| Marketing |
| NASSM 2009 |
An Examination of Constraints that Influence Spectators' Attendance in Women's Intercollegiate Sporting Events
Emeka A. Anaza, Southern Illinois University Carbondale; Meungguk Park, Southern Illinois University Carbondale (Advisor); Taeho Yoh, Southern Illinois University Carbondale (Advisor) |
Branding Individual Athletes: Development of a Conceptual Framework
Akiko Arai, University of Florida; Yong Jae Ko, University of Florida (Advisor); JungWon Kang, University of Florida |
An examination of influences on the consumption of fantasy sports
Khalid Ballouli, Texas A&M University; Gregg Bennett, Texas A&M University (Advisor) |
Brand Personality in Sport: A Reexamination of the Concept and Development of an Evaluative Procedure
Jessica Braunstein, Towson University; Stephen D. Ross, University of Minnesota |
The Effectiveness of Official Sponsor Designation: The Case of Ambush Marketing in Major League Baseball (MLB)
Eric A. Brownlee, University of Minnesota; T. Christopher Greenwell, University of Louisville; Anita Moorman, University of Louisville |
Dimensions of General Market Demand Associated with Professional Team Sports: Development of a Scale
Kevin K. Byon, University of Southern Mississippi; James J. Zhang, University of Florida; Daniel Connaughton, University of Florida; Yong Jae Ko, University of Florida |
Spectator anxiety and self-esteem: A case of the 2008 Taiwanese Professional Baseball Series
Chih-I J. Chien, National Taipei University; Stephen D. Ross, University of Minnesota |
Understanding Sport Brand Associates and their Potential Influence on Communication
T. Bettina Cornwell, The University of Michigan; Seung Pil Lee, The University of Michigan |
The Spectator Experience and Game Environment in an NCAA Division II Athletic Conference
R Brian Crow, Slippery Rock University; Eric MacIntosh, University of Ottawa |
Motivation and identification: Comparing participants at two different types of special sport events
Inge Derom, University of Windsor; Marijke Taks, University of Windsor |
Fantasy Sports Consumer Behavior: An Investigation into the Differing Consumption Modes of Fantasy Football Participants
Brendan Dwyer, University of Northern Colorado |
Image Transfer and Sponsorship of Intercollegiate Men's Basketball
Beth Easter, Southeast Missouri State University; David Schmelig, Southeast Missouri State University |
Hockey versus Basketball: A Comparative Analysis of Collegiate Basketball in the US to Collegiate Hockey in Canada
Jonathon Edwards, University of Alberta; Marvin Washington, University of Alberta |
Ambivalent Sexism and attitudes toward women's sport
Annemarie Farrell, Ithaca College; Heidi M. Parker, Syracuse University |
The Engagement of Values through Charity Sport Event Participation
Kevin Filo, University of Massachusetts; Daniel Funk, Griffith University |
Why Do People with Low Team Identification Watch Sports?
Li-Shiue Gau, Asia University |
Motives and Value-based Attitudes in Spectator Sports
Li-Shiue Gau, Asia University |
Ambush marketing and the Olympic and Paralympic Marks Act: Stakeholders' perspective
Marie-Eve Gauthier, University of Ottawa; Dana Ellis, University of Ottawa; Benoit Séguin, University of Ottawa (Advisor) |
Implementing a multi-brand strategy in the action sports setting: The case of a board sports company
Chrysostomos Giannoulakis, University of Nevada Las Vegas; Artemisia Apostolopoulou, Robert Morris University |
Online Sport Communities: Lurking, Participation and Commitment
Tracey Harrison-Hill, Griffith University |
Comparison of Latino and Non-Latino Samples on the Model of Sport Spectator Conative Loyalty at a Professional Baseball Game
Michelle Gacio Harrolle, North Carolina State University; Galen Trail, Seattle University |
Branding in youth sports: The case of the CST baseball academy
Kevin Hodge, Texas A&M University; Gregg Bennett, Texas A&M University (Advisor); Khalid Ballouli, Texas A&M University |
Examination of the Effects of Playing Sport Video Games on Overall Sports Consumption
Sungil Hong, Florida State University; Mary A. Hums, University of Louisville (Advisor) |
Moderating effects of hedonic and utilitarian dimensions of consumer attitude on acceptance of sport web portals
Youngjin Hur, University of Central Missouri; Yong Jae Ko, University of Florida |
Sponsoring Firms Assess Perceptions of Sport Property Sponsorships and Execution
Michael Hutchinson, Texas A&M University; Adrien Bouchet, Texas A&M University; Gregg Bennett, Texas A&M University (Advisor) |
Developing co-production in professional sports: Managing ritualized spectator behavior for new teams
Adam J. Karg, Deakin University; Heath McDonald, Deakin University |
Development of a scale measuring the sociological motives of Korean-American Major League Baseball consumers
Ji-Ho Kim, University of Tennessee; Joy T. DeSensi, University of Tennessee (Advisor); Gi-Yong Koo, University of Tennessee (Advisor) |
Acceptability and Ethics of Product Placement in Sport Video Games
Minsoo Kim, Florida State University; Steven McClung, Florida State University |
Does Better Service Quality Mean More Fans?: Moderating Role of Relationship Quality on Link between Service Quality and Sport Consumption Behaviors.
