Pub Date : 2011-11-01DOI: 10.20429/jamt.2011.020202
G. R. Merz
Media satisfaction theorists suggest that satisfaction with media vehicles is linked to audience loyalty, greater vehicle usage, and other media related behaviors. More recently, similar claims are made by media engagement theorists regarding levels of newspaper readership and receptivity to advertising messages. The dilemma for media managers charged with making decisions about how best to manage and strengthen customer relationships through the delivery of high quality business operations is which model to choose. To date no study has examined the relative effects of customer satisfaction and engagement resulting from business operations onto the future intentions of media audiences. This study presents a comprehensive model that blends both approaches for a newspaper vehicle. The results indicate that media satisfaction and engagement play complementary roles in predicting the future intentions of media audiences, and media managers need to consider both as they evaluate how their business operations impact customer relationships.
{"title":"An Integrated Model of Media Satisfaction and Engagement: Theory, Empirical Assessment and Managerial Implications","authors":"G. R. Merz","doi":"10.20429/jamt.2011.020202","DOIUrl":"https://doi.org/10.20429/jamt.2011.020202","url":null,"abstract":"Media satisfaction theorists suggest that satisfaction with media vehicles is linked to audience loyalty, greater vehicle usage, and other media related behaviors. More recently, similar claims are made by media engagement theorists regarding levels of newspaper readership and receptivity to advertising messages. The dilemma for media managers charged with making decisions about how best to manage and strengthen customer relationships through the delivery of high quality business operations is which model to choose. To date no study has examined the relative effects of customer satisfaction and engagement resulting from business operations onto the future intentions of media audiences. This study presents a comprehensive model that blends both approaches for a newspaper vehicle. The results indicate that media satisfaction and engagement play complementary roles in predicting the future intentions of media audiences, and media managers need to consider both as they evaluate how their business operations impact customer relationships.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130702992","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-11-01DOI: 10.20429/jamt.2011.020203
J. McGrath
The objective of this study is twofold: to build upon the thin body of academic experimental research in the field of Integrated Marketing Communications (IMC), and to provide practitioners with methods they can use to test the effectiveness of marketing communication campaigns. On the first account, significant results were observed for attitude toward the ad (Aad), but only for a subset of the sample. Despite this, the experiment provides a framework for future academic studies of IMC effects and suggests specific ways that methods can be refined in future experiments. On the second account, the study’s design suggests opportunities for practitioners. Smaller brands could employ some of the methods described here to inexpensively measure the relative effectiveness of alternative marketing communications campaigns. Larger brands could also benefit if the study spurs efforts among managers and their vendors to work more closely to better coordinate their marketing communications efforts.
{"title":"An Experimental Approach to Testing IMC Effects on Consumer Attitudes, Behavioral Intentions and Recall","authors":"J. McGrath","doi":"10.20429/jamt.2011.020203","DOIUrl":"https://doi.org/10.20429/jamt.2011.020203","url":null,"abstract":"The objective of this study is twofold: to build upon the thin body of academic experimental research in the field of Integrated Marketing Communications (IMC), and to provide practitioners with methods they can use to test the effectiveness of marketing communication campaigns. On the first account, significant results were observed for attitude toward the ad (Aad), but only for a subset of the sample. Despite this, the experiment provides a framework for future academic studies of IMC effects and suggests specific ways that methods can be refined in future experiments. On the second account, the study’s design suggests opportunities for practitioners. Smaller brands could employ some of the methods described here to inexpensively measure the relative effectiveness of alternative marketing communications campaigns. Larger brands could also benefit if the study spurs efforts among managers and their vendors to work more closely to better coordinate their marketing communications efforts.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114760885","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-11-01DOI: 10.20429/jamt.2011.020205
E. Schwarz, D. Branch
Social marketing is a significant means to address communication, conceptualization, and intellectual gaps between groups, which often results in clarifying differences in product and value outcomes; and the need for change and shifts in paradigms associated with practitioner-academician interaction (Hanna, 2001). Research shows there is fragmentation within the sport industry between academicians and practitioners, resulting in a large intellectual gap (Schwarz, 2008). Further analysis of theoretical research and application methods related to this interaction utilizing documented research and current best practices provides information to help understand the disparities and provide a conduit to create real change in the sport industry.
