Articles in this issue:

  • Brad D. Carlson
    D. Todd Donavan

    The researchers utilize social identity theory to investigate the effect that athlete endorsers have on both brand and team-related attitudes and intentions. As fans identify more strongly with an athlete, the more they intend to purchase the endorsed products. Additionally, a fan’s level of identification with an athlete is positively transferred to their attitude toward the team. The influence of athlete ID on team abandonment was fully mediated through attitude toward the team. However, fans who identified less with the athlete endorser were more likely to abandon the team’s market...Read more

  • Harry H. Kwon
    Hongbum Kim
    Michael Mondello

    Despite increased sales of sports team licensed merchandise, there is a lack of research examining the effect of the manufacturer brand on the sales of such products. This study examined whether manufacturers’ brand influenced sport consumers’ attitudes toward and purchase intentions of licensed apparel. Using information integration theory and classical conditioning, four different hypotheses were developed. The data were collected from 299 students (men = 201; women = 98). The questionnaire included attitude toward a manufacturer, attitude toward school athletic teams, attitude toward co...Read more

  • Constantino Stavros
    Nigel K. Ll. Pope
    Hume Winzar

    The value and benefits of relationship marketing to sport practitioners have been observed in the literature for more than a decade. In spite of this, little empirical research has been reported to examine the uptake of this approach or the means by which it is implemented. This paper reports the findings of qualitative, case study research into the uptake and application of relationship marketing principles by sport organizations. The findings are couched in terms of the Shani model, which is extended into an Australian context. Results indicate that while practitioners are cognizant of...Read more

  • Steve McKelvey

    Trademark dilution has been described by one legal commentator as “probably the single most muddled concept in all of trademark doctrine” (Beebe, 2006, p. 1144). Two recent sport-related decisions have, however, served to illuminate the application of the doctrine to sport-related trademarks through interpretation of the 2006 amendments to the Federal Trademark Dilution Act of 1995 (“FTDA”). Both decisions provide guidance to sport-related brands and sport teams, and particularly colleges and universities, that seek to bring dilution claims (typically brought in conjunction with trademark...Read more

  • Donald P. Roy

    More than 100 new minor league baseball stadiums were built in the 1990s and early 2000s following the opening of several successful new venues in Major League Baseball. Sports economics literature suggests that the economic impact potential of new stadiums is overstated because attendance gains from new stadiums are short lived (i.e., a novelty effect). This study examined the impact of new minor league baseball stadiums on annual attendance using attendance data from 101 stadiums opened between 1993 and 2004. Results indicated that attendance levels attained the first year a stadium...Read more

  • Jason W. Lee
    Kimberly S. Miloch
    Patrick Kraft
    Lance Tatum

    The public perception of a university’s athletic programs is often considered a primary factor in building the brand image of the respective institution. Maintaining a favorable brand image can have a significant impact when recruiting potential student athletes, when soliciting corporate partners, and when facilitating development opportunities with alumni and key stakeholders. Colleges and universities are becoming increasingly more entrepreneurial in nature as schools seek various strategies to generate additional revenues and exposure. For smaller universities not affiliated with a...Read more