Taeho Kim, University of Florida; Yong Jae Ko, University of Florida (Advisor) |
Consumer Evaluations on Extensions of Sport Brands using Strategic Alliances
Yu Mi Kim, Sungkyunkwan University; Youngbum Kwon, Sungkyunkwan University; Taehee Kim, Sungkyunkwan University (Advisor); Kyungro Chang, Sungkyunkwan University (Advisor) |
A conceptual framework for understanding the relationship between a team and sport consumers
Yu Kyoum Kim, Florida State University; Galen Trail, Seattle University |
The Influence of Perceived Cause-Related Marketing on Response of Professional Sport Fans
Ki Tak Kim, Paichai University; Shin Woong Bang, Seoul National University; Dae Hee Kwak, University of Maryland |
Constraints and Motivators in Spectator Sport: Application and Extension of Constraints Theories.
Yu Kyoum Kim, Florida State University; Marshall J. Magnusen, Florida State University; Jun Woo Kim, Florida State University |
Relationships between Participating Specialization and Spectating Motivation
Tung-Yao Kuo, Asia University; Li-Shiue Gau, Asia University (Advisor) |
The Effects of Relationship Marketing on Customer-Based Brand Equity in the Sport Context
Youngbum Kwon, Sungkyunkwan University; Yu Mi Kim, Sungkyunkwan University; Sangyoon Park, Sungkyunkwan University; Kyungro Chang, Sungkyunkwan University (Advisor) |
Sportscape factors influencing spectator satisfaction: A case study in professional golf
Keith W. Lambrecht, Loyola University Chicago; Fredrick Kaefer, Loyola University Chicago; Samuel D. Ramenofsky, Loyola University Chicago |
Five Senses! How do they Affect Spectators' Stadium Experience and Intention to Revisit.
Hyun Jae Lee, University of Texas at Austin; Seunghwan Lee, University of Texas at Austin; B. Christine Green, The University of Texas at Austin (Advisor); Laurence Chalip, The University of Texas at Austin (Advisor) |
Factors Affecting the Purchase of Licensed Products
Seunghwan Lee, University of Texas at Austin; Laurence Chalip, University of Texas at Austin (Advisor) |
Understanding Spectators of Minor League Baseball: Group differences on External and Internal Factors in Minor League Baseball
Seungeun Lee, York College of Pennsylvania; Timothy J. Newman, York College of Pennsylvania; Hyejin Bang, Florida International University |
Corporate Sponsorship of Local Athletic Departments
Kuo-Wei (Peter) Lee, Texas Woman's University; Bo-I David Chen, Aletheia University; Bettye Myers, Texas Woman's University (Advisor) |
The Consumer Behavior of the Generation Y on Sport Products through the Internet
Soonhwan Lee, Indiana University Purdue University - Indianapolis; JoonYoung Han, Radford University; Hongbum Shin, DeSales University; DaeHyun Kim, Univeristy of Florida; Brian Culp, Indiana University Purdue Unviersity - Indianapolis |
The Moderating Role of Sport Service Type on the Relationship between Ad Message Type, Service Trial Promotion and Consumers' Ad Responses
Woo-Young Lee, Indiana University; Choonghoon Lim, Indiana University; Paul M. Pedersen, Indiana University (Advisor) |
A Conceptual Framework for Understanding Cause-Related Sport Marketing: Focusing on the Moderating Role of Fan and Organization Identification
Jaedeock Lee, Texas A&M University |
An Empirical Examination of the Licensed Team Merchandise Model
Don Lee, College of Mount St. Joseph; Beth A. Cianfrone, Georgia State University; Kevin K. Byon, University of Southern Mississippi; Linda J. Schoenstedt, College of Mount St. Joseph |
The Influence of Spectator Sport Service Satisfaction and Team Identification on Fans' Re-Spectating Intention in Korean Basketball League
Joon S. Lee, Seoul National University; Seong-Hee Park, Seoul National University; Joon-Ho Kang, Seoul National University (Advisor) |
Exploring Taiwanese Fantasy Baseball Participation, Team Involvement, and Game Viewing Intention
Yen-Chun Lin, University of Northern Colorado; Dianna Gray, University of Northern Colorado (Advisor) |
Purchase behavior: An analysis of influences on consumers
Mark R. Lyberger, Kent State University; Larry McCarthy, Seton Hall University; John Harris, Kent State University; Sangkwon Lee, Kent State University; Drayven R. Delong, Kent State University |
