Abstract Archive: Marketing

Marketing, Advertising And Promotion
SEVT 2018
Examining Impact of Intercollegiate Basketball Fans’ Points of Attachment and Psychic Income on Word-of-Mouth, Social Media, and Attendance Behavior
Jinwook Jason Chung, Winthrop University; Yong Chae Rhee, Washington State University; Dan Drane, Winthrop University; Min Kil Kim, Troy University; Tae Ho Kim, Washington State University
eSports Players’ Motivation to Participate and Watch an eSports Event
Henry Evans, Washington State University; Yong Chae Rhee (Advisor), Washington State University
Using Impression Management to Predict Attendance and Ticket Sales
Sachin Khurana, Mercer University; Lane Wakefield (Advisor), Mercer University
SEVT 2017
The Effect of Fan Passion on Consumer Ethnocentrism
Shane Buerster, Mercer University; Lane Wakefield, Mercer University
Cutting Through the Clutter: Sport Sponsorship Congruency
Kelly Evans, University of South Carolina; Matt Brown, University of South Carolina; Bob Heere, University of South Carolina
Determining Customer Lifetime Value for a Midsized Performing Arts Venue in a Multicultural City
Tyler Franz, Charlotte Hornets; Armen Shaomian, University of South Carolina
Issues and Opportunities for University Branding through Fight Songs
Yongjin Hwang, University of South Carolina; Khalid Ballouli, University of South Carolina
NCAA Rebranding Efforts: Successes and Challenges
Richard Southall, University of South Carolina; Mark Nagel, University of South Carolina
SEVT 2016
Branding the Farm: An Investigation of Minor League Baseball Affiliate’s Relationships to Their Parent Clubs
Dorothy Collins, University of South Carolina; Henry Wear, University of South Carolina; Mark Nagel, University of South Carolina
Early Insights into Understanding Rule 40 for Rio 2016
John Grady, University of South Carolina; Anthony Carson, University of South Carolina; Khalid Ballouli, University of South Carolina
The Effectiveness of In-game billboards in a Sports Video Game
Yongjin Hwang, University of South Carolina; Khalid Ballouli, University of South Carolina
Motivations and Fan Engagement Related to Spectatorship of Short Track Motor Racing
Todd Koesters, University of South Carolina; Matthew Bernthal, University of South Carolina; Katherine Reifurth, University of South Carolina
GrouponLive: A Look at the Concert Ticketing Partnership between Live Nation and Groupon
Armen Shoamian, University of South Carolina; Carey Christensen, California State University Northridge
Camping for the Need of Speed: An Analysis of the Motivations of NASCAR Fanatics to Camp at Racing Events
Dylan Williams, University of Alabama; Cheryl Rode, Ohio Dominican University; Mark Slavich, Virginia Commonwealth University
Sport Team Mascots as Communication Tools: Determinants of Mascot Twitter Followers
Youngmin Yoon, University of Florida; Shintaro Sato, Georgia Southern University; Andrew Goldsmith, Coastal Carolina University