東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Single versus multiple team sponsors...

Kim, Young-Tae.

FindBook

Google Book

Amazon

博客來

Single versus multiple team sponsorship: A study of consumer inferences.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Single versus multiple team sponsorship: A study of consumer inferences./
作者:	Kim, Young-Tae.
面頁冊數:	222 p.
附註:	Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .
Contained By:	Dissertation Abstracts International72-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3458711
ISBN:	9781124676999

Single versus multiple team sponsorship: A study of consumer inferences.
Kim, Young-Tae.

Single versus multiple team sponsorship: A study of consumer inferences. - 222 p.

Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .

Thesis (Ph.D.)--The Florida State University, 2010.

Attribution theory helps explain how people infer an actor's characteristics or dispositions from his or her behavior. In the context of advertising, the theory has been used to explain how consumers infer the motives, intent, or disposition of a persuasive communicator such as an advertiser or a celebrity endorser. Only recently has there been some effort to explain corporate sponsorship in light of attribution theory (Rifon, Choi, Trimble, & Li, 2004). However, none of these recent studies have investigated attribution in the commercial sport sponsorship context. The main thrust of the current study was to examine whether attribution theory is applicable to the context of sport sponsorship. Based on Kelley's (1967) co-variation principle, predictions were made concerning consumer response to single versus multiple team sponsorship. Further, the relationships between attribution, attitudes toward the sponsor, and purchase intent were investigated.

ISBN: 9781124676999Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Single versus multiple team sponsorship: A study of consumer inferences.
LDR:04479nam 2200349 4500 001 1400263
005 20111005095640.5
008 130515s2010 ||||||||||||||||| ||eng d
020 $a 9781124676999
035 $a (UMI)AAI3458711
035 $a AAI3458711
040 $a UMI $c UMI
100 1 $a Kim, Young-Tae. $3 1679298
245 1 0 $a Single versus multiple team sponsorship: A study of consumer inferences.
300 $a 222 p.
500 $a Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .
500 $a Adviser: Jeffrey D. James.
502 $a Thesis (Ph.D.)--The Florida State University, 2010.
520 $a Attribution theory helps explain how people infer an actor's characteristics or dispositions from his or her behavior. In the context of advertising, the theory has been used to explain how consumers infer the motives, intent, or disposition of a persuasive communicator such as an advertiser or a celebrity endorser. Only recently has there been some effort to explain corporate sponsorship in light of attribution theory (Rifon, Choi, Trimble, & Li, 2004). However, none of these recent studies have investigated attribution in the commercial sport sponsorship context. The main thrust of the current study was to examine whether attribution theory is applicable to the context of sport sponsorship. Based on Kelley's (1967) co-variation principle, predictions were made concerning consumer response to single versus multiple team sponsorship. Further, the relationships between attribution, attitudes toward the sponsor, and purchase intent were investigated.
520 $a The results from four pilot studies (n = 45; 31; 150; 170) demonstrated that experimental stimulus materials for the main study were properly manipulated and that the measurement tools for the current study, including two newly developed attribution scales, were psychometrically sound.
520 $a The main study (n = 204) employed a posttest-only control group design in which consumer responses to multiple versus single team sponsorship were compared. Multivariate Analysis of Variance (MANOVA) demonstrated that a single team sponsor was perceived to be more team-serving whereas a multiple team sponsor was perceived to be more firm-serving. This supported the proposition that attribution theory is predictive of consumer response to a sport sponsor's actions and behavior. MANOVA also showed that sponsor favorability was significantly different across the treatment groups. No statistical difference was found in terms of purchase intent.
520 $a Based on hedonic relevance theory, treatment (single-team versus multiple-team sponsorship) and covariate (team identification) interactions were hypothesized. The results were mixed. Attribute-Treatment Interaction (ATI) analysis revealed that the higher the level of team identification, the greater the magnitude of team-serving intent attribution. The level of firm-serving intent, however, did not differ across the levels of team identification. This non-significant finding might have resulted from a positivity bias toward the sponsor among the highly identified sport fans participating in the study.
520 $a Structural Equation Modeling (SEM) revealed that the hypothesized relationships between perception of team-serving intent, sponsor favorability, and purchase likelihood were significant. The effect of perception of team-serving intent on purchase intent was found to be indirect. Perception of firm-serving intent was found to be significantly associated neither with sponsor favorability nor with purchase intent. These results suggested that consumers are likely to respond positively to a sponsor perceived to be team-serving. They are, however, neutral about a sponsor perceived to be firm-serving.
520 $a This study is believed to be the first to examine attribution in the context of commercial sport sponsorship. It expands the applicability of attribution theory to a new setting. This study also contributes to sponsorship research by providing a theoretical framework that explains the process of goodwill generation and identifies the determinants and consequences of goodwill.
590 $a School code: 0071.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Business Administration, Sports Management. $3 1669318
650 4 $a Business Administration, Management. $3 626628
690 $a 0338
690 $a 0430
690 $a 0454
710 2 $a The Florida State University. $3 1017727
773 0 $t Dissertation Abstracts International $g 72-08A.
790 1 0 $a James, Jeffrey D., $e advisor
790 $a 0071
791 $a Ph.D.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3458711