Sport Marketing Quarterly (SMQ)

Volume: 17
Issue: 4
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Articles in this issue:

  • Hyungil H. Kwon
    Galen T. Trail
    Donghun Lee

    We examined the influence of vicarious achievement and team identification on BIRGing and CORFing behavior. We tested three different models (direct effects, partially mediated, and fully mediated) across two different situations: BIRGing with the winning team and CORFing with the losing team. Data were collected from 246 students. The fully mediated model fit best in the BIRGing situation and the partially mediated model fit best in the CORFing situation. We found that vicarious achievement explained 12.7% to 16.9% of the variance in team identification across situations. Vicarious...Read more

  • Ketra L. Armstrong

    The primary purpose of this study was to examine factors influencing the sport attendance of a convenience sample of Consumers of Color (n=129) and Caucasian consumers (n=172) who resided in a large urban area on the West Coast of the United States. No significant differences were revealed in the consumers’ attitudes about sports, their level of sport fanship, or their predominant sport consumption patterns. Regarding sport attendance, no significant differences were found between the consumer groups on the importance of event accessibility or event attractiveness factors. Significant...Read more

  • Galen T. Trail
    Matthew J. Robinson
    Yu Kyoum Kim

    The focus of this study was threefold: 1) to create a comprehensive list of possible structural constraints to attending a sport event; 2) to create categories of structural constraints; and 3) to determine whether males differed from females and whether attendees differed from non-attendees on structural constraints of sport attendance. Thirteen different structural constraint dimensions were identified from factor analysis. There were significant and meaningful differences by gender. Males perceived that the opportunity for other sport entertainment, and lack of team success, were...Read more

  • Anita M. Moorman

    The fantasy sports industry continues to present interesting legal issues for sport managers. Last year, this column featured a discussion of C.B.C. Distribution and Marketing, Inc. v. Major League Baseball Advanced Media, L.P. (2006, 2007) which held that an operator of a fantasy sports league was not infringing on the players’ state law publicity rights and that the 1st Amendment to the United States Constitution preempted the players’ state law publicity rights (Grady, 2007). The case that is the subject of this column identifies yet another issue surrounding fantasy sports. In Humphrey...Read more

  • Patrick Walsh
    Yongjae Kim
    Stephen D. Ross

    In today’s cluttered marketplace it is essential that corporations seek new and innovative ways to reach their target audience. Sport video games represent an emerging media forum for brand management as corporations are now engaging in brand placement within sport video games in an attempt to reach consumers in a non-traditional way. Despite the growth of this practice little research has been conducted to determine its effectiveness, particularly as it compares to placement within more traditional mediums. As such, the purpose of this study is to compare the recall and recognition rates...Read more

  • Joris Drayer
    David K. Stotlar
    Richard L. Irwin

    The secondary ticket market includes all ticket transactions where the seller is reselling previously purchased tickets and is not officially affiliated with the league or team associated with the event (Happel & Jennings, 2002). The secondary ticket market, which has grown to a $10-15 billion industry, presents challenges as well as new opportunities for team, event, and league management alike (De Atley, 2004; Fisher, 2005; Lacy, 2005; Stecklow, 2006). For instance, fraud has traditionally been one of the major flaws of the secondary ticket market with the image of “scalpers” selling...Read more