Pub Date : 2021-06-01DOI: 10.32731/smq.302.062021.05
J. Weiner, T. Greenwell, Megan Shreffler
College athletics departments are making more money than ever and spending it even faster (Fulks, 2017). As athletics departments look to increase their individual schools’ revenue year-to-year, ticket sales stands out as one of the only revenue streams without a long term contract. The current study examined the effect of relationship selling on several purchase behaviors in Division I college football. A study of over 90 FBS schools concluded the factor of customer disclosure predicted all football-related purchase behaviors, while interaction intensity was found as a non-predictor or even negative predictor. Cooperative intentions predicted some but not all behaviors. Cross-selling behaviors were uniquely predicted by agent disclosure, which did not predict any other outcomes, suggesting that while relationship selling may have a positive effect on the bottom line, not all factors are positive. Additionally, findings suggest positive selling relationships appear differently, cross-selling the customer to another sport.
{"title":"An Examination of Relationship Selling Effectiveness in NCAA Division I Ticket Sales","authors":"J. Weiner, T. Greenwell, Megan Shreffler","doi":"10.32731/smq.302.062021.05","DOIUrl":"https://doi.org/10.32731/smq.302.062021.05","url":null,"abstract":"College athletics departments are making more money than ever and spending it even faster (Fulks, 2017). As athletics departments look to increase their individual schools’ revenue year-to-year, ticket sales stands out as one of the only revenue streams without a long term contract. The current study examined the effect of relationship selling on several purchase behaviors in Division I college football. A study of over 90 FBS schools concluded the factor of customer disclosure predicted all football-related purchase behaviors, while interaction intensity was found as a non-predictor or even negative predictor. Cooperative intentions predicted some but not all behaviors. Cross-selling behaviors were uniquely predicted by agent disclosure, which did not predict any other outcomes, suggesting that while relationship selling may have a positive effect on the bottom line, not all factors are positive. Additionally, findings suggest positive selling relationships appear differently, cross-selling the customer to another sport.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45985274","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 : 2021-06-01DOI: 10.32731/smq.302.062021.02
Masayuki Yoshida, Brian S. Gordon, M. Nakazawa, Naoko Yoshioka
Synthesizing several streams of theoretical reasoning such as attribution theory, cue-utilization theory, and place attachment, the purposes of this study were to (1) develop a new theoretical model integrating key atmospheric stimuli and the two dimensions of stadium attachment (stadium identity and stadium dependence) into stadium atmosphere research and (2) examine the hypothesized relationships. Data were collected from spectators attending professional baseball games at theme park-like (n = 242) and traditional (n = 300) stadiums. Based on the results, the dimensions of game-, spectator-, facility-, and organizer-induced stimuli were found to have positive effects on overall stadium atmosphere in both settings. Furthermore, the impact of overall stadium atmosphere on spectators’ conative loyalty was mediated by stadium identity. The theoretical model and results highlight the importance of stadium identity that is enhanced by stadium atmosphere and consumer satisfaction and leads to greater conative loyalty toward sport teams.
