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Hunter Fujak, Stephen Frawley, Heath McDonald and Stephen Bush

fan behavior within individual sports rather than the consumer markets in which teams compete ( Pelnar, 2009 ). Through this research, we begin to remedy this shortcoming by undertaking an analysis of sport consumer behavior within sport markets that feature a high degree of consumption choice

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Brian M. Mills, Steven Salaga and Scott Tainsky

We add to the recent ticket market literature by using a unique, disaggregated, and proprietary data set of primary market ticket sales transactions from a National Basketball Association team that includes previously unavailable information on date of purchase, customer location, and other consumer demographics. We find that local and out-of-market fans differ in their total purchase amounts, with out-of-market fans spending more than local consumers, on average, and differential spending effects based on the home team win probability. In particular, this differential behavior has important implications for Rottenberg’s uncertainty of outcome hypothesis. We find evidence that interest in visiting team quality dominates interest in perceived contest uncertainty, fitting the reference-dependent preference model in the context of low local team quality. Further, these findings also have important implications related to market segmentation and dynamic ticket pricing in professional sport.

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Norm O’Reilly, Mark Lyberger, Larry McCarthy, Benoît Séguin and John Nadeau

Mega-special-event properties (sponsees) have the ability to attain significant resources through sponsorship by offering exclusive promotional opportunities that target sizeable consumer markets and attract sponsors. The Super Bowl, one of the most watched television programs in the world, was selected as the mega-special-event for this study as it provides a rare environment where a portion of the television audience tunes in specifically for the purpose of watching new and entertaining commercials. A longitudinal analysis of consumer opinion related to the 1998, 2000, 2002, 2004, and 2006 Super Bowls provides empirical evidence that questions the ability of Super Bowl sponsorship to influence the sales of sponsor offerings. Results pertaining to consumers’ intent to purchase sponsors’ products—one of the most sought after metrics in relating sponsorship effectiveness to sales—demonstrate that levels of intent-to-purchase inspired by sponsorship of the Super Bowl is relatively low and, most importantly, that increases are not being achieved over time. These findings have implications for both mega-sponsees and their sponsors as well as media enterprise diffusing mega-special-events.

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Kim Toffoletti, Catherine Palmer and Sumaya Samie

, or site of knowledge production in, with or about the Global South. For example, the special issue does not include a contribution devoted to women’s experiences of sport in South Asia and acknowledge that this is a gap, given the significance of the region to expanding sports consumer markets, the

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Lin Yu, Hanhan Xue and Joshua I. Newman

suppressed, or, perhaps more accurately, repressed, about sports mega-events” (p. 81). We trace how a sport-spotlighted Shanghai in these politico-discursive renderings is conceived and mediated as a ‘gateway’ to China’s 1.4 billion person consumer market, an opened artery from which the world’s major

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John Wong and Scott R. Jedlicka

capital to co-opt and transform a cultural product. Appeals to the longstanding importance of hockey to Canadian national identity paled in importance to the NHL’s desire to exploit new consumer markets in the United States. Indeed, of the twenty-seven franchises to have joined the NHL beginning with the

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Hojun Sung, Brian M. Mills and Michael Mondello

associated revenue streams, shifts more heavily in favor of broadcasting and streaming, fully understanding this heterogeneity in consumer markets becomes all the more relevant to sport managers seeking to maximize team and league profitability. Television Viewership Demand Similar to the findings on gate

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Steven Salaga, Scott Tainsky and Michael Mondello

primary market ticket consumer: Ex ante expectations and consumer market origination . Journal of Sport Management, 30 , 538 – 552 . doi: 10.1123/jsm.2015-0230 Mondello , M. , Mills , B.M. , & Tainsky , S. ( 2017 ). Shared market competition and broadcast viewership in the National Football

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Yonghwan Chang

associated with celebrities is consistently communicated to the same consumer markets or a series of independent negative incidents are successively associated with the same celebrity. These repetitions could enhance the strength of association between the negative events and the celebrity, ultimately

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Yongjae Kim, Soojin Kim and Elizabeth Rogol

.1509/jmkg.2005.69.4.133 Barutçu , S. ( 2008 ). Consumers’ attitudes towards mobile marketing and mobile commerce in consumer markets . Ege Academic Review, 8 ( 1 ), 15 – 32 . Belanger , F. , Hiller , J. , & Smith , W. ( 2002 ). Trustworthiness in electronic commerce: The role of privacy