Table of Contents

Quantifying the Use of Relationship Marketing Tactics in the National Basketball Association
Rebecca M. Achen

Rivalry among Teams and Conferences in Intercollegiate Athletics: Does a Conference Pride Phenomenon Exist?
Cody T. Havard

Twitter Use by College Football Coaches: An Examination of the Football Bowl Subdivision
Matthew Zimmerman, James Johnson, and Megan Ridley

Examining Links between Participant Sport and Spectator Sport: A Case with Tennis Consumers
Sagatomo Tokuyama, T. Christopher Greenwell, and Jason Miller

Nutritional Knowledge: Are Undergraduates Smarter than High School Coaches?
Shelley L. Holden, Bobby E. Phelps, Timothy M. Baghurst, Christopher M. Keshock, Steven F. Pugh, and Robert J. Heitman