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The importance of good behavior in college football teams in the USA: An interaction effect of team reputation on game attendance

Marcelo J. Alvarado-Vargas (Department of Management, The University of Toledo, Toledo, Ohio, USA)
Qi Zou (Department of Information, Operations and Technology Management, The University of Toledo, Toledo, Ohio, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 16 May 2019

Abstract

Purpose

The purpose of this paper is to focus on two internal organizational factors in college football teams (team powerfulness and team reputation) and their combined relationship on game attendance. Authors aim to validate new data published by Wall Street Journal (WSJ) and NCAA websites; and to develop a new conceptual model to examine the interaction effect of team powerfulness and team reputation on game attendance.

Design/methodology/approach

This study relies on secondary data collected from the WSJ’s “College Football’s Grid of Shame” publication and the NCAA official website. Data for 123 US college football teams are collected representing 13 conferences for seasons 2010–2014. Multi-level regressions are utilized for statistical analyses.

Findings

Results reveal that not only team’s powerfulness is required for more public attendance to games, but also team reputation strengthens this relationship. In other words, team reputation plays an important role in increasing games’ attendance. Team reputation alone does not bring more attendees to games.

Originality/value

This paper studies the relevance of team reputation in the field of sports management. This paper argues that in order to achieve superior financial benefits in college football games, it is important to properly manage team powerfulness and its legal and ethical behavior. In this way, a positive reputation can leverage game attendance to a larger extent.

Keywords

Citation

Alvarado-Vargas, M.J. and Zou, Q. (2019), "The importance of good behavior in college football teams in the USA: An interaction effect of team reputation on game attendance", International Journal of Sports Marketing and Sponsorship, Vol. 20 No. 3, pp. 430-445. https://doi.org/10.1108/IJSMS-05-2017-0038

Publisher

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Emerald Publishing Limited

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