Permission to promote: a conjoint investigation of e-newsletter preferences
by David B. Klenosky, Eric T. Brey
International Journal of Sport Management and Marketing (IJSMM), Vol. 7, No. 3/4, 2010

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.

Online publication date: Wed, 07-Apr-2010

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email