scholarly journals An examination of box office relationship quality and relationship selling in Division I college athletics.

2018 ◽  
Author(s):  
James Weiner
Keyword(s):  
Relationship Quality ◽  
College Athletics ◽  
Division I ◽  
Relationship Selling ◽  
Box Office

An Examination of Relationship Selling Effectiveness in NCAA Division I Ticket Sales

2021 ◽  
Vol 30 (2) ◽  
Author(s):  
James Weiner ◽  
T. Christopher Greenwell ◽  
Megan Shreffler
Keyword(s):  
Ncaa Division I ◽  
College Athletics ◽  
Division I ◽  
Bottom Line ◽  
Ticket Sales ◽  
Relationship Selling ◽  
Purchase Behaviors ◽  
Negative Predictor ◽  
Positive Effect

College athletics departments are making more money than ever and spending it even faster (Fulks, 2017). As athletics departments look to increase their individual schools’ revenue year-to-year, ticket sales stands out as one of the only revenue streams without a long term contract. The current study examined the effect of relationship selling on several purchase behaviors in Division I college football. A study of over 90 FBS schools concluded the factor of customer disclosure predicted all football-related purchase behaviors, while interaction intensity was found as a non-predictor or even negative predictor. Cooperative intentions predicted some but not all behaviors. Cross-selling behaviors were uniquely predicted by agent disclosure, which did not predict any other outcomes, suggesting that while relationship selling may have a positive effect on the bottom line, not all factors are positive. Additionally, findings suggest positive selling relationships appear differently, cross-selling the customer to another sport.

A Communicative Approach to Sport Socialization: The Functions of Memorable Messages in Division-I Student-Athletes’ Socialization

2017 ◽  
Vol 10 (2) ◽  
pp. 233-257 ◽  
Author(s):  
Gregory A. Cranmer
Keyword(s):  
Student Athletes ◽  
College Athletics ◽  
Division I ◽  
Message Content ◽  
Memorable Messages ◽  
College Career ◽  
Before And After ◽  
Sport Type ◽  
And Performance ◽  
And Function

Previous research has suggested the potential for enduring and influential messages (otherwise known as memorable messages) to serve as mechanisms of athlete socialization but has failed to explore how these messages might help athletes adjust to their teams. This study used open-ended questionnaires to explore how the memorable messages that Division-I student-athletes receive before their college career influence them before and after they join their teams, as well as the associations between message content and function. The results of this study indicate that memorable messages shape student-athletes’ attitudes, expectations, and participative decisions before beginning their college careers and their attitudes, relationships, and performance once they began their careers. However, few associations between message content and functions were observed, and no associations between student-athletes’ sex and sport type with message functions were observed. These results highlight the role of discourse in sport socialization by revealing that specific messages help prepare and acclimate student-athletes for college athletics. However, this study fails to provide insight into why specific functions might occur.

A Conceptual Framework for Assessing Brand Equity in Division I College Athletics

1998 ◽  
Vol 12 (1) ◽  
pp. 1-19 ◽  
Author(s):  
James M. Gladden ◽  
George R. Milne ◽  
William A. Sutton
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Feedback Loop ◽  
College Athletics ◽  
Division I ◽  
Strategic Marketing ◽  
Future Research ◽  
Ticket Sales ◽  
Theoretical Structure ◽  
Television Exposure

In an effort to enhance the organization's image and increase its revenues, sport managers should incorporate the concept of brand equity, the strength of a team/university name in the marketplace, into strategic marketing efforts. This article, building on Aaker's (1991) theoretical structure, develops a conceptual framework of brand equity applied to Division I college athletics. The brand equity framework provides a closed-ended system whereby antecedents (team-related, university-related, and market-related) create brand equity that then results in marketplace consequences (e.g., national television exposure, ticket sales). These consequences then feed into a marketplace perception that impacts the antecedents of brand equity through a feedback loop. Directions for future research efforts that address evaluating the validity of the model, implications for different sports within Division I athletics, and relationships to other popular marketing concepts are offered.

