… Damon Aiken is an assistant professor of marketing at Pepperdine University. His research
interests include sport spectator consumption behavior, team preference formation, and …

The purpose of this study is to provide a preliminary investigation of the effectiveness of Internet
marketers'various attempts to develop consumer trust through Web signals. The work is …

… Ajay Sukhdial Oklahoma State University Damon Aiken Butler University and … Damon Aiken
Damon Aiken is an assistant professor of marketing in the department of marketing at Butler …

For years now, sports fans and the popular press have utilized the term old school to describe
certain athletes, a distinctive style of play, and a particular set of values. The present study …

This article sheds light on how fans, as consumers of sports, perceive environmental factors
at collegiate sporting events and how these consumer perceptions relate to positive affect …

Values have been defined as closely held beliefs that play a major role in guiding behaviors
and influencing attitudes. Previous researchers have noted that a key objective of …

This study examines the influence of previous related experience, online advertising, and
comments from discussion groups (both positive and negative in tone) on Internet commerce …

Purpose – The purpose of this paper is to shift the research focus from singular investigations
of strategic orientations (ie learning, technology, market, customer, and competitor) to a …

Sport consumption involves complex psychological processes – facilitating emotional highs
and lows that reinforce and perpetuate habitual behaviors. The current work contextually …

Through the somewhat novel use of conjoint analysis, this work gains insight into fans' initial
preference formations, the weights given to team attributes, and the complexity of the …