Adrien Bouchet
Aju J. Fenn
Richard Lapchick
John E Dollar

In response to the increasing debate on the relative worth of small events compared to large events, we create a theoretical model to determine whether smaller events are more likely to create positive economic impact. First, event size and city size are redefined as continuums of resources. The concepts of event resource demand (ERD) and city resource supply (CRS) are introduced, allowing for a joint analysis of supply and demand. When local economic conditions are brought into the analysis, the framework determines how a city resource deficiency or surplus affects the economic impact of...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