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- Creators: Mozart, Wolfgang Amadeus, 1756-1791
ContributorsMozart, Wolfgang Amadeus, 1756-1791 (Composer)
ContributorsMozart, Wolfgang Amadeus, 1756-1791 (Composer)
ContributorsMozart, Wolfgang Amadeus, 1756-1791 (Composer)
ContributorsMozart, Wolfgang Amadeus, 1756-1791 (Composer)
ContributorsMozart, Wolfgang Amadeus, 1756-1791 (Composer)
ContributorsMozart, Wolfgang Amadeus, 1756-1791 (Composer)
Description
The sport of football has become one of the most widely loved and watched sports in the United States. Fans of football are extremely dedicated to the sport and form very personal, emotional attachments to teams within the National Football League. Through studying these fans, three main analysis topics will be addressed in this thesis: the established fan knowledge that creates rules within the fandom on how a fan participates and the exceptions to those rules, the need that fan's who do not fit into the normative patterns of the fandom feel to explain their motivations, and the degree of fanship that can be measured through a fan's explanation for their deviant behavior. For this fandom analysis, two sets of data will be referenced throughout the discussion. The first is anecdotal data pulled from various reddit threads on the personal experiences of each fan as well as some opinion sharing about the National Football League fandom. The second set of data is primary data that I have compiled via a survey. The established fan knowledge within this fandom is two fold: First, fans choose their team for a specific reason (usually based off of the team their parent's are a fan of or the state they grew up in), which typically takes place by age twelve. Secondly, once a fan chooses a team, they should stick with that team through their entire fanship. This second piece of fan knowledge is the most important rule within the fandom. This idea of loyalty is what guides fan participation. Identifying this rule led me to my main question about this fandom \u2014 if fans are so dedicated to their chosen team, what does it mean when someone switches to a new team. I feel that this breaking of a bond that seems so personal to fans is important and should be researched. This brought me to researching these fans that have switched teams, learning why, as well as what this group of fans can say about the National Football League fandom as a whole.
ContributorsGutierrez, Brooke Kathleen (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Traditions come about in a variety of ways varying from school to school and sport to sport. Fans in the NCAA have the most connection to their team’s traditions when they follow one or multiple dimensions of the P.A.T.H. framework. Traditions that are Passionate, Authentic, Tribal, and Historical help fans have a sacred, emotional bond between themselves and their favorite team. Most of the time, this bond makes people behave in a way that they do not normally. The best traditions create an atmosphere that allows someone to come back decades later and feel like they never left. When fans feel strongly toward the tradition, it creates a passion unlike any other. The fans will go through great lengths to keep the tradition happening. When a tradition comes about organically and is not forced on the fanbase, it follows the authentic dimension. Fanbases will not be willing to keep a tradition going if they feel like it was manufactured; it needs to be something that they want to do. The tribal dimension is created by the desire people have to be a part of a group because of a shared belief. People have a need to fit in and belong, so if a tradition is able to create this feeling, it will be more likely to stick. The historical dimension explains itself; a tradition that has been around for many years has a much better chance of being around for years to come because of the history associated with it. Traditions that encompass one or all of the dimensions of P.A.T.H. have a better chance of sticking and becoming a tradition that is recognized nationally. Traditions should eventually become something that completes the game day experience. At the end of the day, people will not remember exact plays that happened, but they will remember the experiences they shared with everyone else in the stands.
ContributorsWeller, Allison Jo (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The America's Cup is the preeminent international sailing competition. Since the cup was first awarded to the United States in 1851 for winning a race around the Isle of Wight in England, it has been up for perpetual international competition. The purpose of this project is to assess the marketing strategies implemented for the 35th America's Cup which took place in Bermuda in June of 2017. Through qualitative and quantitative research I discovered the strengths and weaknesses of the current marketing strategies in addition to identifying opportunities for future Cups. While attending the 35th America's Cup in Bermuda I was able to conduct long interviews with several c-level executives of the America's Cup Event Authority as well as conduct a survey with attendees of the Cup. Analysis of this data allowed me to determine effective consumer awareness practices, ideal consumer involvement techniques, experience design, optimal marketing tactics, and strategic branding. I was also able to identify critical goals that the current Event Authority Management have set that embody their vision for future America's Cups. The ultimate objective of this research is to propose marketing strategies that will expand the influence of the America's Cup and transform it into an iconic and widely known sporting event in the United States. In previous years there has been very limited marketing invested in building awareness for the America's Cup so I plan to identify components that have brought them success in the past and then recommend new strategies and tactics that will successfully build awareness and increase viewership. These elements will then be able to be integrated into a marketing strategy and experience model for future America's Cups.
ContributorsHeisler, Alexandra Morgan (Author) / Gray, Nancy (Thesis director) / Lee, Christopher (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In the wide world of sports, not all fan bases are created equally—especially in the NBA. Differences in factors like tradition, history, team performance amongst teams make each fan base distinctly unique. This paper will analyze how team performance effects one component of fan behavior: home game attendance. Using win-loss data and home game attendance data for each NBA team from 2001 to 2017, I will construct statistical models to estimate how great of an impact team performance has on each team’s home game attendance. I expect each team’s fan base to respond differently to changes in their team’s win-loss record. This paper will also attempt to quantify other facts that impact attendance at NBA games, including year-to-year changes in team salary expenditures, regional income, and the number of star players playing for the team. Finally, this paper will explore the factors that affect home game attendance for specific games within a given season—things like weather, strength of opponent, and win streaks. Ultimately, the goal of this paper will be to provide NBA business analysts with resources to more precisely anticipate their team’s home game attendance. The ability to understand what motivates the behavior of a fan base is invaluable in creating a marketing strategy that drives fans to the arena. This paper will help to identify teams that are most susceptible to significant fluctuations in attendance and outline alternative strategies to positioning their product offering effectively to fans.
ContributorsSloan, Jacob Marlow (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05