FiT Publishing

This research takes a psychological approach to measuring social media engagement in sport by applying the consumer brand engagement (CBE) in social media scale. We collected two samples to evaluate the psycho- metric properties of the CBE scale in a professional sport team context. After finding the CBE scale reliable and valid in both samples, we explored its impact on relationship quality, purchase intentions, and referral intentions. We found that an increase in CBE leads to an increase in relationship quality and subsequent purchase and referral intentions. After testing an...Read more

This study analyzes wage discrimination in the Korean Baseball Organization (KBO). Ordinary least squares (OLS) regression analysis was used to analyze panel data covering 775 first-team baseball players, teams’ annual attendance, team records, and home city populations in the KBO from 2001 to 2010. The study results showed that wage discrimination based on nationality occurred in the KBO. Both foreign pitchers and foreign position players were paid significantly higher salaries than South Korean players with similar performance records. We also found that the number of foreign pitchers...Read more

Due in part to a $200 million advertising campaign, daily fantasy sport (DFS) participation exploded in 2015. With faster payouts and unlimited lineup options, the activity has added to an already thriving fantasy sports industry. However, little is known about the distinct attitudes and behaviors that drive DFS participants. The current study examined 511 participants who played DFS-only, traditional, season-long fantasy football (TFS), and those who played both activities for motive and behavioral differences. Results indicated statistically significant motive scores differences across...Read more

Competitive balance is highly desired in professional sports leagues, yet measurement of the concept is not well established. The definition of firm/team goals in a professional sports league and its connection with competitive balance has typically been assumed rather than studied. Using fan welfare as the goal of the firm, the current research attempts to link competitive balance with fan welfare through the use of what is termed the ¡°hope¡± construct. A market survey of 367 individuals in a Major League Baseball market empirically supports the use of the hope construct in competitive...Read more

The introduction and management of brand extensions continues to represent a popular strategy for professional sport teams as they provide an additional touch point between the fans and the team, and have the ability to have a positive impact on revenue. While the introduction of extensions could lead to positive results for teams, if they fail they could potentially damage overall team brand equity. As such, it is important for sport managers to have a process that fills in the gaps from conceptualization to launch to ensure brand extension success and limit potential dilution to team...Read more

The purpose of this paper is to explain both cross- sectional differences in ticket prices across teams and causes for the size and direction of seasonal price increases in the National Football League (NFL).Read more

In comparison to major sports leagues, there is a large variation in market size within minor league sports.Read more

Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. Although brand extensions have been a topic of extensive study in mainstream marketing (e.g., Aaker & Keller, 1990; Broniarczyk & Alba, 1994; Keller, 1998; Rangaswamy, Burke, & Oliva, 1993; Reddy, Holak, & Bhat, 1994), limited efforts to examine this practice in the sport setting have been undertaken (Chadwick & Clowes, 1998). Given the increasing prevalence of this marketing strategy for sport organizations, this study explores the...Read more