SMQ Issue 7:2

Contents for SMQ Issue 7:2

Book Review 7-2
Authors: Christine Brooks
Abstract: Researching Commercial Sponsorship: A Conceptually Interpretive Review Tony Meenaghan

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Celebrity Athlete Endorsement: An Overview of the Key Theoretical Issues
Authors: Christine M. Brooks, Kellee K. Harris
Abstract: Celebrity athlete endorsement has become a topic of great interest to practitioners, students, and researchers. However, written efforts to explain how, why, and if celebrity athlete endorsement works contain a significant element of wow and hype to t

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Consumer Research and Sport Marketing: Starting the Conversation Between Two Different Academic Discourses
Authors: Steven M. Kates
Abstract: Sport Marketing sociology, and consumer research are academic fields of thought that have not yet begun to utilize each others theory, methods, and substantive insights. Yet the disciplines have much in common. The fields recognize and study sport subcultures, draw upon similar literature in sociology and anthropology, and share similar qualitative methodology. This paper focuses upon the socialization debate within sport sociology and demonstrates how some theory and substiantive insights from consumer research yield theoretical insights, and useful, creative perspectives and prescriptions for those practitioners who work in the field of sport or marketing or event organization.

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Introduction 7-2
Authors: Christine Brooks
Abstract: sports markting recruitment sport volunteers

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Journal Update: April-June, 1997
Authors: Dan Covell
Abstract: This column is designed to provide sport marketing academicians and practioners with brief descriptions of professionally relevant articles culled from a broad range of publications. Articles are arranged by subject matter, and listed alphabetically by author. Information regarding subscriptions and the acquiaition of back issues can be found at the end of the column.

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SMQ PROfile 7-2
Authors: SMQ Editor
Abstract: Joyce Julius Cotman Joyce Julius and Associates, Inc. The Ohio State University

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Trends, Strategies, and Issues in Sport-Event Tourism
Authors: Donald Getz
Abstract: Sport-event tourism is defined and examined through a model of the supply-demand system. Key global trends and issues related to sport-event tourism are discussed, leading to research implications for sport marketers. It is argued that a more comprehensive, systematic research effort is needed to answer key questions such as who is the sport-event tourist, how do various stakeholders value sport-events, what are the potential impacts of sport-events, and how can they be managed? Sport marketers can contribute through traditional marketing research, such as visitor profiles and market surveys, and nontraditional methods, such as developing accountability measures and tools and participating in impact assessments as part of a professional team.

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Tools of the Trade: Practical Research Methods for Events, Teams and Venues
Authors: William A. Sutton, Richard L. Irwin, James M. Gladden
Abstract: In the course of their consulting work, the authors have tested various research approaches, primarily qualitative, to provide a more complete picture of the survey respondent and his or her input. The approaches described in this article have been conduc

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Sport Volunteers: Research Agenda and Application
Authors: B. Christine Green, Laurence Chalip
Abstract: Recruiting and retaining volunteers for sport events and services are fundamentally marketing problems. Successful recruitment of sport volunteeers requires that the volunteer experience be constructed and promoted in terms of benefits that differentiate

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