Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Article excerpt

Welcome to the second issue of 2002. As ever, I am pleased to be able to acknowledge the eclectic nature of the current set of contributions. The Interview features Alycen McAuley, Director of Corporate Sponsorship for Charles Schwab. In a discussion with Dr. James Gladden of the University of Massachusetts--Amherst, McAuley reflects on the current state of the sponsorship industry and a career that has evolved to encompass dealings with some of the major players on both sides of the fence. McAuley's arrival at Charles Schwab to help start up a Corporate Sponsorship Group has allowed her to provide insights into some of the significant changes that have taken place in the industry, such as the increasing sophistication of sponsorship evaluation tools, and the opportunities and challenges facing a Fortune 500 financial services firm.

The first research paper, by Alain d'Astous and Karim Chnaoui from HEC in Montreal, investigates how usage, brand name, price and store name interact to affect purchasing decisions of sport equipment. The findings presented have some significant ramifications for the ways in which different products are marketed in different types of store. In the second paper, Arch Woodside of Boston College and his colleagues from the University of New South Wales in Sydney present some of the results from a major survey that examined the behaviours of individuals that travelled to Australia at the time of the 2000 Olympics. The study suggests that while hosting major international events may result in substantial increases in activities and expenditures, such impacts are moderated by the availability of destination information. …

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