Articles in this issue:

  • Amy Rundio
    Bob Heere
    Brianna Newland

    In the crowded sport event market, differentiation strategy is key to the survival of event organizers. One way to differentiate an event is by adding a charity component. To understand how events attract athletes, this study compared the motives of athletes to participate in cause-related or non-cause-related sport events. Using the Motivations of Marathoners Scales (MOMS), participants rated motivations to attend either cause-related sport events or non-cause-related sport events. The five motivations important for all participants were General Health Orientation, Personal Goal...Read more

  • Jeremy Scott Jordan
    Simon Brandon-Lai
    Mikihiro Sato
    Aubrey Kent
    Daniel C. Funk

    The use of online data collection techniques in sport marketing research has increased in recent years. The value of data obtained this way is determined, in part, by the quality of survey response. Scholars have studied strategies that enhance survey response, including the use of notification and topic salience. However, empirical support for the use of notification has been obtained primarily from mail-based survey research, so it is unclear if the benefits would be evident with online data collection. This study examined the influence of notification techniques and topic salience,...Read more

  • George B. Cunningham
    E. Nicole Melton

    Drawing from signaling theory and creative capital theory, the purpose of this study was to examine the influence of advertising inclusive of lesbian, gay, bisexual, and transgender (LGBT) individuals on consumers’ intentions to join a fitness club. The authors also considered the moderating effects of consumer gender and social dominance orientation. Participants (N = 203) took part in an experiment where they reviewed fitness club advertisements and then responded to a questionnaire. Persons who viewed LGBT inclusive advertisements were more likely to believe the club was diverse and...Read more

  • Yongick Jeong
    Hai Tran

    Using data obtained via natural quasi-experiments across four Super Bowl games (2002, 2003, 2004, and 2006), we investigate the impact of pod (commercial break) position on advertising effectiveness in sport broadcasts. A series of multiple regression analyses was conducted by classifying pods into three categories based on their positions: quarter position, within-quarter position, and between-quarter position. The results support general primacy effects. The brands promoted during earlier quarters were significantly better recognized than those that appeared in later quarters in the...Read more

  • Alfonso N. Cornish
    Ben Larkin

    The use of social media as a communication tool to engage others has rapidly proliferated over the past decade (Wallace, Wilson, & Miloch, 2011). According to the Pew Research Center, 73% of all online adults were using social media as of September 2013 (Brenner, 2013). Facebook leads the way with 71% of all online adults using the platform in 2013; however, a growing number of individuals are also using other emerging platforms such as LinkedIn (22%), Pinterest (21%), and Twitter (18%) (Duggan & Smith, 2013). Further, approximately 42% used multiple social media platforms (Duggan...Read more