Joe Cobbs

Northern Kentucky University - College of Business

Highland Heights, KY 41099

United States

SCHOLARLY PAPERS

22

DOWNLOADS
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2,704

CITATIONS
Rank 52,101

SSRN RANKINGS

Top 52,101

in Total Papers Citations

2

Scholarly Papers (22)

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 901 (23,328)

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

2.

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 274 (103,896)

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

3.

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 237 (120,770)

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rivalry, derby, fan identification, sequential exploratory, competition

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 201 (141,571)

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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 149 (184,418)

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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 125 (212,252)

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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 108 (236,205)

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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 88 (270,608)

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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 88 (270,608)

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

10.

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 70 (309,699)
Citation 1

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

11.

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 68 (314,516)

Abstract:

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rivalry, sports marketing, sports rivalry, competition

12.

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 Technical University of Dortmund
Downloads 68 (314,516)
Citation 1

Abstract:

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advertising, sponsorship, sports marketing

13.

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 65 (322,146)

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sponsorship, sports marketing, brand, brand portfolio, advertising

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 64 (324,774)

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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 61 (332,778)

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

16.

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 45 (381,708)

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licensing, merchandise, brand extension, case study

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 44 (385,105)

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

18.

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 11 (541,160)

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

19.

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 11 (541,160)

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

20.

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 10 (546,771)

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

21.

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 10 (546,771)

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

22.

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 6 (568,465)

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