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Sutton, William A. "Developing an Initial Marketing Plan for Intercollegiate Athletic Programs". Journal of Sport Management 1, n.º 2 (julho de 1987): 146–58. http://dx.doi.org/10.1123/jsm.1.2.146.
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This paper recommends an approach to the development and implementation of marketing plans with regard to intercollegiate athletic programs The thoughts expressed herein are based upon marketing theory and research advertising, and promotional management principles commonly used in mainstream business and industry but often overlooked in sport and athletics The author provides a series of steps to serve as guidelines for the sport manager/athletic director. By incorporating the theories and ideas set forth in this paper, the sports practitioner would be better equipped to develop a marketing plan applicable to the uniqueness and requirements of his or her particular institution or service area.
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Connole, Ian J., Jack C. Watson, Vanessa R. Shannon, Craig Wrisberg, Edward Etzel e Christine Schimmel. "NCAA Athletic Administrators’ Preferred Characteristics for Sport Psychology Positions: A Consumer Market Analysis". Sport Psychologist 28, n.º 4 (dezembro de 2014): 406–17. http://dx.doi.org/10.1123/tsp.2013-0096.
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This study used a consumer marketing approach to investigate the market for sport psychology positions in National Collegiate Athletic Association (NCAA) institutions. Athletic administrators’ (AA) preferences for various sport psychology positions were compared based on time commitment, affiliation, payment, services, and clients. Results indicated that AAs were most attracted to positions that included (a) part-time commitment, (b) athletic department employment, (c) payment via annual salary, (d) both performance and mental health related services, and (d) work with athletes, teams, and athletics staff members. Over two thirds of the 478 AAs sampled were interested in hiring a sport psychology professional to fill that position. It was concluded that the field of sport psychology collaborate across disciplines and emphasize multiple options for meeting the perceived needs of NCAA athletic departments.
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Weaver, Anthony G. "Declining the Big East: A Case Study of the College of the Holy Cross". Journal of Amateur Sport 5, n.º 2 (20 de setembro de 2019): 80–114. http://dx.doi.org/10.17161/jas.v5i2.7583.
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Abstract The case study examines Holy Cross’ decision not to join the Big East Conference in 1979. Specifically, the case analyzes the commitment to a marketing strategy to de-emphasize athletics at a time when many institutions were using the growth of television to help market their university brand. The study also highlights the impact the decision has had on the institution and the athletic department since 1979. Data were gathered by interviewing two former administrators with over 50 years of experience at Holy Cross, and reviewing archival data and documents including administrators’ correspondence and letters, newspaper articles, magazines and websites related to Holy Cross athletics. Themes are presented in a chronological format to show the sequence of each theme. Results indicated that although the Big East presented many opportunities, administrators valued the academic brand of the institution and refused to sacrifice that brand in the pursuit of big-time athletics.
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Zhou, Kaiwei. "Challenges and Strategies for Management of IAAF World Championships in Athletics". Advances in Economics, Management and Political Sciences 26, n.º 1 (13 de setembro de 2023): 133–38. http://dx.doi.org/10.54254/2754-1169/26/20230559.
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The IAAF World Championships in Athletics (WCH) is one of the biggest sports events with high popularity. However, the influence and economics of WCH still face many challenges. This study discusses the challenges faced by WCH on venue and marketing management and proposes strategies to address these challenges by reviewing the literature on the development and management of WCH and other sports events from the perspectives of venue management and marketing management. In terms of selecting the host city, this study suggests considering the city's size, transportation convenience and its sports spirit and cultural background. Facing the increased demand and heightened expectations for live events and entertainment, multi-purpose venues with diverse attractions and amenities should be taken into account. Additionally, to increase the quantity and quality of the athletes, offering substantial prize money for athletes is crucial. And creating a compelling fan experience, activating sponsorships, and partnering with influencers should be also considered to promote the marketing management of WCH.
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Hwang, Geumchan, e Kyu-soo Chung. "The dynamics of cause-related marketing platform and interactivity on college sport fans' donations". Sport, Business and Management: An International Journal 10, n.º 2 (12 de abril de 2020): 227–41. http://dx.doi.org/10.1108/sbm-08-2019-0070.
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PurposeThis study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.Design/methodology/approachTo discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.FindingsResults show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.Originality/valueThe study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.
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Pratt, Angela N. "Integrated Impression Management in Athletics: A Qualitative Study of How NCAA Division I Athletics Directors Understand Public Relations". International Journal of Sport Communication 6, n.º 1 (março de 2013): 42–65. http://dx.doi.org/10.1123/ijsc.6.1.42.
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Intercollegiate athletics directors (ADs) in the United States are high-profile representatives of their departments and universities. Their publics include media, sponsors, donors, fans, faculty, students, and government officials. However, few studies have explored ADs from a public relations perspective, especially regarding their understandings of public relations. Therefore, the purpose of this study was to learn how ADs understand public relations in the context of their athletics departments. A phenomenological approach was used to pursue this purpose. In-depth interviews were conducted with 12 National Collegiate Athletic Association (NCAA) Division I ADs. Their transcripts were analyzed using comparative-analysis procedures. The findings show that the participants understand public relations as integrated impression management: a combination of image, message, and action/interaction. Integrated impression management ties into ideas from Goffman (1959), as well as systems theories of public relations. However, the results also imply that ADs do not necessarily separate public relations from other disciplines such as marketing.
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Wallace, Laci, Jacquelyn Wilson e Kimberly Miloch. "Sporting Facebook: A Content Analysis of NCAA Organizational Sport Pages and Big 12 Conference Athletic Department Pages". International Journal of Sport Communication 4, n.º 4 (dezembro de 2011): 422–44. http://dx.doi.org/10.1123/ijsc.4.4.422.
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Social-media Web sites provide a strategic means for college and university athletic departments to build and maintain a strong brand presence when cultivating relationships with Facebook users. The purpose of this study was to examine the use of social media as a brand-management tool in college athletics. Specifically, this study examined the use of Facebook in the NCAA (N = 10) and in the Big 12 Athletic Conference (N = 12) by content posted throughout the 2010–11 season. These Facebook pages were examined to determine how major college sport organizations were using communication tools, types of brand-management factors, and marketing coverage. The data revealed statistically significant differences in content posted by season, type of communication tools, and fan interaction. The results from this content analysis were used to conceptualize branding, marketing, and Facebook user behavior.
