Download or read book Brand Equity College Athletics written by Julie A. Higgins and published by . This book was released on 2006 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: Brand equity is a much discussed topic in the marketing literature and in a variety of fields, including sport management. As sport organizations face stronger competition for consumers' entertainment dollars, brand equity has become a more relevant topic. Using brand equity research from both the marketing and sport management literature as a basis, this study attempts to measure the effects of brand uncertainty situations (e.g., times when a consumer must think about how they feel about a specific brand) on the brand equity that consumers hold for a Division I college football team. This study also advances the understanding of what situations can "activate" brand equity in the minds of consumers and the impact of such activation on consumers' decision-making. The purpose of this study was to determine if individuals with strong brand equity respond differently than those with weak brand equity to a specific brand uncertainty situation. Students (N = 141) from the university under investigation participated in the experiment. Participants were asked to respond to a questionnaire measuring their brand equity for a college football team. A week later, the same participants were asked to read a fictitious news article (presented as a real news article) depicting a brand uncertainty situation for the football team. The fictitious scenarios described a positive product change situation, a negative product change situation, a negative word of mouth situation, and a positive word of mouth situation. After reading these articles, participants then responded to the questionnaire measuring their brand equity. Results indicate that the majority of the participants had very strong brand equity for the team in question. There was a lack of participants with weak brand equity to determine how their brand equity would be affected by the brand uncertainty situations. However, the results for participants with strong brand equity indicate that brand equity is persistent and resistant to change in the face of one uncertain situation. These findings support previous research on consumer-based brand equity that acknowledges its importance to organizations in the long run.
Download or read book Player Identification and Brand Equity in the Collegiate Sports Setting written by Cameron Aisenbrey and published by . This book was released on 2008 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Brand Equity Development in College Football written by Manish Tripathi and published by . This book was released on 2015 with total page 35 pages. Available in PDF, EPUB and Kindle. Book excerpt: While the marketing literature contains a substantial body of research focused on the benefits of strong brands, there is less research focused on the processes by which strong brands are created. In this research, the authors focus on the development of brand equity in the realm of college football. This non-traditional branding application provides an opportunity to study brand equity formation because data is available both on performance and consumer demand over time. College football is also of interest because of its cultural importance, and because organizational elements such as conference affiliations and the Bowl Championship Series may influence schools' brand building investments. The authors investigate the influence of brand equity and customer base on investments in college football programs using a structural dynamic programming model. It is found that brand equity is primarily created through participation in BCS bowls. Notably, the authors find that after controlling for level of investment, small conference schools actually have preferred access to major bowl games.
Download or read book Social Media in Sport Marketing written by Timothy Newman and published by Routledge. This book was released on 2017-01-08 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the Preface: "Not surprisingly, companies of all sizes are using social media as part of their marketing and public relations efforts. The growth of the social media phenomenon and constant advances in technology obviously create unique and powerful opportunities for those able to capitalize on them. The question is how best to do so? Social Media in Sport Marketing has been created to help answer this question as it pertains to sport organizations." Written from the perspective of sport professionals, this brief but thorough text explores the concepts, tools, and issues surrounding social media and marketing, with reader-friendly examples and applications specifically from the world of sports. The authors connect industry-specific content with current trends in social media and provide readers with a balance between theory and experience. Instructors and students can use the book as a primary resource for teaching and learning about traditional sport marketing/public relations principles as they relate to social media. Instructors will appreciate the inclusion of case studies, which can be used to generate discussions; students will benefit from the numerous examples. The book can also serve as a guidebook for those who want to put ideas into action immediately. The experienced author team includes a sport marketing professor as well as practitioners involved in social media project management and development.
Download or read book Cases in Sport Marketing written by Mark A. McDonald and published by Jones & Bartlett Learning. This book was released on 1999 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cases in Sport Marketing, simulates real-life scenarios for sport marketers as exhibition games in the preseason simulate the regular season for professional athletes. The text begins with four introductory chapters to explain the case study method and then dedicates the remaining fifteen chapters to fifteen sport marketing cases that cover a wide range of issues and sport industry segments. By working through the cases, students can examine an array of situations and gain experience grappling with actual problems faced by managers. Each case presents the critical issues at hand, possible alternatives for consideration, and the criterion necessary to make an informed decision. The final chapter provides an overview of the sport marketing field.
