Contents for SMQ Issue 14:4
| Scandal in Sports: Media and Corporate Sponsor Perspectives Authors: Stephanie Hughes, Matt Shank |
| Abstract: The United States sports industry is a multi-billion dollar industry. Corporations attempt to curry favor with consumers by aligning their products and services with this popular industry through sports sponsorship and endorsement opportunities. The upside to this association is well-documented in the sports marketing literature. Less well known however, is the impact on corporate brands when a scandal erupts around an athletic endorser such as a team, coach, or player. Numerous sports scandals such as the recruiting scandal at the University of Colorado or the Kobe Bryant rape case raise serious questions about the impact of sports scandals on both professional and amateur athletic institutions, sponsors, participants, and other constituents. The purpose of the present research study is twofold: (1) to attempt to identify aspects of a sports scandal that influence our perception of the impact of the event and (2) to understand the short and long-term effects of sports scandals on the consumers¡¯ affiliation with the sponsors¡¯ products, sports organization, and with the sport entity involved in the scandal. |
| Assessing a University Community’s Identification to Sport in a Changing Climate Authors: Kimberly M. Judson, Paul Carpenter |
| Abstract: This study examined a collegiate community¡¯s identification with the university¡¯s athletics program and evaluated fan consumer behavior indices and underlying motives for following the program. The study focused on the entire athletics program and surveyed a broad cross-section of the community within the context of initiatives from the newly elected President to raise the university¡¯s profile and the emergence of two teams as top 25 nationally. Participants included 258 individuals (120 females, 134 males, and 4 unspecified) and represented undergraduate students, graduate students, faculty/staff, and members of the local community. Multivariate analyses of variance revealed differences in identification, motives, and consumer behavior as a function of gender and university connection. A multiple regression analysis examined motives as predictors of fan identification with gender and personal connection entered first to control for these variables. A significant model was derived with fan identification significantly predicted by social, physical, drama, achievement, and knowledge motives. |
| Statistical Data Analysis Techniques Employed in Sport Marketing Quarterly: 1992 to 2004 Authors: Jerome Quarterman, Brenda G. Pitts, E. Newton Jackson, Kyoungtae Kim |
| Abstract: This investigation was an assessment of data analysis statistical techniques used in Sport Marketing Quarterly (SMQ) from 1992 to 2004. In 159 quantitative data based articles reviewed, 360 uses of statistical data analysis techniques were identified. The techniques were classified by type of statistical data analysis method as descriptive statistics, parametric statistics, and nonparametric statistics. One half (50.00%) were used as descriptive statistics, 41.94% as parametric statistics, and less than one tenth (8.06%) as nonparametric statistics. Percentages and frequencies were the most frequent descriptive statistics used to answer the research purposes, questions, and/or hypotheses by the researchers of SMQ for this period. One-way ANOVA and regression analysis were the most frequent parametric statistics used and chi-square was the most frequent nonparametric statistic used. The intent of this investigation was to provide undergraduate and graduate students, their instructors, and other scholars with an overview of the most frequently used statistical data analysis techniques used in SMQ during its first 13 years. In addition, this study has provided some insight into the directions of the research conducted in sport marketing studies from a research methodology standpoint. For a new and developing academic area such as sport marketing, it is important for its consumers to know how such an area advances relative to its research methods. |
| Examining Integrated Advertising and Sponsorship in Corporate Marketing Through Televised Sport Authors: Peter Smolianov, David Shilbury |
| Abstract: To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. A total of 24 semi-structured in-depth interviews were conducted„otwo for each case„oone interview with an internal marketing executive from the promoted corporation, and a second with an external respondent from the advertising agency, event management organization, market research firm, or television channel. The study identified the key techniques that led to increased corporate sales„ofour steps and four objectives with necessary performance measures. |
| SMQ Profile/Interview: Leslie Otten Authors: |
| Abstract: An interview with Leslie Otten, Chairman, Sports Loyalty Systems; Vice Chairman, Boston Red Sox |
| University of Alabama Case to Test Limits of Trademark Licensing in Sport Art Cases Authors: John Grady |
| Abstract: Sports fans¡¯ desire to purchase memorabilia bearing the name and logos of their favorite teams as well as likenesses of players and coaches remains an integral segment of the market for sporting goods. Indeed, retail sales of sports licensed products in the US and Canada reached $12.6 billion in 2004, down 1% from the previous year (SGMA, 2005). Sport properties, apparel companies, and memorabilia retailers have developed licensing relationships in order to capitalize on sport consumers¡¯ interest in team-related memorabilia. Licensing agreements vigorously protect the trademarks of the respective sport properties while providing the sport properties with additional revenue streams. |
| MasterCard and Major League Baseball: Metrics for Evaluating a Most Authors: Steve McKelvey, Mark McDonald, Robert Cramer |
| Abstract: |
