Sport Marketing Quarterly (SMQ)

Volume: 21
Issue: 2
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Articles in this issue:

  • John Richardson
    Randle D. Raggio

    The Robins Center at the University of Richmond, home of Richmond’s men’s and women’s basketball teams, had hosted a Presidential debate in 1992, but at 38 years old it was time for a major renovation. In mid-March 2011, based on the success of the men’s basketball program over the past two seasons, a generous donor had agreed to contribute the total amount needed to renovate the Robins Center.Read more

  • Jennifer R. Pharr
    Nancy L. Lough

    Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL, and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing, or other community outreach based on five variables that differentiate each strategy. Forty three programs were...Read more

  • Nicholas D. Theodorakis
    Daniel L. Wann
    Stephen Weaver

    The current investigation examined the interrelationships among overall sport team identification, specific dimensions of team identification, and behavioral intentions. Using an antecedents approach to guide predictions (Dabholkar, Shepherd, & Thorpe, 2000), a model was tested in which overall identification would mediate the relationship between specific dimensions of team identification and behavioral intentions. To test the hypothesized pattern of effects, participants completed a questionnaire packet assessing overall identification via the Sport Spectator Identification Scale (...Read more

  • Jeffrey L. Stinson
    Adam Marquardt
    Joshua Chandley

    To date, little empirical work has examined the institutional returns associated with athletic program investments. While intangible brand effects are commonly cited, such as athletics serving as the perceptual “front porch” of the institution, direct examination of the effects of athletic programs has often been narrow in scope. Within this study, we assess the contributions of investment in athletics as compared to other areas of institutional investment, on important institutional outcomes. Data for the study was collected from two datasets, the Integrated Postsecondary Education Data...Read more

  • Heidi M. Parker
    Janet S. Fink

    Many companies use athlete endorsers to help promote brands and sell products, and athletes are paid considerably for allowing companies to marry the athlete’s image and persona with their products and/or services. Thus, understanding what makes an effective endorser is an important question. Grounded in source credibility and match-up hypothesis theory, this study examined how knowledge of an athlete’s prior arrest or knowledge about an athlete’s sexuality would impact perceived source credibility characteristics of attractiveness, trustworthiness, and expertise, as well as perceptions of...Read more

  • Haylee Uecker Mercado
    John Grady

    Of the numerous civil rights and social justice issues prevalent within the discourse of the United State , use of Native American mascots and imagery by college and professional athletic teams continues to be a divisive issue within and beyond sport. There are many historical, legal, political, economic, and sociological factors that have been used to explain the origins of Native American team monikers and why they have prevailed over time. There are strong views both in favor of retaining and eliminating this practice, and continued use of team names, mascots, and imagery remains a...Read more