A Longitudinal Analysis of the Effects of Conference Realignment
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A LONGITUDINAL ANALYSIS OF THE EFFECTS OF CONFERENCE REALIGNMENT ON COLLEGE FOOTBALL BRAND EQUITY by DAPHNE R. CARR NATHANIEL BRAY, COMMITTEE CHAIR ARLEENE BREAUX DAVID HARDY STEPHEN KATSINAS TOMMY TAYLOR A DISSERTAION Submitted in partial fulfillment of the requirements for the degree of Doctor of Education in the Department of Educational Leadership, Policy, and Technology Studies in the Graduate School of The University of Alabama TUSCALOOSA, ALABAMA 2014 Copyright Daphne Carr 2014 ALL RIGHTS RESERVED ABSTRACT The purpose of this study was to develop a football brand equity measurement to determine changes in football brand equity for stable and migrating conference members in Division I football. This study included a total of 206 football teams participating in NCAA Division I football subdivisions that included 108 teams from the Football Bowl Subdivision (FBS) and 98 football teams from the Football Championship Subdivision (FCS). A longitudinal analysis design found that football brand equity changed in an upward trend over time from 2003 through 2012 for both FBS stable and FBS migrating football teams, whereas the trend for FCS stable and FCS migrating football teams was inconsistent over the same period of time. Repeated measures ANOVA were conducted and found that there was not a statistically significant difference in football brand equity between FBS stable and FBS migrating football teams. However, there was a statistically significant difference between FCS stable and FCS migrating football teams’ brand equity. ii DEDICATION This work is dedicated to my Dad, Charles R. Carr, who continues to inspire me every single day. iii LIST OF ABBREVIATIONS AND SYMBOLS ε Estimates of sphericity M Mean: the sum of a set of measurements divided by the number of measurements in the set N Population size p Probability associated with the occurrence under the null hypothesis of a value as extreme as or more extreme than the observed value 2 X Bartlett’s Test of Sphericity > Greater than < Less than = Equal to % Percent iv ACKNOWLEDGMENTS I am deeply grateful for the encouragement of my friends and fellow cohort members who supported me throughout this adventure. In addition, I offer my sincere thanks to my committee members, especially Dr. Nathaniel Bray, who guided me along the way. I would also like to thank my family and friends for their encouragement and support. I could not have done any of this without everyone cheering me on. I am more than thankful. v CONTENTS ABSTRACT ........................................................................................................................ ii DEDICATION ................................................................................................................... iii LIST OF ABBREVIATIONS AND SYMBOLS .............................................................. iv ACKNOWLEDGMENTS ...................................................................................................v LIST OF TABLES ........................................................................................................... viii LIST OF FIGURES ........................................................................................................... ix CHAPTER 1: INTRODUCTION .....................................................................................1 Background .....................................................................................................................2 Statement of the Problem ................................................................................................6 Purpose of the Study .......................................................................................................8 Conclusion ......................................................................................................................9 CHAPTER 2: REVIEW OF THE LITERATURE ......................................................10 College Football ............................................................................................................11 Conceptual Framework .................................................................................................15 Competitive Balance .....................................................................................................22 Indicators of Football Brand Equity .............................................................................27 Institutional Benefits of College Football Brand Equity ..............................................41 Summary .......................................................................................................................49 CHAPTER 3: METHODS ..............................................................................................50 Research Design ............................................................................................................50 vi Research Questions .......................................................................................................50 Sample Selection ...........................................................................................................51 Data Collection Procedures ...........................................................................................58 Statistical Analysis ........................................................................................................60 CHAPTER 4: RESULTS ................................................................................................63 Pre-Analysis ..................................................................................................................63 Demographic Analyses .................................................................................................67 Sample Characteristics ..................................................................................................71 Findings from the Research Questions ........................................................................72 Summary .......................................................................................................................81 CHAPTER 5: DISCUSSION ..........................................................................................82 Methods and Procedures ...............................................................................................83 Summary of the Findings ..............................................................................................84 Conclusion and Implications .........................................................................................85 Delimitations and Limitations .......................................................................................92 Recommendations for Future Research ........................................................................92 Conclusion ....................................................................................................................95 REFERENCES .................................................................................................................97 APPENDICES ................................................................................................................108 A. FBS Football Teams included in the Study ...........................................................109 B. FCS Football Teams included in the Study ............................................................112 C. Football Teams Excluded from the Study .............................................................115 vii LIST OF TABLES Table 1. Big Twelve School Average Football Revenue for 2003-2009 ..................23 Table 2. Conference Average Bowl Appearances, Attendance, and Sagarin Ratings 2002-2003 Seasons .......................................................................27 Table 3. Average Football Revenue Across all FBS Conference Schools for 2003-2009 ..................................................................................................29 Table 4. Average Home Game Day Attendance between 2003-2009 .....................36 Table 5. Conference Membership Changes in the FBS ...........................................53 Table 6. Conference Membership Changes in the FCS ...........................................53 Table 7. Proxies to Measure Antecedents and Consequences of Football Brand Equity ..............................................................................................55 Table 8. Football Brand Equity Antecedents and Associated Measures/Proxies ....64 Table 9. Factor Matrix Loadings of Football Brand Equity Measures/Proxies .......66 Table 10. Demographic Analysis of Individual Variables that Represent Antecedents of Football Brand Equity .......................................................68 Table 11. Brand Equity Interpretive Scale .................................................................70 Table 12. Top Ten and Bottom Ten Football Team Brand Equity in the FBS ..........70 Table 13. Top Ten and Bottom Ten Football Team Brand Equity in the FCS ..........70 Table 14. Football Brand Equity for FBS Stable Football Teams .............................72 Table 15. Football Brand Equity for FBS Migrating Football Teams .......................74 Table 16. Football Brand Equity for FCS Stable Football Teams .............................77 Table 17. Football Brand Equity for FCS Migrating Football Teams .......................78 viii LIST OF FIGURES Figure 1. Brand equity according to Aaker (1991) ....................................................16