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A word from the Sport Marketing Association president / Richard Irwin
PART I. BUILDING BRAND: SPORT MARKETING EXPANSION STRATEGIES
A new brand world for sports teams / André Richelieu
Behind more luxury suites in new NFL stadiums: increasing potential non-shared revenue for NFL franchises / Daryl Wirakartakusumah, Soonhwan Lee
PART II. SPORT MARKETING AND THE INTERNET
Marketing on the web: collegiate athletic sites / Steven McClung, Robin Hardin, Michael J. Mondello
Sport marketing on Fortune Global 500 websites / Larry G. Neale, Arno Scharl, Jamie Murphy
PART III. SPONSORSHIP AND SPORT MARKETING
The impact of fan identification on consumer response to sponsorships / Vassilis Dalakas, Gregory M. Rose
Total sponsorship value and achieving sponsorship objectives: the case of selected running road races in the United States / James Zarick, James Grant, Kathryn Dobie
Banking on the pink dollar: sponsorship awareness and the gay games / Brenda G. Pitts
The negotiation philosophy for corporate sponsorship of sports properties / John A. Fortunato, Angela Elizabeth Dunnam
PART IV. CONSUMER BEHAVIOR, EMERGING MARKETS, AND SPORT MARKETING
Tapping the market of golfers with disabilities / Larry Allen ... [et al.]
Beyond valence: the use of contemporary attitude theory to examine the predictive ability of attitudinal measures in professional team sport / Dan Funk, Mark Pritchard
Culture and other merket demand variables: an exploration with professional baseball in the USA and Taiwan / Chia-ying (Doris) Lu, Brenda G. Pitts
Sport consumption: exploring the duality of constructs in experiential research / Melissa Johnson Morgan, Jane Summers
Membership retention within the sporting industry: factors affecting relationship dissolution / Larry G. Neale, Troy Georgiu, Sharon Purchase
A crossnational analysis of sport consumption / Jane Summers, Melissa Johnson Morgan
Spectator satisfaction with the support programs of professional basketball games / James J. Zhang ... [et al.].
PART I. BUILDING BRAND: SPORT MARKETING EXPANSION STRATEGIES
A new brand world for sports teams / André Richelieu
Behind more luxury suites in new NFL stadiums: increasing potential non-shared revenue for NFL franchises / Daryl Wirakartakusumah, Soonhwan Lee
PART II. SPORT MARKETING AND THE INTERNET
Marketing on the web: collegiate athletic sites / Steven McClung, Robin Hardin, Michael J. Mondello
Sport marketing on Fortune Global 500 websites / Larry G. Neale, Arno Scharl, Jamie Murphy
PART III. SPONSORSHIP AND SPORT MARKETING
The impact of fan identification on consumer response to sponsorships / Vassilis Dalakas, Gregory M. Rose
Total sponsorship value and achieving sponsorship objectives: the case of selected running road races in the United States / James Zarick, James Grant, Kathryn Dobie
Banking on the pink dollar: sponsorship awareness and the gay games / Brenda G. Pitts
The negotiation philosophy for corporate sponsorship of sports properties / John A. Fortunato, Angela Elizabeth Dunnam
PART IV. CONSUMER BEHAVIOR, EMERGING MARKETS, AND SPORT MARKETING
Tapping the market of golfers with disabilities / Larry Allen ... [et al.]
Beyond valence: the use of contemporary attitude theory to examine the predictive ability of attitudinal measures in professional team sport / Dan Funk, Mark Pritchard
Culture and other merket demand variables: an exploration with professional baseball in the USA and Taiwan / Chia-ying (Doris) Lu, Brenda G. Pitts
Sport consumption: exploring the duality of constructs in experiential research / Melissa Johnson Morgan, Jane Summers
Membership retention within the sporting industry: factors affecting relationship dissolution / Larry G. Neale, Troy Georgiu, Sharon Purchase
A crossnational analysis of sport consumption / Jane Summers, Melissa Johnson Morgan
Spectator satisfaction with the support programs of professional basketball games / James J. Zhang ... [et al.].