Pub Date : 2023-09-01DOI: 10.32731/smq.323.092023.06
Galen T. Trail, Priscila Alfaro-Barrantes, Yukyoum Kim
Throughout the sport management literature, a plethora of scales exist that measure constructs that impact sport consumption. Although the scales have different names and may be derived from different theories, many of them use the same items. We propose to consolidate those scales in order to create one unified scale. Specifically, the purpose of this paper was to determine whether Keller’s (1993) brand association framework (product attributes, non-product attributes, and product benefits) could consolidate the existing models and theories that purport to measure what impacts people to consume sport. The results suggest that Keller’s model could be modified to include two more categories (organizational constraints and brand management attributes). Also, applying PLS Path Modeling using cSEM showed that the proposed model explained more variance in sport consumption intentions than other models found in the literature.
{"title":"Consolidation of Concepts and Scales Examining External Activation Factors Affecting Sport Consumption","authors":"Galen T. Trail, Priscila Alfaro-Barrantes, Yukyoum Kim","doi":"10.32731/smq.323.092023.06","DOIUrl":"https://doi.org/10.32731/smq.323.092023.06","url":null,"abstract":"Throughout the sport management literature, a plethora of scales exist that measure constructs that impact sport consumption. Although the scales have different names and may be derived from different theories, many of them use the same items. We propose to consolidate those scales in order to create one unified scale. Specifically, the purpose of this paper was to determine whether Keller’s (1993) brand association framework (product attributes, non-product attributes, and product benefits) could consolidate the existing models and theories that purport to measure what impacts people to consume sport. The results suggest that Keller’s model could be modified to include two more categories (organizational constraints and brand management attributes). Also, applying PLS Path Modeling using cSEM showed that the proposed model explained more variance in sport consumption intentions than other models found in the literature.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44316732","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-01DOI: 10.32731/smq.323.092023.02
Christina Simmers, Rebecca Rast, Joshua Coleman
While sports have traditionally been perceived as an industry dominated by men, the women’s sports fashion industry is growing both in terms of market power and complexity. This paper explores women’s fanwear fashion choices and others’ perceptions of their fan authenticity among Gen Z sports fans. Through an application of attribution theory, empirical analyses revealed that men generally do not make differential attributions toward a woman’s fan authenticity based on her fashion choice. Women, however, attribute a nuanced variety of motive and authenticity based on fanwear choice. These findings were extended across men’s and women’s sports teams. This research provides a further understanding of Gen Z perceptions of women who wear various styles of sports fan fashion, how others perceive a woman’s fan authenticity, and the degree to which men and women make these judgments.
{"title":"Who Says She’s Not a True Fan? Perceptions of Fan Authenticity Among Gen Z Women Sports Fans","authors":"Christina Simmers, Rebecca Rast, Joshua Coleman","doi":"10.32731/smq.323.092023.02","DOIUrl":"https://doi.org/10.32731/smq.323.092023.02","url":null,"abstract":"While sports have traditionally been perceived as an industry dominated by men, the women’s sports fashion industry is growing both in terms of market power and complexity. This paper explores women’s fanwear fashion choices and others’ perceptions of their fan authenticity among Gen Z sports fans. Through an application of attribution theory, empirical analyses revealed that men generally do not make differential attributions toward a woman’s fan authenticity based on her fashion choice. Women, however, attribute a nuanced variety of motive and authenticity based on fanwear choice. These findings were extended across men’s and women’s sports teams. This research provides a further understanding of Gen Z perceptions of women who wear various styles of sports fan fashion, how others perceive a woman’s fan authenticity, and the degree to which men and women make these judgments.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"1 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41718212","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-01DOI: 10.32731/smq.322.062023.04
Akira Asada, Meimei Yan, Y. Ko, J. Lee
Corporate social responsibility (CSR)-linked sport sponsorships attract attention from sport marketing professionals and scholars alike. Th e purpose of this research was to examine how the effectiveness of a CSR-linked sponsorship varies depending upon the sponsor’s commitment to the CSR program. Th e results of our experiment showed that a CSR-linked sponsorship could hurt consumers’ fi t perception if the sponsor shows only minimum commitment to the cause. We also found that a CSR-linked sponsorship is more effective than a standard sponsorship in inducing consumers’ positive attitudes toward the sponsor and word-of-mouth intentions only if the sponsor is strongly committed to the CSR program. Finally, our mediation analysis revealed that strong commitment to the CSR-linked sponsorship indirectly increases consumers’ word-of mouth intentions through enhanced fi t perception and attitude toward the sponsor. Therefore, sports organizations and their sponsors should incorporate CSR into their sponsorship only if they can be strongly committed to the program.
