ORAL PRESENTATIONS

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WEDNESDAY, November 6, 2019
 

1:30 PM (25-minute oral presentations)

Marketing Sport through an eSport Extension: Understanding the eSport Market
Glynn McGehee, Georgia State University
Beth Cianfrone, Georgia State University

#AmbushMarketing: An Assessment of the Social Media Ambush during the Sochi, Rio and PyeongChang Olympic Games
Gashaw Abeza, Towson University
Jessica Braunstein-Minkove, Towson University
Beniot Seguin, University of Ottawa
Ari Kim, Towson University

Selective Influence of Virtual Reality Technologies in Spectator Sports
Gyujik Han, University of Minnesota Twin Cities
Ericka Copeland, University of Minnesota Twin Cities
Yonghwan Chang, University of Minnesota Twin Cities

A Historical Study of Measuring the Effectiveness of NBA Marketing Techniques Used to Increase Home Game Attendance for the 2018-2018 Season
Ronald Dick, Duquesne University
Kyle Ronkartz, George Mason University
Eric C. Schwarz, Victoria University- Melbourne, Australia

 

2:00 PM (25-minute oral presentations)

Segmenting the Philanthropic Consumer: Bridging Theory and Practice
Liz Wanless, Ohio University
Jeffrey Stinson, Central Washington University
Brennon Bastean, Ohio University

A Hormonal Account of Spectators’ Status-Seeking Behavior
Yonghwan Chang, University of Minnesota
Daniel Wann, Murray State University

Substantiation Required: An Examination of FTC and NAD Sport Brand Case Proceedings
Natasha Brison, Texas A&M University
Cyntrice Thomas, University of Florida

Expanding Measurement of Social Media in Sport: Cognitive, Affective, and Activational Dimensions
Rebecca Achen, Illinois State University
Ashley Stadler-Blank, Xavier University

2:30 PM (25-minute PROFESSIONAL DEVELOPMENT SPEAKER SESSION)

Innovating Community Engagement
Larry Jinkins, North Central
Jason Rice, North Central,
David Pierce, Indiana University-Purdue University Indianapolis

2:30 PM (25-minute oral presentations)

The Impact of Nostalgic Feelings on Retro Merchandise in Sport
Zach Scola, University of New Hampshire
Brian Gordon, University of Kansas

The Influence of Self-presentation on Luxury Sportswear Purchase Decisions
Seongjin Yoo, University of Florida
Yong Jae Ko, University of Florida
Sean Davis, University of Florida

Collaborative Economies in Sport: Value Experiences and Consumption Constraints
Eric Schwarz, Victoria University
Michael Goldman, University of San Francisco
Brandon Brown, New York University

 

3:00 PM (25-minute oral presentations)                                         

Belonging and Distinctiveness in Identifying with Multiple Sport Teams
Elizabeth Delia, University of Massachusetts Amherst

Making “Sense” of the Stadium Experience: Mediating Effects of Sense of Home and Authentic Experience on Spectator Satisfaction
Yongjin Hwang, Arkansas State University
Khalid Ballouli, University of South Carolina

The Impact of Controversial Behaviors on Brand Image and Purchase Intentions: An Examination of Colin Kaepernick and Nike
Megan Shreffler, University of Louisville
Adam Cocco, University of Louisville
Samuel Schmidt, Wilkes University

How Instagram Disclosure of Advertising Formats Impacts Sport Consumers’ Brand Evaluation: The Mediating Role of Source Credibility and the Moderating Role of Users’ Motivation
Min Jung Kim, University of New Mexico
Luke Lunhua Mao, University of New Mexico
Sangil Lee, Sookmyung Women's University

3:30 PM (25-minute PROFESSIONAL DEVELOPMENT SPEAKER SESSION)

Artificial Intelligence for the Non-Technical User
Elizabeth Wanless, Ohio University

3:30 PM (25-minute oral presentations)  

The Implications of Wage Dispersion and Team Performance: An Investigation of the National Basketball Association
Brian Fowler, University of Northern Colorado
Alan Morse, University of Northern Colorado

Consumers Aspects of Symbolic and Ingredient Co-Branding in Sports Context
Ho Yeol Yu, University of Houston
DongHun Lee, University of Houston
Michael Cottingham, University of Houston

Under Siege by Online Retailing: A Revisit to Service Quality of Sporting Goods Stores
Luke Mao, University of New Mexico

 

4:00 PM (25-minute oral presentations)