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Jessop, Alicia, e Joe Sabin. "The Sky Is Not Falling: Why Name, Image, and Likeness Legislation Does Not Violate Title IX and Could Narrow the Publicity Gap Between Men’s Sport and Women’s Sport Athletes". Journal of Legal Aspects of Sport 31, n.º 2 (30 de agosto de 2021): 253–88. http://dx.doi.org/10.18060/25602.
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For decades, the National Collegiate Athletic Association’s (“NCAA”) amateurism rules have largely prevented NCAA athletes from commercializing their names, images, and likenesses (“NIL”). The right to license and profit from one’s own image, often referred to as the “Right of Publicity,” is explicitly recognized by statute or common law in 35 states. No federal Right of Publicity statute exists, but in 1977, the United States Supreme Court recognized the right. However, until 2021, NCAA athletes were precluded from benefiting from this right, as under the NCAA’s amateurism principle, “An individual loses amateur status and thus shall not be eligible for intercollegiate competition in a particular sport ...” if he “[u]ses athletics skill (directly or indirectly) for pay in any form in that sport.” Until July 1, 2021, by becoming an NCAA athlete and complying with the NCAA’s Bylaws to maintain eligibility, NCAA athletes gave up their right to benefit from their NIL while competing in NCAA athletics. This relinquishment put full commercial marketing control of the athlete, their team, and the college sport in the NCAA’s hands. Research shows that despite the application of Title IX to sport in 1975, NCAA women’s sports have not been commercially marketed in parity with NCAA men’s sports, with NCAA men’s sports experiencing significant publicity and sponsorship windfalls. This article examines the recent decision by the NCAA to allow NCAA athletes to benefit from their NIL, the potential Title IX implications of the decision, and how the decision could narrow the publicity gap between NCAA men’s and women’s sport athletes in furtherance of the plain language and intent of Title IX.
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Neeley, Lynn, e Kimberly M. Judson. "Technology segmentation for marketing: entrepreneurial approaches to intercollegiate athletics". International Journal of Sport Management and Marketing 7, n.º 1/2 (2010): 4. http://dx.doi.org/10.1504/ijsmm.2010.029708.
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Rainsberger, Richard. "Consider how FERPA applies to coaches, staff accessing student‐athletes’ academic records". Campus Legal Advisor 24, n.º 5 (17 de dezembro de 2023): 4–5. http://dx.doi.org/10.1002/cala.41245.
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A college registrar recently posted on a professional discussion listserv that he had just found out that a staff member had added a coach and the athletics director as academic advisors to student‐athletes in the college's student information system. The registrar was concerned that this meant that these two individuals would have “constant access” to the student‐athletes’ records, which included updates on their current classes. grades, and ACT scores, plus most of the information that the college had collected about the students from the time they submitted their college applications. So, the registrar wanted to know if other colleges allowed similar access for their coaches and athletics departments.
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Gladden, James M., George R. Milne e William A. Sutton. "A Conceptual Framework for Assessing Brand Equity in Division I College Athletics". Journal of Sport Management 12, n.º 1 (janeiro de 1998): 1–19. http://dx.doi.org/10.1123/jsm.12.1.1.
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In an effort to enhance the organization's image and increase its revenues, sport managers should incorporate the concept of brand equity, the strength of a team/university name in the marketplace, into strategic marketing efforts. This article, building on Aaker's (1991) theoretical structure, develops a conceptual framework of brand equity applied to Division I college athletics. The brand equity framework provides a closed-ended system whereby antecedents (team-related, university-related, and market-related) create brand equity that then results in marketplace consequences (e.g., national television exposure, ticket sales). These consequences then feed into a marketplace perception that impacts the antecedents of brand equity through a feedback loop. Directions for future research efforts that address evaluating the validity of the model, implications for different sports within Division I athletics, and relationships to other popular marketing concepts are offered.
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Bozman, Carl S., Daniel Friesner, Matthew Q. McPherson e Nancy M. Chase. "Intangible and tangible value: brand equity benefits associated with collegiate athletics". International Journal of Sports Marketing and Sponsorship 16, n.º 4 (1 de julho de 2015): 22–45. http://dx.doi.org/10.1108/ijsms-16-04-2015-b004.
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This paper presents a simple methodological framework to characterise the tangible and intangible benefits of a university athletics department. The methodology is applied to the athletics department at Gonzaga University (GU) in Spokane, Washington USA. The brand equity associated with this department is estimated at approximately US$5.8 million in 2006. Of this, between $617,000 and $2.71 million is ascribed to a specific type of tangible brand equity (with the most plausible estimate being $926,000); namely, the impact of GU athletics events on the economic vitality of the local community. The remainder is attributed to (unobserved) intangible brand equity benefits.
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Hill, Ronald Paul, e Harold Robinson. "Fanatic consumer behavior: Athletics as a consumption experience". Psychology and Marketing 8, n.º 2 (1991): 79–99. http://dx.doi.org/10.1002/mar.4220080202.
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Inglis, Sue. "Influence in and around Interuniversity Athletics". Journal of Sport Management 5, n.º 1 (janeiro de 1991): 18–33. http://dx.doi.org/10.1123/jsm.5.1.18.
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This paper addresses the degree of influence exerted on athletic programs from internal and external sources. Using survey data, internal influence was assessed by the athletic administrators indicating their perceptions of their influence in decision-making activities. Factor analysis yielded three factors (administrative, strategic, and marketing decision types) that were used in repeated-measures ANOVA procedures with administrative level as the independent measure and decision types as the dependent measures. Significant results are discussed in relation to the theoretical concepts of decision types, gender, and hierarchical position. External influence was assessed by the athletic administrators and university presidents indicating their perceptions of the degree of influence exerted by external groups on the athletic program. Repeated-measures ANOVA procedures with subsequent Scheffé post hoc analyses where appropriate were used. The results are discussed in relation to the hierarchical position of the respondents and levels of influence exerted by the external groups.
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Lee, Seungbum, e Matthew Juravich. "Multi Criteria Decision-Making: Ticket Sales Outsourcing in an NCAA Division I Athletic Department". Case Studies in Sport Management 6, n.º 1 (2017): 31–38. http://dx.doi.org/10.1123/cssm.2017-0027.