{"title":"Social Marketing as a Catalyst for Building New Relationships between Sport Practitioners and Academicians","authors":"E. Schwarz, D. Branch","doi":"10.20429/jamt.2011.020205","DOIUrl":"https://doi.org/10.20429/jamt.2011.020205","url":null,"abstract":"Social marketing is a significant means to address communication, conceptualization, and intellectual gaps between groups, which often results in clarifying differences in product and value outcomes; and the need for change and shifts in paradigms associated with practitioner-academician interaction (Hanna, 2001). Research shows there is fragmentation within the sport industry between academicians and practitioners, resulting in a large intellectual gap (Schwarz, 2008). Further analysis of theoretical research and application methods related to this interaction utilizing documented research and current best practices provides information to help understand the disparities and provide a conduit to create real change in the sport industry.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127481954","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-11-01DOI: 10.20429/jamt.2011.020206
K. Byon, Matthew Ziemnik, E. Lam, James J. Zhang
The purpose of this study was two-fold: (a) to identify the dimensions of event quality associated with high school football games and (b) to develop a scale, Event Quality Scale of High School Football (EQS-HSF) that measures event quality of high school football games. Applying a random cluster sampling method, participants were adult spectators (N = 404) from three high school football home games. Following the scale development procedures suggested by Churchill’s (1979), a total of 25 items under six factors (Game Attractiveness, Event Setting, Economic Consideration, Social Opportunity, Exciting Atmosphere, and Enjoyment Experience) were written and validated through qualitative (i.e., review of literature and panel expert) and quantitative methods (confirmatory factor analysis). With appropriate application and continued improvement, the EQS-HSF has displayed great potential to be a valuable marketing tool to examine sport consumer behavior associated with high school football games.
{"title":"Assessing Event Quality of High School Football Games: Development of a Scale","authors":"K. Byon, Matthew Ziemnik, E. Lam, James J. Zhang","doi":"10.20429/jamt.2011.020206","DOIUrl":"https://doi.org/10.20429/jamt.2011.020206","url":null,"abstract":"The purpose of this study was two-fold: (a) to identify the dimensions of event quality associated with high school football games and (b) to develop a scale, Event Quality Scale of High School Football (EQS-HSF) that measures event quality of high school football games. Applying a random cluster sampling method, participants were adult spectators (N = 404) from three high school football home games. Following the scale development procedures suggested by Churchill’s (1979), a total of 25 items under six factors (Game Attractiveness, Event Setting, Economic Consideration, Social Opportunity, Exciting Atmosphere, and Enjoyment Experience) were written and validated through qualitative (i.e., review of literature and panel expert) and quantitative methods (confirmatory factor analysis). With appropriate application and continued improvement, the EQS-HSF has displayed great potential to be a valuable marketing tool to examine sport consumer behavior associated with high school football games.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131092236","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-11-01DOI: 10.20429/jamt.2011.020204
J. Mak, S. Cheung
Collegiate football ticket sales supply over 20% of the athletic department revenues (NCAA, 2008) and are an important part of the income stream, as pre-sold season tickets are guaranteed income. The purpose of this study was to examine the theoretical constructs of a five-factor consumer behavior model for intercollegiate football tickets consumption. The participants were spectators of a NCAA Division IA football annual player draft game (n=201). Around half of the participants were current season ticket holders (54.2%) and married (49.2%). Confirmatory Factor Analysis (CFA) was utilized to analyze the factorial validity of the five-factor consumer behavior model for intercollegiate football tickets consumption (Accomplishment, Game Attractiveness, Joy & Excitement, Facilities and Enrichment). The results support the conclusion that the five-factor consumer behavior model for intercollegiate football tickets consumption possesses an adequate degree of validity ( RMSEA = .049, SRMR = .072, CFI = .99, c 2 / df ratio = 1.49 and ECVI = 1.39)
