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1 – 10 of 521Amber Smith-Ditizio and Alan David Smith
The purpose of this paper is to explore and test certain assumptions concerning the role of the media in its coverage of the Olympic Games, US men's and women's basketball in…
Abstract
Purpose
The purpose of this paper is to explore and test certain assumptions concerning the role of the media in its coverage of the Olympic Games, US men's and women's basketball in particular, and its perceived impact on brand image of the athletes' performance from a fan's motivational and financial perspective.
Design/methodology/approach
Uses and gratifications theory and sport fan motivation scales were used to identify potential impacts of media coverage and branding on athletic performance. Based on a study of 143 working professionals that identified themselves as Olympic sport fans in the Pittsburgh, PA metropolitan area, several hypotheses were tested.
Findings
The most to least important factor-based constructs found from a PCA (Principal Components Analysis)/factor analysis included competitiveness, fan commitment, media connections, media impacts, demographics and financial impacts. When using the construct athletic performance at the Olympic level as the dependent variable, results suggested that competitiveness, media connections and fan commitment were significant for males only, while only media connections for significant for females. Males were found to be more player-centric than females, willing to be more focused on the competitive nature of the Olympic Games and to dedicate more money for such activities.
Originality/value
Focusing on Olympic Games and associated athletes' competitive nature opens a unique perspective from fan's gender perspective.
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Young Hoon Kim, Jen L. Duncan and Tun-Min (Catherine) Jai
The purposes of this paper is to segment spectators of collegiate football game using a cluster analysis and to determine differences between spectator clusters based on…
Abstract
Purpose
The purposes of this paper is to segment spectators of collegiate football game using a cluster analysis and to determine differences between spectator clusters based on motivations, satisfaction, and demographic characteristics.
Design/methodology/approach
A survey instrument was utilized, and a total of 407 usable data were gathered through a convenience sampling method at a main campus in the Southern USA. A discriminant analysis was employed to create cluster profiles including demographic variables not previously included in the clustering procedure. Cluster analysis is a procedure used to determine best group segmentation.
Findings
Through a factor-cluster analysis, two distinct groups are identified as attendees of collegiate football games: far-away fans and seasoned sideliners. Knowing the different spectators in event attendance allows marketers of collegiate sport events to effectively target segments and attract larger numbers of visitors to each event. Although the results indicated lower satisfaction with the far-away fans cluster, they are nonetheless spending their money at these events. A concerted effort to better welcome tourists that are supporting the visiting team may help boost their image of the local community and thus increase their spending level.
Originality/value
The current study adds to the literature on sport event research, while providing great insight for researchers and practitioners how to segment their target market. Therefore, it is believed that the results of the present study will help future researchers and industry practitioners make use of the implications and findings to broaden their knowledge about sport marketing.
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Armond E. Sinclair and Robert A. Bennett
Much of the extant literature has focused heavily on the recruiting aspects of college sports (Beamon, 2008; Broughton, E., & Neyer, M. (2001). Advising and counseling student…
Abstract
Much of the extant literature has focused heavily on the recruiting aspects of college sports (Beamon, 2008; Broughton, E., & Neyer, M. (2001). Advising and counseling student athletes. New Directions for Student Services, 93, 47–53). Far less attention has been given to the supply chain of athletic departments from a macro-level perspective. A supply chain is a stream of information or goods from a supplier to an end customer. This study will provide a synthesis of previous literature, which will be integrated into a conceptual framework explaining the college athlete supply chain and its impact on Black males. We will also utilize secondary data to examine the organizational development of college recruiting and the conceptual nature of college athlete suppliers and manufacturers. The chapter will conclude with recommendations on how best to address the issues of the supply chain where revenue in college football has taken precedence over the collegiate experiences of many Black male student-athletes. This knowledge will be essential to all stakeholders within college athletics, particularly administrators, athletes, recruiters, coaches, and parents of athletes.
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Jennifer Slattery and Brenda G. Pitts
The purpose of this study was to examine the level of sponsorship awareness of season ticket holders and the change in the awareness over the duration of one American collegiate…
Abstract
The purpose of this study was to examine the level of sponsorship awareness of season ticket holders and the change in the awareness over the duration of one American collegiate football season through a sponsorship recall survey. The results showed that there were increases in the recall rates for eight of the nine actual sponsor companies used in the study from the beginning to the end of the season; however, only three of these differences were statistically significant.
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James W. Satterfield and J. Christopher Croft
Intercollegiate athletics is a tremendous part of today’s society and encompasses numerous American lives. Its wide spectrum attracts various people from gender, race, ethnicity…
Abstract
Intercollegiate athletics is a tremendous part of today’s society and encompasses numerous American lives. Its wide spectrum attracts various people from gender, race, ethnicity, cultures, religion, and sexuality. Black male student-athletes, a target of higher education institutions, are affected by sociological, institutional, and athletic factors. This population is highly sought after by college coaches due to their athletic abilities and ability skills in their specific sport in order to elevate their respective sports team, athletics’ department, and university into the national limelight. Current institutional and intercollegiate athletics’ trends that are incorporated to recruit Black male student-athletes are explored. Specific recruiting techniques utilized by college coaches to persuade this population are examined. The sociological issues in current intercollegiate athletics are analyzed with their direct effect on the college selection choice of Black male student-athletes.