A Study of Recreational Golfers Perceptions of the 2008 Ryder Cup
Mark R. Lyberger, Kent State University; Sangkwon Lee, Kent State University; John Harris, Kent State University |
An exploration into the elements of consumer processing of sport-related advertising imagery
Joseph E. Mahan, University of Maryland |
Sponsorship recognition in NCAA Division I Women's College Basketball: Comparison between in-arena signage versus no signage
Heather Maxwell, University of Minnesota; Nancy Lough, UNLV |
A Comparison of NBA & CBA Team Identification in China
W. Chadwick Menefee, North Carolina State University; Jonathan M. Casper, North Carolina State University (Advisor) |
The Mediating Role of Animosity in Chinese Consumers' Responses to Sport Sponsorship by Foreign Companies
Yue Meng, Bournemouth University; Des Thwaites, University of Leeds; Kishore Gopalakrishna Pillai, University of Leeds |
Defining Nostalgia: The need for an empirical study
Katherine C. Meyer, The Ohio State University; Brian A. Turner, The Ohio State University (Advisor) |
Attracting New Fans: The Role of Live Event Experiences
Toshiyuki Ogura, The University of Texas at Austin; Kyu-soo Chung, The University of Texas at Austin; B. Christine Green, The University of Texas at Austin (Advisor) |
Exploring the Effects of Curiosity and Openness to Experience of the Big Five Traits on Sport Media Consumption Behaviors
Seong-Hee Park, Seoul National University; Jeffrey James, Florida State University; Brian Gordon, Florida State University; Yu Kyoum Kim, Florida State University (Advisor) |
The internationalization of a sport league: A comparison between the National Basketball Association (NBA) and the French Soccer League (LFP)
André Richelieu, Université Laval; Michel Desbordes, Paris Sud XI |
Developing an Understanding of the League Sport Participation Experience utilizing the Critical Incident Technique
Brody J. Ruihley, University of Tennessee; T. Christopher Greenwell, University of Louisville |
Consumption of Mixed Martial Arts among College Students: A Preliminary Examination
Timothy D. Ryan, University of Memphis; Todd Hall, Georgia Southern University |
Bibliographic Thought as Reflected in Sport Management and Marketing Articles
David Shilbury, Deakin University; Ruth Rentschler, Deakin University |
Service Quality and Satisfaction within Campus Recreation: The Moderating Role of Identification
David Shonk, James Madison University; Julia Wallace Carr, James Madison University |
Religious Influence on Sports Apparel Consumption: An Exploratory Study of the Muslim Market Segment
Murad A. Shreim, University of Windsor; Marijke Taks, University of Windsor (Advisor) |
The Relative Contributions of Endorsement and Scientific Evidence on Athletes' Product Preference
Brianna L. Smith, University of Texas at Austin; Laurence Chalip, University of Texas at Austin; John Ivy, University of Texas at Austin |
Perceived Service Quality and Motivation of Fantasy Sports Participants
Young Ik Suh, Indiana University; Choonghoon Lim, Indiana University; Wonyoul Bae, Indiana University; Paul M. Pedersen, Indiana University (Advisor) |
Outsourced Marketing: It's the Communication that Matters
Robin Taylor, East Carolina University; Melanie Sartore, East Carolina University (Advisor); Matthew B. Walker, University of Florida (Advisor) |
Examination of Consumer Motivation in Two Activities: Participant Sport and Spectator Sport
Sagatomo Tokuyama, University of Louisville; T. Christopher Greenwell, University of Louisville (Advisor) |
A proposed brand extension decision making model in professional sport
Patrick Walsh, University of Miami |
The effectiveness of political advertisements in sport video games
Patrick Walsh, University of Miami; Galen Clavio, University of Miami; Susan Mullane, University of Miami; Warren Whisenant, University of Miami |
The Connection Between Human Personality, Brand Personality, and Loyalty to a Sport Brand
Laura Wood, The University of Western Ontario; Karen Danylchuk, The University of Western Ontario (Advisor) |
Local residents' perceptions of an arena football team: Effects of moving up to the premier league, or down to the minor league.
