Rugged & Exciting: Examining the Personality of a Mixed Martial Arts Brand

The purpose of this study was two-­‐fold: (a) to iden4fy the brand personality associated with a mixed mar4al arts (MMA) brand, and (b) compare perceived brand personality dimensions among different consumer groups. There is a paucity of literature that assesses brand personality and MMA. This study was the first to apply the five dimensions of brand personality presented by Aaker (1997) to the Ul4mate Figh4ng Championships brand. In order to compare brand personali4es based on involvement, there must be an understanding of involvement and its concepts as well as the history of the sport. Three hypotheses regarding high and low involved consumers and their perceived brand personali4es are presented and tested. Results revealed Ruggedness and Excitement as the two highest rated dimensions of brand personality. In addi4on, ANOVA results revealed fans and non-­‐fans differed significantly across all five dimensions of brand personality

Profiling the Sport Blogosphere

The purpose of this study is to provide primary research regarding how sports blogs utilize the social media and generate revenue for their blog. This study begins with a literature review of the blogging world with a special emphasis on the sports sector of the blogosphere. The literature review is followed by a discussion of the research method of content analysis, which was employed to examine the selected sports blogs. Furthermore, recommendations are made concerning sampling methods and how future statistical sampling of the sports blogosphere could proceed to improve the representativeness of samples and data collection in this research topic

Required Donations: An Empirical Test of Prospect Theory & Framing of Per-seat Contributions in Intercollegiate Athletics

The purpose of this study was to examine how per-seat contributions are framed, and attempt to understand the effects of different price frames on consumer perceptions and behavior. In doing so, we apply prospect theory to explain how framing an outcome can change preferences and ultimately purchase behavior. The current study used an experimental design to determine which price frame most influences repurchase intentions, when considering three price tiers (e.g. low, moderate, high) determined in a pretest. Our results indicate the best way to increase purchase intentions when implementing per-seat contributions campaigns is to use the Combination price frame (i.e. one emphasizing both student and personal benefits) in all per-seat contributions marketing communications, regardless of the price of the ticket

Minor League Fan Satisfaction with the Season Ticket Selling Process

The purpose of this study was to assess satisfaction with the season ticket selling process administered by a minor league baseball franchise. Minor league sport organizations rely heavily on season ticket sales and retention, therefore, knowing the perceptions of consumers gives organizations an opportunity to fulfill consumer needs. Respondents (N=615) to a consumer satisfaction survey included season (N=365) and non-season (N=250) ticket holders of a southern Triple-A baseball team. Results indicate ineffective television and radio advertisements, favorable experience with the purchasing process, fair and appropriate price, consumer ticket use related to perceived team connection, and repurchase intention was not based on club’s win-loss. Future investigations should distinguish if perceptions change longitudinally when managers attempt to address consumer needs