{"id":"https://openalex.org/W4322622951","doi":"https://doi.org/10.32731/smq.321.032023.04","title":"Assessing Returns from New Sport Marketing Opportunities: The Case of NBA Jersey Sponsorships","display_name":"Assessing Returns from New Sport Marketing Opportunities: The Case of NBA Jersey Sponsorships","publication_year":2023,"publication_date":"2023-02-28","ids":{"openalex":"https://openalex.org/W4322622951","doi":"https://doi.org/10.32731/smq.321.032023.04"},"language":"en","primary_location":{"id":"doi:10.32731/smq.321.032023.04","doi":"https://doi.org/10.32731/smq.321.032023.04","is_oa":false,"landing_page_url":"https://doi.org/10.32731/smq.321.032023.04","pdf_url":null,"source":{"id":"https://openalex.org/S2765057658","display_name":"Sport Marketing Quarterly","issn_l":"1061-6934","issn":["1061-6934","1557-2528"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","cwts-core","fnege-4","jufo-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sport Marketing Quarterly","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5042937748","display_name":"Jonathan A. Jensen","orcid":"https://orcid.org/0000-0002-9949-077X","observed_orcids":["https://orcid.org/0000-0002-9949-077X"]},"institutions":[{"id":"https://openalex.org/I114027177","display_name":"University of North Carolina at Chapel Hill","ror":"https://ror.org/0130frc33","country_code":"US","type":"education","lineage":["https://openalex.org/I114027177"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Jonathan A. Jensen","raw_affiliation_strings":["Sport administration in the Department of Exercise and Sport Science at the University of North Carolina at Chapel Hill. His research focuses on the application of predictive analytics to the study of sport marketing, specializing in the use of advanced statistical models to solve marketing-related problems"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sport administration in the Department of Exercise and Sport Science at the University of North Carolina at Chapel Hill. His research focuses on the application of predictive analytics to the study of sport marketing, specializing in the use of advanced statistical models to solve marketing-related problems","institution_ids":["https://openalex.org/I114027177"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5070455838","display_name":"Brian R. Walkup","orcid":"https://orcid.org/0000-0001-8721-5343","observed_orcids":["https://orcid.org/0000-0001-8721-5343"]},"institutions":[{"id":"https://openalex.org/I90840245","display_name":"Rollins College","ror":"https://ror.org/009vh5d61","country_code":"US","type":"education","lineage":["https://openalex.org/I90840245"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Brian R. Walkup","raw_affiliation_strings":["Finance in the Crummer Graduate School of Business at Rollins College. His research interests include corporate finance, initial public offerings, mergers and acquisitions, payout policy, and the intersection of sports and finance"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Finance in the Crummer Graduate School of Business at Rollins College. His research interests include corporate finance, initial public offerings, mergers and acquisitions, payout policy, and the intersection of sports and finance","institution_ids":["https://openalex.org/I90840245"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5062061870","display_name":"Adrien Bouchet","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I106165777","display_name":"University of Central Florida","ror":"https://ror.org/036nfer12","country_code":"US","type":"education","lineage":["https://openalex.org/I106165777"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Adrien Bouchet","raw_affiliation_strings":["DeVos Sport Business Management in the Sport Business Management Program at the University of Central Florida. His research interests include international sport business and higher education policy"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"DeVos Sport Business Management in the Sport Business Management Program at the University of Central Florida. His research interests include international sport business and higher education