Jules Woolf, University of Texas at Austin |
Major League Baseball Televised Games Watching Experience and Its Effects on Chinese Professional Baseball League Games Attending Intention of Taiwanese Spectators
Chih-hsien Yang, Fu Jen Catholic University; Kuo-liang Chan, Fu Jen Catholic University |
The Roles of Cognitive and Emotional Constructs in the Value-Attitude-Behavior Relationships at Sporting Events
Masayuki Yoshida, Florida State University; Jeffrey James, Florida State University (Advisor) |
An Analysis of Motivational and Constraint Factors Affecting Golfers with Different Frequency of Play and Membership Status
Mark L. Zhang, Delaware State University; Li Chen, Delaware State University; Spiro Doukas, Bacone College |
| NASSM 2008 |
"(I can't get no) Satisfaction": Brand associations of Super Bowl viewers toward the Super Bowl halftime show
Artemisia Apostolopoulou, Robert Morris University; James Gladden, University of Massachusetts, Amherst; John Clark, Robert Morris University |
A conjoint analysis of choice preferences for sport management programs
Gonzalo Bravo, West Virginia University; Doyeon Won, University of Georgia |
The effectiveness of sponsoring women's collegiate sport
Eric Brownlee, Sport Management Teaching Specialist; Marion Hambrick, University of Louisville |
Prior sport participation and spectator sport consumption: The case of soccer
Jonathan Casper, North Carolina State University; W. Chadwick Menefee, North Carolina State University |
Motivation of college students to attend intercollegiate sports
Yin-Feng Chen, Texas Woman's University; David Rylander, Texas Woman's University |
Impact of sport sponsorship experience at the Super Bowl on purchase intension
Yun Seok Choi , Wayne State University |
Dimensions of motivation associated with playing sport video games
Beth Cianfrone, Georgia State University; James Zhang, University of Florida |
Joining the team: Assessing critical factors influencing student-athlete matriculation
Dan Covell, Western New England College; Jody Lemoi, Western New England College; Marilyn Pelosi, Western New England College |
A management and marketing analysis of elite sports facilities in Flanders: A case study of Flanders Sports Arena, Sportoase and Expodroom
Inge Derom, University of Windsor; Wim Lagae, Katholieke Universiteit Leuven, Belgium (Advisor) |
Media consumption of ticket holders in a Quebec major junior hockey organization
Michelle Dolmont, University of Windsor; Marijke Taks, University of Windsor |
For love or money: Exploring and developing a motivational scale for fantasy football participation
Brendan Dwyer, University of Northern Colorado; Yongjae Kim, University of Minnesota; Dianna Gray, University of Northern Colorado (Advisor) |
The role of corporate social responsibility (csr) in sport event sponsorship
Kevin Filo, Griffith University; Dan Funk, Griffith University |
Female athletes as endorsers: What variables influence effectiveness
Janet Fink, University of Connecticut; Heidi Parker, Syracuse University |
Understanding internal and external forces in active sport participation
Dan Funk, Griffith University; Lynn Ridinger, Old Dominion University; Daniel Alvarez, Old Dominion University |
An empirical examination of the relationships between personal values and sport spectator behavior
Li-Shiue Gau, Florida State University; Jeffrey James, Florida State University (Advisor) |
Virtual sport communities: Exploring participants' perspectives on member-initiated versus organisation-sponsored brand communities
Tracey Harrison-Hill, Griffith University |
Revision of the model of sport spectator conative loyalty: Latino and non-Latino sample
Michelle Harrolle, North Carolina State University; Galen Trail, The Ohio State University |
Brand positioning through external communities: A tale from collegiate athletics
Bob Heere, Florida State University; Yong Jae Ko, University of Florida; Jeffrey James, Florida State University |
The celebrity athlete endorser: A theoritical examination of inter-related theories
Sydney Hosey, Indiana University; Sanghak Lee, Indiana University; Tywan Martin, Indiana University; Kimberly Miloch, Indiana University (Advisor) |
Testing mediating and moderating effects of team identification on the vicarious achievement to BIRGing/CORFing relationship
Yu Kyoum Kim, University of Florida; Galen Trail, The Ohio State University; Michelle Gacio Harrolle , North Carolina State University; Jessica Braunstein, Towson University; Ronald Dick, Duquesne University |
Fans' identification with a team and brand loyalty toward its sponsor: The impact of negative team news
Hakwoo Kim, The Ohio State University; Brian Turner, The Ohio State University (Advisor) |
Individual combat sport: comparison of motivation and media consumption behaviors between Mixed Martial Arts spectators in amateur and professional events
Seungmo Kim, University of Tennessee ; Damon P. S. Andrew, University of Tennessee ; T. Christopher Greenwell, University of Louisville |
Revalidation of brand personality scale for sport sponsorship evaluation
Yongjae Kim, University of Minnesota; Jawang Oh, Seoul National University; Yong Jae Ko, University of Florida |
Using innovativeness to classify golfers: A comparison of cluster analysis and diffusion theory
Soojin Kim, Eastern Washington University; Chien-Hsin Wang, University of Northern Colorado; Alan Morse, University of Northern Colorado |
Road cycling event preferences for racing cyclists
Daniel Larson, University of Georgia; Doyeon Won, University of Georgia (Advisor) |
Corporate sponsorship of intercollegiate women's athletics: A case study of Texas Woman's University
Kuo-Wei Lee, Texas Woman's University; Yin-Feng Chen, Texas Woman's University; Bettye Myers, Texas Woman's University (Advisor) |
Marketing of risky sports: Modeling the role of emotion in service trial using an artificial climbing wall
Woo-Young Lee, University of Maryland at College Park; Stephen McDaniel, University of Maryland at College Park |
Applying choice-based conjoint analysis to sport marketing research
Jaedeock Lee, Texas A&M University; Dean Kwak, Texas A&M University |
Why do people play fantasy sports?