{"title":"The Five-Factor Consumer Behavior Model for Intercollegiate Football Tickets Consumption","authors":"J. Mak, S. Cheung","doi":"10.20429/jamt.2011.020204","DOIUrl":"https://doi.org/10.20429/jamt.2011.020204","url":null,"abstract":"Collegiate football ticket sales supply over 20% of the athletic department revenues (NCAA, 2008) and are an important part of the income stream, as pre-sold season tickets are guaranteed income. The purpose of this study was to examine the theoretical constructs of a five-factor consumer behavior model for intercollegiate football tickets consumption. The participants were spectators of a NCAA Division IA football annual player draft game (n=201). Around half of the participants were current season ticket holders (54.2%) and married (49.2%). Confirmatory Factor Analysis (CFA) was utilized to analyze the factorial validity of the five-factor consumer behavior model for intercollegiate football tickets consumption (Accomplishment, Game Attractiveness, Joy & Excitement, Facilities and Enrichment). The results support the conclusion that the five-factor consumer behavior model for intercollegiate football tickets consumption possesses an adequate degree of validity ( RMSEA = .049, SRMR = .072, CFI = .99, c 2 / df ratio = 1.49 and ECVI = 1.39)","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116715649","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-04-01DOI: 10.20429/jamt.2011.020104
D. Ciletti, J. Lanasa, Diane Ramos, Rick Mathisen
For more than a decade, we have appealed to corporations to consider sustainability. Leading companies have enjoyed positive media attention, improved bottom line profits and enhanced competitiveness through environmental management and social initiatives. Sustainability in the broader sense has become everyone’s job, and the momentum crosses age groups and economic strata. This paper focuses on the event organizer as ordinary leader, inspiring an engaged, accessible audience toward sustainability, and offers rationale for promoting socially and environmentally responsible event management. With a captive audience, ordinary leaders have an opportunity to model socially and environmentally responsible practices through effective education, communication, metrics and follow-up.
{"title":"Tomorrow’s Champions Of Sustainability: How Everyday Leaders Can Harness Grass Roots Momentum to Advance Adoption of Ecologically Sound Practices in Sport and Event Management","authors":"D. Ciletti, J. Lanasa, Diane Ramos, Rick Mathisen","doi":"10.20429/jamt.2011.020104","DOIUrl":"https://doi.org/10.20429/jamt.2011.020104","url":null,"abstract":"For more than a decade, we have appealed to corporations to consider sustainability. Leading companies have enjoyed positive media attention, improved bottom line profits and enhanced competitiveness through environmental management and social initiatives. Sustainability in the broader sense has become everyone’s job, and the momentum crosses age groups and economic strata. This paper focuses on the event organizer as ordinary leader, inspiring an engaged, accessible audience toward sustainability, and offers rationale for promoting socially and environmentally responsible event management. With a captive audience, ordinary leaders have an opportunity to model socially and environmentally responsible practices through effective education, communication, metrics and follow-up.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"95 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121238523","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-04-01DOI: 10.20429/jamt.2011.020101
James W. Satterfield
The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University athletic department and its local community. Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. This study illuminates three themes that emerged through data collection and analysis: (1) Black Only, (2) Lip Service, and (3) No Tradition. These three themes emerged through data analysis and tell a specific story related to both the institution and the community.
{"title":"A Fighting Chance: The Struggle of a Historically Black College Athletic Program","authors":"James W. Satterfield","doi":"10.20429/jamt.2011.020101","DOIUrl":"https://doi.org/10.20429/jamt.2011.020101","url":null,"abstract":"The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University athletic department and its local community. Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. This study illuminates three themes that emerged through data collection and analysis: (1) Black Only, (2) Lip Service, and (3) No Tradition. These three themes emerged through data analysis and tell a specific story related to both the institution and the community.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132672492","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-04-01DOI: 10.20429/jamt.2011.020103
Joyce Chan, S. Cheung, J. Mak
Service quality is an essential element for managers and marketers to successfully compete in the sport and leisure industry. The present study is a first of its kind research study evaluating the service quality of the Chinese YMCA of Hong Kong. In this study, extensive customer research was conducted to investigate the members’ usage, expectations, perceptions, and satisfaction levels in the Recreation and Sport Department. Data were collected from 559 members. . The data were analyzed by using descriptive analyses, paired t-tests and factorial analyses. This study provides a channel to listen to the voice of the customers and assist the managers to improve the service quality by pinpointing areas that need managerial action.