policy","institution_ids":["https://openalex.org/I106165777"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.782,"has_fulltext":false,"cited_by_count":5,"citation_normalized_percentile":{"value":0.76328518,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":98},"biblio":{"volume":"32","issue":"1","first_page":"47","last_page":"61"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.7113999724388123,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.7113999724388123,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.13369999825954437,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11674","display_name":"Sports Analytics and Performance","score":0.057999998331069946,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/sports-marketing","display_name":"sports marketing","score":0.4909999966621399},{"id":"https://openalex.org/keywords/shareholder-reactions","display_name":"shareholder reactions","score":0.5299999713897705},{"id":"https://openalex.org/keywords/abnormal-returns","display_name":"abnormal returns","score":0.7910000085830688},{"id":"https://openalex.org/keywords/return-on-investment","display_name":"return on investment","score":0.8090000152587891},{"id":"https://openalex.org/keywords/signaling-theory","display_name":"signaling theory","score":0.7680000066757202},{"id":"https://openalex.org/keywords/agency-theory","display_name":"agency theory","score":0.996999979019165},{"id":"https://openalex.org/keywords/brand-integration","display_name":"brand integration","score":0.6610000133514404}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6748955845832825},{"id":"https://openalex.org/C103189561","wikidata":"https://www.wikidata.org/wiki/Q5372","display_name":"Basketball","level":2,"score":0.6053033471107483},{"id":"https://openalex.org/C207456731","wikidata":"https://www.wikidata.org/wiki/Q660818","display_name":"League","level":2,"score":0.5683847069740295},{"id":"https://openalex.org/C2776459890","wikidata":"https://www.wikidata.org/wiki/Q3297812","display_name":"Club","level":2,"score":0.5370627045631409},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.531457781791687},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.4896557927131653},{"id":"https://openalex.org/C2778738651","wikidata":"https://www.wikidata.org/wiki/Q16546687","display_name":"Novelty","level":2,"score":0.48125478625297546},{"id":"https://openalex.org/C12958728","wikidata":"https://www.wikidata.org/wiki/Q1002530","display_name":"Event study","level":3,"score":0.4647974371910095},{"id":"https://openalex.org/C545824763","wikidata":"https://www.wikidata.org/wiki/Q3321471","display_name":"Sports marketing","level":4,"score":0.44422122836112976},{"id":"https://openalex.org/C108170787","wikidata":"https://www.wikidata.org/wiki/Q3951828","display_name":"Agency (philosophy)","level":2,"score":0.44394057989120483},{"id":"https://openalex.org/C2779662365","wikidata":"https://www.wikidata.org/wiki/Q5416694","display_name":"Event (particle physics)","level":2,"score":0.42206841707229614},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.27620983123779297},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.22371971607208252},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.0},{"id":"https://openalex.org/C27206212","wikidata":"https://www.wikidata.org/wiki/Q34178","display_name":"Theology","level":1,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C105702510","wikidata":"https://www.wikidata.org/wiki/Q514","display_name":"Anatomy","level":1,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C95457728","wikidata":"https://www.wikidata.org/wiki/Q309","display_name":"History","level":0,"score":0.0},{"id":"https://openalex.org/C1276947","wikidata":"https://www.wikidata.org/wiki/Q333","display_name":"Astronomy","level":1,"score":0.0},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.0},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.32731/smq.321.032023.04","doi":"https://doi.org/10.32731/smq.321.032023.04","is_oa":false,"landing_page_url":"https://doi.org/10.32731/smq.321.032023.04","pdf_url":null,"source":{"id":"https://openalex.org/S2765057658","display_name":"Sport Marketing Quarterly","issn_l":"1061-6934","issn":["1061-6934","1557-2528"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","cwts-core","fnege-4","jufo-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sport Marketing Quarterly","raw_type":"journal-article"},{"id":"pmh:oai:muse.jhu.edu:/article/927197","doi":null,"is_oa":false,"landing_page_url":"https://muse.jhu.edu/pub/560/article/927197/pdf","pdf_url":null,"source":{"id":"https://openalex.org/S4377196299","display_name":"Project