Seunghwan Lee, University of Texas at Austin; Won Jae Seo, University of Texas at Austin; B. Christine Green, University of Texas at Austin (Advisor) |
Sport nostalgia: An investigation of the effects of evoked sport nostalgia on sport identification
Katherine Meyer, The Ohio State University; Brian Turner, The Ohio State University (Advisor) |
Transfer of brand image through sport event sponsorship
Jung Ung Park, Sungkyunkwan University; Taehee Kim, Sungkyunkwan University; Yu Mi Kim, Sungkyunkwan University; Kyungro Chang, Sungkyunkwan University (Advisor) |
Effective fundraising techniques for charitable sporting events
Meungguk Park, Southern Illinois University Carbondale; Taeho Yoh, Southern Illinois University Carbondale; Phill Anton, Southern Illinois University Carbondale |
The measurement of sport fan curiosity
Seong-Hee Park, University of Louisville; Daniel F. Mahony, University of Louisville (Advisor); T. Christopher Greenwell, University of Louisville (Advisor) |
The impact of negative information about a sponsoring organization and a team's response to the information on consumer attitudes
Heidi Parker, Syracuse University |
An analysis of television commercials during tennis grand slam finals: Does the equal prize money = gender equality in advertising?
Ann Pegoraro, Laurentian University; Norman O'Reilly, Laurentian University |
"The playoff safety bias": Exploring how the sequential goal heuristic could make playoff appearances matter more than championships
Ryan Rahinel, Laurentian University; Norman O'Reilly, Laurentian University |
Straddling between hope and uncertainty: Using decision trees and neural networks to predict fan orientations to competitive balance
Ryan Rahinel, Laurentian University; Norman O'Reilly, Laurentian University; Christopher Chang, Ryerson University; Jonathan Cheng, Ryerson University |
The strategic value of branding in sport: An international perspective
André Richelieu, Université Laval; Michel Desbordes, ISC Paris; Simon Chadwick, Coventry University Business School, University of London; Frank Pons, Université Laval |
What psychological factors underline in fantasy sports participants: Uses and gratifications and sport fan motivation inquiry
Young Ik Suh, Indiana University; Kimberly Miloch, Indiana University (Advisor); Choong Hoon Lim, Indiana University (Advisor) |
Is the cause or the sport more important to fundraisers?
