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Angela N. Pratt

Intercollegiate athletics directors (ADs) in the United States are high-profile representatives of their departments and universities. Their publics include media, sponsors, donors, fans, faculty, students, and government officials. However, few studies have explored ADs from a public relations perspective, especially regarding their understandings of public relations. Therefore, the purpose of this study was to learn how ADs understand public relations in the context of their athletics departments. A phenomenological approach was used to pursue this purpose. In-depth interviews were conducted with 12 National Collegiate Athletic Association (NCAA) Division I ADs. Their transcripts were analyzed using comparative-analysis procedures. The findings show that the participants understand public relations as integrated impression management: a combination of image, message, and action/interaction. Integrated impression management ties into ideas from Goffman (1959), as well as systems theories of public relations. However, the results also imply that ADs do not necessarily separate public relations from other disciplines such as marketing.

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Elizabeth A. Wanless, Ryan M. Brewer, James E. Johnson and Lawrence W. Judge

To prepare students for employment in sport, many sport management programs involve students in revenue generation activities, such as ticket or sponsorship sales. Literature evaluating student perceptions of this specific type of experiential learning remains sparse. This constructivist qualitative study evaluated student perceptions of learning from two courses containing experiential revenue generation projects. Data were gathered via structured-question electronic survey. Fifty-one of 60 students participated. Results generally supported previous research conclusions; conducting experiential learning projects increases skill and professional development and offers a realistic career preview but demands significant time commitment. Important contradictions, however, were present in comparison with past literature. The unique nature of sales-based projects involving students in ticket sales and sponsorship sales served as a platform for students to develop critically important interpersonal skills. This benefit was not identified in studies evaluating experiential learning opportunities that did not contain a sales-based component.

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Anna Gerke and Yan Dalla Pria

theory. Methods This qualitative study compares two clusters from the sailing industry to two clusters from the surfing industry. A multiple case study with pairs of similar case studies permits theory development through literal and theoretical replication. Similar results among similar cases strengthen

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Jörg Vianden and Elizabeth A. Gregg

collected as part of the Straight White College Men Project, a qualitative study of 180 college students with traditionally privileged and marginalized identities at 13 institutions around the country ( Svoboda & Vianden, 2015 ). The specific research questions that guided the larger study included (a

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Adam Cohen and Calvin Nite

.1177/105382599601900102 Chiseri-Strater , E . ( 1996 ). Turning in upon ourselves: Positionality, subjectivity, and reflexivity in case study and ethnographic research . In P. Mortenson & G.E. Kirsch (Eds.), Ethics and responsibility in qualitative studies of literacy (pp.  115 – 133 ). Urbana, IL : National

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Christopher R. Barnhill, W. Andrew Czekanski and Adam G. Pfleegor

United States . Sport Management Education Journal, 4 ( 1 ), 1 – 17 . doi:10.1123/smej.4.1.1 10.1123/smej.4.1.1 Eichorn , K. ( 2001 ) Sites unseen: Ethnographic research in a textual community . Qualitative Studies in Education, 14 ( 4 ), 565 – 578 . doi:10.1080/09518390110047075 10

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Bastian Popp, Chris Horbel and Claas Christian Germelmann

This study investigated social-media-based anti-sponsor-brand communities and their impacts, not only on the sponsoring brand but also on the sponsored club and the sport itself. Guided by balance theory and social identity theory, the authors conducted a qualitative study of 2 distinctive, prototypical Facebook-based anti-sponsor-brand communities of teams from the German Football League (Bundesliga). The results reveal common findings for both cases, including members’ motivation to oppose a sponsor and, at the same time, to protect the sport. However, the communities differ in terms of their members’ relationships to the club. This results in different consequences for the sponsor and club brands, as well as for other actors in the sponsorship network. To managers of clubs, sponsors, and sport-governing bodies, the authors suggest concerted strategies like image campaigns and interaction with anti-sponsor-brand communities as responses to different community motivations.

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David Arthur, Don Scott and Terry Woods

The general acceptance of sport sponsorship by corporate and sporting worlds alike has led to a situation whereby corporations receive from hundreds to thousands of unsolicited proposals annually. Despite this, there is a general lack of systematic research into sport sponsorship with little information in existence as to how corporations decide between alternative properties. In an attempt to address this situation, this paper develops a conceptual model of the sport sponsorship acquisition process based on the basic tenets of organizational purchasing behavior, contemporary literature on sport sponsorship, and the results of a qualitative study. It is anticipated that the Sport Sponsorship Acquisition Model will form the basis for further scholarly research to ascertain the precise nature of the acquisition process.

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Khirey B. Walker, Chad Seifried, Brian Soebbing and Kwame Agyemang

and characteristics” of a subject (p. 2). Neuendorf ( 2002 ) similarly advocated for recording qualitative data with quantitative-like purposes (e.g., produce descriptive statistics related to the content) because, like variables, some information from qualitative studies can be considered “measurable

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John N. Singer, Sally Shaw, Larena Hoeber, Nefertiti Walker, Kwame J. A. Agyemang and Kyle Rich

generating their best work. Too often we determine one’s success as a researcher simply based on the number of publications they have. I have held countless conversations with pre-tenured faculty members who have stated they wanted to conduct a longitudinal qualitative study, but out of fear of not having