Sport Marketing Quarterly

Brand extensions are a popular strategy for professional sport teams as they can have a positive impact on team revenue and act as another touch point between teams and consumers. However, failed extensions could also potentially harm team brand equity. While research has begun to examine team brand extensions, no research has examined extensions from the perspective of the teams being an extension of a corporate brand. Therefore, this study examined the perceived fit between four professional baseball teams in Taiwan and the corporate parent brand which owned the teams, if team success impacted parent brand enhancement or dilution, and the impact that identification had on enhancement and dilution. The results suggest there was not a perceived fit between the parent brand and the teams, and team success was more likely to enhance the parent brand than team failure was to cause any dilution, particularly for those at higher levels of identification.

The purpose of the study was two-fold: (1) to examine the influence athletic performance has on the elements of source credibility, and (2) to investigate its impact on the causal relationships among consumers’ brand attitude, attitude toward the advertisement, and purchase intentions. A between-group experimental design was chosen to assess differences in the source credibility based on an athletic endorser's on-field performance. Findings identified differences in the elements of source credibility based on an athlete endorser's on-field performance, while the decomposition of the effects revealed the positive relationship between perceived on-field performance and source credibility. It is necessary to recognize what impact sport celebrity endorsers have in advertising and on endorsed brands based on their current performance, given that the issue of whether or not the sport celebrity's on-field success affects individual dimensions of source credibility is scarcely addressed in athlete endorsement literature.

The sports gambling industry represents a multi-billion dollar enterprise composed of a variety of activities, the composition of which is under constant debate. Among the topics of importance is the effect of sports gambling (both legal and illegal) on the attitudes and behaviors of sport fans. In particular, investigation into the nature and extent of involvement in activities such as betting on sport events and fantasy sport participation— along with any resultant effects on attitudes and more ‘traditional’ forms of sport fan behavior—could be of interest to sport marketing scholars and practitioners alike. To that end, the current study used an online questionnaire to survey self-identified sports fans on participation in fantasy sports, sports betting, as well as spending habits related to sports. Results suggested that fantasy sports and sports betting appear to serve as complementary investments by fans. The implications for both scholars and practitioners are also discussed.

For decades, the airline and hotel industries have regularly changed prices to keep pace with fluctuating levels of consumer demand. This demand-based approach to pricing is referred to as revenue management. Meanwhile, the sport industry has traditionally underpriced tickets using a cost-based approach in order to maximize attendance and promote fan satisfaction. However, as operating costs have grown, sport organizations are now forced to reconsider these conservative pricing practices. Subsequently, in 2009, the San Francisco Giants were the first team to utilize dynamic pricing, which is a strategy that mirrors the revenue management approach. While data supporting or refuting the reported benefits of this approach in sport remains sparse, the current paper utilizes the research on revenue management to develop an agenda of considerations regarding the use of demand-based ticket pricing strategies in sport. The paper is designed to guide researchers as they begin to explore the strategy's myriad of critical (and yet unexplored) issues. Additionally, practical implications of adopting this pricing strategy in sport are considered.