NASSM Conference Abstract Archive: Marketing

NASSM Conference Abstract Archive
Marketing
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