Laura Wood, The University of Western Ontario; Ryan Snelgrove; Karen Danylchuk, The University of Western Ontario (Advisor) |
Cementing a marriage and bringing home an Olympic Games: An examination of co-branding practices in Olympic bid city presentation
Xiaoyan Xing, Laurentian University; Laurence Chalip, University of Texas |
Impacts of relationship marketing on customer satisfaction, relationship commitment, and repurchase intentions in health/fitness clubs
Jin Young Yang, Sungkyunkwan University; Young Bum Kwon, Sungkyunkwan University; Seung Kyu Yang, Sungkyunkwan University; Kyungro Chang, Sungkyunkwan University (Advisor) |
The effect of perceived prestige of intercollegiate athletics on university identification and intentions to support university
Seung Kyu Yang, Sungkyunkwan University; Young Bum Kwon, Sungkyunkwan University; Jung Ung Park, Sungkyunkwan University; Kyungro Chang, Sungkyunkwan University (Advisor) |
Attribute-level satisfaction at sporting events: Assessing the antecedents and consequences
Masayuki Yoshida, Florida State University; Jeffrey James, Florida State University (Advisor) |
| NASSM 2007 |
Marketing Sport to Consumers of Color: Multicultural Imperatives
Ketra L. Armstrong, California State University - Long Beach |
Comparison of Decision-Making Styles Between American and Korean College Students in Purchasing Sports Products
Sungwon Bae, Texas Tech University; Eddie T. C. Lam, Cleveland State University; Sangdon Rhee, Cleveland State University |
NASCAR: A Preliminary Exploration of the Sponsorship Match-Up Process
Jessica R. Braunstein, Towson University; Joshua I. Newman, Towson University; Adam S. Beissel, Towson University |
Influence of Product-Endorser Match-Up on Consumer's Purchase Intentions of (Non-Sport) Endorsed Products: Development of a Model
Jessica R. Braunstein, Towson University; James J. Zhang, University of Florida |
Youth Sport Market Segmentation with the Theory of Planned Behavior
Jonathan Casper, North Carolina State University; Michael Kanters, North Carolina State University; Jason Bocarro, North Carolina State University; Scott Forrester, Brock University; Brian Greenwood, California Polytechnic State University - San Luis Obis |
A Hybrid Customer Churn Model Using Discriminant Analysis, Logistic Regression Analysis, and Artificial Neural Networks in Health Club
Chen, Chi-Wen, National College of Physical Education and Sports; Kao, Chin-Hsung, National College of Physical Education and Sports |
Positioning/Repositioning Multidimensional Scaling
Chen-Yueh Chen, University of Northern Colorado; Yi-Hsiu Lin, University of Northern Colorado; Yen-Kuang Lin, University of Northern Colorado |
Obesity and Fast/Pseudo Food Sponsorship of Sporting Events: A Moral Dilemma
Karen E. Danylchuk, The University of Western Ontario; Eric MacIntosh, The University of Western Ontario |
Europe vs North America: What are the Fundamental Differences in the Field of Sport Marketing ?
Michel Desbordes, University Marc Bloch, Strasbourg; Christopher Hautbois, University Paris South; Francois Vasseur, University paris South and Bouygues Telecom; Rimi Duchemin, Amaury Sport Organisation |
Using Choice Simulations for Ticket Policy Analysis: Exploring the Viability of Student Mini-Ticket Plans for College Football
Mauricio Ferreira, Texas A&M University |
Maximizing Rivalries Using Discrete Choice Experiments: An Exploration of How Marketers Can Leverage and Assess the Monetary Value of Key Games
Mauricio Ferreira, Texas A&M University; Chris Greenwell, University of Louiville; Gregg Bennett, Texas A&M University |
Spectator Motives: Why Do We Watch if our Favorite Team is Not Playing?
Janet S. Fink, The Ohio State University; Heidi Parker, The Ohio State University; Karla Pinson, The Ohio State University |
Understanding the Impact of Michelle Wie's Performance on Source Credibility
Zach Franz, The University of Tennessee; Adlai Hurt, The University of Tennessee; Beth Coomer, The University of Tennessee; Gi-Yong Koo, The University of Tennessee (Advisor) |
A Model Examining the Relationship Between Hofstede's Cultural Dimensions and Sport Attitudes and Team Identification
Li-Shiue Gau, Florida State University; Felipe Korzenny, Florida State University |
Branded Entertainment in Sport
Dianna Gray, University of Northern Colorado; Linda Sharp, University of Northern Colorado |
The Impact of Self-Concept/Product-Image Congruity and Functional Congruity on Brand Preference: Three Product Categories
Jin-wook Han, Florida State University; Jeffery D. James, Florida State University (Advisor) |
The Ryder Cup: A Study of Awareness, Interest, and Perceived Characteristics
John Harris, Kent State University; Mark Lyberger, Kent State University; Larry McCarthy, Seton Hall University |
Sport Identification, Ethnic Identification, and Acculturation of Latinos in the United States
