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Joon-Ho Kang, Richard P. Bagozzi and Jawang Oh

Although emotion has occasionally been examined as a dependent variable or outcome of physical activity involvement, it rarely has been studied as an antecedent. This study examines the role of emotion in decision-making processes for participant sport consumption. A structural model is proposed to integrate emotions with self-image congruency and attitudes as antecedents of the decision to initiate physical activity in the consumption context. Context effects were investigated by two scenarios: (1) joining a private health club and (2) skiing in an indoor ski resort. A total of 199 persons responded, and structural equation models were examined. The results indicate that emotion mediates the influence of attitudes and self-image congruency on the decision to join the club and resort. The pattern of the relationships among utilitarian, self-based, and emotive evaluations depends on the sport consumption context. Discussion of theoretical and practical issues is presented and directions for future research are suggested.

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Deborah R. Shapiro and Brenda G. Pitts

As the field of sport business management develops, it is critical to assess its literature. A content analysis of 34 sport business management journals between 2002 to 2012 was conducted relative to sports, physical activity, recreation, and leisure for individuals with disabilities. Journals were selected based on their alignment with sport management curriculum standards. Results show that of the 5,443 articles reviewed in this study, merely 89, or .016%, pertained to disability sport, leisure, recreation, or physical activity. Information insufficiency was found across all sport management curriculum domains. Similarities and differences are discussed relative to other content analyses conducted in sport management and disability sport. Results provide direction for future scholarship and advancement of studies in disability sport in sport business management.

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Mikihiro Sato, Jeremy S. Jordan and Daniel C. Funk

The current study examines whether a distance running event has the capacity to promote participants’ life satisfaction. The construct of psychological involvement was used to investigate the impact of attitude change through event preparation and subsequent activity. Data were collected four times through online surveys from running event participants (N = 211) over a five-month period. Latent growth modeling analyses revealed that participants’ life satisfaction peaked immediately after the event before receding, indicating that event participation exerted a positive impact on participants’ evaluations toward their lives. A positive significant association was also found between change in pleasure in running and change in life satisfaction. Findings from this study provide empirical support that a distance running event can serve as an environmental determinant that enhances participants’ life satisfaction by providing positive experiences through event participation and forming psychological involvement in physical activity.

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W. James Weese

This descriptive research study was conducted to investigate the concepts of transformational leadership and organizational culture within the administrative levels of campus recreation programs of Big Ten and Mid-American Conference universities. While transformational leadership was quantitatively measured by the Leadership Behavior Questionnaire (LBQ), the Culture Strength Assessment (CSA) and Culture Building Activities (CBA) instruments provided two quantitative measures of organizational culture. Qualitative data were also collected and analyzed to enrich and cross validate the findings. The researcher concluded that high transformational leaders direct programs that (a) possess stronger organizational cultures and (b) carry out culture-building activities, specifically the “customer orientation” function, to a greater extent than other leaders do. An interaction effect between leadership and conference was uncovered for this variable. No significant difference was uncovered between the high and low leadership groups relative to the penetration of culture throughout the top four hierarchical levels of the organization.

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Brendan Dwyer

The business of fantasy football is a multibillion dollar-per-year industry. However, academic inquiry into the distinct attitudes and intentions of fantasy football participants is underdeveloped. Therefore, following Fazio, Powell, and Herr’s proposed attitude–behavior framework, this study examined the relationship between sport fans’ attitudes, fantasy football involvement level, and intentions to watch the televised broadcast of National Football League (NFL) games. The results suggest that fantasy football is a noteworthy connection point for NFL fans. Specifically, fantasy participation appears to duplicate the positive and negative attitudes of traditional team fandom, and this replication ultimately increases television viewership throughout the league. Thus, instead of competing with traditional team-focused professional-football viewership, fantasy football appears to be a complementary or value-adding activity. Discussed are theoretical outcomes, as well as the practical implications for sport marketers and media providers looking to capitalize on this highly popular and lucrative online activity.

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Nico Schulenkorf

For several years, sport-for-development (SFD) programs have been implemented around the world to make a positive difference for disadvantaged or underprivileged communities. Within this context, special events have been used to complement regular development activities to celebrate social, cultural, and sporting achievements. To date, little managerial work has been conducted on the specific contributions that special events can play in the context of ongoing SFD endeavors. In addressing this issue, this paper presents findings from an empirical investigation of a participatory SFD event in the Pacific Islands. Findings suggest that special events can create new interest and excitement for SFD activities, reengage stakeholders to the wider SFD program, leverage partnerships, and provide opportunities to build and shape local management capacity. In discussing these findings, the paper highlights potential positive and negative impacts of special SFD events and provides practical and theoretical implications for SFD program design, management, and leverage.

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Stephanie Cunningham, T. Bettina Cornwell and Leonard V. Coote

Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identity-sponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies’ online sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed.

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Timothy D. DeSchriver and Paul E. Jensen

The purpose of this study was to analyze the relationship between spectator attendance at NCAA Division II football contests and selected determinants by estimating multiple economic demand models. The two primary determinants analyzed were winning percentage and promotional activity. Demand models were estimated using OLS and fixed-effect regression analysis. The results suggested that both current and previous year winning percentages are positively related to attendance. Furthermore, it is shown that the effect of previous season winning on attendance diminishes while the effect of current season winning increases as the season progresses. The results also indicated that promotional activities, the number of enrolled students, and market competition significantly affected attendance. Overall, the demand models explained between 37 and 70 percent of the variation in spectator attendance. The findings of this study may aid Division II athletic administrators who are attempting to increase revenues by attracting additional spectators to small-college football contests.

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Julie Stevens, Anna Lathrop and Cheri Bradish

In response to the recent impact of Generation Y in the sport marketplace, this researach article examines the association between consumer behavior preferences and two segmentation variables, gender and physical activity level, for an adolescent segment (ages 14-17 years) of Canadian Generation Y youth. Questionnaire results from a sample of 1,127 respondents yielded data related to various consumer preferences for sporting goods purchases. These factors include purchase decision making, price, frequency, location, and product features. Results indicate an association among Generation Y, gender, and physical activity level with respect to a number of consumer preferences related to sport footwear, apparel, and equipment. Discussion and implications address how sport marketers might interpret the consumer profile results according to both age and cohort perspectives.

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Jacquelyn Cuneen and M. Joy Sidwell

Gender portrayals in sport-related advertising generally reinforce institutionalized sexism and culturally defined sex-role behaviors. Gender-defining messages in advertising photographs may have an especially profound impact on children because children understand meanings in pictures before they understand meanings in text. The purpose of this study was to analyze gender portrayals contained in advertisements appearing in Sports Illustrated for Kids (SIK) over a 6-year period. Advertisements were coded to determine (a) the total number of advertisements featuring females and males, (b) genders represented as prominent or supporting in advertising portrayals, and (c) gender portrayals in advertisement activities and product types. Content analysis revealed that girls and women were drastically underrepresented as models in SIK advertising and that distinct gender roles were sustained by depicting males in nearly all types of activities and products. Conventional stereotypical relationships between sport and gender were represented in the majority of SIK advertisements.