Document Type

Article

Department or Administrative Unit

Management

Publication Date

2010

Abstract

After nearly 30 years of research, the disparate findings of studies examining the influence of intercollegiate athletics on private, individual giving to higher education institutions have failed to generate generalizable knowledge. The current study examined all available empirical studies conducted between 1976 and 2008 on this topic. Meta-analysis results indicate that intercollegiate athletics does have a small, but statistically significant, effect on giving. Follow-up analysis revealed four significant moderators on the strength of the intercollegiate athletic-private giving relationship: the gift target (i.e., athletic vs. academic programs), the alumni status of the donor, the level of NCAA membership, and whether or not the institution competes in football. Implications of the results and directions for future research are discussed.

Comments

This article was originally published in Sport Marketing Quarterly.

Journal

Sport Marketing Quarterly

Rights

Copyright © 2010 West Virginia University

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