Sport Marketing Quarterly (SMQ)

Volume: 9
Issue: 4
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Articles in this issue:

  • Douglas E. Wells
    Richard M. Southall
    Hsiao-Hwei Peng

    The purpose of this study was to identify the determinants related to attendance at NCAA Division II football games for the 1998 season and develop a model designed to predict attendance using the selected determinants. Various determinants were selected, a questionaire developed, and an email survey conducted of all sports information directors (SIDs) of NCAA Division II institutions that competed in football during the 1997 and 1998 seasons.Read more

  • Hans M. Westerbeek

    The main objective of this research was to test the relationship between five place-specific factors of service quality in spectator sport settings (the dependent variables) and two critical demographic variables, frequency of attendance and age (the independent variables. Responses to the factor items and demogrphic section of an instrument developed by Westerbeek (1999) from a random sample of 419 spectators at three Australian Rules Football matches were used to test six hypotheses.Read more

  • Tom Sawyer
  • Clay Daughtrey
    David Stotlar

    The value of collegiate athletics, within higher education, is frequently debated, and has spawned numerous research projects. These studies have systematically neglected nondivision 1-A teams in football championships. This study was designed to fill that void and analyze the impact of a NCAA football championship on donations to the university and to the athletic department donations and donations to the university and to the athletic department.Read more

  • an Covell

    This column is designed to provide sport marketing academicians and practioners with brief descriptions of professionally relevant articles culled from a broad range of publications. Articles are arranged by subject matter, and listed alphabetically by author.Information regarding subscriptions and the acquiaition of back issues can be found at the end of the column.Read more

  • Daniel C. Funk and Donna L. Pastore

    Despite the growing body of literature on consumer loyalty, little attention has been given to identifying attitudinal variables useful in predicting allegiance to athletic teams. The changing nature of sport marketing has made it imperative to develop new segmentation variables to augment behavioral information on consumers. The present study examined the predictive validity of eight attitude properties in explaining allegiance to a professional sports team. A composite loyalty measure (commitment and behavior) was utilized to segment the sample (N=379) into high-, moderate-, and low-...Read more