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Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations./
Author:	Walton, Derek Reed.
Description:	1 online resource (148 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 84-04, Section: B.
Contained By:	Dissertations Abstracts International84-04B.
Subject:	Sports management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29712215click for full text (PQDT)
ISBN:	9798845451385

Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations.
Walton, Derek Reed.

Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations. - 1 online resource (148 pages)

Source: Dissertations Abstracts International, Volume: 84-04, Section: B.

Thesis (Ph.D.)--The Ohio State University, 2022.

Includes bibliographical references

The creation of ancillary esport teams by professional sport organizations exemplifies the act of sport-related brand extension (i.e., a name brand's act to enter a different product class; Aaker & Keller, 1990; Apostolopoulou, 2002). Though esport is becoming an attractive brand extension prospect for professional sport organizations, there is no research regarding whether esport is considered a fitting brand extension for sport organizations from the consumer perspective. Employing the theoretical framework of brand equity, the goal of this study is to understand the overall consumer perceived fit and attitudes towards esport as a brand extension on behalf of professional sport organizations.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798845451385Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Brand extensionIndex Terms--Genre/Form:

542853
Electronic books.

Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations.
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245 1 0 $a Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations.
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500 $a Source: Dissertations Abstracts International, Volume: 84-04, Section: B.
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502 $a Thesis (Ph.D.)--The Ohio State University, 2022.
504 $a Includes bibliographical references
520 $a The creation of ancillary esport teams by professional sport organizations exemplifies the act of sport-related brand extension (i.e., a name brand's act to enter a different product class; Aaker & Keller, 1990; Apostolopoulou, 2002). Though esport is becoming an attractive brand extension prospect for professional sport organizations, there is no research regarding whether esport is considered a fitting brand extension for sport organizations from the consumer perspective. Employing the theoretical framework of brand equity, the goal of this study is to understand the overall consumer perceived fit and attitudes towards esport as a brand extension on behalf of professional sport organizations.
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538 $a Mode of access: World Wide Web
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650 4 $a Kinesiology. $3 517627
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653 $a Consumer evaluations
653 $a Professional sports
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773 0 $t Dissertations Abstracts International $g 84-04B.
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