ABSTRACTS / RÉSUMÉS An Examination of Ambush Marketing Legislation and Canadian National Sport Organizations

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1 ABSTRACTS / RÉSUMÉS An Examination of Ambush Marketing Legislation and Canadian National Sport Organizations Dana Ellis (Student, University of Ottawa) Marie-Ève Gauthier (Student, University of Ottawa) Benoit Séguin (University of Ottawa) Canadian Sport Policy: A Slave to Federalism Anthony Church (Laurentian University) Community Reflections and Attendance in Professional Sport: Diversity and Team- Market Congruence Norman O Reilly (Laurentian University) Ann Pegoraro (Laurentian University) John Nadeau (Nipissing University) Paul Carvalho (Nipissing University) Floyd Jones (West Virginia University) Cross-Sector Variation in Organizational Culture: An Examination of the Canadian Fitness Industry Eric MacIntosh (University of Ottawa) Alison Doherty (University of Western Ontario) Development of Sport Participation Management: Integrating Sport Management and Sport/Exercise Psychology Scholarships Norman O Reilly (Laurentian University) Mark Eys (Laurentian University) Melanie Muise (University of Alberta) Methods and Metrics in Sponsorship Evaluation Norman O Reilly (Laurentian University) Judith Madill (University of Ottawa) Teen Athletes Consumer Behaviour: Implications for Marketers Ann Pegoraro (Laurentian University) Norman O Reilly (Laurentian University) The Emergence of the Coach and the Arrival of Coaching Deryk Stec (HEC)

2 The Evolving Experience at Sport Mega-Event Work Xiaoyan Xing (Laurentian University) The Travel Impulse: Conceptual Framework and Empirical Investigation Nicole Silva (Brock University) Danuta de Grosbois (Brock University) They Call Me Coach: Articulating Expectations, Facing Reality, Accepting Truth and Aligning Hopes Deryk Stec (HEC)

3 Dana Ellis (student) Marie-Ève Gauthier (student) Benoit Seguin School of Human Kinetics University of Ottawa AN EXAMINATION OF AMBUSH MARKETING LEGISLATION AND CANADIAN NATIONAL SPORT ORGANIZATIONS Anti-ambush marketing legislation is now an important requirement in bidding for the Olympic Games. However little consideration has been given to the potential impact of legislation on various stakeholders associated with the Games. This study examines perceived impacts of the Olympic and Paralympic Marks Act on Canadian National Sport Organizations.

4 ASAC, 2009 Anthony G. Church School of Sports Administration Laurentian University CANADIAN SPORT POLICY: A SLAVE TO FEDERALISM Using a framework which assesses the evolving characteristics of intergovernmental relations within the Canadian political system, different eras of federalism are outlined and the contemporaneous sport policy developments are described. The conclusions drawn from this work signal the importance of understanding federalism if one is to understand and affect national sport policy in a federal state. A federal system is one which is always in a state of becoming. H.V. Emy, (1978, p. 72).

5 Norm O Reilly Ann Pegoraro Laurentian University John Nadeau Paul Carvalho Nipissing University Floyd Jones West Virginia University COMMUNITY REFLECTIONS AND ATTENDANCE IN PROFESSIONAL SPORT: DIVERSITY AND TEAM-MARKET CONGRUENCE This paper reports on a multi-method examination of racial-ethnic congruency amongst professional sport teams, their spectators and their local markets. The first study empirically investigates the relationship of racial-ethnic team-market congruence with market support, while the second explores via a case study - the relationship of the racial-ethnic composition of spectators who attend games in a case study of team-market incongruity. Results of the research provide support for the practical legitimacy and research importance of the congruency of team, spectator and market diversity in the support of the market for their local professional sport team. Although results vary by city, by North American professional sport league, and by racial-ethnic community, the results demonstrate that there is some support to show that consumers can notice and utilize their reflection through a professional sport team to influence their level of team support.

6 Eric W. MacIntosh Human Kinetics University of Ottawa Alison Doherty Kinesiology The University of Western Ontario CROSS-SECTOR VARIATION IN ORGANIZATIONAL CULTURE: AN EXAMINATION OF THE CANADIAN FITNESS INDUSTRY This paper examines whether profit and non-profit organizations in the Canadian fitness industry may be distinguished by subcultures that represent different values and ways of doing things. Employees of both sectors participated in survey research regarding their perception of cultural dimensions within their organizations.