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Outsourcing in sport is not a new phenomenon. Specifically, outsourcing in intercollegiate sport has become common among athletic departments across the NCAA. While outsourcing can be employed to generate increased revenues via enhanced sales, marketing, or fundraising functions, many midmajor institutions are utilizing outsourcing partners exclusively to manage ticket sales. As such, this case presents a scenario in which an athletic director and her management team are faced with assessing three options related to ticket sales outsourcing at a midmajor NCAA Division 1 institution. Utilizing the lens of multi criteria decision-making, financial, nonfinancial, and circumstantial data are provided for readers to address an outsourcing decision in the context of intercollegiate athletics. By examining three options including maintaining the status quo, considering another outsourcing partner, or bringing ticket sales operations in-house, this case provides an opportunity for students to investigate the role of ticket sales outsourcing as it relates to revenue generation, a pertinent issue for athletic departments across the NCAA.
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Barnhill, Chris, e Mauro Palmero. "Marketing Football Bowl Subdivision Football to Students at Wisconsin State". Case Studies in Sport Management 4, n.º 1 (janeiro de 2015): 54–61. http://dx.doi.org/10.1123/cssm.2014-0044.
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Wisconsin State University (WSU) is on the verge of receiving an invitation to join the Mid-Atlantic Conference (a conference with Football Bowl Subdivision [FBS] status). To successfully transition to FBS, WSU needs its students to approve a fee increase to offset the additional costs. Alex Pence, the assistant director of marketing, has been placed in charge of developing a marketing plan to influence students to support the fee increase. Unfortunately for Pence, WSU students have a history of opposing fees for athletics. With pressure from the school’s administration, Pence must figure out how create support for the move while balancing the ethical and political pressures he is facing.
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Popp, Nels, Chad McEvoy e Nicholas Watanabe. "Do college athletics marketers convert social media growth into ticket sales?" International Journal of Sports Marketing and Sponsorship 18, n.º 2 (2 de maio de 2017): 212–27. http://dx.doi.org/10.1108/ijsms-05-2017-090.
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Purpose The purpose of this paper is to examine the relationship between growth in social media engagement, as defined by annual percentage increase in Facebook Likes and Twitter Followers, of US college athletics departments and outcome metrics of attendance and ticket revenue. Design/methodology/approach Regression models were developed to determine the amount of variance in dependent variables (attendance and ticket revenue) could be explained by several independent variables, including team success, team history, conference affiliation, Facebook Likes, and Twitter Followers. Four years of data were collected for each variable. Findings The regression models predicted between 53 and 88 percent of the variance among dependent variables. Social media measures, however, were not statistically significant predictors of attendance or ticket revenue. Research limitations/implications The number of Facebook Likes and Twitter Followers were used as a proxy measure of social media engagement. While growth in Likes and Followers are a popular and convenient gauge of social media engagement, they represent a single measure of a multi-faceted construct. Also, data were limited to public university athletics departments, which are required to disclose annual ticket revenue. Findings may not be generalizable to other sport organizations. Practical implications The findings suggest growing social media interactions may not necessarily achieve marketing objectives related to increasing attendance or ticket revenue. Originality/value While numerous studies have examined the impact of social media on sport organizations, no prior studies have attempted to draw empirical connections between social media marketing efforts and revenue measures within sport organizations. This study represents the first to begin to examine this relationship.
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Gladden, James M., e Richard Wolfe. "Sponsorship of Intercollegiate Athletics: The Importance of Image Matching". International Journal of Sports Marketing and Sponsorship 3, n.º 1 (março de 2001): 29–53. http://dx.doi.org/10.1108/ijsms-03-01-2001-b005.
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Watkins, Brandi A., e William J. Gonzenbach. "Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding". Journal of Marketing for Higher Education 23, n.º 1 (junho de 2013): 15–33. http://dx.doi.org/10.1080/08841241.2013.805709.
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Badrinarayanan, Vishag, Andrea Dixon, Vicki L. West e Gail M. Zank. "Professional sales coaching: an integrative review and research agenda". European Journal of Marketing 49, n.º 7/8 (13 de julho de 2015): 1087–113. http://dx.doi.org/10.1108/ejm-06-2014-0368.
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Purpose – The purpose of this paper is to provide an integrative review of coaching research from different contexts (e.g. athletics, executive coaching, project management and sales), delineate professional sales coaching from other developmental activities and develop a research agenda for stimulating research on professional sales coaching. Professional sales coaching is considered an important sales force developmental program by both sales practitioners and researchers. Yet, research on sales coaching remains fragmented in the extant literature. Design/methodology/approach – An extensive literature review of extant research and theoretical perspectives on coaching as well as insights gathered from exploratory, in-depth interviews of ten sales managers were used to develop the research agenda. Findings – The review and research agenda identify a number of sales coaching-related topics that warrant further research. Specifically, the research agenda addresses salesperson characteristics, sales manager and coach characteristics, selling organization characteristics, sales coaching approaches, nature and effectiveness of the sales coaching process and, finally, outcomes of sales coaching. For each topic, extant research, relevant insights from exploratory interviews and directions for future research are discussed. Originality/value – This paper is the first integrative review of coaching-related research in the sales literature. It offers an updated conceptualization of sales coaching and identifies opportunities for future research.
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Huml, Matt R., e Alicia M. Cintron. "Stakeholder status in the identification, prioritization and management of college athletic donors". Sport, Business and Management: An International Journal 11, n.º 4 (11 de maio de 2021): 451–71. http://dx.doi.org/10.1108/sbm-09-2020-0085.
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PurposeThe purpose of this study is to examine how athletic fundraising managers perceive status and seek to use status to identify, prioritize and manage stakeholders within college athletics.Design/methodology/approachTo test this purpose, the researchers use the Gioia methodology to interview 19 college athletic department fundraising officers within National Collegiate Athletics Association (NCAA) institutions. Following interviews, the data were analyzed by the researchers and structured within a first-order and second-order concept designation.FindingsInterviews show that status is an effective concept for explaining how athletic fundraisers identify and prioritize donors. Officers relied on economic (capacity) and social (passion and interest) factors to rank order donors. The results also show that athletic departments use status to manage stakeholders by rewarding their giving and escalating their commitment. Status is used in four strategies to manage the donor hierarchy: benefits, recognition, membership and access. Each strategy highlighted exclusivity and rank order.Originality/valueThere is a need to empirically test the application of status within the stakeholder theory context. These findings also contribute to the evolution of stakeholder management beyond the use of social identity theory or stakeholder salience. It helps our understanding of the evolving relationship between fundraiser and donor by recognizing the importance of capacity, passion and interests when identifying and prioritizing donors. Further, status-markers such as exclusive benefits, recognition, membership and access can be used to manage donors toward the organization's goals.
