Artemis Apostolopoulou
Matt Biggers

No other team in sports has had to endure the relocation odyssey that the New Orleans franchise has lived through. The Hornets were born when North Carolina businessman George Shinn was awarded one of four NBA expansion franchises on April 1, 1987, and began play in Charlotte, North Carolina in 1988. As the owner of the team from its inception and the subsequent 14 seasons in Charlotte, Shinn officially filed an application with the NBA on January 17, 2002, to move the Hornets to New Orleans, Louisiana, beginning with the 2002-03 season. Four months later, the NBA’s Board of Governors...Read more

John Vincent
John S. Hill
Jason W. Lee

The career of David Beckham, celebrity soccer player, has had its highs and lows. But through it all, one thing has remained constant, David Beckham has rarely ventured out of the media or the public eye. For a decade, from his 1995 debut for Manchester United, his career went from strength to strength, his on-field brilliance matched only by his soaring marketing appeal in a sport that massively commercialized in the 1990s (Cashmore & Parker, 2003).Read more

Gregg Bennett
Mauricio Ferreira
Jaedeock Lee
Fritz Polite

Brand use is a critically important measure of business and marketing success (Allenby et al., 2002), and the search for empirical evidence explaining product or brand use is a major stream in marketing literature (Fennell, Allenby, Yang, & Edwards, 2003). Over the past century, research has examined the relationship among several variables (e.g., psychographics, age, gender, and other demographics) in an effort to better understand consumption rates and brand use (Shaw, 1912; Smith, 1956) so strategies can be developed to increase brand use...Read more

Jason W. Lee
Kimberly S. Miloch
Patrick Kraft
Lance Tatum

The public perception of a university’s athletic programs is often considered a primary factor in building the brand image of the respective institution. Maintaining a favorable brand image can have a significant impact when recruiting potential student athletes, when soliciting corporate partners, and when facilitating development opportunities with alumni and key stakeholders. Colleges and universities are becoming increasingly more entrepreneurial in nature as schools seek various strategies to generate additional revenues and exposure. For smaller universities not affiliated with a...Read more

Brad D. Carlson
D. Todd Donavan

The researchers utilize social identity theory to investigate the effect that athlete endorsers have on both brand and team-related attitudes and intentions. As fans identify more strongly with an athlete, the more they intend to purchase the endorsed products. Additionally, a fan’s level of identification with an athlete is positively transferred to their attitude toward the team. The influence of athlete ID on team abandonment was fully mediated through attitude toward the team. However, fans who identified less with the athlete endorser were more likely to abandon the team’s market...Read more

Douglas J. Olberding
Jay Jisha

n a relatively short period of time, The Flying Pig Marathon has developed a reputation as a ...Read more

Artemisia Apostolopoulou

Vertical extension is a brand management technique that describes a process of introducing a new brand (i.e., product or service) at a higher or lower price and quality level. One such case is the National Basketball Development League (NBDL) that was launched by the National Basketball Association (NBA) in November 2001. Kim and Lavack (1996) studied the use of distancing techniques (i.e., ¡°linguistic¡± and/or ¡°graphical¡± manipulations) for successful introduction of vertical extensions (p. 29). The purpose of the present case study was to examine the use of those techniques with the...Read more

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