Articles in this issue:

  • Gregg Bennett
    George B. Cunningham
    Windy Dees

    The purpose of this study was to assess the marketing communication activations of a professional tennis tournament. Results indicate that respondents were satisfied with the marketing communications activations chosen by managers and marketers of the event. For example, most spectators (77%) learned of the event from television, which was their preferred media for becoming aware of the tournament. In addition, most spectators (94.6%) believed that it was good for companies, and specifically those based in Houston or Texas, to sponsor the tournament. The spectators also indicated that such...Read more

  • Colleen C. Bee
    Lynn R. Kahle

    This paper examines how and why consumers develop, enter into, and maintain relationships in a sports marketing context. This paper presents a framework for understanding how and why consumers engage in relationship marketing. Based on Kelman’s functional approach to attitude change, this framework presents three qualitatively different levels for understanding relationship formation and maintenance: (a) compliance is superficial, temporary, and often the result of external influence; (b) identification is related to selfesteem and image enhancement of sport consumers; and (c)...Read more

  • J. Andrew Choi
    David K. Stotlar
    S. Roger Park

    Sporting events have increasingly become the epicenter of sponsorship or logo showcasing and the concept of sponsorship has changed the way sport marketers view sporting events ever so drastically. The amount of logo exposure at sporting venues determines the fine line between instant elation and intolerable anguish for sport marketers. Do consumers then actually notice the multitude of logos that the sponsors bombard them with at these sporting events? The purpose of this study is to investigate what an average spectator at a sporting event visually records in a two-hour span. The...Read more

  • Anita M. Moorman

    Celebrity endorsements in the sport industry continue to increase both in number and value. For example, sport celebrities ascribe their names to such products as soap, soda, cars, underwear, financial planning services, internet services, bubble gum, and a host of sport specific products (shoes, apparel, sports equipment, etc.). These product endorsements can earn a professional athlete substantial sums of money, and for many professional athletes they can actually earn more from endorsements than their player salaries or earnings. However, endorsements are a form of advertising subject...Read more

  • Gi-Yong Koo
    Jerome Quarterman
    Leisa Flynn

    The purposes of this study were to: a) examine the effect of perceived brand/sport event image fit on consumers?cognitive and affective responses, and b) examine the effects of consumers?cognitive and affective responses on purchase intentions. Data were collected from different participants under two conditions, pre-test and main test. The pre-test stage included 162 participants and the main test stage included 452 participants who watched the 2003 College Bowl Championship Series. The results revealed that participants in the high image fit group had more positive corporate image and...Read more

  • Steve McKelvey

    It was March 31, 2003, and the Coca-Cola Classic brand management team was excited about enjoying another Major League Baseball opening day at Turner Field against the visiting Montreal Expos. As the team drove out to Turner Field, most of the talk centered on the Atlanta Braves’ prospects for the upcoming season. Jill Smith, however, had her mind on football—specifically, the 2004 Super Bowl in Houston—only 10 months away. Although Coca-Cola was no longer the official soft drink sponsor of the National Football League—rival Pepsi-Cola had outbid Coca-Cola for those rights in 2002—Coca-...Read more