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Kellison, Timothy B., Jordan R. Bass, Brent D. Oja e Jeffrey D. James. "Brand management in top-tier college athletics: examining and explaining mark-usage policies". International Journal of Sports Marketing and Sponsorship 17, n.º 3 (1 de agosto de 2016): 219–42. http://dx.doi.org/10.1108/ijsms-08-2016-014.
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Purpose – The practice of an interscholastic athletic department reproducing the logo of a collegiate team for its own use is becoming increasingly visible. In response to this growth, many collegiate licensing departments have begun actively enforcing zero-tolerance policies that prohibit third parties from using their respective colleges’ trademarks. Conversely, other institutions have exercised discretion by allowing high school programs to use their athletic departments’ logos only after receiving assurances from the high school that it will adhere to strict usage guidelines. The paper aims to discuss these issues. Design/methodology/approach – The paper provides a thorough discussion on the concept of brand dilution and its application to sport. More specifically the study gives an account of the strategies employed by trademark specialists to protect (and in some cases, enhance) the equity of their brands. To identify these strategies, a qualitative questionnaire was employed, which was completed by 13 brand managers representing institutions from the Atlantic Coast Conference, Big 12 Conference, Big Ten Conference, Mid-American Conference, Missouri Valley Conference, Pac-12 Conference, and the Southeastern Conference. Findings – Qualitative questionnaire responses from collegiate brand managers suggest that licensing departments differ in their perceptions of the outcomes associated with allowing logo replication in high school athletic departments. Originality/value – Perceived consequences of two enforcement strategies – prohibitive and cooperative – are highlighted, as are implications and directions for future research.
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YANG, Xiao Ling, e Xiao Qin LOU. "Influence of Cultural Difference between China and Western Countries on the Development of China's Rhythmical Gymnastics". Asian Journal of Physical Education & Recreation 9, n.º 2 (1 de dezembro de 2003): 63–65. http://dx.doi.org/10.24112/ajper.91147.
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LANGUAGE NOTE | Document text in Chinese; abstract also in English.The adoption of the Opening and Reforming Policy has led to the Chinese economic prosperity. In the process, the clashes, contact and interaction between Chinese traditional culture and the western one give athletics new connotation. The paper reviews the history of Rhythmical Gymnastics in China, analyzes the cultural differences between China and western countries and explores the relationship between modern athletics and Chinese traditional culture. And also the paper provides data and other reference materials for re-understanding the Chinese physical training in the present-day society so that we could find a better way to develop physical training in the marketing economy.在我國改革開放、經濟復蘇的歷史背景下，傳統文化與西方文化再一次相互接觸、撞撃和相互融合，賦予了體育新的內涵。通過對藝術體操在中國的興衰歷程，剖析中西文化差異，揭示現代體育與中國傳統文化的關係。
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Sonchan, Saralee, e Wirat Sonchan. "Brand building and relationships between marketing communication perceptions and brand personality of the Bangsaen 42 Chonburi Marathon running event". Innovative Marketing 19, n.º 4 (1 de novembro de 2023): 95–104. http://dx.doi.org/10.21511/im.19(4).2023.08.
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The Bangsaen 42 Chonburi Marathon is the most attended full-marathon event in Thailand and a high-standard running event classified as the World Athletics Elite Label Road Race. The increase in runners reflected the response from both regular and new runners. This mixed methods study aimed to analyze branding processes, marketing communication perceptions, brand personality, and the relationships between perceptions of marketing communication and brand personality. The qualitative approach involved in-depth interviews with three key informants. A quantitative approach was applied to the questionnaire. The sample included 400 runners who participated in this event using nonprobability sampling. Data were analyzed using descriptive statistics and Pearson’s correlation statistics, with a significance level of 0.05. The results showed three brand-building processes: 1) strategic brand analysis of runners’ needs, organizing marathon running events in Thailand, and self-analysis; 2) brand identity system under the only marathon running event in Thailand with world-class standards under the concept of “The passion of world-class marathon” and brand value of “You will run a full marathon with world-class standard;” 3) brand identity implementation systems through various media to demonstrate sound management. This sample group perceived marketing communication at a moderate level, and the perceptions of brand personality of the marathon met the competence the most. The relationships between marketing communication and perceptions of sincerity were positively correlated, with a correlation coefficient of 0.46 and a statistical significance of 0.05. AcknowledgmentA research grant from the Faculty of Sport Science, Burapha University supports this study.
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Tsiotsou, Rodoula. "The role of involvement and income in predicting large and small donations to college athletics". International Journal of Sports Marketing and Sponsorship 6, n.º 2 (novembro de 2004): 40–46. http://dx.doi.org/10.1108/ijsms-06-02-2004-b006.
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Popp, Nels, Jonathan A. Jensen, Chad D. McEvoy e James F. Weiner. "An examination of the effects of outsourcing ticket sales force management". International Journal of Sports Marketing and Sponsorship 21, n.º 2 (13 de abril de 2020): 205–23. http://dx.doi.org/10.1108/ijsms-04-2019-0046.
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PurposeThe purpose of the study is to ascertain whether sport organizations which outsource ticket sales force management outperform sports organizations which manage their ticket sales force internally, relative to ticket revenue and attendance.Design/methodology/approachThirteen years of ticket revenue and football attendance data were collected for National Collegiate Athletic Association (NCAA) Football bowl subdivision (FBS) Division I Athletics Departments (n = 126), as well as data on whether the organization employed an external (outsourced), internal or no ticket sales force. The number of salespeople employed was also captured. Within-subjects, fixed effects regression models, which included several control variables such as number of home contests, prior season attendance, team success and population, were run to assess the relationship between sales force type and both ticket revenue and attendance, for one year, two years and three years after sales force establishment.FindingsAll models were significant. While both internally managed ticket sales forces and those managed by outsourced firms saw significant increases in ticket revenue (compared to not employing a sales force), internally managed departments outperformed third parties. In addition, departments utilizing outsourcing companies reported lower attendance for the first two years after outsourcing, but attendance differences were negligible by the third year of outsourcing.Practical implicationsThe results of the study provide data to help sport managers determine whether outsourcing sales functions within an organization will lead to greater ticket revenue and/or attendance.Originality/valueWhile several sport management studies have examined the decision-making process of outsourcing organizational functions, no prior studies have examined the financial implications of doing so.
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McLeod, Chris, e Matt Huml. "Aligning donor and organizational interests: An analysis of college athletics fundraising officers". International Journal of Sport Management and Marketing 1, n.º 1 (2020): 1. http://dx.doi.org/10.1504/ijsmm.2020.10036915.
