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The Effects of Media Exposure in College Football upon Fans and Name, Image and Likeness Merchandise Potentials.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Effects of Media Exposure in College Football upon Fans and Name, Image and Likeness Merchandise Potentials./
作者:	Mudd, Kevin Jacob.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
面頁冊數:	99 p.
附註:	Source: Dissertations Abstracts International, Volume: 84-01, Section: A.
Contained By:	Dissertations Abstracts International84-01A.
標題:	Sports management. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28967585
ISBN:	9798834044208

The Effects of Media Exposure in College Football upon Fans and Name, Image and Likeness Merchandise Potentials.
Mudd, Kevin Jacob.

The Effects of Media Exposure in College Football upon Fans and Name, Image and Likeness Merchandise Potentials. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 99 p.

Source: Dissertations Abstracts International, Volume: 84-01, Section: A.

Thesis (Ph.D.)--The University of Alabama, 2022.

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

The impact and understanding of media exposure upon the potential revenue for each student-athlete under the change of name, image and likeness rules has yet to be explored. This dissertation focuses on the most popular (and profitable) sport within collegiate athletes based upon viewing numbers in the United States: college football. This dissertation examines the impact that media exposure potentially has not only upon team identification but also, arguably more importantly, on player identification. A total of 400 respondents answered a 64-question survey in order to determine these impacts. Social identity theory and the Psychological Continuum Model are used as the theoretical frameworks for this dissertation to further understand the why and how sport fans develop team and/or player identification through media exposure. Results suggest media exposure significantly impacts brand loyalty (p < 0.01), team identification (p < 0.01), player identification (p < 0.01), BIRGing (p < 0.01) and BIRFing (p < 0.01). Results also suggest team identification and player identification significantly impacts fan spending (p < 0.01; p < 0.01) Academic, as well as applied, implications for team loyalty, player loyalty, fan spending, team identification, player identification, Basking in Reflected Glory and Basking in spite of Reflected Failure are all present.

ISBN: 9798834044208Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

College

The Effects of Media Exposure in College Football upon Fans and Name, Image and Likeness Merchandise Potentials.
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