Old Dominion University ODU Digital Commons Human Movement Sciences Faculty Publications Human Movement Sciences 2017 The mpI act of Rivalry Antecedents on Mediated Demand for an Individual Sport Lamar Reams Old Dominion University Terry Eddy Follow this and additional works at: https://digitalcommons.odu.edu/hms_fac_pubs Part of the Marketing Commons, Movement and Mind-Body Therapies Commons, and the Sports Sciences Commons Repository Citation Reams, Lamar and Eddy, Terry, "The mpI act of Rivalry Antecedents on Mediated Demand for an Individual Sport" (2017). Human Movement Sciences Faculty Publications. 40. https://digitalcommons.odu.edu/hms_fac_pubs/40 Original Publication Citation Reams, L., & Eddy, T. (2017). The impact of rivalry antecedents on mediated demand for an individual sport. Sport Marketing Quarterly, 26(4), 247-260. This Article is brought to you for free and open access by the Human Movement Sciences at ODU Digital Commons. It has been accepted for inclusion in Human Movement Sciences Faculty Publications by an authorized administrator of ODU Digital Commons. For more information, please contact
[email protected]. Sport Marketing Quarterly, 2017, 26, 247-260 © 2017 West Virginia University The Impact of Rivalry Antecedents on Mediated Demand for an Individual Sport Lamar Reams and Terry Eddy Lamar Reams, PhD, is an assistant professor and graduate program coordinator for sport management in the Department of Human Movement Sciences at Old Dominion University. His research interests include sport marketing, consumer behavior, and combat sports. Terry Eddy, PhD, is an assistant professor of sport management in the Department of Kinesiology at the University of Windsor. His research centers around sport marketing; particularly sponsorship, consumer behavior, and social media marketing.