{"title":"An Integrated Model for Stadium Atmosphere and Stadium Attachment: An Empirical Test in Two Baseball Stadium Contexts","authors":"Masayuki Yoshida, Brian S. Gordon, M. Nakazawa, Naoko Yoshioka","doi":"10.32731/smq.302.062021.02","DOIUrl":"https://doi.org/10.32731/smq.302.062021.02","url":null,"abstract":"Synthesizing several streams of theoretical reasoning such as attribution theory, cue-utilization theory, and place attachment, the purposes of this study were to (1) develop a new theoretical model integrating key atmospheric stimuli and the two dimensions of stadium attachment (stadium identity and stadium dependence) into stadium atmosphere research and (2) examine the hypothesized relationships. Data were collected from spectators attending professional baseball games at theme park-like (n = 242) and traditional (n = 300) stadiums. Based on the results, the dimensions of game-, spectator-, facility-, and organizer-induced stimuli were found to have positive effects on overall stadium atmosphere in both settings. Furthermore, the impact of overall stadium atmosphere on spectators’ conative loyalty was mediated by stadium identity. The theoretical model and results highlight the importance of stadium identity that is enhanced by stadium atmosphere and consumer satisfaction and leads to greater conative loyalty toward sport teams.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45238333","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 : 2021-06-01DOI: 10.32731/smq.302.062021.03
G. Greenhalgh, Tiesha R. Martin, Allison Smith
Professional niche sports are tremendously reliant on the resources received via corporate sponsorship as they are unlikely to attract substantial revenue via media contracts, ticket sales, or merchandise sales, especially when compared to mainstream sports. Furthermore, niche sports are vying for the same corporate support as their more established mainstream counterparts. However, niche sports have been found to have the ability to provide sponsors with a more specific demographic of fans compared to mainstream sports. If that demographic aligns with a corporation’s target market, the value of this relationship could increase substantially. Yet, the findings of the current study revealed nearly 60% of the 67 sponsors of two different niche sport teams indicated their target market included all of the categories provided for sex, ethnicity, education, and income, even though results also indicated the two teams were attracting statistically significant different fan bases: from a demographic perspective.
{"title":"Niche Sport Sponsorship: Providing the Target Market Sponsors Want?","authors":"G. Greenhalgh, Tiesha R. Martin, Allison Smith","doi":"10.32731/smq.302.062021.03","DOIUrl":"https://doi.org/10.32731/smq.302.062021.03","url":null,"abstract":"Professional niche sports are tremendously reliant on the resources received via corporate sponsorship as they are unlikely to attract substantial revenue via media contracts, ticket sales, or merchandise sales, especially when compared to mainstream sports. Furthermore, niche sports are vying for the same corporate support as their more established mainstream counterparts. However, niche sports have been found to have the ability to provide sponsors with a more specific demographic of fans compared to mainstream sports. If that demographic aligns with a corporation’s target market, the value of this relationship could increase substantially. Yet, the findings of the current study revealed nearly 60% of the 67 sponsors of two different niche sport teams indicated their target market included all of the categories provided for sex, ethnicity, education, and income, even though results also indicated the two teams were attracting statistically significant different fan bases: from a demographic perspective.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43132616","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 : 2021-06-01DOI: 10.32731/smq.302.062021.04
Jason M. Simmons, N. Popp, T. Greenwell
College students represent an important target market for intercollegiate athletic marketers; however, re-cent years have seen a nationwide trend of declining student attendance at high-profile sporting events (Cohen, 2014; Rowland, 2019). The current study examined this issue by studying the influence of constraints on student attendance. Data were collected in partnership with the National Association of Collegiate Marketing Administrators (NACMA). In total, more than 23,000 respondents from 60 NCAA Di-vision I institutions participated in the study. Conjoint analysis was utilized to assess student attendance preferences across a set of attributes to determine the relative importance of each constraint tested. Separate analyses were conducted for both football and men’s basketball samples as well as NCAA conference tier (Power Five, Group of Five, FCS). Results indicated constraint importance varied by market segment. Of note, as passion levels among student respondents increased, importance shifted from ticket price to seat location and game day atmosphere.
