Dennis Howard

Professor Howard joined the Warsaw Center after serving six years (1991-1997) as the director of the Graduate Program in Sport Management at Ohio State University. He has also served as a faculty member at Texas A&M and Pennsylvania State University. He is currently completing the second edition of Financing Sport with John Crompton, a comprehensive text on traditional and innovative revenue acquisition methods available to sports organizations and extending his fan behavior research. In 1998, Howard received the Earle F. Zeigler Award from the North American Society for Sport Management for his scholarly contributions to the field of sport management.

Dennis Howard is professor of sports marketing in the University of Oregon's Warsaw Sports Marketing Center. He is the former Head of Graduate Program in Sport Management at The Ohio State University and is considered one of the leading authorities on sports finance. His specialty is stadium financing and economics. He has authored three books and close to 100 articles in sport and leisure management/marketing publications. The abstracts and citations of several of these pieces are listed below. To request full text versions of these documents, please contact the Warsaw Center, Dr. Howard or the referenced journal.

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Title:
"Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty"

Citation:
Mahony, Daniel F., Robert Madrigal, and Dennis Howard, "Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty," Sport Marketing Quarterly 9, no. 1 (2000).

Abstract:
The purpose of this study was to develop a psychological commitment to team (PCT) sale to be used in segmenting sport consumers based on loyalty. Previous research on the loyalty construct suggested the importance of using both behavioral and attitudinal measures when attempting to assess the loyalty of consumers (Backman & Crompton, 1991a; Day, 1969). Although measures of behavioral loyalty are readily available in team sports (e.g., attendance, television viewing), no appropriate measure of attitudinal loyalty was available prior to the current study. A number of statistical procedures and four separate data collections were used to assess the strength of the PCT scale. The PCT scale provides sport marketers with a reliable and valid measurement tool for differentiating consumers into discrete segments based on the strength of their overall loyalty. Alternative strategies for strengthening fan allegiance for each of the different loyalty segments are provided.

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Title:
"Recovery Strategies for Sports Marketers"

Citation:
Burton, Rick and Dennis Howard, "Recovery Strategies for Sports Marketers" Marketing Management, (spring 2000).

Abstract:
Marketers considering careers or already employed in sports marketing must be prepared for unexpected, often negative actions that jeopardize a sport organization's brand equity. These actions tend to inflame public opinion or alter fan perceptions. Strikes, lockouts, illegal activities, poor performances, and misunderstood intentions commonly are found in the sports world. Additionally, these events tend to create an immediate economic reaction that can distract senior management and impede organizational performance. This article provides conceptual tools to better prepare managers for the inevitable recovery process.

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Title:
"Professional Sports Leagues: Marketing Mix Mayhem"

Citation:
Burton, Rick and Dennis Howard, "Professional Sports Leagues: Marketing Mix Mayhem" Marketing Management, (spring 1999): 37-46.

Abstract:
Evidence shows that over the past several years, professional sports' appeal to American consumers has been on the decline. Product life cycle analysis indicates that all four of the North American "big leagues" have reached the late maturity or decline stage of development. Live attendance and television ratings have fallen across the major sports leagues. Additionally, there is a growing economic disconnect (notably in the area of ticket prices) between professional sports teams and most Americans. It is imperative that the marketing managers of these teams and leagues recognize times and consumers have changed and adopt new strategies to compete more effectively in an increasingly glutted information/entertainment economy.

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Title:
"The Changing Fanscape for Big-League Sports: Implications for Sport Managers"

Citation:
Howard, Dennis, "The Changing Fanscape for Big-League Sports: Implications for Sport Managers" Journal of Sport Management 13 (1999): 78-91.

Abstract:
Transcript of an address presented at the 13th Annual Conference of North American Society for Sport Management, Buffalo, New York. Dr. Howard delivered this lecture upon receipt of the Earle F. Zeigler Award for his scholarly contributions to the field of sport management.

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Title:
"Analyzing the Commitment-Loyalty Link in Service Contexts"

Citation:
Pritchard, Mark P., Mark E. Havitz and Dennis R. Howard, "Analyzing the Commitment-Loyalty Link in Service Contexts" Journal of the Academy of Marketing Science 27, no. 3 (1999): 333-348.

Abstract:
This study addressed the ill-understood issue of how loyalty develops in service patrons. Although many theorists hold commitment to be an essential part of this process the link between commitment and loyalty has received little empirical attention. To address this void, the study first portrayed commitment's root tendency to resist changing preference as a function of three antecedent processes. Second, this portrayal formed the basis for developing a psychometrically sound scale to measure the construct of commitment. Third, the scale was then used in a mediating effects model (M-E-M) to test the commitment-loyalty link. Path analyses found this parsimonious structure to be a significant improvement over rival direct effects models (D-E-Ms). Results found the tendency to resist changing preference to be a key precursor to loyalty, largely explained by a patron's willingness to identify with a brand. Implications of these findings for loyalty's development and research are explored.

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Title:
Financing Sport

Citation:
Howard, Dennis R., and John L. Crompton, Financing Sport. Morgantown, WV: Fitness Information Technology, Inc., 1995.

Abstract:
The first comprehensive textbook on the many traditional and innovative revenue acquisition methods available to sport organization. Along with conventional income sources such as tax support, ticket sales, concessions, and fund raising, readers will receive in-depth exposure to more recent innovations relating to licensing sport products, joint venture agreements, and corporate sponsorship. Throughout the book, case studies and examples drawn from actual practices are used to provide the reader with a clear sense of how to apply these revenue acquisition techniques and strategies.