in the US. While much has been reported about ticket sales outsourcing, there is a major lack of understanding in the literature as to how the service provider’s performance is measured by the athletic department. To fill important gaps in the sport marketing literature, this study employed the Balanced Scorecard (BSC) and Analytic Hierarchy Process (AHP) combined model using one NCAA Division I athletic department to understand performance measure metrics. The result of the AHP showed that Financial (WF = 0.487) is the most important performance measure within the domain level, followed by Customer (WC = 0.343), Business Process (WB = 0.091), and Learning & Growth (WL = 0.078). Global weights indicated that Cost-Saving (WFC = 0.223) is the most important factor, which implies that cost-driven outsourcing is a primary motivation for ticket sales outsourcing. Theoretical and practical implications of the analyses are also provided.

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