{"title":"Effects of Commitment to CSR-Linked Sport Sponsorship on Consumers’ Fit Perception, Attitude toward Sponsor, and Word-of-Mouth Intention","authors":"Akira Asada, Meimei Yan, Y. Ko, J. Lee","doi":"10.32731/smq.322.062023.04","DOIUrl":"https://doi.org/10.32731/smq.322.062023.04","url":null,"abstract":"Corporate social responsibility (CSR)-linked sport sponsorships attract attention from sport marketing professionals and scholars alike. Th e purpose of this research was to examine how the effectiveness of a CSR-linked sponsorship varies depending upon the sponsor’s commitment to the CSR program. Th e results of our experiment showed that a CSR-linked sponsorship could hurt consumers’ fi t perception if the sponsor shows only minimum commitment to the cause. We also found that a CSR-linked sponsorship is more effective than a standard sponsorship in inducing consumers’ positive attitudes toward the sponsor and word-of-mouth intentions only if the sponsor is strongly committed to the CSR program. Finally, our mediation analysis revealed that strong commitment to the CSR-linked sponsorship indirectly increases consumers’ word-of mouth intentions through enhanced fi t perception and attitude toward the sponsor. Therefore, sports organizations and their sponsors should incorporate CSR into their sponsorship only if they can be strongly committed to the program.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47576195","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-01DOI: 10.32731/smq.322.062023.05
Sungho Cho, D. Kwak, J. L. Lee, J. Won
The COVID-19 pandemic has been highly politicized in the US. Th is study explored the effect of individuals’ political orientation on the relationship between their risk assessments of COVID-19 and intentions to revisit the golf course. A first-stage moderated mediation model consisting of general risk awareness of COVID-19, perceived risk of playing golf, and revisit intention was introduced to specify when and how political orientation influences an individual’s decision to play golf again. Recreational golfers (N = 199) from a survey panel took part in the study, and results showed that risk awareness of COVID-19 increases the perceived risk of playing golf while suppressing one’s intention to revisit the golf course during the pandemic. However, political orientation moderated the suppressant effect of risk awareness on revisit intent in that only Democrats showed negative effect on revisit intent while Republicans did not show any significant relationship. Findings are discussed in the context of a dual process model of political identity, and the implications for practice as well as future research are presented.
