Articles in this issue:

• The Impact of Ethnic Diversity on the Ladies Professional Golf Association: A Case Study of Anheuser-Busch Sponsorship Objectives and Strategies, pp. 51-57

  J. Andrew Choi

  Between January 2001 and November 2009, players of Asian descent won nearly 30% of the 287 LPGA-sanctioned tournaments held during the period. By contrast, only 15 years ago (in 1995), an Asian player won only one of the 37 LPGA tournaments held that year (Ladies Professional Golf Association [LPGA], 2009). Clearly, a new generation of golfers has significantly increased the ethnic diversity of the LPGA and its tournament winners. This study investigated whether and how ethnic diversity in the LPGA has influenced the objectives and strategies of LPGA sponsorship decisions for the Anheuser-...Read more

• Personality Fit in NASCAR: An Evaluation of Driver-Sponsor Congruence and the Impact on Sponsorship Effectiveness Outcomes, pp. 25-35

  Windy Dees

  Gregg Bennett

  Mauricio Ferreira

  The purpose of this study was to determine if personality fit between NASCAR (National Association of Stock Car Auto Racing) drivers and their major sponsors affects the sponsorship outcomes of consumer attitudes toward the sponsor, attitudes toward the brand, and purchase intentions. Fan identification and product involvement were examined as moderators between personality fit and the sponsorship outcomes. The respondents (N=347) in this study were attendees at the NASCAR Samsung 500. Data analyses included a factor analysis, descriptive statistics, bivariate correlations, and...Read more

• Industry Insider: Sport Marketing Forecast, pp. 4-7

  Jim Kadlecek

  Jim Kadlecek interviewed five industry leaders and asked them to consider five areas of sport marketing and what they expect in 2010.Read more

• A New Approach to Measure Perceived Brand Personality Associations Among Consumers, pp. 17-24

  Bob Heere

  Brand personality research has made extensive use of factor modeling to grasp the dimensions of brand personality. Many scholars have adapted this technique to capture the brand personality of an organization. It is argued in this study that letting consumers associate a brand with a personality through factor modeling is flawed and anthropomorphic in nature. Therefore, the author proposes a different technique to measure these associations, by asking managers about what personality associations they implement while marketing their brand. Based on their responses, a list of associations...Read more

• Intercollegiate Athletics and Institutional Fundraising: A Meta-Analysis, pp. 36-47

  J. Michael Martinez

  Jeffrey. L. Stinson

  Minsoo Kang

  Colby B. Jubenville

  After nearly 30 years of research, the disparate findings of studies examining the influence of intercollegiate athletics on private, individual giving to higher education institutions have failed to generate generalizable knowledge. The current study examined all available empirical studies conducted between 1976 and 2008 on this topic. Meta-analysis results indicate that intercollegiate athletics does have a small, but statistically significant, effect on giving. Follow-up analysis revealed four significant moderators on the strength of the intercollegiate athletic-private giving...Read more

• Brand Personality in Sport: Dimension Analysis and General Scale Development, pp. 8-16

  Jessica R. Braunstein

  Stephen D. Ross

  The idea of brand personality in sport (BPS) has become a popular topic of study among academicians in the sport management field. While the conceptualization and operationalization of the construct has been heavily discussed, establishing a valid and reliable assessment tool has yet to be achieved. The current study reexamines the general brand personality (BP) dimensions and looks to apply them to the unique characteristics in sport. The scale developed in the current study establishes a baseline tool in which future research can be conducted. The results provide initial levels of...Read more

• New Life Art Decision Breathes New Life Into Artist’s First Amendment Rights, pp. 48-50

  John Grady

  In November 2009, the U.S. District Court for the Northern District of Alabama issued a ruling on motions for summary judgment and declaratory judgment in the long dormant case of the University of Alabama Board of Trustees v. New Life Art (2009). The highly publicized lawsuit, initially filed in 2005, pitted sports artist Daniel Moore against his alma mater, the University of Alabama (Grady, 2005). The case involves Moore’s art prints depicting Crimson Tide football players playing against rival teams. The art work features the player uniforms as well as the well-recognized school colors...Read more