NASSM Conference Abstract Archive: Marketing

NASSM Conference Abstract Archive
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