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An Investigation of Sport Sponsorship Antecedents and Outcomes through Levels of Sponsor Prominence.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	An Investigation of Sport Sponsorship Antecedents and Outcomes through Levels of Sponsor Prominence./
作者:	Cork, Benjamin Colin.
面頁冊數:	1 online resource (112 pages)
附註:	Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.
標題:	Sports Management. -
電子資源:	click for full text (PQDT)
ISBN:	9780355155280

An Investigation of Sport Sponsorship Antecedents and Outcomes through Levels of Sponsor Prominence.
Cork, Benjamin Colin.

An Investigation of Sport Sponsorship Antecedents and Outcomes through Levels of Sponsor Prominence. - 1 online resource (112 pages)

Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.

Thesis (Ph.D.)--University of Arkansas, 2017.

Includes bibliographical references

Currently, global sport sponsorship is a multi-billion dollar industry that continues to show strong year-to-year growth (IEG, 2016). Additionally, the current body of sport sponsorship literature has reported the effects of salient attitudinal and behavioral constructs on sponsorship effectiveness. For example, previous studies have indicated that the perceived sincerity and attitude toward a sponsor do positively effect a consumer's behavioral intentions toward a sponsor (Speed & Thompson, 2000; Biscaia, Correia, Rosado, Ross, & Maroco, 2013). Therefore, the purpose of this study is to measure consumer attitudes and behavioral intent toward sponsor, through experimental design, when exposed to one of three hypothetical sponsorship scenarios. The hypothetical sponsors were classified by their level of national market prominence (e.g. national, regional, or local) and participants completed an online survey containing salient attitudinal and behavioral constructs. The final sample size was 1162 and were recruited through Amazon Mechanical Turk. The final MIMIC model exhibited data-model fit very well. Results indicated that local sponsors, when covaried by a hypothetical sponsor's level of national market prominence, were the best predictor of consumer attitudes and behavioral intent.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355155280Subjects--Topical Terms:

1180497
Sports Management.
Index Terms--Genre/Form:

554714
Electronic books.

An Investigation of Sport Sponsorship Antecedents and Outcomes through Levels of Sponsor Prominence.
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500 $a Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.
500 $a Adviser: Terry Eddy.
502 $a Thesis (Ph.D.)--University of Arkansas, 2017.
504 $a Includes bibliographical references
520 $a Currently, global sport sponsorship is a multi-billion dollar industry that continues to show strong year-to-year growth (IEG, 2016). Additionally, the current body of sport sponsorship literature has reported the effects of salient attitudinal and behavioral constructs on sponsorship effectiveness. For example, previous studies have indicated that the perceived sincerity and attitude toward a sponsor do positively effect a consumer's behavioral intentions toward a sponsor (Speed & Thompson, 2000; Biscaia, Correia, Rosado, Ross, & Maroco, 2013). Therefore, the purpose of this study is to measure consumer attitudes and behavioral intent toward sponsor, through experimental design, when exposed to one of three hypothetical sponsorship scenarios. The hypothetical sponsors were classified by their level of national market prominence (e.g. national, regional, or local) and participants completed an online survey containing salient attitudinal and behavioral constructs. The final sample size was 1162 and were recruited through Amazon Mechanical Turk. The final MIMIC model exhibited data-model fit very well. Results indicated that local sponsors, when covaried by a hypothetical sponsor's level of national market prominence, were the best predictor of consumer attitudes and behavioral intent.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Sports Management. $3 1180497
655 7 $a Electronic books. $2 local $3 554714
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