Marketing Analysis in Sport Business

This book explores sport marketing analytics. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how analytical procedures are the key to developing effective, evidence-based marketing practices that reflect consumer needs.

Kevin K. Byon is a Professor and the Doctoral Program Coordinator of the Sport Management Program in the Department of Kinesiology at Indiana University Bloomington (IUB), Bloomington, IN, USA. His primary research interest involves exploring psychological and environmental variables affecting sport consumer behaviors in an effort to advance theories and practices of sport marketing and sport tourism. To date, Dr. Byon has authored or co-authored 120 research manuscripts and has served as an editorial board member of seven scholarly journals including the International Journal of Sports Marketing, Sponsorship and Sport Marketing Quarterly. Dr. Byon was also the sport management section editor of the Measurement in Physical Education and Exercise Science journal from 2010 to 2016. Brian H. Yim is an Associate Professor of Sport Administration in the School of Foundations, Leadership and Administration at Kent State University, Kent, OH, USA. His overarching research interest lies in customer relationship marketing with a particular focus on sport fan emotions in various contexts such as professional sport, global sport, fantasy sport, and esports. To date, he has authored or co-authored about 30 articles published in journals including European Sport Management Quarterly and the International Journal of Sports Marketing and Sponsorship. Dr. Yim is the Editor-in-Chief of the Asia Pacific Journal of Applied Sport Sciences and serves as an editorial board member of the International Journal of Sports Marketing and Sponsorship. James J. Zhang is a Professor of Sport Management at the University of Georgia, Athens, GA, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer and organizational behaviors. He has previously been Editor of the International Journal of Sport Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and President of North American Society for Sport Management (NASSM).

1. Sport Marketing Analyses: An Introduction 2. Application of Structural Equation Model in Sport Marketing Analyses 3. Disruptive Technologies on Sport Event Marketing: New Centrality of Digital Communication 4. Challenges in Sport Marketing: A Systematic Review of Sport Digital Marketing 5. Digital Ticketing Utilization in High School Athletics: The Role of Spectator Demographics 6. Social Media Stakeholder Relationships: Analyzing an Online Communication Network in the Sport Industry 7. Influence of Micro-Celebrities on the Formulation of Social Media Marketing Strategies 8. Examining Facebook Marketing Practice: The Case of New Zealand Provincial Rugby 9. Analyzing Sport Fan Facebook Pages: Influences of Post Characteristics and Brand Attributes on Fan Engagement 10. Marketing Obstacles Facing Obstacle Racing 11. Congruity Perceptions in Endurance Event Participant Consumers 12. Service Provider Selection with the Analytic Hierarchy Process: An Approach to Sport Facility Enterprization in China 13. COVID-19 and Economic Impacts of Major Sport Events 14. Brand Attributes Scale for Professional Sport Teams: Measuring Strength, Favorability, and Uniqueness of Team Attributes 15. Analyzing Athletes' Satisfaction toward the Organization of a Sport Event: Development of a Questionnaire