Purpose: The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification...

Purpose: The purpose of this paper is to examine how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support the cause. The purpose of the studies is to assess the perils of featuring a specific team in...

Purpose: The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g. increased usage of second...

Purpose – The purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand integration during the broadcasts. Advances in technology now allow fans to consume broadcasts of televised events...

In this case study, the Russell Corporation's acquisition of Spalding creates an opportunity for Spalding's marketing staff to reevaluate their licensing strategy. Prior ownership has heavily leveraged the equity of the Spalding brand to generate maximum licensing revenues with a minimal concern...

This teaching note presents instructors with several avenues for incorporating the case study, "The Practice of Brand Extension through Licensing: The Spalding Challenge," into their classrooms. By proposing classroom demonstrations and exercises based on the authors' experience as well as...