SMQ Issue 5:1

Contents for SMQ Issue 5:1

Building the Sports Organization’s Merchandise Licensing Program: The Appropriateness, Significance, and Considerations
Authors: Eddie Baghdikian
Abstract: This paper reviews literature and main publications in the field of licensing and adapts them for sport-marketing-based merchandise licensing programs. The discussion presented examines the appropriateness and significance of these programs for the sports organization, including an overview of the main issues that need to be taken into consideration to establish the program. A model is presented to summarize these issues and to assist the sport marketer when contemplating involvement in licensing.

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Managing Sport Innovations: A Diffusion Theory Perspective
Authors: Susan H. Higgins, James H. Martin
Abstract: Innovations in sport are ubiquitous. They range from a slightly modified version of an existing sport to a radically different, previously unheard-of-phenomenon. On one hand, when managed effectively, these innovations are profitable and provide potentially profitable sponsorship opportunities as well. On the other hand, innovations can be costly and run the risk of never being fully accepted by consumers. This study proposes a diffusion theory framework as a means of enhancing sport innovation success and uses an empirical analysis of the Cleveland Cavaliers’ move to a new facility to illustrate the managerial usefulness of the theory.

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Regional Sport Networks
Authors: Tracy L. Schoenadel
Abstract: Regional Sport Networks ESPN ESPN2 Regional Sporting Networks Designated Market Area subscribers

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SMQ PROfile 5-1
Authors: SMQ Editor
Abstract: David W. Ogrean USA Hockey Boston University University of Conneticut NHL

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Spectators, Viewers, Readers: Communication and Consumption Communities in Sport Marketing
Authors: Aviv Shoham, Lynn R. Kahle
Abstract: Recently, discussions of values have shifted to understanding the context in which they are enacted. An important aspect of such context is the community to which individuals belong and in which they enact their values.We identify two types of communities

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Sponsorship Awareness: A Study of St. Kilda Football Club Supporters
Authors: David Shilbury, Megan Berriman
Abstract: The purpose of this research was to examine the change in sponsorship awareness during one season by supporters of the St. Kilda Football Club. The St. Kilda Football Club is one of 15 teams that competed in the Australian Football Leagure during the 1994 season. Two surveys were administered, one at the beginning of the season, and the second at the end of the season to determine if any significant changes in awareness had occured. This study employed intermediate measures such as recall and recognition to collect the data. This study also examined the ability of club supporters to distinguish between club sponsorship and ground advertising. The results show that club supporters were able to distinguish between sponsorship and advertising, and that there were minimal changes in awareness of the four sponsors of the St. Kilda Football Club.

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The X-Factor: Marketing Sport to Generation X
Authors: Douglas M. Turco
Abstract: In 1995, individuals between 19 and 30 years totaled 44.6 million, representing 17% of the total U.S. population. The label Generation X has been attached to these young adults because they differ significantly from preceding generations. Generation Xers were born and bred watching television and are moved more by visual images than by print media. They are less active than baby boomers as participants and spectators in traditional sports, such as baseball, basketball, and football, but more interested in fast-paced, high-risk activities. This article describes many characteristics and consumer behaviors of Generation Xers and discusses their impacts on the sport industry.

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