Muse (Johns Hopkins University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I145311948","host_organization_name":"Johns Hopkins University","host_organization_lineage":["https://openalex.org/I145311948"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":51,"referenced_works":["https://openalex.org/W163505639","https://openalex.org/W171599861","https://openalex.org/W1488756679","https://openalex.org/W1493046065","https://openalex.org/W1596217245","https://openalex.org/W1967514648","https://openalex.org/W1977606316","https://openalex.org/W1979965184","https://openalex.org/W1981097746","https://openalex.org/W1995834279","https://openalex.org/W2013182829","https://openalex.org/W2034955381","https://openalex.org/W2037556634","https://openalex.org/W2050308155","https://openalex.org/W2062254214","https://openalex.org/W2066868252","https://openalex.org/W2075832535","https://openalex.org/W2081432842","https://openalex.org/W2083116735","https://openalex.org/W2096867822","https://openalex.org/W2106028404","https://openalex.org/W2131773668","https://openalex.org/W2135059166","https://openalex.org/W2136120210","https://openalex.org/W2217506741","https://openalex.org/W2280884883","https://openalex.org/W2308090940","https://openalex.org/W2323771037","https://openalex.org/W2342884354","https://openalex.org/W2418704988","https://openalex.org/W2571490546","https://openalex.org/W2583369661","https://openalex.org/W2596736532","https://openalex.org/W2615110894","https://openalex.org/W2617843478","https://openalex.org/W2752617332","https://openalex.org/W2783082097","https://openalex.org/W2896834795","https://openalex.org/W2899812710","https://openalex.org/W2943538728","https://openalex.org/W2946275143","https://openalex.org/W2946446156","https://openalex.org/W3016504489","https://openalex.org/W3048671592","https://openalex.org/W3082671911","https://openalex.org/W3096604429","https://openalex.org/W3108485739","https://openalex.org/W3111497785","https://openalex.org/W3122354189","https://openalex.org/W4240307802","https://openalex.org/W4414438986"],"related_works":["https://openalex.org/W7030315229","https://openalex.org/W7113348035","https://openalex.org/W3096604429","https://openalex.org/W2770307448","https://openalex.org/W2898592372","https://openalex.org/W7212264580","https://openalex.org/W7154668822","https://openalex.org/W7113184838","https://openalex.org/W7130707932","https://openalex.org/W3094571017"],"abstract_inverted_index":{"One":[0],"of":[1,16,28,57,79,101,119],"the":[2,13,20,26,33,46,55,82,98,104,115],"newest":[3],"opportunities":[4],"available":[5],"to":[6,50,54,85],"sport":[7],"marketing":[8],"decision-makers":[9],"is":[10,41,117],"branding":[11],"on":[12,32,75,97,128],"game-worn":[14,129],"jerseys":[15],"teams":[17],"competing":[18],"in":[19,143],"National":[21],"Basketball":[22],"Association":[23],"(NBA).":[24],"Given":[25,113],"novelty":[27],"this":[29,131],"opportunity,":[30],"research":[31],"returns":[34],"marketers":[35,140],"may":[36],"receive":[37],"from":[38],"such":[39,144],"investments":[40,142],"scarce.":[42],"This":[43],"study":[44,48],"applies":[45],"event":[47,66],"methodology":[49],"measure":[51],"shareholder":[52],"reaction":[53,84,105],"announcements":[56,86],"NBA":[58,116],"jersey":[59],"sponsorships":[60],"utilizing":[61],"multiple":[62],"financial":[63],"models":[64],"and":[65,72,93],"windows,":[67],"with":[68,108],"results":[69],"indicating":[70],"abnormal":[71],"positive":[73],"return":[74],"investment":[76],"(ROI).":[77],"Reflective":[78],"signaling":[80],"theory,":[81,103],"market's":[83],"involving":[87],"tech":[88],"firms":[89,107],"was":[90,111],"more":[91],"positive,":[92],"as":[94],"expected":[95],"based":[96],"theoretical":[99],"lens":[100],"agency":[102],"for":[106,138],"regional":[109],"proximity":[110],"muted.":[112],"that":[114,122],"one":[118],"several":[120],"leagues":[121],"will":[123],"be":[124],"providing":[125],"brand":[126,139],"integration":[127],"jerseys,":[130],"study's":[132],"findings":[133],"have":[134],"important":[135],"managerial":[136],"implications":[137],"planning":[141],"opportunities.":[145]},"counts_by_year":[{"year":2026,"cited_by_count":4},{"year":2024,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2023-03-01T00:00:00"}