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1 – 10 of 113

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 1 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 April 2008

Lance Kinney, Stephen R McDaniel and Larry DeGaris

Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were…

Abstract

Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands. Regression analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance.

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International Journal of Sports Marketing and Sponsorship, vol. 9 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 April 2011

Dae Hee Kwak and Stephen R McDaniel

This research examines antecedents to consumer adoption of a popular form of online entertainment - fantasy sports leagues. Employing Davis' (1989) Technology Acceptance…

Abstract

This research examines antecedents to consumer adoption of a popular form of online entertainment - fantasy sports leagues. Employing Davis' (1989) Technology Acceptance Model as a theoretical framework, the study found that attitude toward the televised sport (American professional football), perceived ease of using in relation to fantasy sports websites, perceived knowledge of the sport and subjective norms all played a role in explaining participants' attitudes and behavioural intentions towards playing fantasy football.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 December 1999

Stephen R. McDaniel and Daniel S. Mason

The marketing of alcohol and tobacco products and their related public policy implications have become controversial issues worldwide, due mainly to health‐related issues…

Abstract

The marketing of alcohol and tobacco products and their related public policy implications have become controversial issues worldwide, due mainly to health‐related issues. Uses a telephone survey methodology to compare attitudes toward Olympic sponsorship by a leading US brewer with general attitudes toward the use of sports sponsorship to promote tobacco products. Results suggest that respondents have significantly different attitudes towards the two product categories and their use of sponsorship, accepting more readily the use of the Olympics to promote beer. Respondents’ self‐interest is also found to significantly affect the level of acceptance for the use of sport to promote alcohol or tobacco products, although in slightly different ways. The findings are discussed in relation to previous research, along with their managerial implications.

Details

Journal of Services Marketing, vol. 13 no. 6
Type: Research Article
ISSN: 0887-6045

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Book part
Publication date: 1 January 2005

Lan Xia and Kent B. Monroe

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 1 no. 1
Type: Research Article
ISSN: 1464-6668

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Book part
Publication date: 1 February 2007

Dwight R. Merunka and Robert A. Peterson

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Article
Publication date: 1 January 1993

John C. Groth and Stephen W. McDaniel

Proposes the concept of “An exclusive Value Principle”as an explanation for the attainment of brandexclusivity. Argues thatpositioning a brand carefully with prestige…

Abstract

Proposes the concept of “An exclusive Value Principle” as an explanation for the attainment of brandexclusivity. Argues that positioning a brand carefully with prestige pricing approach reinforces a positive, even exclusive, brand image in the mind of the customer. Presents relationships between an exclusive value, market price, margin, risk, and firm value. Identifies 17 marketing strategy alternatives for achieving favourable high‐price positioning.

Details

Journal of Consumer Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 February 1994

Dan Marlin, James J. Hoffman and Bruce T. Lamont

This study reports an examination of the relationships between Porter's (1980) generic strategies, dynamic environments, and performance. In me study, profile deviation is…

Abstract

This study reports an examination of the relationships between Porter's (1980) generic strategies, dynamic environments, and performance. In me study, profile deviation is used to test strategy—environment fit. A sample of 173 acute care hospitals was used to test the proposed relationship. Results from the study indicate that adherence to an externally specified ideal strategy profile has a positive effect on firm performance. From a methodological standpoint, results suggest that empirical and theoretical profiles have equal predictive validity, and both have a higher predictive validity, than a random profile. Results also suggest that profiles can not be assumed to be robust to differences in performance measures used.

Details

The International Journal of Organizational Analysis, vol. 2 no. 2
Type: Research Article
ISSN: 1055-3185

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Article
Publication date: 1 March 1993

Stephen W. McDaniel and David H. Rylander

Argues that “Green Marketing” is taking shape as one ofthe key business strategies of the future, and that the increasingenvironmental consciousness makes it incumbent on…

Abstract

Argues that “Green Marketing” is taking shape as one of the key business strategies of the future, and that the increasing environmental consciousness makes it incumbent on consumer marketers not just to respond to it, but to lead the way in environmental programs. Sets forth the need and recommendations for incorporating environmental concerns into strategic marketing planning of the organisation.

Details

Journal of Consumer Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

1 – 10 of 113