Title: Permission to promote: a conjoint investigation of e-newsletter preferences

Authors: David B. Klenosky, Eric T. Brey

Addresses: Department of Health and Kinesiology, Purdue University, 800 W. Stadium Avenue, West Lafayette, IN 47907, USA. ' Kemmons Wilson School of Hospitality and Resort Management, University of Memphis, 3700 Central Ave, Suite 140G, Memphis, TN 38152, USA

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.

Keywords: 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.

DOI: 10.1504/IJSMM.2010.032549

International Journal of Sport Management and Marketing, 2010 Vol.7 No.3/4, pp.173 - 189

Published online: 07 Apr 2010 *

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