Permission to promote: a conjoint investigation of e-newsletter preferences. (8th April 2010)

• Record Type: Journal Article
• Authors: Klenosky, David B.; Brey, Eric T.
• Is Part Of: International journal of sport management and marketing. Volume 7:Number 3/4(2010)
• Page Start: 173
• Page End: 189
• Publication Date: 2010-04-08
• Subjects: relationship marketing -- email marketing -- permission marketing -- e-newsletters -- sport promotion techniques -- sport loyalty -- fan commitment -- conjoint analysis -- electronic newsletters -- online newsletters -- sport marketing -- university athletics -- USA -- United States; Sports administration -- Periodicals; Sports -- Marketing -- Periodicals; 796.069
• Languages: English
• ISSNs: 1475-8962

Abstract

Permission-based e-mail marketing programs featuring electronic newsletters have become a key element of the sport promotion landscape. Unfortunately, however, little information is available to guide sport or event marketers in the development of an e-newsletter program. To fill this gap, this study examines whether individuals with a high versus low level of attitudinal loyalty to a university athletic program differ in their interest in receiving an electronic newsletter from the athletic department and their preferences for specific e-newsletter options. Study participants, students at a Midwestern US university, were classified into loyalty groups and evaluated conjoint profiles for a hypothetical athletic program newsletter described in terms of four factors: e-newsletter frequency, information (teams/sports) covered, type of content provided, and content location. The findings indicated that interest in receiving the e-newsletter and preferences for the study factors differed by loyalty group; and in a manner consistent with the permission marketing and sport loyalty research literature.