Joe Cobbs

Northern Kentucky University - College of Business

Highland Heights, KY 41099

United States

SCHOLARLY PAPERS

25

DOWNLOADS
Rank 16,511

SSRN RANKINGS

Top 16,511

in Total Papers Downloads

2,999

SSRN CITATIONS
Rank 16,596

SSRN RANKINGS

Top 16,596

in Total Papers Citations

6

CROSSREF CITATIONS

46

Ideas:
“  What contributes to sports fans' conception of rivalry, and how do contributing elements influence fans' social and consumer reactions to sport rivalries?  ”

Scholarly Papers (25)

1.

Analyzing Return-on-Investment in Sponsorship: Modeling Brand Exposure, Price and ROI in Formula One Automotive Competition

Journal of Advertising Research, 54(4), 435-447
Number of pages: 18 Posted: 11 Sep 2013 Last Revised: 22 Dec 2014
Jonathan A. Jensen and Joe Cobbs
University of North Carolina at Chapel Hill and Northern Kentucky University - College of Business
Downloads 939 (24,526)

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sponsorship, Formula One, ROI, brand exposure, sport marketing, return on investment, marketing costs, motor sport, naming rights, price

2.

Rival Conceptions of Rivalry: Why Some Competitions Mean More than Others

European Sport Management Quarterly, Forthcoming
Number of pages: 40 Posted: 25 Nov 2014
B. David Tyler and Joe Cobbs
Western Carolina University and Northern Kentucky University - College of Business
Downloads 286 (109,557)
Citation 1

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rivalry, derby, fan identification, sequential exploratory, competition

3.

Forecasting Sponsorship Costs: Marketing Intelligence in the Athletic Apparel Industry

Special Issue on “The Dynamics of Sports Marketing and Management" in Marketing Intelligence and Planning, Forthcoming.
Number of pages: 31 Posted: 04 Mar 2015
University of North Carolina at Chapel Hill, Texas A&M University, Northern Kentucky University - College of Business and Ohio State University (OSU)
Downloads 285 (109,947)

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Marketing Intelligence, Sponsorship, Costs, Forecasting, Agency Conflicts, Athletic Apparel Industry

4.

The Effects of Second Screen Use on Sponsor Brand Awareness: A Dual Coding Theory Perspective

Journal of Consumer Marketing, v32, Forthcoming
Number of pages: 25 Posted: 16 Jan 2015
University of North Carolina at Chapel Hill, Indiana University, Northern Kentucky University - College of Business and Ohio State University (OSU)
Downloads 216 (145,637)

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advertising, brand awareness, sponsorship, brand integration, dual coding theory, second screen, sport marketing

5.

Ad Nauseam? Sports Fans’ Acceptance of Commercial Messages During Televised Sporting Events

Sport Marketing Quarterly, December 2013, v. 22, p. 123-128
Number of pages: 17 Posted: 11 Sep 2013 Last Revised: 06 Jan 2014
Independent, Northern Kentucky University - College of Business, Independent and Independent
Downloads 165 (185,936)

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advertising, sports marketing, sponsorship, commercialization, NASCAR, NFL

6.

Visualizing Rivalry Intensity: A Social Network Analysis of Fan Perceptions

Annual Conference for the North American Society for Sport Management (NASSM), Pittsburgh, PA., May 2014
Number of pages: 2 Posted: 14 Feb 2014 Last Revised: 25 Nov 2014
B. David Tyler and Joe Cobbs
Western Carolina University and Northern Kentucky University - College of Business
Downloads 137 (217,026)

Abstract:

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rivalry, sports rivalry, college athletics, football, college sports, social network analysis, SNA

7.

The Niche Portfolio Strategy to Global Expansion: The Influence of Market Resources on Demand for Formula One Racing

Journal of Global Marketing, 27(4), 247-261.
Number of pages: 33 Posted: 06 Apr 2014 Last Revised: 23 Aug 2014
University of North Carolina at Chapel Hill, Northern Kentucky University - College of Business and Northern Illinois University
Downloads 111 (254,225)

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Formula One, F1, media, advertising, sports marketing, motorsports, niche portfolio, international sports, global marketing

8.

