SPORTS MARKETING JOURNAL
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International Journal of Sports Marketing & Sponsorship

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Back issue   Volume 5   Number 1   April 2003

Editorial
Editorial
more...

The change of a journal editor is an excellent opportunity to reflect on the past and set the journal direction for the future.

The Past: In the short period of four years, IJSMS has become one of the leading journals for scholars and practitioners alike in the field of Sports Marketing. There is no doubt that a significant part of this success can be attributed to the tireless efforts and commitment of the past editor, Dr John Amis.

Dr Amis had the difficult job of starting a journal from scratch, and building it up to what IJSMS is now. This involved recruiting an Editorial Board, establishing a pool of qualified reviewers, developing editorial policies and procedures, and increasing the visibility of the Journal.

It is evident from the current status of IJSMS that Dr Amis has done a terrific job, which will make my tenure as the editor much easier. I am very grateful for his assistance, advice and counsel during the transition. With Dr Amis’ assistance, and excellent support and help from Winthrop Publications’ main office – in particular, Gabriel Engelhard, Publisher, and Jane Leigh, IJSMS production manager – the editorship transition couldn’t have been smoother. This is also an opportunity to acknowledge the support of Kean University. In particular, I would like to thank Interim President Dr Frank Esposito, Provost Dr Livingston Alexander and Dean David Yamoah. Without their support in providing necessary resources and providing me with the time flexibility required for performing the editorial job, I would never have taken on the role of editor.

The future: I am taking over a journal with excellent foundations and an even brighter future. I see my main role as editor to stay committed and further enhance the main mission of the Journal, serving as an interface between academicians and practitioners in the field of Sports Marketing by disseminating useful, relevant and state-of-the-art knowledge. It is crucial that this knowledge be generated across cultures and borders, and be based on sound scientific research, well-developed theory, or actual real world experience.

I will concentrate on three main objectives that are very much interrelated: continuing in improving the Journal quality, increasing the visibility of the Journal in academia and the industry, and further internationalizing the Journal content and audience. Improving quality: The authors and contributors to IJSMS will largely determine its content and quality. You have to consider IJSMS as your first choice for publishing your best work in the field. As editor, I can promise that, in return, you will get a timely, rigorous review by carefully-chosen experts in the subject matter of your submission. Regardless of whether or not your manuscript is published in IJSMS, it will be improved and you will gain enriching insight from reviewers with a diverse background. To keep to a tight schedule and still provide high-quality reviews, IJSMS will need a qualified, responsive and committed Editorial Board, as well as a large pool of ad hoc reviewers. The IJSMS is in the process of contacting current Editorial Board members to find out their interest to continue to serve. If you are a leading academician or practitioner in the field and would like to serve on the board, contact me or the publisher. I am also looking for a “few good people” as ad hoc reviewers. Again, if you are interested, let me know.

Increasing visibility: An important part of the success of a peer-reviewed journal is its visibility among academicians and practitioners in the field. While part of the task is in the hands of the publisher, there are many things you can do to help: make sure that your library or organization has a subscription; try to use the material published in your class or professional presentation; and recommend the Journal to your colleagues. If we can help in any way, let the publisher or myself know. The publisher is now in the process of identifying major professional conferences and exhibitions in the field, exploring ways to be more visible, and has agreed to index the Journal in the major indexes of academic and professional publications. Any ideas or suggestions in this area are welcomed.

Greater international input: The title International Journal of Sports Marketing and Sponsorship implies that the Journal includes contributions from countries around the globe. A quick look at previous issues shows that almost all the material originates from the USA, UK and Australia/New Zealand. This is not international enough! I am aware that there is interesting and exciting work in the field in many other regions and, to include some of this, the Journal will aim to implement a regional review structure. The plan is to have associate editors for Europe and the Middle East, and Asia Pacific and South Asia – I will continue to handle North and South America. Each of the associate editors will be responsible for soliciting manuscripts generated in the region, and choosing two regional reviewers, while a third reviewer from outside will be chosen by the editor. The final recommendation from the regional editor will be forwarded to the editor for a final decision. I strongly believe that such an editorial structure will result in a true international journal with higher visibility and a diverse high-quality content. If you are interested and qualified to be an associate editor in any of the above regions, contact me.

