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Determining Effectiveness of NBA Jer...

Hong, Sungjai.

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Determining Effectiveness of NBA Jersey Sponsorship.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Determining Effectiveness of NBA Jersey Sponsorship./
Author:	Hong, Sungjai.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	61 p.
Notes:	Source: Masters Abstracts International, Volume: 82-05.
Contained By:	Masters Abstracts International82-05.
Subject:	Sports management. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28186544
ISBN:	9798678158819

Determining Effectiveness of NBA Jersey Sponsorship.
Hong, Sungjai.

Determining Effectiveness of NBA Jersey Sponsorship. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 61 p.

Source: Masters Abstracts International, Volume: 82-05.

Thesis (M.Ed.)--Bowling Green State University, 2019.

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

Starting from the 2017-18 season, the NBA league, initiated jersey sponsorship. While jersey sponsorship has been a popular marketing strategy in European professional sports leagues, it is relatively a new approach in the U.S. Perspectives from the academic and practical business fields, questioned whether this new marketing strategy could be effective in the U.S sports business field. Thus, the current study was conducted to examine the effectiveness of NBA jersey sponsorship in terms of sponsor recognition, sponsor image, sponsor attitude and purchase intention toward the sponsor brand. The research was a 2 (game exposure: pre- vs. post-tests) x 3 (game quality: close vs. one-sided vs. control groups) within-between factorial design. Total of 97 college students in a mid-size university of Ohio were participated in the research. They were assigned into one of the three groups-close game, one-sided game, and control group and completed pre- and post-test questionnaires. The results provided empirical evidence that sponsor recognition, sponsor image and sponsor attitude positively changed after watching the game. Additionally, sponsor image, sponsor attitude, and purchase intention increased more with participants who watched a close game than those who watched a one-sided game. This implied that the NBA jersey sponsorship was effective and positively change spectators' sponsor recognition, sponsor image, sponsor attitude and purchase intention toward the sponsor. The research findings could be used as an important indicator for researchers and practitioners a guideline that game quality could be a significant factor to consider when assessing jersey sponsorship effectiveness.

ISBN: 9798678158819Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Sponsorship

Determining Effectiveness of NBA Jersey Sponsorship.
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653 $a Sponsorship activation
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