SMQ Issue 4:4

Contents for SMQ Issue 4:4

SMQ Book Review 4-4
Authors: Dallas Branch, Jr., Ph.D. (Reviewer)
Abstract: The 1995 Sport Summit Sports Business Directory 7,600 sport organization listings

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Variables Affecting the Spectator Decision to Attend NBA Games
Authors: James J. Zhang, Dale G. Pease, Stanley C. Hui, Thomas J. Michaud
Abstract: This study assessed variables that affect the spectator decision to attend NBA games, which involved the developemnt and use of the Spectator Decision Making Inventory (SDMI). The initial instrument was formulated by identifying 20 decision making variable

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SMQ PROfile 4-4
Authors: SMQ Editor
Abstract: Mr. Steve H. Nazro Fleet Center Dartmouth College Garden’s picture

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SMQ Research Highlights 4-4
Authors: Tracy L. Schoenadel
Abstract: Are the Olympics worth the investment for host cities?

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Sponsorship-Linked Marketing Development
Authors: T. Bettina Cornwell
Abstract: Sponsorships have been a longstanding element in the corporate portfolio of social investments. However, in the last decade, sponsorships have moved from a philanthropic orientation to a market-driven one. Subsequently sponsorships have evolved to represent only the basis of extensive sponsorship linked marketing programs. The author examines the implications of sponsorship for marketing decisions in general and promotion decisions specifically.

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Sport Involvement: A Relevant Individual Difference Factor in Spectator Sports
Authors: Dana-Nicoleta Lascu, Thomas D. Giese, Cathy Toolan, Brian Guehring
Abstract: This article argues for the importance of sport involvement as an individual difference factor that may shed additional light on spectator behavior and general commitment to the sport. The article uses the Zaichkowsky (1985) measure to assess the extent

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Segmenting the Triathlon Association Membership Market: An Australian Example
Authors: Martin G.S.J. Chang, Lester W. Johnson
Abstract: Triathletes are likely to be highly individualistic and strongly motivated by personal challenge. The sport is growing in popularity and with this growth, organized clubs and associations have been formed to serve the needs of triathletes. In this paper,

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Tapping New Markets: Women as Sport Consumers
Authors: Dallas D. Branch
Abstract: A growing trend in America has been the market increase in the number of female sport participants, from Little League to professional sport. Another trend has been the increase in numbers of female sport spectators, from the primary spectator who attends

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