Do Mega-Events Matter? Examining Resident Perceptions of the Gold Coast 2018 Commonwealth Games
Jason Doyle, Griffith University
Kevin Filo, Griffith University
Alana Thomson, Griffith University
Thilo Kunkel, Temple University

The Application of Social Live Streaming Services in Sports for Fans’ Social Well-Being
Han Soo Kim, The University of Mississippi
Minjung Kim, The University of Mississippi
Young Do Kim, Elon University

Self-Construal as a Moderator in Coping Mechanisms Between Severity of Spectator Dysfunctional Behavior and Revisit Intention: A Repeated Measures Survey Experiment
Kyungyeol “Anthony” Kim, Indiana University
Kevin K. Byon. Indiana University

Sport-relatedness Bonding as a Tool for Community Brand Associations and Sustainable Development Behavioral Outcomes
Stavros Triantafyllidis, The Citadel, The Military College of South Carolina
Kostas Karadakis, Southern New Hampshire University

4:30 PM (25-minute oral presentations)

Exploring Attitudes toward Naming-rights and Jersey Sponsors for an NBA Team
Terry Eddy, University of Windsor
Jean-Francois Scraire, University of Windsor
Keifer Bell, University of Windsor
James Caron, University of Windsor        

The Aspirational Narcissist: The Impact of Athletic Images on Social Media Followers
Yiran Su, University of Georgia
Thilo Kunkel, Temple University

Determinants of Charity Spectator Sport Event Participation
Suhan Ku, Texas A&M University
Matthew Walker, University of North Texas 

Motivators and Constraints: Examining Past-Attendee and Non-Attendee Behavior
KC Mayer, Roanoke College

5:00 PM (PROFESSIONAL DEVELOPMENT SESSION)

Sutton and Stotlar PhD Student and Junior Faculty Mentor Session
William A. Sutton, University of South Florida
David K. Stotlar, University of Northern Colorado

5:00 PM (25-minute oral presentations)  

Marketing Mix and the Need for a New Paradigm Shift: Practitioners Perspective
Mohammed Alqahtani, King Saud University 

Determinants of Golf Commitment, Participation Frequency, and Word-of-Mouth Behavior Among Recreational Golfers
Seonghun Lee, University of Louisville
Chris Greenwell, University of Louisville


THURSDAY, NOVEMBER 7, 2019


9:00 AM (25-minute PROFESSIONAL DEVELOPMENT SPEAKER SESSION)

Building your Personal Brand on Social Media with Podcasts
Matt Huml, University of Cincinnati
Travis Smith, Indiana University-Purdue University Indianapolis

9:00 AM (25-minute oral presentations)  

Comparing Gender Consumption Motives of eSports Fans
Bo Yu, Texas A&M University
Gregg Bennett, Texas A&M University
Natasha Brison, Texas A&M University

Shooting in the Dark: An Analysis of Niche Sport Property’s Ability to Provide Sponsors with an Attractive Target Market
Greg Greenhalgh, Virginia Commonwealth University

Examining Gamified Fantasy Sport Engagement to Understand In-app Purchases
Keshav Gupta, Temple University          
Yiran Su, University of Georgia  
Thilo Kunkel, Temple University
Daniel Funk, Temple University

 

9:30 AM (25-minute oral presentations

Segmentation of Women’s Sport Fans: Identification and Motivations
Ceyda Mumcu, University of New Haven
Nancy Lough, University of Nevada Las Vegas 

Examining Minor League Baseball Spectator Nostalgia: A Neuroscience Perspective
Eric Hungenberg, University of Tennessee at Chattanooga
Mark Slavich, Grand View University
Andrew Bailey, University of Tennessee at Chattanooga
Taylor Sawyer, University of Tennessee at Chattanooga

We’re Good Now! How Newfound On-Field Success Impacts Fan Identity
Katherine R. N. Reifurth, University of South Carolina
Aaron C. Mansfield, University of Massachusetts, Amherst
Matthew Katz, University of Massachusetts, Amherst
Elizabeth B. Delia, University of Massachusetts, Amherst

Pay and Performance in Major League Soccer
Hoyoon Jung, University of Northern Colorado
Yoon Tae Sung, University of Northern Colorado

 

10:00 AM (25-minute oral presentations) 

An Examination of Consumer Reactance to Sports Gambling and Daily Fantasy Sport Regulatory Restrictions
Stephen Shapiro, University of South Carolina
Brendan Dwyer, Virginia Commonwealth University
Joris Drayer, Temple University 

