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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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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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Thilo Kunkel, Daniel C. Funk and Daniel Lock

, NRL, and Super 15 (with one team in Brisbane, Canberra, Melbourne, Perth, and Sydney). As an example, Melbourne has two A-League teams, nine AFL clubs, one NRL organization, and one Super 15 team. Each of these teams vies for market share in the sport consumer market of the city and contributes to the

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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

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Jeffrey Martin

. Champaign, IL : Human Kinetics . Connole , I.J. , Watson , J.C. , Shannon , V.R. , Wrisberg , C. , Etzel , E. , & Schimmel , C. ( 2014 ). NCAA athletic administrators’ preferred characteristics for sport psychology positions: A consumer market analysis . The Sport Psychologist, 28, 406

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Gashaw Abeza, David Finch, Norm O’Reilly, Eric MacIntosh and John Nadeau

. ( 2014 ). Relational marketing: Development, debates and directions . Journal of Marketing Management, 30 ( 11–12 ), 1220 – 1238 . doi:10.1080/0267257X.2014.939592 10.1080/0267257X.2014.939592 O’Malley , L. , & Tynan , C. ( 2000 ). Relationship marketing in consumer markets—rhetoric or reality

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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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Steven Salaga, Scott Tainsky and Michael Mondello

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