FiT Publishing

This study examined personal characteristics (e.g., sport fandom, age, gender) and affective outcomes (e.g., mood, enjoyment) of Super Bowl XL television spectators. Purchase intentions of products marketed during the Super Bowl were also examined. The sample included college students (59 men; 22 women) and their parents (51 fathers; 60 mothers). Participants completed measures of sport fandom and mood before the Super Bowl, and measures of mood, enjoyment, and purchase intentions following the Super Bowl. Men and students reported higher sport fandom. Students reported more mood...Read more

The marketing of ‘place?is often overlooked throughout academic research. Because ‘place?can include both the physical location as well as means of distribution, it has been regarded as the most difficult marketing component to adjust. This paper investigates Super Bowl XL, which was held in Detroit, Michigan, and the marketing strategies and principles used by the Detroit Super Bowl Bid Committee. Clearly, role of ‘place?was not only instrumental in Detroit being awarded the Super Bowl but also vital to the success of North America’s preeminent sporting event.Read more

The purpose of this study was to assess the media preferences and consumption behaviors of attendees at an action sports event, with a specific focus on comparing members of Generation Y (Gen-Y) to Generation X (Gen-X). Research participants were event attendees at the Gravity Games (N = 2108). A series of chi square analyses indicated some differences between the generations. In general, Gen-Y participants, when compared to Gen-X, watch more television, were more likely to (a) watch action sports (i.e., Gravity Games & X Games) on television, (b) play video games more often, and were...Read more

This study presents a mixed-method approach for segmenting a sports product-market using participation motivation data. Qualitative data are used to segment a national sports product-market—running footwear—using qualitative analysis software as well as multivariate statistical approaches. This study describes a systematic approach to developing a consumer segmentation typology using both demographic variables as well as self-expressed motivations for sport and fitness participation. The mixed-method approach reported here employs qualitative data to help validate subsequent quantitative...Read more

This study proposes and tests a conceptual model of service quality in recreational sport. The proposed model is based on a current conceptualization of service quality, which suggests that service quality is a multidimensional and hierarchical construct (Brady & Cronin, 2001; Dabholkar, Thorpe, & Rentz, 1996). In the proposed model, service quality consists of four primary dimensions which are defined by several corresponding subdimensions: (a) program quality ¨C range of program, operating time, and information, (b) interaction quality ¨C client-employee interaction and inter-...Read more

Although sport scientists have examined a number of factors that increase attendance at sporting events (e.g., promotions, ticket cost), the impact of scarcity has remained uninvestigated. Based on past research in consumer psychology, it was hypothesized that individuals would report a greater interest in attending a sporting event in which few tickets remained (i.e., the scarce condition) than when tickets remained abundant (the not scarce condition). Additionally, previous studies have predicted that persons with a high level of identification with a target team would be more interested...Read more

This study was designed to assist in the process of gaining an enhanced understanding of international sport marketing activities. By utilizing Pease and Zhang's Spectator Motivation Scale (2001), which was specifically developed for basketball spectators, this study examined the sociomotivations of spectators who attended women's professional basketball games in South Korea.Read more

Numerous sociodemographic variables (i.e., age, gender,income, and occupation) have been found to influence sport consumption;however, research examining the influence of race/ethnicity on sport consumption has yielded conflicting results. The purpose of this study was to further examine the manifestations of race on sport consumption.Read more

Although sport scientists have examined a number of factors that increase attendance at sporting events (e.g., promotions, ticket cost), the impact of scarcity has remained uninvestigated. Based on past research in consumer psychology, it was hypothesized that individuals would report a greater interest in attending a sporting event in which few tickets remained (i.e., the scarce condition) than when tickets remained abundant (the not scarce condition). Additionally, previous studies have predicted that persons with a high level of identification with a target team would be more interested...Read more

Researchers have been interested in the psychological constructs of sport consumer loyalty for a considerable time, but until recently there has been a dearth of psychometrically valid measurement instruments.Read more