Download the conference program - Lundquist College of Business ...

More documents

Recommendations

Info

Session 12 (346 Turnbull Classroom, White Stag) 9:00–9:45 Patrick O’Rourke, Methodist University Lance Kinney, University of Alabama NASCAR - Related Philanthropy and the Distilled Spirits Sponsor Category Discussant: Whitney Wagoner, University of Oregon Abstract: The National Association for Stock Car Racing, Inc. (NASCAR) has a long history with its roots in distilled spirits. While NASCAR has a long association with beer sponsors, distilled spirits sponsors were unwelcome until 2004. Since then, a number of spirits brands have sponsored the NASCAR federation, driver teams, tracks and individual races. NASCAR requires its sponsoring spirits brands dedicate 20% of their budgets to promoting responsible alcohol use. How does NASCAR’s corporate charitable foundation look when subjected to the same standard? This research concludes that the NASCAR Foundation does not meet the standard NASCAR requires of its spirits sponsors. The research concludes with suggestions for how NASCAR can be more transparent in its acceptance of distilled spirits sponsors. Session 13 (302 Wayne Morse Suite, White Stag) 9:45-10:30 Damon Aiken, Eastern Washington University Lynn Kahle, University of Oregon Old School Values in Men’s Collegiate Basketball: Exploring Relationships with Fan Identification and Sponsor Recognition Discussant: Nancy Lough, University of Nevada at Las Vegas Abstract: Old school values have recently emerged as an important segmentation dimension in sport marketing. This study explores the linkages between old school (OS) values and fan identification measures in relationship to sponsor recognition. A mail survey was administered to exiting fans at a men’s NCAA Division I basketball game. Results further validate the OS scale and also uncover significant relationships between OS values and identification. In this case, OS fans are more likely to be highly identified fans. In addition, OS fans have significantly higher sponsorship recognition rates. Finally, the study uncovers noteworthy demographic differences. For instance, while female fans (in this sport context) are significantly more OS than male fans in their attitudes towards winning, male fans are significantly more OS in their attitudes towards materialism. Theoretical and practical implications are discussed as well as directions for future research. Session 14 (346 Turnbull Classroom, White Stag) 9:45-10:30 David Nickell, University of West Georgia The Role of Attitude Toward the Sponsor as a Mediator of Sponsorship Effectiveness: Applying the 1986 MacKenzie, Lutz, and Belch Study to Sponsorship- Linked Marketing Discussant: Bob Madrigal, University of Oregon Abstract: MacKenzie, et al. found that affect towards the ad not only directly impacts affect towards the brand on future purchase behavior but also indirectly influences affect towards the brand through its impact on brand cognition. Thus, we should consider their relationship of affect towards the ad and cognition of the brand to be intertwined and both drive affect towards
the brand. Hypothesized is that affect towards the sponsored event and cognition of the sponsor would drive affect towards the brand. Data was collected through a six-phase, field experimental survey study conducted at a major college football bowl game. Results did not confirm the MacKenzie et al study; rather, the relationship between affect for the sponsored property with affect for the sponsor is mediated by cognition of the sponsor. Other findings include that the sponsor’s activations, when moderated by affect toward the team, have a significant impact on brand cognition. Break (350 Shirley Papé Forum - Turnbull Center, Third Floor White Stag) 10:30-10:45 Session 15 (302 Wayne Morse Suite, White Stag) 10:45-11:30 Frank Veltri, Metro State College Denver Vish Iyers, University of Northern Colorado John Miller, Troy University Consumer Recognition of Product Endorsement by Professional Athletes: A Revisit after 15 years Discussant: Russ Lacey, Xavier University Abstract: Marketing practitioners spend hundreds of millions of dollars each year using endorsers in advertising campaigns. However, the endorsement process is complex, involving the interactions of source, product, message, and situational factors. This paper reports the results of a research project designed to reexamine one component of the endorsement process: consumer recognition of products endorsed by professional athletes. Overall, our findings confirm that identifying an athlete endorser and product is an important determinant of both athlete and practitioners. As more and more athletes are being utilized as endorsers for various products, it is important to investigate be impact of these endorsements on outcomes that relate to consumer recognition as well as the endorsed brands. Michael Jordan received the highest recognition rate in this study for both sport and products endorsed. Session 16 (346 Turnbull Classroom, White Stag) 10:45-11:30 Bob Madrigal, University of Oregon Jesse King, Oregon State University Oh, Now I Get It: Making Sense of Incongruent Sponsor-Event Partnerships Discussant: Steffen Jahn, Chemnitz University of Technology Abstract: As marketers increasingly attempt to connect with customers through sponsorships, they run the risk of creating confusion by forming partnerships that are difficult to understand. The present research investigates the mechanics that underlie consumers’ understanding of sponsorship congruence across two studies. The results of the first study indicate that sponsorships emphasizing shared functional (vs. abstract) characteristics produce greater perceived fit, increased elaboration, and higher ratings of associative strength among naturally congruent sponsorship pairings. The second study investigates less congruent sponsorships and finds that activation triggers help to articulate the sponsorship relationship and improve perceived fit.
Page 1 and 2: Research Conference in Sports Marke
Page 3 and 4: Session 2 (142/144 White Stag) 10:1
Page 5 and 6: practitioners wishing to foster lon
Page 7: an ambusher, communication modality
Page 11: Session 19 (302 Wayne Morse Suite,

Download the conference program - Lundquist College of Business ...

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?