Legal Battles for Sponsorship Exclusivity: The Cases of the World Cup and Nascar

Sport Management Review, 14(3), pp. 287-296, 2011
Number of pages: 17 Posted: 09 Sep 2013
Joe Cobbs
Northern Kentucky University - College of Business
Downloads 97 (278,742)

Abstract:

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sponsorship, law, corporate rivalry, contracts, strategic alliance

9.

The Dynamics of Relationship Marketing in International Sponsorship Networks

Journal of Business & Industrial Marketing, 26(8), pp. 590-601, 2011
Number of pages: 31 Posted: 09 Sep 2013
Joe Cobbs
Northern Kentucky University - College of Business
Downloads 96 (280,700)

Abstract:

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sponsorship, Formula One, network analysis, inter-organizational sponsorship, relationship marketing, networks, corporate hospitality

10.

Brand Spillover Effects within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size

Marketing Management Journal, 25(2), 107-122.
Number of pages: 21 Posted: 24 Feb 2016
Joe Cobbs, Mark Groza and Gregg Rich
Northern Kentucky University - College of Business, Northern Illinois University and University of Georgia
Downloads 89 (294,477)

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sponsorship, sports marketing, brand, brand portfolio, advertising

11.

Managing a Sponsored Brand: The Importance of Sponsorship Portfolio Congruence

International Journal of Advertising, 31(1), pp. 63-84, 2012
Number of pages: 22 Posted: 11 Sep 2013
Mark Groza, Joe Cobbs and Tobias Schaefers
Northern Illinois University, Northern Kentucky University - College of Business and Copenhagen Business School - Department of Marketing
Downloads 74 (328,939)

Abstract:

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advertising, sponsorship, sports marketing

12.

Warning Flags on the Race Track: The Global Markets' Verdict on F1 Sponsorship

Journal of Advertising Research, 52(1), pp. 74-86, 2012
Number of pages: 21 Posted: 11 Sep 2013
Joe Cobbs, Mark Groza and Stephen W. Pruitt
Northern Kentucky University - College of Business, Northern Illinois University and University of Missouri at Kansas City - Department of Finance, Information Management, and Strategy
Downloads 73 (331,415)

Abstract:

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Formula 1, Formula One, sponsorship, event study, motor sports, international marketing, shareholder wealth

13.

Advancing Toward and Understanding of Sport Rivalry

SMA 7th Annual Conference, Sport Marketing Association, Cleveland, OH, 2009
Number of pages: 12 Posted: 12 Feb 2014 Last Revised: 03 Dec 2014
B. David Tyler and Joe Cobbs
Western Carolina University and Northern Kentucky University - College of Business
Downloads 72 (333,963)

Abstract:

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rivalry, sports marketing, sports rivalry, competition

14.

The Moderating Effect of Identification on Return on Investment from Sponsor Brand Integration

Jensen, J. A., & Walsh, P. T., Cobbs, J. B. The Moderating Effect of Identification on Return on Investment from Sponsor Brand Integration. International Journal of Sports Marketing and Sponsorship, 19(1), 41-57.
Number of pages: 38 Posted: 10 Feb 2017 Last Revised: 18 Jul 2018
University of North Carolina at Chapel Hill, Indiana University and Northern Kentucky University - College of Business
Downloads 71 (336,598)

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Sponsorship ROI; Brand Integration; Sport Identification; Consumer Behavior; Media Multitasking; Multicreening

15.

Evaluating Sponsorship Through the Lens of the Resource-Based View: The Potential for Sustained Competitive Advantage

Business Horizons, 59, 163-173.
Number of pages: 30 Posted: 19 Nov 2015 Last Revised: 19 Apr 2018
University of North Carolina at Chapel Hill, Northern Kentucky University - College of Business and Ohio State University (OSU)
Downloads 65 (352,866)

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Sport sponsorship, resource-based view, marketing management, competitive advantage, Olympic Games

16.

Comparing Rivalry Effects Across Professional Sports: National Football League Fans Exhibit Most Animosity

Sport Marketing Quarterly, 26(4), 235-246, 2017.
Number of pages: 21 Posted: 26 Apr 2018
Northern Kentucky University - College of Business, Northern Kentucky University and Western Carolina University
Downloads 51 (396,531)
Citation 1

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rivalry, derby, league differences, schadenfreude, identification, discrimination

17.

