Examining spectator motivations in Major League Baseball

Abstract: Despite the increasing size and consumption power of senior consumers, in the sport marketing literature there appears to be no published work which attempts to understand the consumption behavior differences between senior and non-senior sport spectators. Thus, the purpose of this study was to examine the different motives between senior and non-senior consumers who attend […]

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Ph.D. Degree Program
Disabling prejudice Welch Suggs and Jason Lee Guthrie

Part of the goal of the International Paralympic Committee is to “touch the heart of all people for a more equitable society.” Media exposure of athletes with permanent physical disabilities may affect the able-bodied population’s perception of people with disabilities in general. We theorized that this change in attitude could occur following parasocial contact with […]

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JournalismPh.D. Degree Program
Self-categorization in sport Joe Phua

Abstract: The “Linsanity” phenomenon attracted an increase in attention toward the National Basketball Association (NBA) for a short period of time. Drawing on self-categorization theory to elucidate current literature on team identification, this research proposed a conceptual model delineating the social psychological process for international consumers during the phenomenon. Using an online survey with a convenience […]

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Advertising & Public Relations
When good athletes go badly Joe Phua

Abstract: This study investigated which decision (maintain vs. dismiss endorsement relationship)will represent the most positive impact on consumers with different levels of fan identification when the celebrity endorser is involved in scandal. MANCOVA was utilized to examine the influence of team identification on consumers’ responses toward sponsors’ decisions. Results indicated that when the sponsor maintained the […]

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Ph.D. Degree Program
Perceived Brand Personality through Sports Sponsorship Joe Phua

Abstract: A limited amount of prior research has investigated perceived brand personality in the context of sport sponsorship. Using a two (Sport team performance: Win versus loss) by two (Gender: Male versus female) between-subjects experiment with two control variables (Sport team identification and self-brand connection), this study examined sport spectators’ perceptions of brand responsibility, activity, aggressiveness, […]

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Advertising & Public Relations
Blazing a Different Trail Welch Suggs

Abstract: The University of Alabama at Birmingham (UAB) caused a media uproar locally and nationally in December 2014 when it announced it was dropping its football team, along with bowling and rifle squads. Amid protests by students, fans, and supporters—as well as near-universal negative coverage—the university’ s president announced a reconsideration of the decision in […]

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Journalism
Disabling Prejudice Welch Suggs and Jason Lee Guthrie

Abstract: Part of the goal of the International Paralympic Committee is to “touch the heart of all people for a more equitable society.” Images of athletes with permanent visible physical disabilities, it is thought by proponents of adaptive sports as well as marketers who use such athletes in campaigns, can change able-bodied people’ s impressions […]

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JournalismPh.D. Degree Program
NCAA-Department of Defense Mind Matters Research Challenge Welch Suggs

Abstract: The winners, who will each receive a $400,000 award to fund their projects, are among those who answered a call to submit research proposals designed to improve the understanding of how to spur changes in the culture surrounding concussion. The eight were drawn from a field of 22 finalists announced in July.

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Journalism