The Critical Role of Gender when Examining Transactional and Non-transactional Fan Engagement
Marcel Huettermann, ZHAW Zurich University of Applied Sciences
Thilo Kunkel, Temple University

Tennis Fans’ Empathic Concern to the US Open Finals: Roles of Agreeableness and Identification with Athletes
Hyun-Woo Lee, Texas A&M University
Sanghoon Kim, Texas A&M University
Jeffrey Liew, Texas A&M University

Home Fare Advantage: An Examination of the Role of Food and Beverages in Mercedes-Benz Stadium’s Spectator Experience
Mark Slavich, Grand View University
Gregg Rich, Georgia Southern University
Dylan Williams, University of Alabama

 

10:30 AM (25-minute oral presentations)

Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness
Windy Dees, University of Miami
Nels Popp, University of North Carolina, Chapel Hill
Jonathan Jensen, University of North Carolina, Chapel Hill 

When to Post? Predicting Sport Consumer Engagement with Social Media Posts
Heather Kennedy, Temple University
Bradley Baker, University of Massachusetts
Daniel Funk, Temple University

An Examination of Partitioned Pricing and the Influence of Culture and Familiarity on Sport Consumer Behavior
Misun Won, University of South Carolina                                                                                         
Stephen Shapiro, University of South Carolina

The Consumer’s Journey in Purchasing a Ticket via Smart Devices: Technology Acceptance and Readiness of Sport Spectators
Sanghoon Kim, Texas A&M University   
Hyun-Woo Lee, Texas A&M University

 

11:00 AM (25-minute oral presentations)

A New Reality: Augmented Reality Enhanced Sport Marketing
Chad Goebert, Virginia Commonwealth University
Greg Greenhalgh, Virginia Commonwealth University 

Are Sport Fans Really Fair? A Moderation Impact of Perceived Athlete Value on Moral Judgment
Jinwoo Ahn, University of Florida
Joon Sung Lee, University of Florida    

The Influence of Athlete and Team Loyalty on Sponsorship Effectiveness in eSports
Bo Yu, Texas A&M University
Gregg Bennett, Texas A&M University
Natasha Brison, Texas A&M University

When Team Sponsorship of Cause-related Messages Leads to Unfavorable Fan Reactions: The Interplay of Competency, Cause Orientation, and Message Source
Yonghwan Chang, University of Minnesota
Dae Hee Kwak, University of Michigan
Sungho Cho, Bowling Green State University
June Won, Bowling Green State University

 

11:30 AM (25-minute PROFESSIONAL DEVELOPMENT SPEAKER SESSION)

Mullin Award Winner for Industry Engagement
Dan Rascher, University of San Francisco
Michael Goldman, University of San Francisco

 

11:30 AM (25-minute oral presentations)

Sport for All: Building an Integrative Model of Sport Consumption among Ethnic Minority Groups through the Lens of Acculturation
Ryan Kota, North Dakota State University
James Du, Florida State University
Jeffrey James, Florida State University                                                                                              

Why Didn't They Show Up? An Examination of Factors Influencing No Show Rates at College Football Games
Nels Popp, University of North Carolina
Jason Simmons, University of Cincinnati
Nick Watanabe, University of South Carolina
Stephen Shapiro, University of South Carolina 

Personal Branding on Instagram: An Examination of Iranian Professional Athletes
Zahra Sharifzadeh, Texas A & M University
Natasha Brison, Texas A & M University
Gregg Bennett, Texas A & M University   

 

3:30 pM (25-minute oral presentations)

No Name, No Logo, No Problem?: Examining Early Fan Connections to NHL Seattle
Melissa Davies, Ohio University
Cole Armstrong, San Jose State University
Matthew Blaszka, Indiana State University

Factors that Contribute to a Sense of Membership in a Sport Fan Community: An Empirical Investigation into Fan Communities
Brandon Mastromartino, University of Georgia
James Zhang, University of Georgia

Types of CSR Initiatives and Fans Social Outcomes: The Case of Professional Sport Organization
Yoseph Mamo, Louisiana State University
Kwame Agyemang, Ohio State University
Damon Andrew, Florida State University

The Homogeneity and Heterogeneity of Fans Within Sports Brand Community
Hui Du, University of Georgia
Thomas Baker, University of Georgia
Matthew Katz, University of Massachusetts Amherst

4:00 PM (60-minute panel session)

From Survive to Thrive: A Roundtable on Supporting Female Sport Marketing Faculty as they Face Challenges in Academia
Liz Sattler, Illinois State University
Rebecca Achen, Illinois State University
Nancy Lough, University of Nevada, Las Vegas
Beth Cianfrone, Georgia State University
Windy Dees, University of Miami