Conclusion: I consider the editor position of the IJSMS as a great honor, and a vote of trust from all of you readers, contributors, authors, reviewers and Editorial Board members. It is a unique opportunity to shape and contribute to the further development of the Sports Marketing field. I am well aware that this honor comes with great responsibility, requiring judgmental base decisions that might affect authors’ careers, but, in a strange way, the negative decisions I may have to make will indicate that the Journal is more successful, and of higher quality. All I can promise is that my decisions will be based on reviewers’ input, will be explained fully, and will aim always to be constructive and encouraging. I am looking forward to working in co-operation with all of you to make IJSMS even better.

David Shani

Editor, Kean University March 2003

Interview
Craig Fenech, Sport Agent and Attorney
Paper 1
A Conceptual Model for Sport Services Marketing Research: Integrating Quality, Value and Satisfaction
Authors
Hans M. Westerbeek, Deakin University
David Shilbury, Deakin University
,
Abstract
This paper advances our understanding of the relationship between quality, value and satisfaction in the context of spectator sport services. This is achieved through an analysis and examination of relevant secondary data culminating in a conceptual model. Although extensive research has been conducted in the three separate areas of quality, value and satisfaction, to date no work has been reported attempting to develop macro models that capture the concepts and their potential interrelationships. Such macro models could enhance the communication and stimulate further research for sport marketing scholars. This paper proposes a model apposite for further research and in the process leads to the potential confirmation, rejection or indeed, adaptation of the conceptualization of sport services.
Paper 2
General Market Demand Variables Associated with Professional Sport Consumption
Authors
James J. Zhang, University of Florida
Eddie T. C. Lam, Cleveland State University
Daniel Connaughton, University of Florida
Abstract
The purpose of this study was to examine the relationship between general market demands and consumption levels of professional sport consumers. This study was accomplished through: (a) validating the theoretical constructs of general market demand variables by conducting a confirmatory factor analysis, (b) examining the predictability of general market demand factors to consumption levels of live and televised sporting events, and (c) investigating the relationships between sociodemographic and general market demand factors. Five hundred and twenty-five residents of a major southern US city were interviewed using a questionnaire that included eight sociodemographic variables, 12 market demand variables under three factors (Game Attractiveness, Economic Consideration, and Marketing Promotion), and 10 professional sporting event consumption variables. The factor structure of the general market demand variables was confirmed. Regression analyses revealed that market demand factors were positively (p < .05) predictive of professional sport consumption. Socio-demographic variables were significantly (p < .05) related to the market demand factors. The findings imply that professional sport teams should highlight the market demand variables and adopt differential marketing procedures for various socio-demographic segments in their marketing practice. The purpose of this study was to examine the relationship between general market demands and consumption levels of professional sport consumers. This study was accomplished through: (a) validating the theoretical constructs of general market demand variables by conducting a confirmatory factor analysis, (b) examining the predictability of general market demand factors to consumption levels of live and televised sporting events, and (c) investigating the relationships between socio-demographic and general market demand factors. Five hundred and twenty-five residents of a major southern US city were interviewed using a questionnaire that included eight socio-demographic variables, 12 market demand variables under three factors (Game Attractiveness, Economic Consideration, and Marketing Promotion), and 10 professional sporting event consumption variables. The factor structure of the general market demand variables was confirmed. Regression analysis revealed that market demand factors were positively (p < .05) predictive of professional sport consumption. Sociodemographic variables were significantly (p < .05) related to the market demand factors. The findings imply that professional sport teams should highlight the market demand variables and adopt differential marketing procedures for various socio-demographic segments in their marketing practice.
Paper 3
Looking Through the Hourglass of Fan Segmentation: Research Findings and Marketing Implications for Live Spectator Sports
Authors
Jeff Clowes, Coventry University
Alan Tapp, University of the West of England
,
Abstract
The purpose of this research was to investigate the attendance range of spectators at an English Football Association Premier League club. The numbers of spectators in both percentage and absolute terms were calculated and allocated to three segments (heavy, medium, light attendance). The findings were compared to an earlier reported study in the United States and marketing recommendations based on related studies and industry expertise were proposed for those involved in live spectator sports.
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