Articles in this issue:

• Predicting Ticket Holder No-Shows: Examining Differences Between Reported and Actual Attendance at College Football Games

  Nels Popp

  Jason Simmons

  Stephen L. Shapiro

  and Nick Watanabe

  Reported attendance for most sport events is based on tickets disseminated, not actual number of spectators who physically enter the venue. Yet nearly all live sport event demand studies are based on reported attendance rather than the actual attendance. The current study examines multiple measures of home game attendance for NCAA Division I college football programs as reported from both game box scores and post-event scanned ticket audits provided to The Wall Street Journal. Regression models are utilized to examine factors that have a statistically significant relationship with...Read more

• Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude toward Sponsor

  Sung Wook (Sean) Son and Antonio Williams

  Despite its rapid growth and the forecast for its ubiquity, an academic investigation into jersey sponsorship is still limited. More importantly, although jersey sponsors today create visual congruity by modifying their logo colors on the jerseys to match the team colors, its role and impact remain unexplored. Thus, the current research examined the effect of created brand-color congruity on attitude toward the sponsor, paying particular attention to perceived sponsor support and team identification. Three experiments across two different league settings showed that created brand-color...Read more

• Using Experiments in Sport Consumer Behavior Research: A Review and Directions for Future Research

  Yong Jae Ko

  Dae Hee Kwak

  Eric Wonseok Jang

  Joon Sung Lee

  Akira Asada

  Yonghwan Chang

  Daehwan Kim

  Sean Pradhan

  and Semih Yilmaz

  A growing number of sport consumer behavior scholars have been employing experimental methods, especially because experiments allow researchers to gain a better understanding of causal inferences by examining controlled conditions. The purpose of this paper is twofold: (1) to offer the current state of the adoption of experimental methods in sport consumer behavior research and (2) to discuss and highlight best practices that scholars can use when considering experimental designs. More specifically, we discuss methodological gaps existing in sport consumer behavior research by reviewing...Read more

• Assessing Returns from New Sport Marketing Opportunities: The Case of NBA Jersey Sponsorships

  Jonathan A. Jensen

  Brian R. Walkup

  and Adrien Bouchet

  One of the newest opportunities available to sport marketing decision-makers is branding on the game-worn jerseys of teams competing in the National Basketball Association (NBA). Given the novelty of this opportunity, research on the returns marketers may receive from such investments is scarce. This study applies the event study methodology to measure shareholder reaction to the announcements of NBA jersey sponsorships utilizing multiple financial models and event windows, with results indicating abnormal and positive return on investment (ROI). Reflective of signaling theory, the market’...Read more

• The Effects of Self-Brand Connection and Self-Construal on Consumers’ Psychological and Behavioral Responses to Athlete Scandals

  Akiko Arai

  Yong Jae Ko

  Akira Asada

  and Daniel Connaughton

  Athlete scandals are of broad and current interest in the sport industry and literature. Based on brand relationship theory, the present research, consisting of Studies 1 and 2, concerns the effects of consumers’ self-brand connection to an athlete and their self-construal on their psychological and behavioral responses to an athlete scandal. The results of Study 1 (experiment) suggest that people with a strong self-connection to the athlete and interdependent self-construal experience a greater self-identity threat than people lacking these attributes. Study 2 (survey) reveals that people...Read more

• An Analysis of Research Methods in Leading Sport Marketing Journals: A Call for Historical Research

  Dylan Williams

  Patrick Tutka

  and Chad Seifried

  General marketing scholars have advocated for historical research since the 1980s, leading to a substantial increase in history-based marketing articles. With general marketing embracing historical research, the present content analysis assesses leading sport marketing journals, their article methodologies, and the presence of any studies that utilize the historical method and/or incorporate historical or archival data for analysis. Comparatively, the present study shows sport marketing scholars primarily analyze the field through pure monomethod (i.e., quantitative or qualitative)...Read more