Abstract
We welcome you to the current issue of the Journal of Applied Marketing.
The objective of Journal of Applied Marketing Theory is to provide a forum for academic research that advances marketing knowledge as well as present insight for marketing managers. The focus of the journal is the publication of academic research that offers a link from theory to practice. The journal seeks to publish articles that expand our understanding of marketing issues while also providing value to marketing practitioners. In support of this philosophy, we have emphasized that manuscripts published in the journal provide summaries that present clear transitions from research conclusions to implementation approaches for marketing professionals.
In the current issue we are pleased to present five manuscripts that offer unique insights into a number of diverse topics. Each article received praise from our review team and we are happy to have the opportunity to present them to you in this edition of JAMT.
Merz has found an interesting and state of the art research solution for newspaper management using Partial Least Squares to incorporate both reflective and formative constructs. The manuscript includes an extensive section on implications for managers that develops payoff matrices to assist in managing marketing strategy.
McGrath, an experienced practitioner in advertising, presents a contribution to Integrated Marketing Communications. His background in the industry allows him to offer a unique perspective. He suggests a methodology for practitioners to measure the results of programs in an effective and cost efficient experimental design. The manuscript also proposes a model for future academic research.
Mak and Cheung conduct a study that examines the sport consumer. Specifically their study used CFA to examine the theoretical constructs of a five-factor consumer behavior model for intercollegiate football ticket consumption. Given the increasing prominence of collegiate sports as a business enterprise this is valuable insight.
One of the original goals of JAMT was to close the gap between practice and theory. The article by Schwartz and Branch fit very well with our mission as it explores ways in which the divide between academics and practitioners can be closed. In particular, their contribution highlights how social media may be used as a vehicle to allow for a greater collaboration between academics and practitioners in the realm of sports.
The last article featured in this edition may be considered a tribute to “Friday Night Lights.” In his article, Byon presents an interesting study that examined high school football. The tradition of attending a high school football game is a well ingrained part of American culture. The author takes a closer look at football game attendees and develops a scale to measure event quality for a game at this level.
An upcoming issue will focus on Services Marketing. It will also include some great thoughts from our service marketing authors.
We will continue to make the Journal of Applied Marketing Theory available to readers at no cost. Please see our Q&A area to answer frequent questions. We continue to meet AACSB requirements for acceptable journals. We are publically available and readable.
Questions and comments may be directed to us at our journal email addresses. Thanks for your interest in JAMT.
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DOI
10.20429/jamt.2011.020201
Publication Date
11-2011
Recommended Citation
Mathisen, Richard E., and Musante, Mike (2011). Editors’ comments for JAMT volume 2, number 2. Journal of Applied Marketing Theory, 2(2), i-ii. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol2/iss2/1