{"title":"Declining Student Attendance at College Sporting Events: Testing the Relative Influence of Constraints","authors":"Jason M. Simmons, N. Popp, T. Greenwell","doi":"10.32731/smq.302.062021.04","DOIUrl":"https://doi.org/10.32731/smq.302.062021.04","url":null,"abstract":"College students represent an important target market for intercollegiate athletic marketers; however, re-cent years have seen a nationwide trend of declining student attendance at high-profile sporting events (Cohen, 2014; Rowland, 2019). The current study examined this issue by studying the influence of constraints on student attendance. Data were collected in partnership with the National Association of Collegiate Marketing Administrators (NACMA). In total, more than 23,000 respondents from 60 NCAA Di-vision I institutions participated in the study. Conjoint analysis was utilized to assess student attendance preferences across a set of attributes to determine the relative importance of each constraint tested. Separate analyses were conducted for both football and men’s basketball samples as well as NCAA conference tier (Power Five, Group of Five, FCS). Results indicated constraint importance varied by market segment. Of note, as passion levels among student respondents increased, importance shifted from ticket price to seat location and game day atmosphere.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48061406","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 : 2021-06-01DOI: 10.32731/smq.302.0621.01
Chen-Yueh Chen, Yi-Hsiu Lin
The effects of different corporate social responsibility (CSR) initiatives-child and family, community relations, health and wellness, and environment protection-were compared in this study based on spectators’ attitudes toward a sports franchise and event attendance intention. A total of 354 spectators were recruited from the Chinese Professional Baseball League (CPBL) in Taiwan. A quasi-experimental design was used as the research design, and a one-way multivariate analysis of covariance was conducted for data analysis. The results of this study indicate that spectators perceive the environment protection initiative to be more persuasive in terms of the attitude of sports spectators toward sports franchises and event attendance intention than child and family and health and wellness initiatives. Additionally, community relation initiatives are perceived to be more effective than child and family initiatives in terms of consumers’ attitudes toward sports franchises and event attendance intention. This article contributes both theoretical and practical knowledge and implications to CSR studies pertaining to sports from an Asian perspective.
{"title":"Comparison Between Various Corporate Social Responsibility Initiatives Based on Spectators’ Attitudes and Attendance Intention for a Professional Baseball Franchise","authors":"Chen-Yueh Chen, Yi-Hsiu Lin","doi":"10.32731/smq.302.0621.01","DOIUrl":"https://doi.org/10.32731/smq.302.0621.01","url":null,"abstract":"The effects of different corporate social responsibility (CSR) initiatives-child and family, community relations, health and wellness, and environment protection-were compared in this study based on spectators’ attitudes toward a sports franchise and event attendance intention. A total of 354 spectators were recruited from the Chinese Professional Baseball League (CPBL) in Taiwan. A quasi-experimental design was used as the research design, and a one-way multivariate analysis of covariance was conducted for data analysis. The results of this study indicate that spectators perceive the environment protection initiative to be more persuasive in terms of the attitude of sports spectators toward sports franchises and event attendance intention than child and family and health and wellness initiatives. Additionally, community relation initiatives are perceived to be more effective than child and family initiatives in terms of consumers’ attitudes toward sports franchises and event attendance intention. This article contributes both theoretical and practical knowledge and implications to CSR studies pertaining to sports from an Asian perspective.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46010057","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 : 2021-06-01DOI: 10.32731/smq.302.062021.06
Yoseph Mamo, Kwame J. A. Agyemang, D. Andrew
While the burgeoning research on corporate social responsibility (CSR) indicates the importance of tracking the interest of external stakeholders to obtain societal goals, insight into what types of CSR activities contribute to social outcomes remain scarce. As such, the purpose of this study was to identify the relevant dimensions of CSR that can enhance the social outcomes of one specific group of external stakeholders (i.e., sport fans). Data were collected from US sports fans (n = 312) over the course of two weeks. The present research indicates that fans gain more excitement and happiness as well as increased their social cohesion if sport organization CSR initiatives are concentrating on sport governance, environmental management and sustain-ability, and philanthropy issues. Assessing the impact of CSR from micro-level approach would be one way to strengthen the relationship between existing fans and sport organizations to make positive social impact
{"title":"Types of CSR Initiatives and Fans’ Social Outcomes: The Case of Professional Sport Organizations","authors":"Yoseph Mamo, Kwame J. A. Agyemang, D. Andrew","doi":"10.32731/smq.302.062021.06","DOIUrl":"https://doi.org/10.32731/smq.302.062021.06","url":null,"abstract":"While the burgeoning research on corporate social responsibility (CSR) indicates the importance of tracking the interest of external stakeholders to obtain societal goals, insight into what types of CSR activities contribute to social outcomes remain scarce. As such, the purpose of this study was to identify the relevant dimensions of CSR that can enhance the social outcomes of one specific group of external stakeholders (i.e., sport fans). Data were collected from US sports fans (n = 312) over the course of two weeks. The present research indicates that fans gain more excitement and happiness as well as increased their social cohesion if sport organization CSR initiatives are concentrating on sport governance, environmental management and sustain-ability, and philanthropy issues. Assessing the impact of CSR from micro-level approach would be one way to strengthen the relationship between existing fans and sport organizations to make positive social impact","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44643985","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 : 2021-03-01DOI: 10.32731/SMQ.291.032021.05
Elizabeth B. Delia, Matthew S Katz, Cole G. Armstrong
For decades, scholars have sought to understand individuals’ identification with sport teams. As a result, we have great knowledge of how team identification influences a variety of attitudinal and behavioral out-comes as well as the impact of identifying with a team on an individual’s sense of self. However, nearly all studies of team identification have dealt with men’s sport rather than women’s sport. The authors addressed this issue in the current study by using the Delphi technique to solicit expert opinion on the lack of team identification research in women’s sport, including reasons for the lack of research, the extent to which context matters in studying team identification, and potential contributions to the team identification literature by examining the concept in women’s sport settings. The authors conclude by discussing experts’ opinions, the extent to which some views may underpin the lack of research, and implications for future studies of team identification.
