Branding and Viewership: Does a Uniform Presentation Change Public Interest?
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Date
2024
Authors
Soto-Cruz, Fernando
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
This research paper examines the impact of the UFC Reebok policy on consumer interest in MMA events. The study employs difference-in-differences and interrupted time series regressions using attendance and pay-per-view data. The findings suggest that the Reebok policy does not significantly influence consumer interest in MMA events. Instead, factors such as weight class and UFC brand have a greater impact. The study implies that standardizing fighter appearance may not benefit the UFC, as consumers value individuality and uniqueness more than uniformity and homogeneity.
Description
Keywords
Consumer interest, Ultimate Fighting Championship, Homogeneity, Interrupted time series, Difference-in-difference regression