Articles in this issue:

  • Steve McKelvey
    James T. Masteralexis

    In 2012, Nike became the first company in the United Kingdom to have a Twitter campaign banned after the Advertising Standards Authority (ASA), the U.K.’s equivalent of the United States’ Federal Trade Commission, held that soccer star Wayne Rooney had violated rules for clearly communicating to the public that his tweets were advertisements for Nike (Furness, 2012). Nike, through its endorsement deal with Rooney, encouraged Rooney to engage in Twitter messaging as part of its wider “Make It Count” advertising campaign. Rooney’s tweet, which went out to his 4.37 million followers, said: “...Read more

  • Heather J. Lawrence
    Ron T. Contorno
    Brandon Steffek

    The professional sport premium seating industry in the United States is in the midst of a reinvention that will require professional sport sales professionals to be more proactive in their approach to prospecting, selling, and servicing clients (Titlebaum & Lawrence, 2011). The intent of this study was to address one aspect of this reinvention and analyze the business characteristics of premium seating purchasers. A secondary purpose was to inform professional sport sales professionals about using data mining in premium seating sales. To execute the project, premium seating client...Read more

  • Peter Titlebaum
    Heather Lawrence
    Chris Moberg
    Christina Ramos

    The rise in the number of new facilities built for professional sports franchises has significantly increased premium seating inventories in the United States. While the increased availability of premium seating represents an attractive revenue opportunity for teams and facilities, recent economic pressures and increased public scrutiny of corporate spending on sport-related entertainment and sponsorship has made the premium seating selling and retention environment more challenging. Because the current sports literature offers little insight into the motives of premium seating buyers or...Read more

  • Rui Biscaia
    Abel Correia
    Stephen Ross
    António Rosado
    João Maroco

    The purpose of this study was to assess brand equity in professional soccer teams. Through a preliminary analysis and further adaptation of the Spectator-Based Brand Equity (SBBE) scale, a refined model was tested among soccer fans. Results gathered from a confirmatory factor analysis indicated an acceptable fit of the model to the data and confirmed the relationship between Internalization, a single first-order construct, and Brand Associations, a second-order construct with ten dimensions. Review of the psychometric properties indicated all constructs had good internal consistency,...Read more

  • Brendan Dwyer

    Guided by the Attitude-Behavior Relationship framework, Drayer, Shapiro, Dwyer, Morse, and White (2010) qualitatively developed and proposed a conceptual model to explain the relationship between fantasy football and National Football League (NFL) consumption. Within this framework, it was proposed that in-season game outcomes related to one’s favorite NFL team and fantasy football team impact a participant’s attitudes and trigger additional NFL consumption. Utilizing a pre-post research design, the purpose of the current study was to assess a fantasy participant’s attitudinal and...Read more