7 Mark Eys Norm O Reilly School of Human Kinetics School of Sports Administration Laurentian University Melanie Muise Physical Education & Recreation University of Alberta DEVELOPMENT OF SPORT PARTICIPATION MANAGEMENT: INTEGRATING SPORT MANAGEMENT AND SPORT/EXERCISE PSYCHOLOGY SCHOLARSHIPS The development of information on sport participation indicates a concern for strategic initiatives from a sport management perspective. The aim of this paper is to provide knowledge for future research through an integration of sport/exercise psychology and sport management literatures. An investigative comparison of two disciplinary approaches reveals seven common themes with three recommendations for collaboration on initiatives to increase sport participation.

8 Norm O Reilly Faculty of Management Laurentian University Judith Madill Telfer School of Management University of Ottawa METHODS AND METRICS IN SPONSORSHIP EVALUATION Sponsorship is a growing tool of promotions and marketing, however its future is threatened by a lack of effective evaluation and consideration of return on investment in the evaluations that do take place. This paper discusses the issues and current practices in terms of the methods and metrics available to researchers and practitioners in sponsorship.

9 Ann Pegoraro Norman J. O Reilly Institute for Sport Marketing Faculty of Management Laurentian University TEEN ATHLETES CONSUMER BEHAVIOR: IMPLICATIONS FOR MARKETERS The Teen Consumer segment is a lucrative one for marketers. This research investigated key differences and similarities in one subsegment of the market -Teen athletes in Canada - in terms of attitudes toward sports participation and personal performance and what effects these attitudes might have on their sport-related consumption.

10 Deryk Stec (student) HEC THE EMERGENCE OF THE COACH AND THE ARRIVAL OF COACHING This article places Coaching within a historical context. It outlines its transformation from technological object to a universal character in sport and, most recently, as a management concept. It discusses the features Coaches share and how this concept may be distinguished from related concept while highlighting its current significance to management. There's somethin' happening here, What it is ain't exactly clear. For What Its Worth, (1966) Buffalo Springfield (Neil Young, Stephen Stills, Richie Furay and Jim Messina and Stephen Stills).

11 Xiaoyan Xing School of Sports Administration Faculty of Management Laurentian University THE EVOLVING EXPERIENCE AT SPORT MEGA-EVENT WORK This study traces the evolution of work experience at the Organizing Committee for the Beijing 2008 Olympic Games in the two years leading to the Beijing Games and identifies the characteristics of the work life as the organization shifts from a planning mode to an implementation mode. Built on Xing and Chalip s (in press) study which examines work life at BOCOG two years prior to the Games time, one new category of themes describing the evolving work experience from planning to implementation was added. The categories and themes in Xing and Chalip s original model were modified to capture the changes in the work experience. Findings of this study demonstrate the distinctive modes a sport mega-event organization undergoes through its lifespan exert profound influences on the work life of its employees.

12 Nicole Silva Danuta de Grosbois Department of Tourism and Environment Brock University THE TRAVEL IMPULSE: CONCEPTUAL FRAMEWORK AND EMPIRICAL INVESTIGATION The objective of this paper is to investigate impulse travel behaviour. The authors propose a definition of impulse travel, propose a conceptual framework of impulse travel, develop a method of its measurement, and test the role of the traveler s personality in contributing to impulsive travel decisions. The study is based on 54 questionnaires filled out by tourists visiting the city of Niagara Falls in fall 2008.

13 Deryk Stec (student) HEC THEY CALL ME COACH: ARTICULATING EXPECTATIONS, FACING REALITY, ACCEPTING TRUTH AND ALIGNING HOPES Coaching now provides services and solutions in numerous domains, but remains a poorly understood concept. This field study looks at coaching within sport and finds multiple perspectives on this form of leadership. From this perspective coaching revolves around three distinct orientations: preparation, involving practices and training, performance, involving public displays of determination, and wondering and bewilderment, often in a private office. These orientations each involve a persona with a distinct way of thinking and produce an intimate relationship with hope.