{"title":"Understanding the Lack of Team Identification Research in Women’s Sport","authors":"Elizabeth B. Delia, Matthew S Katz, Cole G. Armstrong","doi":"10.32731/SMQ.291.032021.05","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.05","url":null,"abstract":"For decades, scholars have sought to understand individuals’ identification with sport teams. As a result, we have great knowledge of how team identification influences a variety of attitudinal and behavioral out-comes as well as the impact of identifying with a team on an individual’s sense of self. However, nearly all studies of team identification have dealt with men’s sport rather than women’s sport. The authors addressed this issue in the current study by using the Delphi technique to solicit expert opinion on the lack of team identification research in women’s sport, including reasons for the lack of research, the extent to which context matters in studying team identification, and potential contributions to the team identification literature by examining the concept in women’s sport settings. The authors conclude by discussing experts’ opinions, the extent to which some views may underpin the lack of research, and implications for future studies of team identification.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42214299","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 : 2021-03-01DOI: 10.32731/SMQ.291.032021.03
Ted Hayduk, M. Walker
Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.
{"title":"The Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption","authors":"Ted Hayduk, M. Walker","doi":"10.32731/SMQ.291.032021.03","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.03","url":null,"abstract":"Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48453890","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 : 2021-03-01DOI: 10.32731/smq.301.032021.04
Sanghak Lee
Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how multitasking influences sponsorship effects such as brand recall and attitude towards the brand. Data was collected from 203 participants who were randomly divided into three groups: no-multitasking, low-multitasking, and high-multitasking. In addition, sport involvement was also included in the study as a moderating variable. The results indicated that multitasking negatively influenced both sponsoring brand recall and attitude toward the brand. Sport involvement positively influenced only attitude toward the brand independently. Detailed explanations and business implications are provided.
{"title":"The Influence of Second Screen Multitasking on Sponsorship Effects","authors":"Sanghak Lee","doi":"10.32731/smq.301.032021.04","DOIUrl":"https://doi.org/10.32731/smq.301.032021.04","url":null,"abstract":"Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how multitasking influences sponsorship effects such as brand recall and attitude towards the brand. Data was collected from 203 participants who were randomly divided into three groups: no-multitasking, low-multitasking, and high-multitasking. In addition, sport involvement was also included in the study as a moderating variable. The results indicated that multitasking negatively influenced both sponsoring brand recall and attitude toward the brand. Sport involvement positively influenced only attitude toward the brand independently. Detailed explanations and business implications are provided.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540843","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 : 2021-03-01DOI: 10.32731/smq.301.032021.03
Ted Hayduk,Matthew Walker
Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.
{"title":"The Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption","authors":"Ted Hayduk,Matthew Walker","doi":"10.32731/smq.301.032021.03","DOIUrl":"https://doi.org/10.32731/smq.301.032021.03","url":null,"abstract":"Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540844","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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