Contents for SMQ Issue 26:3
Authors: Mark Nagel, Matthew Walker, Courtney Hodge, and Gregg Bennett, James Weiner and Brendan Dwyer, Gregg Bennett, Bridget Satinover Nichols and Jennifer Gardner, Brad D. Carlson and D. Todd Donavan, Mark Dodds
|Abstract: Sport Marketing Quarterly, Volume 26, No. 3, September 2017.
|Industry Insider: Donna Goldsmith
Authors: Mark Nagel
|Abstract: An interview with Donna Goldsmith. The Senior VP of Consumer Products/Partnerships/International Event Licensing, Tough Mudder.
|The Freeloader Effect: Examining the Influence of Engagement and Attitudes in a Virtual Fan Community
Authors: Matthew Walker, Courtney Hodge and Gregg Bennett
|Abstract: Virtual fan communities (VFCs) have become a popular online platform for millions of sport team fans to interact and share information. Traditionally, teams, leagues, and their close affiliates have assumed control of these communication platforms as free services for fans. However, a marked increase in third-party VFCs have given rise to a growing number of independent sites focused on monetization via subscriptions. The purpose of this study was to examine the influence of a subscription-based third-party VFC indirectly affiliated with a large university athletics program. Data were collected from a sample of VFC subscribers and nonsubscribers to examine differences in attitudes and engagement across interactivity measures. Notably, the tested relationships revealed that nonsubscribers accounted for more variance across all of the outcome variables. These results show that free services are more influential and that “freeloaders” are an important population for digesting online marketing content.
|A New Player in the Game: Examining Differences in Motives and Consumption Between Traditional, Hybrid, and Daily Fantasy Sport Users
Authors: James Weiner and Brendan Dwyer
|Abstract: Due in part to a $200 million advertising campaign, daily fantasy sport (DFS) participation exploded in 2015. With faster payouts and unlimited lineup options, the activity has added to an already thriving fantasy sports industry. However, little is known about the distinct attitudes and behaviors that drive DFS participants. The current study examined 511 participants who played DFS-only, traditional, season-long fantasy football (TFS), and those who played both activities for motive and behavioral differences. Results indicated statistically significant motive scores differences across the groups as it relates to the factors of gambling, social interaction, and competition while escape and entertainment scores showed no difference. Media consumption differences were also found between the groups as those who played DFS in any form consumed more traditional broadcast and new media.
|Building a Strong New Media Brand: The Case of TexAgs.com
Authors: Gregg Bennett
|Abstract: The purpose of this case study was to assess the behaviors and contributing factors that have allowed TexAgs.com (TexAgs) to develop a strong new media brand. An underlying premise of this inquiry is that this particular firm has established a strong brand with its targeted market. This exploratory case study focused on understanding the strength of the TexAgs brand holistically rather than dissecting the phenomenon into decontextualized segments (Creswell, 2012; Yin, 2014). Four themes emerged from data describing firm behaviors that have strengthened the TexAgs brand: a) TexAgs is a trustworthy source of information, b) ownership is committed to providing an excellent product, c) the depth, volume, and quality of content and information is superior to competitors, and d) reinvestment of resources has caused firm growth and platform diversity. Likewise, four themes emerged from these data describing phenomena and practices of the brand that have aided balancing the relationship with the university and athletics department: a) the corporate brand is hindered, b) symbiotic relationship utility, c) relationship management balancing act, and d) partners or one in the same? Managerial implications, limitations, and future research are discussed.
|Corporate Reputation and Cause-Related Marketing in Professional Sports: The Case of Devon Still and the Cincinnati Bengals
Authors: Bridget Satinover Nichols and Jennifer Gardner
|Abstract: This case study demonstrates the managerial conflicts and decision-making scenarios associated with corporate giving and cause-related marketing. Using the Cincinnati Bengals and their affiliation with professional football player Devon Still, we describe a series of events that led to a spontaneous nation-wide fundraising campaign to benefit pediatric cancer. The cause-related marketing (CRM) campaign raised conflicting benefits and consequences for the organization in the context of sport administration and corporate reputation. This case highlights some of the strategic and tactical dilemmas associated with CRM and corporate giving in sports marketing, public relations, and resource management. It also exemplifies the contextual facets of corporate reputation within one professional sport market.
|Be Like Mike: The Role of Social Identification in Athlete Endorsements
Authors: Brad D. Carlson and D. Todd Donavan
|Abstract: Although the product match-up hypothesis has proven useful in predicting endorsement effectiveness, the current study reveals that endorser identification may be a better predictor of endorsement success. Specifically, the findings suggest that it is important for the consumer to have a connection in the form of identification with the endorser. In such cases, even a poor-fitting endorsement may lead to positive brand outcomes. Further, identification with the endorser leads to positive outcomes with team-related intentions as well as a sense of community with other fans. The results offer new theoretical and managerial insights for choosing effective endorsers.
|Unassisted Goal: U.S. Soccer Does Not Need Approval to Use Player Likenesses in Group Ad
Authors: Mark Dodds
|Abstract: Advertising campaigns featuring player likenesses are a common sport sponsorship activation tactic. The ability of the sponsor to connect with the sports fan and cultivate a relationship is critically important (Dees, 2011). The relevancy of the sports personality and the “fit” with the brand (DeGaris, Dodds, & Reese, 2015) can positively influence consumer behavior toward the sponsor’s products (Tzoumaka, Tsiotsou, & Siomkos, 2016) and increase future purchase intentions (Biscara, Correia, Rosado, Ross, & Maroco, 2013).
Contracts may constrain the benefits that a sport property can offer its sponsorship partners, especially with team sports that are often governed by collective bargaining agreements and uniform player’s agreements (CBA/UPA). A collective bargaining agreement is the contract that a group of employees negotiates with the employer regarding working conditions (Miller & Schoepfer, 2017). The uniform player’s agreement is the standard playing contract between the individual players and his/her team.