Contents for SMQ Issue 27:3
Authors: Matt Bernthal, Eric Brownlee, T. Christopher Greenwell and Anita Moorman, Stefan Hattula, Mark A. Slavich, Lisa Rufer and Gregory P. Greenhalgh, Rui Biscaia and Claudio Rocha, Zach Scola and Brian S. Gordon, Adam Cocco
|Abstract: Sport Marketing Quarterly, Volume 27, No. 3, September 2018.
|Industry Insider: Chip Wile
Authors: Matt Bernthal
|Abstract: An interview with Chip Wile, President of Daytona International Speedway.
|An Experimental Approach to Assessing the Effectiveness of Official Sponsor Designations in an Ambush Marketing Scenario
Authors: Eric Brownlee, T. Christopher Greenwell and Anita Moorman
|Abstract: One of the benefits of being an official sponsor is the right to use the term “official sponsor” to differentiate a company’s association with a property from other companies (non-sponsors). Official sponsors may pay a premium for those designations; however, there is uncertainty as to whether or not those designations are effective. This study utilizes scenarios simulating official Major League Baseball (MLB) team sponsorship, official MLB sponsorship, and no official association with MLB or the team to assess the effect of these statuses on purchase intentions. Results from a sample of 364 baseball consumers revealed the relative value of official sponsor designations varied according to the type of marketing activity, with it being more effective when logos were used and less effective in promotional giveaways. Further, the degree a consumer identified with a team did not have an influence on the effectiveness of the official sponsor designation role and suggest practical implications for organizations on harnessing sponsorship’s potential to boost employees’ organizational commitment.
|The Link Between Brand Equity and On-Field Performance in Professional Sports: An Exploratory Study
Authors: Stefan Hattula
|Abstract: This research explores the relationship between brand equity and on-field performance in professional sports. Based on data from 1,781 German soccer matches, the result of this exploratory study suggest a positive but diminishing impact of brand equity on performance; that is, increases in brand equity stimulate on-field performance more at lower levels than comparable improvements at higher levels of brand equity. The findings help managers and marketing executives of sports clubs justify financial branding investments to their shareholders. However, they also call for a careful evaluation of investments to achieve high levels of brand equity.
|Can Concessions Take You Out to the Ballpark? An Investigation of Concessions Motivation
Authors: Mark A. Slavich, Lisa Rufer and Gregory P. Greenhalgh
|Abstract: As sport facilities place greater emphasis on their concession offerings, the outcome of these improvements is of interest. With previous research examining concessions as part of service quality, the current study explored the possible motivating ability of concessions in the minor league baseball (MiLB) context. Utilizing factors from the Motivation Scale for Sport Consumption (MSSC) and Scale of Event Quality in Spectator Sports (SEQSS), an online survey assessed fans’ motivations to attend MiLB games. Results indicated neither food nor beer motivated spectators to attend sporting events, as only the social motive predicted fans’ future intentions to return to watch the team. In addition, no differences were found in concession motivation according to gender, age, or attendance frequency. Implications of these results are discussed as facilities seek to utilize concessions to enhance the sporting event experience and potentially motivate fans to attend.
|Sponsorship of the 2016 Rio Olympic Games: An Empirical Examination of the Reactions to Local Sponsors and Rival Brands
Authors: Rui Biscaia and Claudio Rocha
|Abstract: This study examines awareness, congruence, attitudes, and purchase intentions of three local sponsors of the 2016 Rio Olympic Games and their strongest rival brands, and tests the relationships among congruence, attitudes, and purchase intentions of both actual sponsors and their rivals. Data were collected through an online questionnaire (n = 621). Results indicated that awareness was significantly higher for only one of the sponsors. Neither congruence nor attitude toward the brand were higher for local sponsors when compared to their rival brands. Purchase intentions were significantly lower for local sponsors. Attitude toward the brand was significantly related to purchase intentions for all local sponsors and their rival brands. These findings suggest the need for local sponsors to engage in leveraging activities and to partner with the host to explain their role in the event’s success. This study also draws attention to the importance for brands to carefully select the events to invest.
|A Conceptual Framework for Retro Marketing in Sport
Authors: Zach Scola and Brian S. Gordon
|Abstract: Retro marketing has become a staple in sport marketing practices. Teams and leagues are attempting to connect their fans to the past in a magnitude of ways. Despite the influx of retro marketing in sport, there has been no examination of it to date. This study examined the various usages of retro marketing in sport and through an inductive approach created a framework that categorized and broadly defined each usage. The five practical areas of retro marketing in sport were constructed: imagery, merchandising, venue, gameday promotions, and advertising. The authors shaped and framed retro marketing in sport through these five dimensions, as they encompassed the retro marketing practices examined and are often relied upon marketing elements. Further, the authors suggest multiple avenues for future research on this topic, including understanding a sport organization’s usage of these practices and the impact they have on sport consumers.
|Do the NFL’s Ticket Allocation Practices Create Economic Injury to Consumers: A Review of Recent Litigation
Authors: Adam Cocco