{"title":"Political Identity, Risk Perception, and Sport Participation: Conditional Process Analysis of Golfers’ Revisit Intent During the COVID Pandemic","authors":"Sungho Cho, D. Kwak, J. L. Lee, J. Won","doi":"10.32731/smq.322.062023.05","DOIUrl":"https://doi.org/10.32731/smq.322.062023.05","url":null,"abstract":"The COVID-19 pandemic has been highly politicized in the US. Th is study explored the effect of individuals’ political orientation on the relationship between their risk assessments of COVID-19 and intentions to revisit the golf course. A first-stage moderated mediation model consisting of general risk awareness of COVID-19, perceived risk of playing golf, and revisit intention was introduced to specify when and how political orientation influences an individual’s decision to play golf again. Recreational golfers (N = 199) from a survey panel took part in the study, and results showed that risk awareness of COVID-19 increases the perceived risk of playing golf while suppressing one’s intention to revisit the golf course during the pandemic. However, political orientation moderated the suppressant effect of risk awareness on revisit intent in that only Democrats showed negative effect on revisit intent while Republicans did not show any significant relationship. Findings are discussed in the context of a dual process model of political identity, and the implications for practice as well as future research are presented.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43850860","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-01DOI: 10.32731/smq.322.062023.03
Yonghwan Chang, C. Warren, Matthew S Katz
Attempts were made to identify the prioritized determinants of season ticket holders’ (STHs) renewal behavior. Also, grounded in the lens of luxury fever, we explored how the determinants are differently weighed and processed across two types of STHs, including regular (R-STHs) vs. premium seat holders (P-STHs). Through a partnership with a Big Ten athletic department, the attendance data were obtained and analyzed. This study adapted a decision tree modeling approach to predict renewal/churning behavior by setting learning decision rules in the CHAID algorithm, a supervised learning algorithm family. Results of this study indicate that discounted tickets, affordability, and entertainment were important determinants for R-STHs. By contrast, tenure as a ticket holder, game outcomes, and business use were significantly weighed for P-STHs. Recent attendance and exclusive benefits were important branches for both decision trees. Th is research expands the understanding of the subscription-based services industry by applying a fresh data mining approach.
{"title":"Determinants of Subscription Renewal Behavior in Sport Spectatorship Services: A CHAID Decision Tree Modeling Approach","authors":"Yonghwan Chang, C. Warren, Matthew S Katz","doi":"10.32731/smq.322.062023.03","DOIUrl":"https://doi.org/10.32731/smq.322.062023.03","url":null,"abstract":"Attempts were made to identify the prioritized determinants of season ticket holders’ (STHs) renewal behavior. Also, grounded in the lens of luxury fever, we explored how the determinants are differently weighed and processed across two types of STHs, including regular (R-STHs) vs. premium seat holders (P-STHs). Through a partnership with a Big Ten athletic department, the attendance data were obtained and analyzed. This study adapted a decision tree modeling approach to predict renewal/churning behavior by setting learning decision rules in the CHAID algorithm, a supervised learning algorithm family. Results of this study indicate that discounted tickets, affordability, and entertainment were important determinants for R-STHs. By contrast, tenure as a ticket holder, game outcomes, and business use were significantly weighed for P-STHs. Recent attendance and exclusive benefits were important branches for both decision trees. Th is research expands the understanding of the subscription-based services industry by applying a fresh data mining approach.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42842244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-01DOI: 10.32731/smq.322.062023.01
Jason M. Simmons, M. Naraine, C. Greenwell
Using the context of the Washington Football Team, the current study examined the importance of six brand associations (team colors, community integration, culture/traditions, nickname, logo, uniform style) on fan attitudes toward a revolutionary rebrand. Data were collected from 669 Washington Football Team fans through an online questionnaire. A rating-based conjoint analysis was used to test for the relative influence of each brand association on brand desirability and rejection. Separate analyses were conducted based on respondent geographic location, existing attitudes toward the name change, and level of passion for the team. Across all analyses, team color scheme was at least three times more important than any other association. Findings suggest respondents are more likely to view the revolutionary rebrand favorably if the team keeps its existing color scheme. Conversely, brand friction is likely to occur should the color scheme change, as fans continue to wear merchandise associated with the brand prerevolution.