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Huml, Matt R., e Christopher M. McLeod. "Aligning donor and organisational interests: an analysis of college athletics fundraising officers". International Journal of Sport Management and Marketing 21, n.º 3/4 (2021): 149. http://dx.doi.org/10.1504/ijsmm.2021.118813.
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Fridley, Alison, Sarah Stokowski, Skye Arthur-Banning, Thomas J. Aicher e Chris Croft. "Team Identification and Perceptions of College Athletes". Sports Innovation Journal 4 (27 de outubro de 2023): 104–16. http://dx.doi.org/10.18060/27124.
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College campuses are unique spaces, with college towns having their own distinctive culture. However, attendance at intercollegiate athletic events has declined in recent years. Long-term strategies for building faculty fanbases are uncommon, yet, faculty maintain high organizational identification, positively impacting brand loyalty and purchase intentions. As such, university faculty may be an ideal target market for athletic departments through relationship marketing. Utilizing Allport’s (1954) Intergroup Contact Theory, this study examined faculty motivation to attend university athletic events regarding their university identification, perception of college athletes, and motivation for sport consumption. Two hundred and thirty-eight faculty members at Power Five institutions completed the Motivation Scale for Sport Consumption, the Points of Attachment Index, and the Perceptions of Athletic Departments Questionnaire. Descriptive statistics suggested that faculty are motivated differently than other fans, as the physical skills of athletes served as the strongest motivator for faculty. The multiple regression analysis provided evidence to conclude higher levels of both faculty university athletic team identification and their perceptions of student-athletes contributed to increased athletic event motivation scores. Based on the results, in order to increase faculty motivation to attend athletic events, marketers should consider designing innovative marketing efforts specifically for faculty members and utilizing marketing techniques to increase faculty’s perceptions of college athletes.
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O’Brien, Timothy. "Clear, precise language in coaching contracts plays key role in protecting institutions". Campus Legal Advisor 24, n.º 4 (12 de novembro de 2023): 4–14. http://dx.doi.org/10.1002/cala.41225.
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The recent high‐profile cases at Northwestern University and Michigan State University, in which the institutions fired the head coaches of their respective football teams, have elevated the language of employment contracts into the national spotlight. Because one of the coaches has already filed a lawsuit challenging his termination, the case serves as a reminder of the importance of structuring employment contracts so that they convey as much certainty as possible. Indeed, when athletics administrators are equipped with clear contractual language, reasoned and appropriate decisions can be made in light of the varied circumstances that may compel action.
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Kim, Seungmo, Taeyeon Oh, Soonhwan Lee e Damon P. S. Andrew. "Relationships between met-expectation and attitudinal outcomes of coaches in intercollegiate athletics". Sport Management Review 22, n.º 4 (agosto de 2019): 477–90. http://dx.doi.org/10.1016/j.smr.2018.06.007.
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Roy, Donald P., Timothy R. Graeff e Susan K. Harmon. "Repositioning a University through NCAA Division I-A Football Membership". Journal of Sport Management 22, n.º 1 (janeiro de 2008): 11–29. http://dx.doi.org/10.1123/jsm.22.1.11.
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Past research concerning the effects of college athletics has concentrated on examining the effects of on-field success on increased donations to the university and increased enrollment applications. This research examines the effects of a university’s move to NCAA Division I-A football membership on marketing variables, such as attitudes toward the university, perceptions of the university, and behavioral intentions regarding attendance at sporting events and donating money. Members of three important stakeholder groups (students, alumni, and area residents) responded to questions dealing with a university’s recent move to Division I-A football. With respect to overall perceptions of I-A football and reactions to the University’s recent move to I-A, students, alumni, and the general public believe that I-A football is more prestigious than I-AA football. Further, I-A football status can create a positive image for a university, can attract students to attend the university, is the best sport for fostering alumni involvement with the university, and it enhances school spirit. These results suggest that the positive perceptions associated with I-A can create the solid foundation upon which additional (future) positive experiences and associations can build, leading to greater financial gains in the future.
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Zawisło, Maria. "On the Rhetoric of Sports Heroism in Ancient and Modern Times". Sport i Turystyka. Środkowoeuropejskie Czasopismo Naukowe 6, n.º 3 (2023): 11–29. http://dx.doi.org/10.16926/sit.2023.03.01.
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Contemporary fascination with sports champions is the subject of many sociological and psychological analyses. The article complements this multi-level perspective with philosophical analyses in the field of the history of ideas and rhetorical communication. It presents the idea of sports heroism as a historically developing form of communication discourse. The premise is the thesis that the figure of a sports hero is each time a creation of a communication context, i.e. a message and interpretation using axio-normative, appealing and persuasive rhetorical means. In this rhetoric, objective and measurable sports mastery is strengthened and transformed into a communicative image enriched with moral, social, aesthetic, ludic-hedonistic and marketing meanings. The article is located in the humanistic area of the history of culture, and its reflection, which is the fruit of desk research, is developed in relation to the existing thematic literature using the hermeneutic principle of the fusion of interpretative horizons. The aim is to show the spectrum of meaning pertaining to the sports hero’s character components, starting from Greek athletics, through the discourse of ancient philosophers (developed by Coubertin) to the media fame of today’s sports champions. The rhetoric and practice of sporting mastery are two sides of the sporting coin.
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Warmath, Dee, e Andrew P. Winterstein. "A Social-Marketing Intervention and Concussion-Reporting Beliefs". Journal of Athletic Training 55, n.º 10 (23 de setembro de 2020): 1035–45. http://dx.doi.org/10.4085/1062-6050-242-19.
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Context Concussion-symptom education remains the primary approach used by athletic trainers to address underreporting of possible sport-related concussions. Social marketing represents an untapped approach to promote concussion reporting by communicating the benefits or consequences of reporting or not reporting, respectively. Objective To apply expectancy value theory and identify how marketing the possible consequences of concealing concussion symptoms influenced young adults' concussion-reporting beliefs to increase the likelihood of reporting. Design Randomized controlled clinical trial. Setting Laboratory. Patients or Other Participants A total of 468 competitive collegiate club sport athletes at a large US university who engaged in 1 of 46 sports with various levels of concussion risk. Intervention(s) Participants were randomly assigned by team to 1 of 3 conditions. The treatment condition was a social-marketing program focused on the possible consequences of the reporting decision. The control condition was traditional concussion-symptom education based on the National Collegiate Athletic Association's publication, “Concussion: A Fact Sheet for Student-Athletes.” An additional condition mirrored the traditional symptom education but included a less clinical delivery. Main Outcome Measure(s) Positive and negative beliefs regarding concussion reporting were assessed. We applied expectancy value theory, which posits that changing beliefs in the short term will produce greater reporting intentions in the long term. Results Club sport athletes exposed to consequence-based social marketing showed higher levels of positive reporting beliefs and lower levels of negative reporting beliefs than athletes exposed to traditional or revised symptom education. We observed no differences between the traditional and revised symptom-education programs. Exposure to consequence-based marketing decreased negative beliefs about reporting (B = −0.165, P = .01) and increased positive beliefs about reporting (B = 0.165, P = .01). Conclusions Social marketing offers athletic trainers another strategic tool for motivating athletes to report concussion symptoms by translating scientific findings into marketable statements and then communicating the benefits of reporting or the negative consequences of concealing concussion symptoms.
