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The effectiveness of embedded sponso...

Dodd, Suzanne M.

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The effectiveness of embedded sponsorship stimuli on sport spectators.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The effectiveness of embedded sponsorship stimuli on sport spectators./
作者:	Dodd, Suzanne M.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 1997,
面頁冊數:	106 p.
附註:	Source: Dissertation Abstracts International, Volume: 58-11, Section: A, page: 4218.
Contained By:	Dissertation Abstracts International58-11A.
標題:	Physical education. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9816180
ISBN:	9780591673883

The effectiveness of embedded sponsorship stimuli on sport spectators.
Dodd, Suzanne M.

The effectiveness of embedded sponsorship stimuli on sport spectators. - Ann Arbor : ProQuest Dissertations & Theses, 1997 - 106 p.

Source: Dissertation Abstracts International, Volume: 58-11, Section: A, page: 4218.

Thesis (Ph.D.)--The Florida State University, 1997.

Event sponsorship has grown into a multi-billion dollar industry. From 1988-1991, sponsorship grew by 18%, making sponsorship the fastest growing segment of corporate communication expenditures (Westberg, 1994). In the United States, corporate sponsorship expenditures are expected to reach nearly $6 billion in 1997, an increase of more than 9\% from 1996 ({\it USA Today}, 1997). Although sponsorship as an advertising medium continues to grow in usage, academic interest lags far behind the marketing practitioners' interest (Gardner \& Shuman, 1987; Kinney \& McDaniel, 1997; Kuzma, Shanklin, \& McCally, 1993; McDaniel, 1995; Meenaghan, 1991a; Sandler \& Shani, 1989; Tuan Pham, 1992). As the emphasis on sponsorship spending in corporate marketing schemes continues to rise, there is a call for increased academic research.

ISBN: 9780591673883Subjects--Topical Terms:

635343
Physical education.

The effectiveness of embedded sponsorship stimuli on sport spectators.
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245 1 4 $a The effectiveness of embedded sponsorship stimuli on sport spectators.
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300 $a 106 p.
500 $a Source: Dissertation Abstracts International, Volume: 58-11, Section: A, page: 4218.
500 $a Major Professor: Brenda Pitts.
502 $a Thesis (Ph.D.)--The Florida State University, 1997.
520 $a Event sponsorship has grown into a multi-billion dollar industry. From 1988-1991, sponsorship grew by 18%, making sponsorship the fastest growing segment of corporate communication expenditures (Westberg, 1994). In the United States, corporate sponsorship expenditures are expected to reach nearly $6 billion in 1997, an increase of more than 9\% from 1996 ({\it USA Today}, 1997). Although sponsorship as an advertising medium continues to grow in usage, academic interest lags far behind the marketing practitioners' interest (Gardner \& Shuman, 1987; Kinney \& McDaniel, 1997; Kuzma, Shanklin, \& McCally, 1993; McDaniel, 1995; Meenaghan, 1991a; Sandler \& Shani, 1989; Tuan Pham, 1992). As the emphasis on sponsorship spending in corporate marketing schemes continues to rise, there is a call for increased academic research.
520 $a This paper provided a detailed overview of reasons for the growth of sponsorship and its growing importance to the sports industry. Emphasis was given to the international and United States Olympic Movements and their potential sponsorship threats. The need for increased academic research from an information processing perspective was presented in terms of the involvement construct. Based on the growing importance placed on corporate sponsorship and the lack of theoretical research on sponsorship, this paper attempted to bridge the gap between academic research and application to sports marketing, especially within amateur sports.
520 $a Data for the study were collected at the Fresca Masters Cycling Championships. A total of 113 subjects were given a brief demographic survey, the Personal Involvement Inventory (PII; Zaichkowsky, 1985; 1994), followed by recall and recognition surveys of event sponsors.
520 $a Zaichkowsky's PII was demonstrated to be useful in assessing spectator involvement levels. In general, results failed to support the hypotheses. The means for recognition scores were higher than for recall scores. However, the difference was not significant. The effect of involvement was not as was predicted. Rather than having a curvilinear effect on recall/recognition, involvement was actually linearly related. National level sponsors were recalled significantly more than local level sponsors, suggesting that corporations with a national reach are more effective in utilizing sport sponsorship. Results were discussed in terms of implications for sport marketers, event organizers, and sponsoring corporations.
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