Sharing Best Practices In Sport Marketing: The Sport Marketing Association's Inaugural Book Of Papers--Edited And Selected From The Inaugural Conference, November, 2003,9781885693525

Sharing Best Practices In Sport Marketing: The Sport Marketing Association's Inaugural Book Of Papers--Edited And Selected From The Inaugural Conference, November, 2003

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ISBN13: 9781885693525
ISBN10: 1885693524
Format: Paperback
Pub. Date: 2004-09-30
Publisher(s): Fitness Information Technology
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Summary

It is with tremendous pleasure that I share the enclosed contents drawn from more than eighty research presentations delivered at the Inaugural Sport Marketing Association Conference hosted by the University of Florida on 13 to 15 November 2003. Scholarly papers were presented on such subjects as corporate sponsorship, sport consumer behaviour, sport product branding, and technology's role in the promotion and sales process, all subjects of critical importance to those in pursuit of the best sport marketing practices.' -- From Richard Irwin's preface 'A Word From the President'.

Table of Contents

A Word From the Sport Marketing Association President vi
Richard Irwin
Editor's Introduction viii
Brenda G. Pitts
Part I Building Brand: Sport Marketing Expansion Strategies
A New Brand World For Sports Teams
3(20)
Andre Richelieu
Behind More Luxury Suites in New NFL Stadiums: Increasing Potential Non-shared Revenue for NFL Franchises
23(10)
Daryl Wirakartakusumah
Soonhwan Lee
Part II Sport Marketing and the Internet
Marketing on the Web: Collegiate Athletic Sites
33(12)
Steven McClung
Robin Hardin
Michael J. Mondello
Sport Marketing on Fortune Global 500 Websites
45(12)
Larry G. Neale
Arno Scharl
Jamie Murphy
Part III Sponsorship and Sport Marketing
The Impact of Fan Identification on Consumer Response to Sponsorships
57(14)
Vassilis Dalakas
Gregory M. Rose
Total Sponsorship Value and Achieving Sponsorship Objectives: The Case of Selected Running Road Races in the United States
71(10)
James Zarick
James Grant
Kathryn Dobie
Banking on the Pink Dollar: Sponsorship Awareness and the Gay Games
81(18)
Brenda G. Pitts
The Negotiation Philosophy for Corporate Sponsorship of Sports Properties
99(16)
John A. Fortunato
Angela Elizabeth Dunnam
Part IV Consumer Behavior, Emerging Markets, and Sport Marketing
Tapping the Market of Golfers with Disabilities
115(6)
Larry Allen
Gary Robb
Edward Hamilton
Dan Drane
Beyond Valence: The Use of Contemporary Attitude Theory to Examine the Predictive Ability of Attitudinal Measures in Professional Team Sport
121(20)
Dan Funk
Mark Pritchard
Culture and Other Market Demand Variables: An Exploration with Professional Baseball in the USA and Taiwan
141(26)
Chia-ying (Doris) Lu
Brenda G. Pitts
Sport Consumption: Exploring the Duality of Constructs in Experiential Research
167(12)
Melissa Johnson Morgan
Jane Summers
Membership Retention within the Sporting Industry: Factors Affecting Relationship Dissolution
179(16)
Larry G. Neale
Troy Georgiu
Sharon Purchase
A Crossnational Analysis of Sport Consumption
195(12)
Jane Summers
Melissa Johnson Morgan
Spectator Satisfaction With the Support Programs of Professional Basketball Games
207(23)
James J. Zhang
Dale G. Pease
Dennis W. Smith
Kenneth A. Wall
Christopher L. Saffici
Lori Pennington-Gray
Daniel P. Connaughton
About the Editor 230(1)
About the Authors 231

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