SESSION #7-1

Endorser Source Credibility: Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix© (CHM)

A Descriptive Analysis of David Beckham’s Media Coverage in Taiwan

Sports Journalists and Coaches: The ‘Feeding Frenzy'

SESSION #7-2

Passion for the Game--Will the Real Fan Stand Up?

Dempsey, Melanie,
U. of Toronto

Dimensions of Market Demand Associated with Major League Baseball Spring Training: Reexamination of the Spectator Decision Making Inventory – Spring Training

Braunstein, Jessica,
U. of Florida

Galen Trail,
U. of Florida

James Zhang,
U. of Florida

Adrianne Offenbecker, U. of Florida

Kwon, Harry,
Florida State U.

Brian Turner,
Ohio State U.

SESSION #7-3

Brand associations across segments of identified students

Ross, Stephen,
U. of Minnesota

Jeffrey James,
Florida State U.

Demonstrating the Strength of a Sports Brand

Coaches as Brand Builders: What is Important?

Mott, Jeff,
U. of Massachusetts Amherst

SESSION #7-4

The Relationship between Major League Baseball Teams and their Minor League Affiliates

Nagel, Mark,
Georgia State U.

Richard Southall,
U. of Memphis

Tim DeSchriver,
U. of Delaware

Mike Nutter,
U. of Memphis

Complacency and Marketing Myopia in Professional Sports: Diagnostic, Antecedents and Solutions in the case of Hockey

Pons, Frank,
San Diego

Andre Richelieu,
Universite Laval

The relationship between organisational structure and marketing success: An analysis of Australia Rules Football clubs in Australia

Johnson Morgan, Melissa,
U. of Southern Queensland

Jane Summers,
U. of Southern Queensland

Kristy West,
S. Queensland