This study explored how the market value of American athletes may be influenced by the presence of international teammates. Specifically, the study examined: (a) Chinese consumers’ feelings of attachment to American National Basketball Association (NBA) players who have a distinguished Chinese teammate; (b) the relationship between Chinese consumers’ attachment level to the American teammates and their credibility as product endorsers; and (c) whether Chinese consumers’ evaluation of athlete endorsement differs for sports products and non-sports products. Respondents felt more attached to...Read more

Jill Harris
David J. Berri

The Women’s National Basketball Association (WNBA) utilizes a version of the reverse-order draft lottery similar to the NBA. While previous research has examined factors impacting the draft picks and subsequent professional performance in the NBA,1 we do not believe this subject has been explored for the WNBA. In fact, little has been published on this league. This particular study will build upon the work of Berri and Krautmann (2013), which presented a model of player performance for the WNBA. This work will be paired with the approach to the NBA draft introduced by Berri, Brook, and...Read more

George Diemer
Michael A. Leeds

The possibility that coaches, players, or referees might be involved in point shaving has been a subject of debate since Wolfers’s (2006) controversial finding that favorites in NCAA college basketball games fail to cover point spreads with disturbing frequency. We reconcile Wolfers’s finding with evidence provided by Borghesi (2008), Borghesi and Dare (2009), and others that heavy favorites are not, on average, less likely to cover the point spread. We find that the distribution of game outcomes is bimodal, with one peak on one side of the “no corruption” outcome and one peak on the other...Read more

Stacy L. Brook
Sarah Foster

Due to significant salary differences between male and female employees, NCAA institutions have been accused of gender compensation discrimination. However, we hypothesize that some of these compensation differences may be a result of market forces as opposed to overt discrimination. To test this hypothesis, we created a statistical model incorporating variables affecting NCAA school revenues and coaching performance, and use a linear regression to estimate the statistical impact each variable has on compensation. Our empirical findings do not find employer discrimination of NCAA...Read more

Daniel A. Rascher
John Paul G. Solmes

The National Basketball Association claims to sell entertainment. Part of that entertainment is close, competitive contests with uncertain outcomes. However, hometown fans want the home team to win. Hence, the optimal probability that the home team wins a game, from the perspective of maximizing demand, lays somewhere between 0.5 and 1.0. Using data from individual games for the 2001-02 season, this optimal probability was estimated to be approximately 0.66. Fans want their home team to have about twice the chance to win a game as the visiting team.Read more

John Richardson
Randle D. Raggio

The Robins Center at the University of Richmond, home of Richmond’s men’s and women’s basketball teams, had hosted a Presidential debate in 1992, but at 38 years old it was time for a major renovation. In mid-March 2011, based on the success of the men’s basketball program over the past two seasons, a generous donor had agreed to contribute the total amount needed to renovate the Robins Center.Read more

Nicholas was finally getting settled at his new job as assistant director of marketing at the University of Nevada Las Vegas (UNLV). He believed his degree and internship experience with his alma mater’s athletic department had prepared him well for his new position. During his interview he discovered that part of his job responsibilities would include working on a task force charged with developing marketing strategies to increase student attendance at the university’s men’s basketball games. The athletic department had recently noticed a pattern occurring with student attendance at home...Read more

Heather Maxwell
Nancy Lough

The reliance on signage to generate spectator recognition of sponsors has become so commonplace that the concept of sponsorship is nearly synonymous with the use of signage in sport venues. A multitude of studies have measured sponsorship recognition and/or recall among sport spectators as the means to justify the practice (Bennett, Henson, & Zhang, 2002; Cuneen & Hannan, 1993; Nicholls, Roslow, & Dublish, 1999; Pitts & Slattery, 2004; Pitts, 1998; Stotlar, 1993; Stotlar & Johnson, 1989). Previous literature suggests more highly involved spectators, such as college...Read more

P. Raj Devasagayam
Cheryl L. Buff

This research extends the study of brand community by conceptualizing and empirically investigating membership and integration in a brand community. A convenience- based random sample responded to surveys pertaining to brand community built around a basketball program on a small college campus in the Northeast. Empirical results provide valid and useful scales to measure brand community as a multidimensional construct based on spatial, temporal, and exchange characteristics. Characteristics of the focal product and brand community are discussed relative to the typology of membership...Read more

Gi-Yong Koo
Robin Hardin

The purpose of this study was to segment spectators based on emotional attachment toward team, university, coach, and player, and to examine whether different groups of people classified by emotional attachment demonstrate different interrelationships between motives and behavioral intentions in attending sporting events. The results revealed that the feasibility of two clusters is derived from emotional attachments and those two groups demonstrate different interrelationships between spectators’ motives and behavioral intentions, respectively. In conclusion, this study can provide a...Read more

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