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

Yosuke Tsuji
Gregg Bennett
James Zhang

The purpose of this study was to examine the relationships of service quality, satisfaction, and future intentions of attendees at a large-scale action sports event. More specifically, effects of core service quality and peripheral service quality on satisfaction and future intention were examined in an action sports event setting. Structural equation modeling was utilized to investigate the effects of the two service components on satisfaction and future intentions. Respondents (N = 2,297) were satisfied with the event and reported positive responses toward services provided by event...Read more

Gregg Bennett
Tony Lachowetz

The youth market is a highly coveted consumer segment that is difficult to both reach and influence. The current youth market has been called the Echo Boom Generation, but it is most commonly known as Generation Y. This generation of Americans consists of individuals born between 1982 and 2003 (Howe & Strauss, 2000). Generation Y makes up almost 25% of the United States population, while Generation Y’s predecessor, Generation X, makes up only 16% of the population. Individuals born between 1946 and 1964 comprise the Baby Boom Generation, which currently makes up a larger percentage (28...Read more

Gregg Bennett
Tony Lachowetz

The youth market is a highly coveted consumer segment that is difficult to both reach and influence. The current youth market has been called the Echo Boom Generation, but it is most commonly known as Generation Y. This generation of Americans consists of individuals born between 1982 and 2003 (Howe & Strauss, 2000). Generation Y makes up almost 25% of the United States population, while Generation Y’s predecessor, Generation X, makes up only 16% of the population. Individuals born between 1946 and 1964 comprise the Baby Boom Generation, which currently makes up a larger percentage (28...Read more

Gregg Bennett
James Zhang
Robin Henson

Action sports, an emerging genre of individualistic sports, has increased immensely in popularity over the past few years (Petrecca, 2000; Bennett & Henson, 2001). Sponsorship of action sports events has likewise increased rapidly over the last few years, and these sponsorships are prevalent on most televised event broadcasts. Research suggests that there is an expansive and increasing action sports industry (Bennett & Henson, 2001). Several major corporate sponsors have uncovered the benefits of advertising on ESPN, NBC, and others. Advertising research is replete with examples of...Read more