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

The Path to Global Sport Sponsorship...

Jensen, Jonathan A.

FindBook

Google Book

Amazon

博客來

The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach./
作者:	Jensen, Jonathan A.
面頁冊數:	224 p.
附註:	Source: Dissertation Abstracts International, Volume: 76-11(E), Section: A.
Contained By:	Dissertation Abstracts International76-11A(E).
標題:	Sports Management. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3710219
ISBN:	9781321860795

The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach.
Jensen, Jonathan A.

The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach. - 224 p.

Source: Dissertation Abstracts International, Volume: 76-11(E), Section: A.

Thesis (Ph.D.)--The Ohio State University, 2015.

This item must not be sold to any third party vendors.

With more than $55 billion allocated towards the practice on an annual basis, sponsorship has become an increasingly integral part of the marketing mix for brand marketers (IEG, 2015). Further, sport organizations rely on sponsorship as an important funding mechanism to finance its continued operations. Utilizing the lens of the relationship marketing literature, it is evident that the relationship between the sponsoring firm and a sponsored property is intended to be a long-term, mutually beneficial partnership. However, despite the importance of a sponsorship's duration to both sides of the relationship, it is not well-understood whether certain factors or conditions can jeopardize these cooperative, business-to-business partnerships. Therefore, this study intended to further understanding of the relationship between sponsorship sellers and buyers by investigating factors that may predict the dissolution of such partnerships. Event history analysis (EHA) modeling approaches were employed to investigate sets of variables representing four distinct factors, including economic conditions, agency conflicts, sponsor-related and property-related factors, utilizing a historical secondary dataset featuring a pooled sample of 68 global Olympic TOP and FIFA World Cup sponsorships.

ISBN: 9781321860795Subjects--Topical Terms:

2122869
Sports Management.

The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach.
LDR:04366nmm a2200325 4500 001 2062334
005 20151021090422.5
008 170521s2015 ||||||||||||||||| ||eng d
020 $a 9781321860795
035 $a (MiAaPQ)AAI3710219
035 $a AAI3710219
040 $a MiAaPQ $c MiAaPQ
100 1 $a Jensen, Jonathan A. $3 3176711
245 1 4 $a The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach.
300 $a 224 p.
500 $a Source: Dissertation Abstracts International, Volume: 76-11(E), Section: A.
500 $a Adviser: Brian A. Turner.
502 $a Thesis (Ph.D.)--The Ohio State University, 2015.
506 $a This item must not be sold to any third party vendors.
506 $a This item must not be added to any third party search indexes.
520 $a With more than $55 billion allocated towards the practice on an annual basis, sponsorship has become an increasingly integral part of the marketing mix for brand marketers (IEG, 2015). Further, sport organizations rely on sponsorship as an important funding mechanism to finance its continued operations. Utilizing the lens of the relationship marketing literature, it is evident that the relationship between the sponsoring firm and a sponsored property is intended to be a long-term, mutually beneficial partnership. However, despite the importance of a sponsorship's duration to both sides of the relationship, it is not well-understood whether certain factors or conditions can jeopardize these cooperative, business-to-business partnerships. Therefore, this study intended to further understanding of the relationship between sponsorship sellers and buyers by investigating factors that may predict the dissolution of such partnerships. Event history analysis (EHA) modeling approaches were employed to investigate sets of variables representing four distinct factors, including economic conditions, agency conflicts, sponsor-related and property-related factors, utilizing a historical secondary dataset featuring a pooled sample of 68 global Olympic TOP and FIFA World Cup sponsorships.
520 $a Using a hierarchical (nested) modeling approach, results indicated that the blocks of sponsor-related and property-related variables, as well as variables representing economic conditions, predicted a significant amount of incremental variance in the hazard rate for sponsorship dissolution. For example, the presence of an inflationary economy in the home country of the sponsor was found to be a statistically significant predictor, with a 1% increase in the average annual growth rate of the consumer price index during the sponsorship increasing the hazard of sponsorship dissolution by 64.4%. Sponsor-related variables that were found to be significant included whether or not the sponsoring brand was congruent with the property (which decreased the hazard of dissolution by 55.5%) and whether the brand has a high degree of brand equity (which decreased the hazard by 84.2%). Significance among the property-related variables was driven by the influence of a variable representing the amount of clutter in the property's sponsorship program, with every one additional sponsor of these global properties increasing the hazard of the sponsorship ending by 95.4%.
520 $a From a theoretical standpoint, the study represents an important extension of the relationship marketing paradigm to better understand the dynamics of the sponsorship business-to-business relationship. For example, the finding that external forces (such as economic conditions) can jeopardize the future of such relationships represents an important theoretical implication. In terms of managerial implications, furthering understanding of which types of sponsors engage in longer-running sponsorships, as well as factors that may predict the end of the partnership, can assist both buyers and sellers by ensuring these conditions are closely monitored throughout the partnership. Future research should expand the use of EHA modeling approaches to other sponsorship contexts, including league, naming rights, and local sponsorships.
590 $a School code: 0168.
650 4 $a Sports Management. $3 2122869
650 4 $a Marketing. $3 536353
690 $a 0430
690 $a 0338
710 2 $a The Ohio State University. $b Kinesiology. $3 3176712
773 0 $t Dissertation Abstracts International $g 76-11A(E).
790 $a 0168
791 $a Ph.D.
792 $a 2015
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3710219