Articles in this issue:

  • Munehiko Harada
    Hirotaka Matsuoka

    The present study (a) explored how brand switching occus among professional soccer fans under the situation of a new team entry and (b) examined the relationship between brand switching and team identification. This study focused on the behavior of specta ...Read more

  • Elizabeth L. Shoenfelt
    Allison E. Maue
    Eric B. Hatcher

    For its inaugural season the Women's National Basketball Association (WNBA) adopted the tag line We Got Next. This phrase, commonly heard on playground basketball courts around the country, would appear to be the perfect tag line for the new basketball  ...Read more

  • James W. Bovinet M.B.A. D.B.A.

    Recent articles in Sport Marketing Quarterly have suggested that professional sport organizations need to adapt a relationship marketing model for their operations. As a fairly complex concept, relationship marketing generally works only in businesses that have developed a keen sense of consumer communications. The reality of this situation is that many professional franchises have not mastered the basic marketing principle of communication. As an example, a letter requesting ticket information is sent to every professional football, basketball, hockey, and baseball team in the United...Read more

  • Carol A. Barr
    William A. Sutton
    Erin M. McDermott

    Title IX prohibits sex discrimination in any educational program or activity that receives federal funding. Collegiate athletic departments have found themselves under the Title IX microscope and have been feeling the effects of the implementation of this law. This study was performed to determine Title IX's impact on the athletic marketing area within an athletic department. In addition, data comparisons were made between divisions to determine if differences existed in the types of activities or criteria used surrounding the marketing and promotion of women's sport programs. Collegiate...Read more

  • Fredric Kropp
    Anne M. Lavack
    Vassilis Dalakas

    This paper examines the differences in attitudes toward sports sponsorships between smokers and nonsmokers, and between beer drinkers and nondrinkers, in the United States, Canada, and Australia. The key findings are that beer drinkers have significantly more positive attitudes toward beer sponsorships than do those who do not drink beer, whereas smokers have significantly more positive attitudes toward tobacco sponsorships than do nonsmokers. In general, attitudes toward beer sponsorships are significantly more positive than attitudes toward tobacco sponsorships. This difference in...Read more