Facilitating Sponsorship Channels in the Business Model of Motor Sports

Journal of Marketing Channels, 19(3), pp.173-192, 2012
Number of pages: 18 Posted: 11 Sep 2013
Joe Cobbs and Melissa Hylton
Northern Kentucky University - College of Business and University of Massachusetts Amherst
Downloads 49 (403,371)

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business model, motor sports, Formula One, NASCAR, sports marketing, sponsorship, B2B Marketing Channel

18.

The Practice of Brand Extension Through Licensing: The Spalding Challenge

Sport Management Review, 12(3), pp. 185-192
Number of pages: 14 Posted: 11 Sep 2013
Joe Cobbs and Stephen McKelvey
Northern Kentucky University - College of Business and University of Massachusetts Amherst
Downloads 47 (410,354)

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licensing, merchandise, brand extension, case study

19.

Rival Team Effects in Cause-Related Sports Marketing

International Journal of Sports Marketing and Sponsorship (2019)
Number of pages: 30 Posted: 30 Jul 2019
Northern Kentucky University, Northern Kentucky University - College of Business and Western Carolina University
Downloads 19 (543,728)

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rivalry, cause-related marketing, sport marketing, charity, sport management, sports marketing

20.

Prioritizing Sponsorship Resources in Formula One Racing: A Longitudinal Analysis

Journal of Sport Management, 31(1), 96-110, 2017.
Number of pages: 23 Posted: 26 Apr 2018
Northern Kentucky University - College of Business, Western Carolina University, University of North Carolina at Chapel Hill and University of Massachusetts Amherst
Downloads 14 (574,348)

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motorsports, survival analysis, marketing strategy, resource-based view, resource priority, competitive advantage

21.

The Genesis of Team Rivalry in the New World: Sparks to Fan Animosity in Major League Soccer

Soccer & Society, Forthcoming
Number of pages: 16 Posted: 26 Apr 2018
Joe Cobbs and B. David Tyler
Northern Kentucky University - College of Business and Western Carolina University
Downloads 14 (574,348)

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Rivalry, Derby, Schadenfreude, Football, Major League Soccer, Fan Violence

22.

Is the Grass Greener? Switching Costs and Geographic Proximity in the High Status Affiliations of Professional Baseball

Managerial and Decision Economics, 38(2), 95-108.
Number of pages: 35 Posted: 20 Jun 2015 Last Revised: 19 Apr 2018
Nola Agha and Joe Cobbs
University of San Francisco and Northern Kentucky University - College of Business
Downloads 12 (587,335)

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sport economics, sports economics, baseball, switching costs, strategic alliances, status

23.

All Rivals Are Not Equal: Clarifying Misrepresentations and Discerning Three Core Properties of Rivalry

Journal of Sport Management, 31(1), 1-14, 2017.
Number of pages: 21 Posted: 26 Apr 2018
B. David Tyler and Joe Cobbs
Western Carolina University and Northern Kentucky University - College of Business
Downloads 11 (593,831)
Citation 1

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rivalry, demand, attendance, sport marketing, social identity, team identification

24.

Schadenfreude, Rivalry Antecedents, and the Role of Perceived Sincerity in Sponsorship of Sport Rivalries

Journal of Business Research, Forthcoming
Number of pages: 30 Posted: 07 Jan 2020
Western Carolina University, Northern Kentucky University - College of Business, Northern Kentucky University and affiliation not provided to SSRN
Downloads 3 (648,643)

Abstract:

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rivalry, sponsorship, sport marketing

25.

Regional Variation in Rivalry: Canadians Really are Friendlier

Journal of International Consumer Marketing, DOI: 10.1080/08961530.2018.1531364
Number of pages: 18 Posted: 28 Jan 2019
Northern Kentucky University - College of Business, Northern Kentucky University, Western Carolina University and Northern Kentucky University
Downloads 3 (648,643)

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Rivalry, Derby, Regional, Identification, Schadenfreude, Discrimination, Prejudice