Download or read book Football U written by J. Douglas Toma and published by University of Michigan Press. This book was released on 2003 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Toma scores with a balanced look at the use of athletic programs as a tool in "branding" universities and in building community spirit, support, and identity both on campus and off. 11 photos.
Download or read book Sport Marketing written by George R. Milne and published by Jones & Bartlett Learning. This book was released on 1999 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edition presents cutting-edge conceptual and empirical approaches for managers to conduct relationships with consumers.
Download or read book Relationship Marketing and Intercollegiate Sport Promotion written by Alison Fridley and published by . This book was released on 2020 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for target marketing and team exposure to acquire fans are discussed within. The second study utilized a transcendental phenomenological framework and focused on a Division I tennis team booster club and eight participants' experiences of reality versus expectation regarding booster involvement. This study used the social identity theory as the theoretical lens to better understand how the booster club members identify as a social group and the relation to team identity and brand equity. Multiple themes emerged from the data, including reciprocity, investment, and connection and belonging. Each of these themes fell under both reality and expectation but were experienced differently under the two categories. The invariant essence emerged as a desire for purpose and engagement with the team and athletes. The importance of connection to team identity was clear, and implications for marketing the booster club to enhance team identity and brand equity are discussed within. The final study explored the influence of relationship marketing in college athletics on Power Five faculty members. It aimed to investigate the motivation impact of a faculty member's team identification or relationship with college athletes in their respective class(es) on intercollegiate athletic event attendance. Results showed a significant difference in motivation scores from faculty participants, and higher levels of both faculty identification with university athletic teams and faculty perceptions of student athletes contributed to increased athletic event motivation scores.
Download or read book The Business of Sports written by Scott Rosner and published by Jones & Bartlett Learning. This book was released on 2004 with total page 834 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book covers professional, Olympic and collegiate sports and each chapter has a fully developed introduction to explaine the relevance of the articles to be presented.
Download or read book Brand Fans written by Aaron C.T. Smith and published by Springer. This book was released on 2017-01-20 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.
Download or read book Examining the Rise and Role of College Athletics as a Business written by Wade Ryan Sims and published by . This book was released on 2010 with total page 80 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper seeks to examine how major college athletics have grown into a billion dollar industry, and the way businesses, advertisers and the schools themselves can effectively grow their brands. By understanding the theoretical framework referenced by the social identity theory, disposition theory and identity through mass media, this paper offers a look into the reasoning for America's strong affinity towards college athletics. Resulting in a mass market for intercollegiate sports delivered though various media outlets, and the business models that conferences and television networks operate in an effort to capitalize on their demand. In addition, the observation and analysis for organizational dissension between conferences and membership is explored in order to better understand the reasoning for shifts between university teams and conferences.
Download or read book Varsity Green written by Mark Yost and published by Stanford University Press. This book was released on 2009-12-03 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Varsity Green, Mark Yost cuts through clichés and common misconceptions to take a hard-eyed look at the current state of college athletics. He takes readers behind the scenes of the conspicuous and high-revenue business of college sports in order to dissect the enormous television revenues, merchandising rights, bowl game payoffs, sneaker contracts, and endorsement deals that often pay state university coaches more than the college president, or even the governor. Money in college sports is nothing new. But readers will be amazed at the alarming depth and breadth of influence, both financial and otherwise, that college sports has within our culture. Readers will learn how academic institutions capitalize on the success of their athletic programs, and what role sports-based revenues play across campus, from the training room to the science lab. Yost pays particular attention to the climate that big-money athletics has created over the past decade, as both the NCAA's March Madness and the Bowl Championship Series have become multi-billion dollar businesses. This analysis goes well beyond campus, showing how the corrupting influences that drive college athletics today have affected every aspect of youth sports, and have seeped into our communities in ways that we would not otherwise suspect. This book is not only for the players, policymakers, and other insiders who are affected by the changing economics of college athletics; it is a must-read for any sports fan who engages with the NCAA and deserves to see the business behind the game.
