rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Addressing the lack of Baseball Consumption amongst African Americans
  name:
    name part: Brown, Brandon Leigh
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Bennett, Gregg
    role:
      role term: thesis advisor.
  name:
    name part: Texas A & M University
    role:
      role term: degree granting institution.
  type of resource: text
  genre: bibliography
  origin info:
    place:
      place term: txu
    date issued: 2013
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource.
  abstract: The African American consumer represents a valuable market segment in the United States. This target market possesses both substantial purchasing power and future growth potential. Yet, baseball marketers have failed to secure the African American target market as a viable consumer base. As such, marketers should understand what factors encourage African Americans to consume sport, and what factors deter African Americans from consuming baseball. Thus, the purpose of my study was to advance the literature by investigating the factors influencing African American baseball consumption. African American participants were surveyed in order to ascertain the motivational aspects they perceived to be present (or absent) in both a favorite sport and baseball. Results suggest that African American participants believed baseball failed to contain the following motivational factors: skill, drama, aesthetic value, group entertainment, family value, escape, and cultural affiliation. Still, of the factors measured, results suggest that the factors, 'skill' and 'drama' were the two most influential factors motivating participants to consume sport. The current study utilized a set of focus group interviews to identify what factors, if any, deterred baseball consumption amongst African Americans. Results suggest two broad categories best represent the reasoning for a lack of baseball consumption: perception of baseball and socio-cultural dynamics. Within these two categories, six general dimensions were found that best characterized the reasons for not consuming baseball: a perceived lack of excitement in baseball, a perceived lack of skill in baseball, a distaste towards baseball's structure, a lack of access for young African Americans, African American player representation, and African American players in pop-culture. The current study examined African American attitudes towards baseball consumption by investigating the role of perceived fit and its association with the theory o…
  note: by Brandon Leigh Brown.
  note: "Major Subject: Kinesiology"
  note: Includes vita.
  note: Doctor of Education Texas A & M University 2013 http://hdl.handle.net/1969.1/151276
  note: Includes bibliographical references.
  note: Text (Dissertation)
  subject:
    topic: Major Kinesiology
  subject:
    topic: Sport management
  subject:
    topic: Sport marketing
  subject:
    topic: African Americans
  subject:
    topic: Baseball
  subject:
    topic: Consumer behavior
  subject:
    topic: Consumption
  identifier: http://hdl.handle.net/1969.1/151276
  record info:
    record content source: TXA
    record creation date: 140318
    record change date: 20151206092647.0
    record identifier: in00003458242
    language of cataloging:
      language term: eng