Michelle Gacio Harrolle, University of Florida; Galen Trail, University of Florida (Advisor) |
Modification and Improvement of Disconfirmation of Expectancies, Satisfaction, and Mood Response Scales
Michelle Gacio Harrolle, University of Florida; Dean Anderson, Iowa State University; Galen T. Trail, University of Florida (Advisor) |
The Myth of Brand Personality: A New Tool to Measure Brand Associations for Sport Teams
Bob Heere, Cruyff Academics International; Geoff Dickson, Auckland University of Technology; Tony Oldham, Auckland University of Technology; Nigel Grant, Auckland University of Technology |
Brand Equity & College Athletics: Investigating the Effects of Brand Uncertainty Situations on Consumer-Based Brand Equity
Julie Higgins, Mount St. Mary's University |
A Comparison of Motivational Factors Affecting Attendance Between Avid and Casual Fans at Minor League Hockey Games
Jinbae Hong, University of Incheon; Jenny E. Lemberg, Springfield College; Craig Hyatt, Brock University |
Psychological Factors Associated with Professional Baseball Consumption: A Comparison of Cultural Difference and Level of Consumption
Li-Wen Hsieh, National Taipei University; Tracy L. Wisdom, USA Field Hockey |
The Effects of Fan Loyalty, Perceived Ease of Use and Usefulness of Sport Teams' Websites on Attitude and Intention to Use the Websites
Youngjin Hur, Washington State University; Yong Jae Ko, University of Florida; Kyungro Chang, Sungkyunkwan University |
Attracting Minorities to a Major League Baseball Park
D. Floyd Jones, West Virginia University; Jennifer Y. Mak, Marshall University; Norm O'Reilly, Laurentian University; John Nadeau, Carleton University |
An Exploration of Motives in Online Sport Video Gaming
Yongjae Kim, University of Minnesota; Yongjae Ko, University of Florida; Seungbum Lee, University of Minnesota; Stephen D. Ross, University of Minnesota (Advisor) |
Mixed Martial Arts Fans: Motivation and Media Consumption Behaviors
Seungmo Kim, University of Tennessee; Janghyuk Lee, University of Louisville; Damon P. S. Andrew, University of Tennessee (Advisor) |
An Analysis of College Students Perceptions of Corporate Sponsors of the 2006 NCAA Corporate Champion and Corporate Partner Program
Jun Woo Kim, Slippery Rock University |
Profiling Golfers on Basis of Innovativeness
Soojin Kim, University of Northern Colorado; David K. Stotlar, University of Northern Colorado |
The Theory of Planned Behavior and the Intention to Play Sport Video Games
Minsoo Kim, Florida State University; Hyungil Kwon, Florida State University (Advisor) |
Customer Retention in Participant Sport Industry: A General Equation Model of Service Quality, Emotion, Satisfaction, and Repurchase Intention
Ki Tak Kim, Seoul National University; Joon-Ho Kang, Seoul National University; Jawang Oh, Seoul National University |
Dimensions of Market Demand Associated with Private Taekwondo Schools in North America: Development of a Theoretical Framework
Min kil Kim, University of Florida; May Kim, University of Florida; James J. Zhang and Yong jae Ko, University of Florida (Advisors) |
Demographic and Psychographic Variables Predicting NASCAR Sponsor Brand Recall
Lance Kinney, University of Alabama; Stephen R. McDaniel, University of Maryland-College Park; Larry DeGaris, University of Indianapolis |
Effects of Sport Team-Public Relationships on Team Identification
Gi-Yong Koo, The University of Tennessee; Jiho Kim, The University of Tennessee |
Does Manufacturer Matter? The Influence of a Manufacturer in University Licensed Apparel
Hyungil Harry Kwon, Florida State University; Hongbum Kim, Florida State University |
Mapping the Idea Space of the Sport Marketing Literature: A Reflective and Critical Perspective
Jaedeock Lee, Texas A&M University; Catherine Quatman & Mauricio Ferreira, Texas A&M University (Advisors) |
Consumers' Attitudes and Behavior in Response to Corporate Sponsorship
Cindy Lee, York College of Pennsylvania |
Designing Ticket Price Strategy using Conjoint Analysis
Young H. Lee, Seoul National University; Ki Tak Kim, Seoul National University; Jeeyoon Kim, Seoul National University; Joon-Ho Kang, Seoul National University (Advisor) |
Psychographic Segmentation of Youth Sport Camps: From the Eyes of the Parents
Hyun Jae Lee, The University of Texas at Austin; B. Christine Green, The University of Texas at Austin (Advisor) |
Investigating the Roles of Personality and Demographic Variables in Predicting the Consumption of Fantasy Sport Leagues
Woo-Young Lee, University of Maryland at College Park; Dae Hee Kwak, University of Maryland at College Park; Jaime Ryan, Univeristy of Maryland at College Park; Choong Hoon Lim, Univeristy of Maryland at College Park |
An Examination of the Impact and Evaluation of Brand Equity in NCAA Division I-A Football: A Case Study of the University of Notre Dame
Minyong Lee, University of Connecticut; Jennifer E. Bruening, Univerisity of Connecticut (Advisor) |