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Jwaad, Riaad Ahmed, e Abdul Jaleel Jebar Naser. "Electronic Marketing Reality in Elite Players in Iraq". Journal of Physical Education 33, n.º 2 (28 de junho de 2021): 108–16. http://dx.doi.org/10.37359/jope.v33(2)2021.1147.
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The research aimed at identifying the reality of electronic marketing in elite athletes. The researchers used the descriptive method on (193) athletes from different sports; individual and team. Direct questions and an electronic marketing scale were applied to conclude that athletic shows come first in most bought goods. The results showed that there is a difference between direct and electron shopping in favor of direct shopping. In addition to that, the results showed that sports federations do not provide athletes with proper apparels and equipment thus placing financial burdens on the athlete. Finally, the researchers concluded that language was not a barrier in electronic shopping, lack of safety and trust was the main barriers for athletes in electronic shopping.
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Taniyev, Olzhas, e Brian S. Gordon. "Crafting a legacy: investigating the retired athlete brand image". International Journal of Sports Marketing and Sponsorship 20, n.º 3 (5 de agosto de 2019): 390–406. http://dx.doi.org/10.1108/ijsms-02-2018-0018.
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Purpose The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes. Design/methodology/approach In total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews. Findings The findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona). Originality/value While the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding.
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Marquez, Armin, Beth A. Cianfrone e Timothy Kellison. "Factors affecting spectators’ adoption of digital ticketing: the case of interscholastic sports". International Journal of Sports Marketing and Sponsorship 21, n.º 3 (2 de abril de 2020): 527–41. http://dx.doi.org/10.1108/ijsms-07-2019-0080.
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PurposeThe paper investigates the factors influencing spectators’ adoption of digital (mobile) ticketing by expanding the Technology Acceptance Model (TAM; Davis, 1989) to include two variables overlooked in previous ticketing research: (1) trust of digital ticketing and (2) willingness to pay convenience fees. The study provides information on consumer behavior that may aid sports managers’ decision-making.Design/methodology/approachThrough a paper-and-pencil survey of high school American football spectators (N = 523) over 12 games, the study examined perceived ease of use, perceived usefulness, the trust of digital ticketing, willingness to pay convenience fees and their effects on spectators’ intention to use digital ticketing.FindingsTrust of digital ticketing, willingness to pay a convenience fee and the perceived ease of use were found to influence the perceived usefulness of the technology, which, in turn, had a significant effect on the intention to use. Willingness to pay fees also had a direct effect on intention.Research limitations/implicationsAlthough every intention was made to ascertain a diverse sampling of schools (urban vs. suburban, large vs. small), it is worth noting that the sample location may be a limitation for the overall applicability.Practical implicationsThe manuscript includes practical applications for marketers and ticket sales staff. Digital (mobile) ticketing is on the rise. As segments like high school athletics adopt the technology, spectators’ evaluation of digital ticketing must be considered, given its impact on intentions to use.Originality/valueThe findings support the use of willingness to pay convenience fees and trust of digital ticketing as considerations in the TAM for understanding digital ticketing.
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Panta, Subani, e Ram Nyaupane. "CELEBRTITY ENDORSEMENT AND CONSUMER BUYING BEHAVIOR IN KATHMANDU, NEPAL". Nepalese Journal of Management Science and Research 5, n.º 1 (20 de maio de 2022): 163–81. http://dx.doi.org/10.53056/njmsr-2022.5.1.009.
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The celebrity endorsement has been put into the practice for representation of services rather than performing and delivering their genuine job as performers like in any stream such as showbiz, athletics. Regardless of the expenditure and the threats drawn by means of this method of promotion and marketing, it has been in use somehow comprehensively in this age. Based on review of literature, this study brings insights provided by various similar research projects which serve as a base for conducting this study further assisting in achieving the goal and objectives. Quantitative research technique was used to conduct this study so as to know whether or not does celebrity endorsement influence the consumer buying behavior as per their age, gender, income, education, etc. This study also includes the findings extracted from collecting the data which have been further summarized in the conclusion. Finally, implementation of celebrity endorsement has now become an omnipresent component of advertising and communication in an organization. Nepalese people are now more conscious about the things they purchase and tend to look after the products endorsed by a celebrity and consider it to be a reliable brand. The marketers and the advertising company see this as an opportunity and invest upon celebrities so as to build and establish their image as one of the strongest and most leading brands in the market, increase revenue and market share
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Gaskins, David A., e Todd W. King. "Creating “Memorable Moments” to Excite the Intramural Sports Experience". Recreational Sports Journal 22, n.º 4 (outubro de 1998): 31–36. http://dx.doi.org/10.1177/155886619802200404.
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While intramural sports contests do not enjoy the same widespread media exposure and attention as collegiate and professional athletics, they still produce special memories for the participants. It is the fun, stress release, joy of teamwork, thrill of competition, opportunity to escape the monotony of everyday life, and the emotional arousal which are generated by recreational sports programs that are the reasons why people participate. The “memorable moments” concept examines strategies on marketing implication and maintaining programmatic quality. The basic components of a “memorable moment” are intangible elements and include enjoyment or exhilaration, personal value, and something that is atypical. While intangibles result from the competition itself a variety of specific tangible techniques such as a public address announcer, spectator seating, campus media coverage, special promotions and activities, a national anthem, game programs, commercial sponsorship, and videotaping, can be employed to further emphasize and complement these aspects. The implementation of these tangibles and increasing the attractiveness of the participatory experience has tremendous positive marketing implications. The foremost advantage is the excitement and heightened awareness of programs that is engendered through expanded word-of-mouth. Tangibles also assist in improving visibility of programs and facilitates elevated recognition and exposure throughout the institution. The benefits of these effects often translated into more participants, greater receptiveness toward budget requests, improved networking opportunities both within and outside the institution, and enhanced respect from upper-level administrators. Although the “memorable moments: concept offers numerous exceptional strengths, its implementation also requires certain important commitments and programming adjustments. Timelines and advance planning are even more crucial when programs include additional enhancements. Furthermore, financial and personnel requirements are increased as well as the time and coordination necessary for special game logistical arrangements. Potential problems and issues must also be addressed. Rescheduling requests, inclement weather, spectator control for large crowds, and decisions related to determining which activities or games will receive special attention, what degree of auxiliary features will be utilized, and how to ensure the “memorable moments” remain something special are the most prominent topics to be considered. The reasons for participating in intramural sports are many and varied. However, fun, enjoyment, and the thrill of competition are usually at the heart of the decision to become involved in these activities. “Memorable moments” represents an excellent strategy to inspire and magnify thee feelings among participants while also displaying the program on center stage in an extraordinary marketing medium.