{"title":"Factors Influencing Fan Acceptance or Rejection of a Sport Team’s Revolutionary Rebrand","authors":"Jason M. Simmons, M. Naraine, C. Greenwell","doi":"10.32731/smq.322.062023.01","DOIUrl":"https://doi.org/10.32731/smq.322.062023.01","url":null,"abstract":"Using the context of the Washington Football Team, the current study examined the importance of six brand associations (team colors, community integration, culture/traditions, nickname, logo, uniform style) on fan attitudes toward a revolutionary rebrand. Data were collected from 669 Washington Football Team fans through an online questionnaire. A rating-based conjoint analysis was used to test for the relative influence of each brand association on brand desirability and rejection. Separate analyses were conducted based on respondent geographic location, existing attitudes toward the name change, and level of passion for the team. Across all analyses, team color scheme was at least three times more important than any other association. Findings suggest respondents are more likely to view the revolutionary rebrand favorably if the team keeps its existing color scheme. Conversely, brand friction is likely to occur should the color scheme change, as fans continue to wear merchandise associated with the brand prerevolution.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48557604","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-01DOI: 10.32731/smq.322.062023.02
D. Houghton, Edward L. Nowlin, Doug Walker, Bryan T. McLeod
Fantasy sports is a favorite form of sports consumption, and sports betting is becoming increasingly more popular and accessible. Following the recent Supreme Court decision concerning legalization, many fantasy sports operators are now incorporating sports betting into their platforms to capitalize on this opportunity. However, little research examines the motivations behind why some fantasy players bet on sports while others do not. Using a trait-based model, we investigate the likelihood that fantasy sports players would also engage in sports betting, revealing that traits are predictive of sports betting behavior. Given that traits are not readily observable or easily accessible, a proxy model incorporating commonly available demographic variables is also specified and estimated. Support for our proxy model is found in the widely used proxy means test devised to identify and target those eligible for social programs. As a result, this research is both theoretically driven and actionable.
{"title":"Which Fantasy Sports Players Will Bet on Sports? A Trait-Based Predictive Model of Fantasy Sport Players Engaging in Sports Betting","authors":"D. Houghton, Edward L. Nowlin, Doug Walker, Bryan T. McLeod","doi":"10.32731/smq.322.062023.02","DOIUrl":"https://doi.org/10.32731/smq.322.062023.02","url":null,"abstract":"Fantasy sports is a favorite form of sports consumption, and sports betting is becoming increasingly more popular and accessible. Following the recent Supreme Court decision concerning legalization, many fantasy sports operators are now incorporating sports betting into their platforms to capitalize on this opportunity. However, little research examines the motivations behind why some fantasy players bet on sports while others do not. Using a trait-based model, we investigate the likelihood that fantasy sports players would also engage in sports betting, revealing that traits are predictive of sports betting behavior. Given that traits are not readily observable or easily accessible, a proxy model incorporating commonly available demographic variables is also specified and estimated. Support for our proxy model is found in the widely used proxy means test devised to identify and target those eligible for social programs. As a result, this research is both theoretically driven and actionable.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45708952","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-01DOI: 10.32731/smq.322.062023.06
C. Greenwell, Sin-Wook Yoo
On-field aggression can attract and entertain sport consumers. However, the promotion of aggression in sport has been controversial, as societal shift s raise questions about how much aggression in sport is appropriate. Therefore, this study seeks to better understand the relationship between on-fi eld aggression and fandom by examining how two motives (physical aggression and violence) predict sport fan passion for three categories of sports (limited-contact, full-contact, and combat). An online questionnaire was utilized to solicit responses from 540 adult sports fans. Overall, results of this study showed consumers’ physical aggression motive influenced sport fan passion for low-contact and full-contact sports except for ice-hockey. However, consumers’ violence motive influenced combat sport passion (i.e., boxing, MMA). Results inform marketers how aggression motivates consumers and how to market this type of content across different sports.
