Articles in this issue:

• Beware of Flying Hotdogs: Inherent or Unreasonable Risks?, pp. 115-117

  Matthew T. Brown

  Todd Koesters

  In-game promotions are a marketing mainstay designed to entertain spectators at sporting events as part of the total entertainment environment (Veeck, 1996). Spectator sporting events are designed as experiences that should never let spectators become bored (Brown & Kreutzer, 2002). As a result, there has been an increase over time in the number and variety of promotional activities held during sporting events. From “Kiss Cams” to mascot and dizzy bat races, the number and variety of promotional activities held during a game seems never ending (Crenshaw, 2014)Read more

• Perceived Corporate Social Responsibility and Donor Behavior in College Athletics: The Mediating Effects of Trust and Commitment, pp. 73-85

  Yong Jae Ko

  Yong Chae Rhee

  Yu Kyoum Kim

  Taeho Kim

  The purpose of this study was to advance our understanding of the role of perceived corporate social responsibility (CSR) in the donor decision making process in college athletics. A research model was developed to examine theoretical relationships among perceived CSR, trust, commitment and donation intention. The proposed research model was tested using 644 donors from a college booster club in the US through simultaneous equations. It was concluded from the results that donors’ perceptions about CSR activities significantly influenced trust and commitment toward the organization. Trust...Read more

• New (Sound)Waves in Sport Marketing: Do Semantic Differences in Analogous Music Impact Shopping Behaviors of Sport Consumers?, pp. 59-72

  Khalid Ballouli

  Gregg Bennett

  This research examines the effects of brand music on consumer behavior in a stadium retail store. Brand music is custom-fit music embodying the unique attributes and characteristics of a brand, using distinctive lyrics in otherwise analogous music to prime specific concepts. Extant research on store atmospherics and theoretical perspectives of conceptual fluency guided this investigation and aided in hypothesis development. A total of 232 shoppers were randomly intercepted during two shopping scenarios in which brand music or generic (popular) music was played in a stadium retail store....Read more

• Ethical Failures in Sport Business: Directions for Research, pp. 86-99

  Mark P. Pritchard

  Rick Burton

  Ethical miscues in the 21st century sport industry are more prominent and deliver greater impact than ever before. News outlets now offer programming and content sites specifically dedicated to tracking ethical failures that occur “Outside the Lines.” Unfortunately, this unparalleled media exposure aggressively paints sport heroes and the organizations they represent in shades of bad, ugly and reprehensible, replete with distressing coverage of questionable deeds and shameful failures. Negative fallout in sports often becomes the marketer’s responsibility when they are called upon to...Read more

• Revisiting the Team Identification-Value-Purchase Relationship in the Team-Licensed Merchandise Consumption Context: A Multidimensional Consumer Value Approach, pp. 100-114

  Youngbum Kwon

  Dae Hee Kwak

  The purpose of this study was to examine the role of multidimensional consumer values in the relationship between team identification, purchase attitude, and purchase intention in the team-licensed merchandise context. The study also tested the moderating effects of product category (utilitarian/hedonic) and performance priming (positive/negative). Fans of two college sport teams (N = 203) participated in the study. Both multidimensional consumer values (i.e., functional, emotional, and social) and team identification were shown to influence purchase attitude. In turn, the attitude toward...Read more