4:00 pM (25-minute oral presentations)

The Entrepreneurial Spirit: Examining Sport Entrepreneurship in a Crowded Marketplace
Elizabeth Gregg, University of North Florida
Lindsay Pursglove, Swimtastick Swim School
Jason Lee, University of North Florida
Laura Taylor, Five Tool Training

Assessing Fundraising Practices of Intercollegiate Athletic Departments: An Empirical Analysis of Tiered Reward Systems
Javonte Lipsey, University of North Carolina at Chapel Hill
Nels Popp, University of North Carolina at Chapel Hill
Jonathan Jensen, University of North Carolina at Chapel Hill
Patrick Gray, University of Michigan

NBA Jersey Design: Examining the Role of Cultural Cues in Sport Apparel Purchase Decisions
Daigo Yazawa, Florida State University
Nikolas Webster, Florida State University
James Du, Florida State University
Jeffrey James, Florida State University
Sindy Chapa, Florida State University

4:30 pM (25-minute oral presentations)

Factors Influencing Consumer Behaviors Preparing for Marathon Events: A Longitudinal Study of Long-distance Runners
Thomas Aicher, University of Colorado - Colorado Springs
Leeann Lower-Hoppe, Ohio State University
Bradley Baker, University of Massachusetts

Branding and Vertical Integration at a Small Private College
Glenn Steimling, Wm. Penn Universtiy
Nik Rule, Wm. Penn Universtiy
Bailey Rimes, Wm. Penn University


FRIDAY, November 8, 2019


9:00 AM (25-minute oral presentations)

Sports Apparel and Search Engines: Using Big Data to Analyze Consumer Responses to Athletes’ Political Expressions
James Evans, Ohio State University
Mark Beattie, Ohio State University
Brian Turner, Ohio State University

Patriot, Role Model, or Winner? Exploring Olympic Athletes’ Self-branding Strategies
Bo Li, Miami University
Olan Scott, Brock University
Stirling Sharpe, University of Canberra
Jerred Junqi Wang, University of West Georgia

Which League Does the Best Job of Retaining its Sponsors? Results from a Semi-parametric Survival Model
Jonathan Jensen, University of North Carolina at Chapel Hill
David Head, University of North Carolina at Chapel Hill
Olivia Monroe, University of North Carolina at Chapel Hill
Scott Nestler, University of Notre Dame

The Impact of Authenticity on Promoted Social Media Posts by Celebrity Athletes
Eric Nichols, University of South Carolina
Stephen Shapiro, University of South Carolina

 

9:30 AM (25-minute PROFESSIONAL DEVELOPMENT SPEAKER SESSION)

eSports is Here to Stay! Let's Discuss How We Can Embrace eSports and Help Bridge the Gap between Academics and Practitioners
Michelle Harrolle, University of South Florida
Janelle Wells, University of South Florida

 

9:30 AM (25-minute oral presentations)

Buy Now or Wait for Later? Examining the Fast and Frugal Decision Heuristics of Sport Fans Ticket Booking Behavior
Wonsok Jee, St. Joseph's College NY
Moonsup Hyun, Temple University
Joris Drayer, Temple University

A Motivational Model of Esports Consumption: A Self-Determination Theory Approach
Tyreal Yizhou Qian, Louisiana State University
James Zhang, University of Georgia

Impact of the Missed Call on the Emotional Outcome: Focusing on the Excitation Transfer Theory
Jinwoo Ahn, University of Florida
Joon Sung Lee, University of Florida

 

10:00 AM (25-minute oral presentations)

Managing Churn Rate for Professional Sport Teams: An Empirical Analysis                                                                        
James Du, Florida State University
Susmit Gulavani, Florida State University
Jeffrey D. James, Florida State University

Antecedents and Consequences of the Perceived Value of Virtual Sport Branded Merchandise
Sean Davis, University of Florida
Yong Jae Ko, University of Florida

The Impact of Functional Attitude on Volunteer Engagement: A Case of the 2018 PyeongChang Winter Olympic Games
Seongjin Yoo, University of Florida
Yong Jae Ko, University of Florida
Youngjin Hur, Konkuk University
Tae Ho Kim, Washington State University
Hyejin Bang, Florida International University

Rivalry and Player Involvement Effects in Cause-Related Sports Marketing
Joe Cobbs, Northern Kentucky University
Bridget Nichols, Northern Kentucky University
B. David Tyler, Western Carolina University