Motivations for Underreporting Suspected Concussion in College Athletics

2015 ◽  
Vol 9 (2) ◽  
pp. 101-115 ◽  
Author(s):  
Susan C. Davies ◽  
Brenna M. Bird
Keyword(s):  
At Risk ◽  
High Risk ◽  
Ncaa Division I ◽  
Student Athletes ◽  
College Athletics ◽  
Multiple Choice ◽  
Signs And Symptoms ◽  
Division I ◽  
Primary Reason ◽  
Delayed Recovery

Student-athletes often fail to report concussion signs and symptoms, thereby putting themselves at risk for delayed recovery and permanent impairment. The present study examined motivations for underreporting concussion symptoms among college athletes enrolled at an NCAA Division I university. One hundred and ninety-three student-athletes in high-risk sports completed a multiple-choice survey related to self-reporting of suspected concussion symptoms and reporting of teammates’ symptoms. Results indicated that 45% of participants did not report their own suspected concussions during the present season and 50% did not report suspected concussions in teammates. Responses revealed that the primary reason for underreporting a suspected concussion was the belief that the blow to the head was not serious enough. Suggestions are provided for athletes, athletic staff, and coaches to improve players’ awareness of the signs, symptoms, and consequences of concussions, as well as how to report suspected concussions appropriately.

Examining the Intersection of Race and Athletics for Latino Male Student-Athletes

2019 ◽  
pp. 153819271987609 ◽  
Author(s):  
Guillermo Ortega
Keyword(s):  
Student Athletes ◽  
National Collegiate Athletic Association ◽  
College Athletics ◽  
Male Student ◽  
College Experiences ◽  
Division I ◽  
Latino Male

The National Collegiate Athletic Association (NCAA) serves as the primary governing organization for college athletics. The NCAA is now responsible for representing a growing proportion of student-athletes who identify as Latinos. This study examined the experiences of Division I Latino male student-athletes. Questionnaires and interviews were used to understand how race and athletics shape their college experiences. Findings revealed the following three themes: racial remarks, peer stigmas, and cultural obligations.

A Benford Analysis of National Collegiate Athletic Association Division I Finance Data

2019 ◽  
Vol 21 (3) ◽  
pp. 234-255 ◽  
Author(s):  
Willis A. Jones
Keyword(s):  
National Collegiate Athletic Association ◽  
College Athletics ◽  
Division I ◽  
Benford’S Law ◽  
Policy Makers ◽  
Education Community ◽  
Ncaa Athletics ◽  
Benford's Law ◽  
The Usa ◽  
Usa Today

The Equity in Athletics Disclosure Act (EADA) database and the USA Today NCAA athletics department finance database are two of the most commonly used databases for scholars, policy makers, and other constituents interested in studying the economics of college athletics. Many in the higher education community, however, question the validity of these databases. This study used Benford’s Law of First Digits as a tool for spotting irregularities in EADA and USA Today college athletics financial data. After reviewing 5 years of data, the findings show that while there was some slight deviation from Benford’s Law, EADA and USA Today data largely conformed to the expectations of Benford’s Law.

Repositioning a University through NCAA Division I-A Football Membership

2008 ◽  
Vol 22 (1) ◽  
pp. 11-29 ◽  
Author(s):  
Donald P. Roy ◽  
Timothy R. Graeff ◽  
Susan K. Harmon
Keyword(s):  
Ncaa Division I ◽  
College Athletics ◽  
Past Research ◽  
Division I ◽  
Sporting Events ◽  
Stakeholder Groups ◽  
Solid Foundation ◽  
Positive Experiences ◽  
Marketing Variables ◽  
The University

Past research concerning the effects of college athletics has concentrated on examining the effects of on-field success on increased donations to the university and increased enrollment applications. This research examines the effects of a university’s move to NCAA Division I-A football membership on marketing variables, such as attitudes toward the university, perceptions of the university, and behavioral intentions regarding attendance at sporting events and donating money. Members of three important stakeholder groups (students, alumni, and area residents) responded to questions dealing with a university’s recent move to Division I-A football. With respect to overall perceptions of I-A football and reactions to the University’s recent move to I-A, students, alumni, and the general public believe that I-A football is more prestigious than I-AA football. Further, I-A football status can create a positive image for a university, can attract students to attend the university, is the best sport for fostering alumni involvement with the university, and it enhances school spirit. These results suggest that the positive perceptions associated with I-A can create the solid foundation upon which additional (future) positive experiences and associations can build, leading to greater financial gains in the future.

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