Lynn L. Ridinger
Daniel C. Funk

This paper explores common assumptions about the intrinsic differences between male and female consumers within a subset of leisure consumption ?sport spectating. This research utilized the Sports Interest Inventory (SII) (Funk, Mahony & Ridinger, 2002) to examine differences between spectators (N = 959) attending men’s and women’s basketball games at a NCAA Division I institution. MANOVA results revealed nine differences for Team-Gender, seven differences for Spectator-Gender, and three interaction effects. Multiple linear regression analyses revealed that three core interest factors...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