Articles in this issue:

• To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands, pp. 25-37

  Stephen K a. Koernig

  Thomas C. Boyd

  This research reports on two studies that examine the roles of product-endorser “fit” with celebrity and non-celebrity endorsers by comparing the effects of a famous athlete and an unknown model on a variety of consumer responses. Additionally, schema theory is tested as the mechanism driving these effects. The results of the first experiment suggest that a famous athlete is more effective when endorsing a sport brand than a non-sport brand, but only for enhancing the image of the celebrity. In the second experiment, an anonymous model is identified as either a famous athlete or not and is...Read more

• Testing Models of Motives and Points of Attachment among Spectators in College Football, Octagon, pp. 38-53

  Boyun Woo

  Galen

  T. Trail

  Hyungil Harry Kwon

  Dean Anderson

  As the spectator sport market has become large and competition for consumers has increased, the need for understanding spectators’ motives and points of attachment has become important for developing effective marketing strategies. The purpose of the study was to examine four different models that explain the relationships among motives and points of attachment and determine a model that explains the most variance in the referent variables. A total of 501 college students responded to the Motivation Scale for Sport Consumption (MSSC) and the Points of Attachment Index (PAI). The results...Read more

• Value Determination in the Secondary Ticket Market: A Quantitative Analysis of the NFL Playoffs, pp. 5-13

  Joris Drayer

  Stephen L. Shapiro

  Previous research has examined the factors that predict the face value of tickets in the primary market. Oftentimes, however, fans place a different value on tickets based on a variety of factors (team success, opponent, day of the week, etc.). The secondary market illustrates fans’ willingness to pay prices that are considerably different from the actual face value of the ticket. This study examined the factors that influenced fans’ perceived value for NFL playoff games during the 2007-2008 season using sell prices on www.ebay.com. Results indicated...Read more

• Smack Apparel Revisited on Appeal: Significant Victory or Narrow Extension of Trademark Protection for Universities’ Color Schemes?, pp. 54-56

  John Grady

  The highly publicized case of Board of Supervisors of Louisiana State University, et al. v. Smack Apparel (2008) moved one step closer to resolution with the Fifth Circuit’s decision in favor of the plaintiff universities. The appellate court affirmed the district court’s holding that Smack Apparel was liable for trademark infringement. The court’s opinion provides sport marketers with an understanding of the legal issues that are frequently litigated in cases involving manufacturers of unlicensed sports merchandise. The case also highlights the need for sport marketers to work hand in...Read more

• The Role of Involvement in Sports and Sport Spectatorship in Sponsor’s Brand Use: The Case of Mountain Dew and Action Sports Sponsorship, pp. 14-24

  Gregg Bennett

  Mauricio Ferreira

  Jaedeock Lee

  Fritz Polite

  Brand use is a critically important measure of business and marketing success (Allenby et al., 2002), and the search for empirical evidence explaining product or brand use is a major stream in marketing literature (Fennell, Allenby, Yang, & Edwards, 2003). Over the past century, research has examined the relationship among several variables (e.g., psychographics, age, gender, and other demographics) in an effort to better understand consumption rates and brand use (Shaw, 1912; Smith, 1956) so strategies can be developed to increase brand use...Read more

• Who Knows Bobby Mo? Using Intercollegiate Athletics to Build a University Brand, pp. 57-63

  John S. Clark

  Artemisia Apostolopoulou

  Scott Branvold

  David Synowka

  Dr. Susan Hofacre, Director of Athletics at Robert Morris University (RMU), walked out of Massey Hall toward her car after her weekly Friday meeting with the University President. Susan was feeling both excited and troubled due to this most recent conversation concerning the RMU athletic program’s role in the greater mission of the University. The prospect of using the athletic program to launch a comprehensive branding campaign for the University is one that Susan had wanted to pursue for many years, as she believed strongly that it would be an effective and efficient method for bringing...Read more