{"title":"Service Quality of the Chinese YMCA of Hong Kong","authors":"Joyce Chan, S. Cheung, J. Mak","doi":"10.20429/jamt.2011.020103","DOIUrl":"https://doi.org/10.20429/jamt.2011.020103","url":null,"abstract":"Service quality is an essential element for managers and marketers to successfully compete in the sport and leisure industry. The present study is a first of its kind research study evaluating the service quality of the Chinese YMCA of Hong Kong. In this study, extensive customer research was conducted to investigate the members’ usage, expectations, perceptions, and satisfaction levels in the Recreation and Sport Department. Data were collected from 559 members. . The data were analyzed by using descriptive analyses, paired t-tests and factorial analyses. This study provides a channel to listen to the voice of the customers and assist the managers to improve the service quality by pinpointing areas that need managerial action.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129187543","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-04-01DOI: 10.20429/jamt.2011.020106
DaeHyun Kim, James J. Zhang, Y. Ko
The Community Impact Scale was developed by Zhang et al. (1996) to measure essential value dimensions of professional sports in the community. The original scale includes 45 items under eight factors (Community Solidarity, Public Behavior, Social Equity, Pastime Ecstasy, Health Awareness, Individual Quality, Excellence Pursuit, and Business Opportunity). To further ensure its usefulness for theoretical and practical applications, this study re-examined measurement properties of the scale through conducting a confirmatory factor analysis (CFA). Research participants (N = 349) were residents of three major metropolitan areas, who responded to a survey in various community settings. With some modifications and eliminations of items, the CFA revealed that the eight-factor model with 32 items provided a good fit to the data (e.g., RMSEA = .060; SRMR = .053; CFI =.910). The resolved scale also displayed good convergent and discriminant validity, as well as internal consistency. Discussions are made with respect to the merits of the scale and its research applications in addressing social, political, marketing, and financing issues of professional sport teams.
{"title":"Value of Professional Sport Teams in the Community: Reexamining the Measurement Properties of the Community Impact Scale","authors":"DaeHyun Kim, James J. Zhang, Y. Ko","doi":"10.20429/jamt.2011.020106","DOIUrl":"https://doi.org/10.20429/jamt.2011.020106","url":null,"abstract":"The Community Impact Scale was developed by Zhang et al. (1996) to measure essential value dimensions of professional sports in the community. The original scale includes 45 items under eight factors (Community Solidarity, Public Behavior, Social Equity, Pastime Ecstasy, Health Awareness, Individual Quality, Excellence Pursuit, and Business Opportunity). To further ensure its usefulness for theoretical and practical applications, this study re-examined measurement properties of the scale through conducting a confirmatory factor analysis (CFA). Research participants (N = 349) were residents of three major metropolitan areas, who responded to a survey in various community settings. With some modifications and eliminations of items, the CFA revealed that the eight-factor model with 32 items provided a good fit to the data (e.g., RMSEA = .060; SRMR = .053; CFI =.910). The resolved scale also displayed good convergent and discriminant validity, as well as internal consistency. Discussions are made with respect to the merits of the scale and its research applications in addressing social, political, marketing, and financing issues of professional sport teams.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126337181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-04-01DOI: 10.20429/jamt.2011.020102
S. Fullerton
This study uses secondary data from the past ten seasons to explore key issues germane to Major League Baseball. Focusing on attendance, payroll, performance, and the cost of attending, several key relationships were identified. Huge disparities in spending are documented. Perhaps most importantly, there is a meaningful relationship between performance and attendance. Equally important is the relationship between performance and the team’s payroll. Other relationships were documented and suggestions are articulated. These suggestions include future research and managerial issues such as the implementation of a hard salary cap.
{"title":"The Nexus of Payroll, Performance, Ticket Prices, and Attendance in MLB","authors":"S. Fullerton","doi":"10.20429/jamt.2011.020102","DOIUrl":"https://doi.org/10.20429/jamt.2011.020102","url":null,"abstract":"This study uses secondary data from the past ten seasons to explore key issues germane to Major League Baseball. Focusing on attendance, payroll, performance, and the cost of attending, several key relationships were identified. Huge disparities in spending are documented. Perhaps most importantly, there is a meaningful relationship between performance and attendance. Equally important is the relationship between performance and the team’s payroll. Other relationships were documented and suggestions are articulated. These suggestions include future research and managerial issues such as the implementation of a hard salary cap.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129840821","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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