Identifying Future Brand Ambassadors in The National Basketball Association (NBA) for Predicting Future NBA Superstars for Superior Marketing

Journal of Economics and Business

ISSN 2615-3726 (Online)

ISSN 2621-5667 (Print)

Published: 15 March 2019

Identifying Future Brand Ambassadors in The National Basketball Association (NBA) for Predicting Future NBA Superstars for Superior Marketing

Pratik V. Sawant, Nikita S. Upadhyaya, Paul D. Berger

Bentley University, USA

Download Full-Text Pdf

10.31014/aior.1992.02.01.73

Abstract

This paper seeks to determine which factors/variables are useful to predict the salary of a National Basketball Association (NBA) player. Our goal is motivated by the presumed connection between a player’s salary and how well he is known nationally and perhaps internationally, and the connection between how well a player is known and his value as a brand ambassador/spokesperson for selected brands. We use stepwise regression as the key statistical tool for our analyses.

References

  1. Berri, D.J. (1999), Who is the Most Valuable? Measuring Players’ Production of Wins in the National Basketball Association

  2. Fleenor, A.T. (1999), Predicting National Basketball Association (NBA) Player Salaries, Tennessee Research and Creative Exchange, Spring 1999          

  3. Gaines,C.(2015), The NBA is the Highest paying Sports League in the World, Business Insider

  4. Haussman, A.J., Leonard,G.(1997), Superstars in National Basketball Association, Economic Value and Policy, Journal of Labor Economics, Vol.15, No.4

  5. Katayama, H., Nuch, H.(2011), A Game Level Analysis of Salary Dispersion and Team Performance in NBA, Applied Economics, 43, 1193-1207

  6. Matthew, S.D., (1997), Racial Differences in National Basketball Association Players’ Salaries - A New Look, American Economist, Pg.84, 41,2, ProQuest Central

  7. Wallace, M. (1988), Labour Market Structure and Salary Determination among Professional Basketball Players, Work and Occupations, Vol 15, No. 3, 294-312.

About Us

The Asian Institute of Research is an online and open-access platform to publish recent research and articles of scholars worldwide. Founded in 2018 and based in Indonesia, the Institute serves as a platform for academics, educators, scholars, and students from Asia and around the world, to connect with one another. The Institute disseminates research that is proven or predicted to be of significant influence for the general public.

Contact Us

Please send all inquiries to the email:

editorial@asianinstituteofresearch.org

Business Address:

5th Floor, Kavling 507, Fajar Graha Pena Tower, Jl. Urip Sumohardjo No.20, Makassar, Indonesia 90234

Copyright © 2018 The Asian Institute of Research. All rights reserved

Stay Connected

  • Instagram - Black Circle
  • Facebook - Black Circle
  • LinkedIn - Black Circle