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An Exploratory Case Study of Gay Gam...

Hack, David.

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An Exploratory Case Study of Gay Games IX Sponsorship.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	An Exploratory Case Study of Gay Games IX Sponsorship./
作者:	Hack, David.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	195 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-12(E), Section: A.
Contained By:	Dissertation Abstracts International78-12A(E).
標題:	Sports Management. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10600383
ISBN:	9780355070187

An Exploratory Case Study of Gay Games IX Sponsorship.
Hack, David.

An Exploratory Case Study of Gay Games IX Sponsorship. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 195 p.

Source: Dissertation Abstracts International, Volume: 78-12(E), Section: A.

Thesis (Ph.D.)--Indiana University, 2017.

This study investigated the process of corporate sponsorship of Gay Games IX. Corporate sponsorship of sport properties has grown significantly since its inception. The 1984 Olympic Games precipitated the growth of sport sponsorship from meager beginnings to a multi-billion-dollar component of business (IEG, 2014). While a significant amount of work has been done with regard to sport sponsorships, certain segments of sport, particularly amateur sport have not been represented in the literature base. The study was guided by the research question: Why do corporate sponsors choose to engage in sponsorship of the Gay Games? Specifically, this research aimed to disseminate empirical data on corporate sponsorship of gay sporting-mega events in the hope that these mutually beneficial sponsorship agreements might be more readily understood and advanced.

ISBN: 9780355070187Subjects--Topical Terms:

2122869
Sports Management.

An Exploratory Case Study of Gay Games IX Sponsorship.
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500 $a Source: Dissertation Abstracts International, Volume: 78-12(E), Section: A.
500 $a Adviser: Lynn Jamieson.
502 $a Thesis (Ph.D.)--Indiana University, 2017.
520 $a This study investigated the process of corporate sponsorship of Gay Games IX. Corporate sponsorship of sport properties has grown significantly since its inception. The 1984 Olympic Games precipitated the growth of sport sponsorship from meager beginnings to a multi-billion-dollar component of business (IEG, 2014). While a significant amount of work has been done with regard to sport sponsorships, certain segments of sport, particularly amateur sport have not been represented in the literature base. The study was guided by the research question: Why do corporate sponsors choose to engage in sponsorship of the Gay Games? Specifically, this research aimed to disseminate empirical data on corporate sponsorship of gay sporting-mega events in the hope that these mutually beneficial sponsorship agreements might be more readily understood and advanced.
520 $a This study utilized a qualitative methodology, an exploratory case study method, in order to garner rich and robust data regarding the corporate sponsorship decision making process as it pertained to sponsorship of the 2014 Gay Games held in Cleveland, Ohio. Relying heavily on Yin's (2009) extensive work on case study research, data for this study were gathered from public domain documents, site observation notes, and 13 in-depth semi-structured interviews with decision makers within corporations which sponsored the Games. Data analysis occurred in three phases, open coding, axial coding, and selective coding.
520 $a Emergent themes indicated that corporations which engaged in sponsorship had several motivations and objectives related to sponsorship. Motivations included an alignment of mission and values, a commitment to the community, and a personal connection to the GLBT community. Findings from this study contradicted the literature base which suggests that philanthropic motivations are no longer a significant catalyst for sport sponsorship and instead support a view of sponsorship similar to sport sponsorship motivations during the 1960s and 1970s. Objectives for sponsorship included elevating brand awareness and image, strengthening employee relations, and increasing sales. Additional themes, not directly related to the research question, which emerged were minimal concerns and experiences of backlash due to sponsorship and difficulty evaluating sponsorship effectiveness. Further research is necessary to fully understand and investigate the findings of this exploratory study.
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