Competent Athletes or Family Portraits: Content Analysis of Images on NCAA Division I Softball and Baseball Sport Marketing Posters
Heather Maxwell, University of Minnesota; Nicole LaVoi, University of Minnesota |
An Empirical Analysis of the Effectiveness of World Wrestling Entertainment Marketing Strategies
Sungick Min, University of Northern Colorado; Alan L. Morse, University of Northern Colorado; Soojin Kim, University of Northern Colorado |
Examining Urban Youth Engagement in Sport
Norm O'Reilly, Laurentian University; Milena M. Parent,, University of Ottawa; Ida E. Berger, Ryerson University; Benoit Seguin, University of Ottawa; Tony Hernandez, Ryerson University |
Historically Black Colleges and Universities Sports and the African American Consumer: An Analysis of the Annual Atlanta Football Classic Consumer Market and Observations of the Event 2003-2006
Brenda Pitts, Georgia State University; Chia-Ying (Doris) Lu, Barry University; Carol Lucas, Georgia World Congress Center Authority; Carl Adkins, Georgia World Congress Center Authority; Khalil Johnson, Georgia World Congress Center Authority; Ken Goglas |
A Qualitative Look at the Role Social Networks Play in Sport Consumer Behavior
Catherine Quatman, Texas A&M University; Annemarie Farrell, Ithaca College; Heidi Parker, The Ohio State University |
Student Support of Intercollegiate Athletes: An Investigation of Constraints and Differences
Lynn L. Ridinger, Old Dominion University; Daniel C. Funk, Griffith University |
An Empirical Assessment of Spectator-Based Brand Equity
Stephen D. Ross, University of Minnesota; Keith C. Russell, University of Minnesota; Hyejin Bang, University of Minnesota |
Perceptions of Non-Revenue Sport: A Case of Intercollegiate Men's Wrestling
Stephen D. Ross, University of Minnesota |
Sport New Media and Telecom Sponsorship
James Santomier, Jr., Sacred Heart University; Elena Radicchi, University of Florence, Italy; Patrizia Zagnoli, University of Florence, Italy |
Does American and Korean Sport Media Consumption Help Korean Immigrants? Acculturation into the US Culture?
Won Jae Seo, University of Texas-Austin; Seunghwan Lee, University of Texas-Austin; Nam-Su Kim, University of Texas-Austin; B. Christine Green and Yong Jae Ko, University of Texas at Austin, University of Florida (Advisors) |
Social Leverage of Professional Sports: Delivering Benefits Through Community Relations Programming
Emily S. Sparvero, University of Texas at Austin; Laurence Chalip, University of Texas (Advisor) |
Basking in Spite of Reflected Failure: Sports Fans' Obsession with a Losing Team
Matt Stitsinger, University of Louisville; Damon P. S. Andrew, University of Tennessee; T. Christopher Greenwell, University of Louisville; Daniel F. Mahony, University of Louisville |
Using Best-Worst Scaling in Sponsorship Selection: The Case of LG Electronics
David Stotlar, University of Northern Colorado; J. Andrew Choi, University of San Francisco; S. Roger Park, St. Leo University |
Using Motivational Theory to Understand Donor Motives for Giving to Intercollegiate Athletics
James P. Strode, Ashland University |
The Relationships among Vicarious Achievement, Team Identification, and BIRGing/CORFing on Viewers of the World Series
Galen T. Trail, University of Florida; Hyungil Kwon, Florida State University; Dong Hun Lee, University of Florida; Dean F. Anderson, Iowa State University |
Measuring Spectators' Evaluations of a Sporting Event to Determine Loyalty
Yosuke Tsuji, Texas A&M University; James Petrick, Texas A&M University; Gregg Bennett, Texas A&M University (Advisor) |
Investigating the Effect of Involvement on Perceived Goodwill at an Action Sports Event
Yosuke Tsuji, Texas A&M University; Windy Dees, Texas A&M University; Gregg Bennett, Texas A&M University (Advisor) |
Marketing Techniques and Research in the NBA: Current Trends and Issues
Brian A. Turner, The Ohio State University; Ronald J. Dick, Duquesne University |
Market Segmentation Based on Subculture: Comparing Sport Consumer Motives within Two Hispanic Subcultures to a Caucasian-American Majority
Haylee N. Uecker, Florida State University; Jeffery D. James, Florida State University (Advisor) |
International Marketing Activities of European Soccer Clubs - Opportunities, Success Factors, and Obstacles
Andreas Wolf, University of Hamburg |
Understanding Motivations for Participating in Charity Sporting Events
Doyeon Won, University of Georgia; Meungguk Park, Southern Illinois University |
Communicating with Young People in the Sport Industry: Practitioners' Insights
Laura Wood, University of Windsor; Marijke Taks, University of Windsor (Advisor) |
Exclusivity Issues in Olympic Sponsorship
Di Xie, Western Illinois University; Ming Li, Ohio University |
Sport Sponsorship in China: Past, Present and Future
Xinquan (Sheena) Yang, The University of British Columbia; Robert Sparks, The University of British Columbia |