SPORTS MARKETING JOURNAL

ISSN : 1464-6668

Library: £109

Standard: £35

International Journal of Sports Marketing & Sponsorship

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Back issue Volume 6 Number 1 July 2004

Editorial

Editorial

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In my previous editorial I wrote about changes planned for the Journal and promised the continued commitment to its main mission, namely to be a bridge between practitioners and researchers.

Here is the manifestation of that promise. As you can see there are some changes to the Journal’s appearance, and we hope you like its more modern look. There are also significant developments in the content, most notably in the variety of articles published.

In this issue you will find two major academic research papers with intriguing results and managerial implications. There is a fascinating case study, an industry research project, an interview with a leader in the sponsorship field and a book review. We aim to keep this healthy mix, and the publisher and I would like to hear from you if you have any criticisms (or even compliments) about the direction of the Journal.

Since the announcement of the new publisher, I have had many calls and e-mails asking about policy, review process and types of material featured. Here are responses to the most frequently asked questions:

Has the review process changed?

No, there is no change. All academic research manuscripts will be subject to a blind review by three reviewers. Other material, such as case studies and interviews, will be subject to at least one review. Where a paper has been subject to the full peer-review process, this will be indicated.

What types of contributions is the journal looking for?

Priority is given to solid research-based contributions. However, as is evident in this issue, we are looking to other types of material that will help the Journal serve as a bridge between academia and practice. Case studies, commercial research, best practice analysis, opinion pieces and book reviews are all welcome.

I am not sure if my manuscript is appropriate for the Journal. Can I send you an abstract or description?

By all means send in what you have. I am here to help you present and publish your work. The earlier you let us know what you are doing or planning to do, the better we can help you steer it in the right direction for the Journal. We might also point you to a company that can supply data or other support.

I am not sure that my research is sports marketing or sports sponsorship…

I define sports marketing broadly as the use of sports to achieve marketing objectives (rather than defining it as the marketing of sports). This opens the Journal to a wide variety of topics, from the use of sports celebrities to sports advertising, from sports merchandising research to sports memorabilia collection, from brand building using sport to the development of the sports brand. Equally, the Journal is interested in sponsorship research relating to the arts, education and so on.

Do you look for reviewers?

Yes, we always need people dedicated to the subject. Send me your resume and indicate the type of manuscript you are comfortable to review.

In which format should I submit my manuscript?

See page 2 or visit submit paper. We would like to hear from you and find out how we can make the Journal a better tool for you. I look forward to receiving your best material and working with you to see it through to publication.

David Shani, PhD

Interview

Jim Andrews, Senior Vice President / Editorial Director IEG Inc.

Paper 1

Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification

Authors

Aron M. Levin, Northern Kentucky University

Fred Beasely, Northern Kentucky University

Tom Gamble, Northern Kentucky University

Abstract

Although brand loyalty has been cited by practitioners as one of the most important sponsorship objectives, there is little empirical research on the effect that sponsorship has on sports fans' loyalty towards sponsoring brands. Comparing a sample of NASCAR fans to a sample of non-NASCAR fans, brand loyalty towards NASCAR sponsors was measured using a scale that includes attitudinal and behavioural components. It was found that NASCAR fans exhibited stronger brand loyalty than non-NASCAR fans to NASCAR sponsoring brands, particularly on the attitudinal component.

Paper 2

Has adverse publicity affected Beckham's sponsorship potential?

Authors

Simon Rines, International Marketing Reports

Abstract

Global icon David Beckham was alleged by the tabloid media in April 2004 to have had an extra-marital affair. Given his carefully nurtured image as a family man and model father, would the adverse publicity damage that image and affect his lucrative sponsorship endorsements? Research undertaken in the UK by IJSM&S suggests that there has been some negative impact, but it is probably not enough to make him a sponsorship liability. The findings also demonstrate very high levels of prompted and unprompted awareness for his endorsements.

Paper 3

The role of perceived fit in fans' evaluation of sports brand extension

Authors

Dimitra Papadimitriou, University of Patras

Artemisia Apostolopoulou, Bowling Green State University

Ilias Loukas, Organizing Committee of the 2004 Olympic Games

Abstract

This study is one of the first efforts in sports marketing literature to assess sports fans' evaluation of brand extensions introduced by a professional sports team. Using measures of perceived fit between the parent brand and the extensions, it is hypothesised that increased fit will result in more positive fan evaluations and higher intention to purchase the team's extension. Results from correlation and regression analyses provide support for this hypothesis.

Paper 4

The use of research to develop a marketing strategy for Plymouth Argyle Football Club

Authors

Louella Miles,

Abstract

This paper is an extract from Football Sponsorship & Commerce, International Marketing Reports, due for publication August 2004 English football club Plymouth Argyle had been in the Third Division, with an unpopular management team and a bleak future. Incoming managers made major changes on and off the pitch, and success soon followed. The club also completely overhauled its business plan. Central to this was a major research initiative, with quantitative and qualitative elements. The research results gave the club the information it needed to implement a marketing strategy, which has seen ticket sales increase by more than 500 percent and merchandise sales rise by more than 200 percent.

Paper 5

Book review - The Business of Sport Management

Authors

Peter Miller, Soccer Consultant

Abstract

Book Title: The Business of Sport Management Editors: John Beech & Simon Chadwick Publisher: Pearson Education Price: £32.99 An impressive group of academics have produced one of the best sports management books so far. The book goes into great detail in a number of areas and is interspersed with humour to make otherwise dull subjects more entertaining. Readers are also challenged to give their interpretation of events. The one small criticism is that it would have been useful to get input from sports administrators.