{"title":"Aggressive Motives and Fan Passion Across Different Types of Sports","authors":"C. Greenwell, Sin-Wook Yoo","doi":"10.32731/smq.322.062023.06","DOIUrl":"https://doi.org/10.32731/smq.322.062023.06","url":null,"abstract":"On-field aggression can attract and entertain sport consumers. However, the promotion of aggression in sport has been controversial, as societal shift s raise questions about how much aggression in sport is appropriate. Therefore, this study seeks to better understand the relationship between on-fi eld aggression and fandom by examining how two motives (physical aggression and violence) predict sport fan passion for three categories of sports (limited-contact, full-contact, and combat). An online questionnaire was utilized to solicit responses from 540 adult sports fans. Overall, results of this study showed consumers’ physical aggression motive influenced sport fan passion for low-contact and full-contact sports except for ice-hockey. However, consumers’ violence motive influenced combat sport passion (i.e., boxing, MMA). Results inform marketers how aggression motivates consumers and how to market this type of content across different sports.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42027153","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-01DOI: 10.32731/smq.321.032023.04
J. Jensen, Brian R. Walkup, Adrien Bouchet
One of the newest opportunities available to sport marketing decision-makers is branding on the game-worn jerseys of teams competing in the National Basketball Association (NBA). Given the novelty of this opportunity, research on the returns marketers may receive from such investments is scarce. This study applies the event study methodology to measure shareholder reaction to the announcements of NBA jersey sponsorships utilizing multiple financial models and event windows, with results indicating abnormal and positive return on investment (ROI). Reflective of signaling theory, the market’s reaction to announcements involving tech firms was more positive, and as expected based on the theoretical lens of agency theory, the reaction for firms with regional proximity was muted. Given that the NBA is one of several leagues that will be providing brand integration on game-worn jerseys, this study’s findings have important managerial implications for brand marketers planning investments in such opportunities.
{"title":"Assessing Returns from New Sport Marketing Opportunities: The Case of NBA Jersey Sponsorships","authors":"J. Jensen, Brian R. Walkup, Adrien Bouchet","doi":"10.32731/smq.321.032023.04","DOIUrl":"https://doi.org/10.32731/smq.321.032023.04","url":null,"abstract":"One of the newest opportunities available to sport marketing decision-makers is branding on the game-worn jerseys of teams competing in the National Basketball Association (NBA). Given the novelty of this opportunity, research on the returns marketers may receive from such investments is scarce. This study applies the event study methodology to measure shareholder reaction to the announcements of NBA jersey sponsorships utilizing multiple financial models and event windows, with results indicating abnormal and positive return on investment (ROI). Reflective of signaling theory, the market’s reaction to announcements involving tech firms was more positive, and as expected based on the theoretical lens of agency theory, the reaction for firms with regional proximity was muted. Given that the NBA is one of several leagues that will be providing brand integration on game-worn jerseys, this study’s findings have important managerial implications for brand marketers planning investments in such opportunities.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46004605","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-01DOI: 10.32731/smq.321.032023.01
N. Popp, Jason M. Simmons, S. Shapiro, Nick Watanabe
Reported attendance for most sport events is based on tickets disseminated, not actual number of spectators who physically enter the venue. Yet nearly all live sport event demand studies are based on reported attendance rather than the actual attendance. The current study examines multiple measures of home game attendance for NCAA Division I college football programs as reported from both game box scores and post-event scanned ticket audits provided to The Wall Street Journal. Regression models are utilized to examine factors that have a statistically significant relationship with three different measures of attendance: (a) reported attendance, (b) actual attendance, and (c) total number of ticket holder no-shows. Several independent variables, included demographic factors, measures of game attractiveness, and residual preferences, demonstrated such relationships with each measure of attendance when examining ticket usage data from 595 game dates during the 2017 season.
{"title":"Predicting Ticket Holder No-Shows: Examining Differences Between Reported and Actual Attendance at College Football Games","authors":"N. Popp, Jason M. Simmons, S. Shapiro, Nick Watanabe","doi":"10.32731/smq.321.032023.01","DOIUrl":"https://doi.org/10.32731/smq.321.032023.01","url":null,"abstract":"Reported attendance for most sport events is based on tickets disseminated, not actual number of spectators who physically enter the venue. Yet nearly all live sport event demand studies are based on reported attendance rather than the actual attendance. The current study examines multiple measures of home game attendance for NCAA Division I college football programs as reported from both game box scores and post-event scanned ticket audits provided to The Wall Street Journal. Regression models are utilized to examine factors that have a statistically significant relationship with three different measures of attendance: (a) reported attendance, (b) actual attendance, and (c) total number of ticket holder no-shows. Several independent variables, included demographic factors, measures of game attractiveness, and residual preferences, demonstrated such relationships with each measure of attendance when examining ticket usage data from 595 game dates during the 2017 season.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42478385","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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