Heather Jane Lawrence, Norm O'Reilly, Alexandra Speck, Chris Ullrich and Kayla Robles
The objective of this paper is to respond to four research questions. The first two as how likely are college football season ticket holders to recommend (1) purchasing a similar…
Abstract
Purpose
The objective of this paper is to respond to four research questions. The first two as how likely are college football season ticket holders to recommend (1) purchasing a similar season ticket package and (2) attending a home football game, to a friend or colleague. The third question examines if there is a difference between advocacy toward purchasing season tickets as compared to advocacy toward game attendance. Finally, we identify what factors impact advocacy for college football season ticket holders.
Design/methodology/approach
An online survey of 57,240 season ticket holders from 69 different National Collegiate Athletics Association (NCAA) Division I Football Bowl Subdivision programs was undertaken. The data were analyzed to build a model of the drivers of advocacy in season ticket holders from a conceptual base of advocacy, trust and loyalty.
Findings
The identified drivers include both institutionally influenced factors and factors related to season ticket holder behaviors/demographics. The season ticket holder is arguably the highest level of fan for any sports organization from an affinity perspective and clearly the most important from a business perspective. This research argues that the season ticket holder should not only be the focus of ticket sales efforts but also leveraged as marketing advocates with the objective of attracting additional fans.
Originality/value
The value of this research is the large sample of data from season ticket holders of NCAA Division 1 football clubs and the resulting learning it provides to researchers and practitioners.
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Tyler Custis, Meghan Hoben and Payton Larsen
The purpose of this paper is to explore why the stagnant version of amateurism that is being used by the National Collegiate Athletic Association (NCAA) and its member…
Abstract
Purpose
The purpose of this paper is to explore why the stagnant version of amateurism that is being used by the National Collegiate Athletic Association (NCAA) and its member institutions to limit student–athlete compensation is creating labor law and antitrust violations, and ultimately contributing to a black market in college athletics.
Design/methodology/approach
The qualitative portion of the examination uses a review of historic and recent cases regarding labor law and antitrust violations and applies them to the college athletic industry. Furthermore, the quantitative portion creates a scaled revenue sharing calculation utilizing financial reports from university athletic departments and corresponding professional revenue-sharing agreements to discern an approximate value of a student–athlete’s participation.
Findings
The authors find that the current structure of the NCAA and regulatory framework perpetuate injustice for those who lack a voice in the system. Furthermore, the research shows a wage disparity of millions of dollars creating a lack of free market and black-market tensions to reach free market equilibrium.
Social implications
This research creates reasoning to restructure the NCAA system to adjust for modern commercialization and profits of the industry.
Originality/value
This paper highlights the legal and regulatory abuses by the NCAA, and demonstrates how the compensation gap created by these legal violations is creating a strain on free market flow ultimately leading to a black-market effect in the industry.
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Jesse R. Ford, Brittany N. Brewster and Jordan Farmer
This conceptual work synthesizes the experiences of Black men who are collegiate athletes and introduces new theoretical considerations on the formation of their leadership…
Abstract
This conceptual work synthesizes the experiences of Black men who are collegiate athletes and introduces new theoretical considerations on the formation of their leadership identities in predominantly white institutions. This scholarship focuses on historical understandings of how race and gender influenced the creation of the current Black man in collegiate identity. This work expands on Du Bois' (1903) concept of double consciousness, Fanon's (1952) views on Blackness, and Bertrand Jones and colleagues' culturally responsive leadership learning model (2016). Collectively, the three frameworks highlight the significance of leadership in the development of Black men who are student-athletes. The conclusion includes implications and recommendations for future research as we work to support and develop Black men beyond their athletic identity.
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Keith A. Willoughby and Chad Mancini
The Xtreme Football League began play in 2001, but lasted for only a single season. It combined the marketing savvy of the World Wrestling Federation with NBC's broadcasting…
Abstract
The Xtreme Football League began play in 2001, but lasted for only a single season. It combined the marketing savvy of the World Wrestling Federation with NBC's broadcasting expertise to produce a distinctive sports entertainment product. This case study describes the events that lead to the introduction of the new league, and the league's only season. The factors that contributed to the demise of the XFL are discussed. Some implications of this short “experiment” with a new sports-entertainment league to sports marketers are provided.
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David S. Martin, Ryan Howell, Christopher Newman and Kelly Martin
The purpose of this paper is to validate a shortened measure of consumers’ satisfaction with the service quality at sporting events. The scale's ability to predict both customer…
Abstract
Purpose
The purpose of this paper is to validate a shortened measure of consumers’ satisfaction with the service quality at sporting events. The scale's ability to predict both customer satisfaction and future behavioral intentions is also measured.
Design/methodology/approach
The measure, entitled Eventserv‐Short, was tested across the five most popular American sports and across two levels (collegiate and professional). An online survey was utilized with a total of 854 respondents.
Findings
Results showed that Eventserv‐Short is a reliable and valid measure of satisfaction with service quality that is invariant across various sporting events; also, Eventserv‐Short predicts overall customer satisfaction and future behavioral intentions.
Originality/value
The paper's importance is demonstrated by the measure's consistent performance across the different types of sports and settings. Further, these results show that researchers and managers can now more quickly, reliably, and accurately measure consumers’ satisfaction with the service quality they perceive while attending sporting events.
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