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Wu, Shuangxiong. "How the NCAA Is Solving Alcohol Abuse on College Campuses Through Marketing Strategies". Advances in Economics, Management and Political Sciences 18, n.º 1 (13 de setembro de 2023): 220–25. http://dx.doi.org/10.54254/2754-1169/18/20230075.
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The National Collegiate Athletic Association is an American college sports league that is popular in the United States and even around the world. It includes many different kinds of sports, and almost all have a high level. Basketball is one of the representative sports in the National Collegiate Athletic Association. There is an annual sports championship that is the most popular in America and is held in March of each year. National Collegiate Athletic Association sports events have a very high degree of attention and a very strong mass base. Not only the basketball is a popular sport in National Collegiate Athletic Association, track and field are also popular. In addition to basketball and track and field, the National Collegiate Athletic Association also includes other sports such as football, baseball and others and they are all concerned and loved by people. Alcohol abuse among college students is a serious public health problem that plagues many American college students. This situation also leads to serious illnesses associated with alcohol for adolescents. More than just disease, the act of drinking alcohol is likely to lead to future alcohol dependence in adolescents. Student athletes have an even more serious alcohol abuse problem. This article mainly studies the National Collegiate Athletic Association's use of different marketing methods to solve the long-standing problem of alcohol abuse by college athletes. Furthermore, through marketing to eliminate the negative impact and make college students pay more attention to the problem of alcohol abuse, so that they can get better athletic performance, academic performance and physical health, and also enable them to effectively avoid criminal problems that may be caused by drinking.
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Permatasari, Dwi Novita Cahyaningtyas. "STRATEGI PENINGKATAN BRAND AWARENESS DAN AKTIFITAS PROMOSI DALAM SPORT EVENT (STUDI KASUS: EVENT MAYBANK BALI MARATHON 2019, GIANYAR, BALI)". Jurnal Kepariwisataan 21, n.º 1 (26 de março de 2022): 1–18. http://dx.doi.org/10.52352/jpar.v21i1.697.
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Sporting events are one of the subjects in MICE related to the niche tourism development. Various promotional activities through sport event is used to increase brand awareness. It brings strong implications for many aspects of tourism development. Marathon has become very popular sport in 2019. Maybank made a breakthrough strategy to take advantage of this trend through organizing Maybank Bali Marathon 2019. Maybank Marathon achieved “Bronze Label” from World Athletics, became the first in Indonesia. However, Maybank's level of brand awareness in Bali needs to be evaluated. Based on the preliminary research conducted, most of the people were aware of the event but were not familiar with the bank's financial products. The method used in this study is a mix method by conducting survey of 100 respondents with random sampling technique and analyzed using descriptive analysis. Brand awareness is measured by characterizing four elements of David A. Aaker's theory namely top of mind, brand recall, brand recognition, unaware of brand. The results show that Maybank does not occupy the top of mind or brand recall levels, and there are only few respondents who recognize the logo and tagline, 60% of respondents do not aware Maybank brand. Interesting fact, although most respondents are not familiar with Maybank, almost all respondents (91%) are aware of the Maybank Bali Marathon event. Maybank's promotion scheme was analyzed using The Marketing Funnel theory by Adam Cohen and finally strategy was formulated using SWOT analysis.
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Lawrence, Heather Jane, Norm O'Reilly, Alexandra Speck, Chris Ullrich e Kayla Robles. "The determinants of season ticket holder advocacy in the NCAA football bowl subdivision". Sport, Business and Management: An International Journal 10, n.º 3 (21 de maio de 2020): 335–58. http://dx.doi.org/10.1108/sbm-05-2019-0035.
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PurposeThe objective of this paper is to respond to four research questions. The first two as how likely are college football season ticket holders to recommend (1) purchasing a similar season ticket package and (2) attending a home football game, to a friend or colleague. The third question examines if there is a difference between advocacy toward purchasing season tickets as compared to advocacy toward game attendance. Finally, we identify what factors impact advocacy for college football season ticket holders.Design/methodology/approachAn online survey of 57,240 season ticket holders from 69 different National Collegiate Athletics Association (NCAA) Division I Football Bowl Subdivision programs was undertaken. The data were analyzed to build a model of the drivers of advocacy in season ticket holders from a conceptual base of advocacy, trust and loyalty.FindingsThe identified drivers include both institutionally influenced factors and factors related to season ticket holder behaviors/demographics. The season ticket holder is arguably the highest level of fan for any sports organization from an affinity perspective and clearly the most important from a business perspective. This research argues that the season ticket holder should not only be the focus of ticket sales efforts but also leveraged as marketing advocates with the objective of attracting additional fans.Originality/valueThe value of this research is the large sample of data from season ticket holders of NCAA Division 1 football clubs and the resulting learning it provides to researchers and practitioners.
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Nite, Calvin, John N. Singer e George B. Cunningham. "Addressing competing logics between the mission of a religious university and the demands of intercollegiate athletics". Sport Management Review 16, n.º 4 (novembro de 2013): 465–76. http://dx.doi.org/10.1016/j.smr.2013.03.002.
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Bower, Glenna, e Mary A. Hums. "Women Working in the Administration of Campus Recreation: Career Paths and Challenges". Recreational Sports Journal 27, n.º 2 (novembro de 2003): 21–35. http://dx.doi.org/10.1123/rsj.27.2.21.