Download or read book The Front Porch Examining the Increasing Interconnection of University and Athletic Department Funding written by Jordan R. Bass and published by John Wiley & Sons. This book was released on 2015-08-31 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: Higher education and intercollegiate athletics have long had a complicated relationship. Examining the interconnection between the two and from a variety of theoretical and practical angles, this volume highlights many of the debates surrounding higher education and intercollegiate athletics and the financial dependency between these two long-standing entities. Topics include: a comprehensive history of the National Collegiate Athletic Association, an examination of the funding mechanisms utilized by intercollegiate athletic departments, an in-depth magnification of the increasing corporatization of higher education and athletics, and a look into potential future debates and lines of inquiry surrounding this topic. This is the 5th issue of the 41st volume of the Jossey-Bass series ASHE Higher Education Report. Each monograph is the definitive analysis of a tough higher education issue, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication.
Download or read book College Sports Inc written by Frank P. Jozsa Jr. and published by Springer Science & Business Media. This book was released on 2012-10-24 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: For several decades in America, athletic programs in colleges and universities received financial support and resources primarily from their respective schools and such sources as alumni and the National Collegiate Athletic Association (NCAA). More recently, however, college coaches assigned to athletic departments and the presidents and marketing or public relations officials of schools organize, initiate, and participate in fund-raising campaigns and thus obtain a portion of revenue for their sports programs from local, regional and national businesses, and from other private donors, groups, and organizations. Because of this inflow of assets and financial capital, intercollegiate athletic budgets and types of sports expanded and in turn, these programs became increasingly important, popular, and reputable as revenue and cost centers within American schools of higher education.
Download or read book Invisible Seasons written by Kelly Belanger and published by Syracuse University Press. This book was released on 2017-01-03 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: In 1979, a group of women athletes at Michigan State University, their civil rights attorney, the institution’s Title IX coordinator, and a close circle of college students used the law to confront a powerful institution—their own university. By the mid-1970s, opposition from the NCAA had made intercollegiate athletics the most controversial part of Title IX, the 1972 federal law prohibiting discrimi nation in all federally funded education programs and activities. At the same time, some of the most motivated, highly skilled women athletes in colleges and universities could no longer tolerate the long-standing differences between men’s and women‘s separate but obviously unequal sports programs. In Invisible Seasons, Belanger recalls the remarkable story of how the MSU women athletes helped change the landscape of higher education athletics. They learned the hard way that even groundbreaking civil rights laws are not self-executing. This behind-the-scenes look at a university sports program challenges us all to think about what it really means to put equality into practice, especially in the money-driven world of college sports.
Download or read book Sport Marketing written by Bernard James Mullin and published by Human Kinetics. This book was released on 2007 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt: This student text provides a foundation of theory and principles for those seeking sports management position. It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important.
Download or read book The Game of Life written by James L. Shulman and published by Princeton University Press. This book was released on 2002-04-28 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt: The President of Williams College faces a firestorm for not allowing the women's lacrosse team to postpone exams to attend the playoffs. The University of Michigan loses $2.8 million on athletics despite averaging 110,000 fans at each home football game. Schools across the country struggle with the tradeoffs involved with recruiting athletes and updating facilities for dozens of varsity sports. Does increasing intensification of college sports support or detract from higher education's core mission? James Shulman and William Bowen introduce facts into a terrain overrun by emotions and enduring myths. Using the same database that informed The Shape of the River, the authors analyze data on 90,000 students who attended thirty selective colleges and universities in the 1950s, 1970s, and 1990s. Drawing also on historical research and new information on giving and spending, the authors demonstrate how athletics influence the class composition and campus ethos of selective schools, as well as the messages that these institutions send to prospective students, their parents, and society at large. Shulman and Bowen show that athletic programs raise even more difficult questions of educational policy for small private colleges and highly selective universities than they do for big-time scholarship-granting schools. They discover that today's athletes, more so than their predecessors, enter college less academically well-prepared and with different goals and values than their classmates--differences that lead to different lives. They reveal that gender equity efforts have wrought large, sometimes unanticipated changes. And they show that the alumni appetite for winning teams is not--as schools often assume--insatiable. If a culprit emerges, it is the unquestioned spread of a changed athletic culture through the emulation of highly publicized teams by low-profile sports, of men's programs by women's, and of athletic powerhouses by small colleges. Shulman and Bowen celebrate the benefits of collegiate sports, while identifying the subtle ways in which athletic intensification can pull even prestigious institutions from their missions. By examining how athletes and other graduates view The Game of Life--and how colleges shape society's view of what its rules should be--Bowen and Shulman go far beyond sports. They tell us about higher education today: the ways in which colleges set policies, reinforce or neglect their core mission, and send signals about what matters.