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Women have made in-roads into management positions in various traditionally male-dominated industries including the sport industry. The sport industry consists of a number of segments such as professional sport, intercollegiate athletics, health and fitness, facility management, sport for people with disabilities, sport marketing, and recreational sport. While scholars have focused attention on the careers of women working in management positions in several of these segments, almost no work has been done in the recreational sport segment. One specialized area within recreational sport is campus recreation. In this particular area, there is limited research on women working in administrative positions. Thus, the purpose of this study was to establish and examine career information of women working in the administration of campus recreation programs. The survey subjects were 376 women listed in the 2000–2001 NIRSA National Sport Recreational Directory as holding administrative level jobs in campus recreation. The study addressed the following concerning women working in campus recreation administration: (a) demographics; (b) career paths; (c) most/least enjoyable aspects of their jobs; (d) greatest challenges; (e) career advice for women wanting to enter this profession; (f) short-term and long-term career aspirations; (g) the role of mentors on their careers, and (h) how they obtained their first/current job in campus recreation administration. Analysis of the data for this descriptive study focused on two areas. First, means and standard deviations were calculated where appropriate. Second, the answers to the open-ended questions were investigated for recurring themes. After examining the data, suggestions for future research were generated.
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Azmi, Nor Jijidiana, Radzuwan Rashid, Bahtiar Mohamad, Mairas Abd Rahman e Zulkarnian Ahmad. "Student Athletes’ Perception of Female Models in Sports Advertisements". Asian Social Science 13, n.º 10 (27 de setembro de 2017): 120. http://dx.doi.org/10.5539/ass.v13n10p120.
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Women in advertisements are no longer portrayed as having traditional roles. Instead, they are portrayed as dominant and powerful. This new marketing strategy is hoped to be more persuasive in reaching the target audience, especially the female buyers, thus increasing the sales in the market. This qualitative research aims to explore student-athletes’ views on the portrayal of female models in sports advertisements. A focus group interview involving three female student-athletes was conducted. A total of 20 advertisements, which portray female models, from five leading sports brands were used as stimuli for the focus group. The findings reveal that the participants have different perceptions towards the body image and athletic values of the advertisements, despite having the same background as a student athlete. Sexual appeal, the portrayal of healthy and positive body image, and strong athletic ability are among the functions of the female models in the advertisements, as perceived by the participants.
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McDonald, Mary G. "Michael Jordan’s Family Values: Marketing, Meaning, and Post-Reagan America". Sociology of Sport Journal 13, n.º 4 (dezembro de 1996): 344–65. http://dx.doi.org/10.1123/ssj.13.4.344.
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Michael Jordan ’s body offers a significant site to explore larger cultural meanings and anxieties in post-Reagan America. Informed by cultural studies sensibilities, this paper explores selected sporting and advertising accounts to suggest that representations of Jordan’s athletic body are constructed by promoters in ways which rely on particular associations of Black masculinity, sexuality, and the nuclear family. The carefully crafted image of Michael Jordan offers an enticing portrait of Black masculinity, playing off notions of natural athleticism and family sentiment in ways designed to induce devotion. This public persona of Jordan participates in the moralistic “family values” climate of post-Reagan America, while simultaneously working to deny historical and stereotypical depictions of Black masculinity as overtly erotic and dangerous. Thus marketing strategies encourage a voyeuristic, albeit “safe” enjoyment of Jordan’s commodified body.
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Peng, Ziyun, e Hong-yong Jung. "Strategic Branding Approaches for Women Professional Athletes via Self-Presentation Theory and Social Role Theory". Studies in Social Science & Humanities 3, n.º 4 (abril de 2024): 21–25. http://dx.doi.org/10.56397/sssh.2024.04.04.
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The rise of social media has provided many opportunities for athletes to develop outside of traditional media, and the use of social media platforms by female athletes can overcome the limitations of traditional sports media and promote the development of their personal brands. The aim of this study is to analyse and discuss how female athletes use social media to develop their branding strategies based on self-presentation theory and social role theory using Serena Williams as the subject of the study. By analysing the links between self-presentation theory, social role theory and athlete branding, research done by researcher on athlete branding strategies based on the two theories is analysed and discussed. Based on the analysis of the study population, the article makes recommendations on how female athletes can use social media to develop branding strategies. In terms of athlete branding, the article argues that branding strategies for female athletes can be used to gain consumer trust and seek business development opportunities outside of the sports arena by marketing their athleticism, respectable appearance, and marketable lifestyles on social media. On the issue of athlete brand image representation, the article encourages female athletes to focus on social justice issues and suggests that athletes use a combination of public service and commercial marketing to strategically build and manage their athlete brands.
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Anupkumar Dhore, Apurva Khobragade e Toshik Arun Mowade. "An investigation into the growing importance of user-generated content within the realm of contemporary digital marketing endeavors". Journal of Management and Science 13, n.º 2 (30 de junho de 2023): 29–31. http://dx.doi.org/10.26524/jms.13.17.
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The performance of athletes is greatly influenced by their diet, as it supplies the essential nutrients and energy needed to sustain their bodies. Meeting the specific nutritional needs of sportspeople is crucial for maintaining their overall physical and mental well-being, as well as supporting their training and competitive objectives. This review paper aims to examine the significance of diet in sports, with a particular focus on the role played by macronutrients, micronutrients, hydration, meal timing, and other relevant factors. By delving into the topic, this research paper investigates the value of a well-balanced diet in sports and its direct impact on athletic performance. Furthermore, it sheds light on the specific types of foods and nutrients that athletes should consume in order to optimize their performance.
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Lewis, Eugene J. "Sports Marketing". International Journal of Smart Education and Urban Society 13, n.º 1 (1 de janeiro de 2022): 1–12. http://dx.doi.org/10.4018/ijseus.311046.
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Prioritizing diversity in sports provides perspectives in how transformational leadership and organizational culture are viewed. In contrast to most research within the field of sports marketing, DEI is still a prominent issue. The use of racial, cultural differences, and ethnic stereotypes still demonstrate leadership gaps amongst minority coaching vacancies in sports. As individuals deal with organizational challenges, they need to be able to utilize DEI paradigms to facilitate the resolution of improving athletic culture in the coaching ranks. The purpose of the article is to determine innovative ways to incorporate transformational leadership between the organizations that hire ethnic minority coaches. Although DEI continues to challenge opportunities for minorities and disenfranchised groups, there is a systemic challenge in providing useful tools to integrate DEI tools for supporting the efforts of how sports are marketed in today's athletic environment.
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Youngman, Josh. "Model High School Athletic Marketing Plan". Physical Educator 74, n.º 72.5 (2017): 45–55. http://dx.doi.org/10.18666/tpe-2017-v74-si1-8557.
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