Home › Digital Repository › Student Research - Doctoral Dissertations › 2009 Dissertations ›

Comparison study of sponsorship effectiveness ...

Object Details

View

Title Information
Comparison study of sponsorship effectiveness between on-site and web-based sponsorship activities

Name:Personal
Kutintara, Issadee Role :Text(marcrelator)
creator

Name:Personal
Stotlar, David K Role :Text(marcrelator)
thesis advisor

Name:Personal
Gray, Dianna P Role :Text
committee member

Name:Personal
Mundfrom, Daniel J Role :Text
committee member

Name:Personal
Iyer, Vishwanathan Role :Text
committee member

Name:Corporate
Sport & Exercise Science Role :Text(marcrelator)
sponsor

Name:Corporate
University of Northern Colorado Role :Text(marcrelator)
degree grantor

typeOfResource
text genre(marcgt)
Thesis
Origin Information Place

(keyDate="yes")
2009-12 Place :Text
Greeley (Colo.)
2009-12

Language :Text
English

Physical Description
143 pages
born digital

abstract
Virtually no evidence exists that current sponsorship activities on sporting event Web sites enable corporations to achieve sponsorship objectives including, but not limited to, increasing sales, improving image, or increasing awareness. The purpose of this study was to determine if significant differences of sponsorship effectiveness measures (brand awareness, attitude toward sponsorship, and purchase intentions) existed among a sample of Generation Y participants exposed to various sponsorship activities (on-site, online, and both on-site and online). The study surveyed 228 participants (112 on-site fans, 56 online fans, and 60 both on-site and online fans) exposed to the ESPN Winter X Games 13. Research findings revealed product sampling/trial as the most common activity that sponsors conducted at the event, while banners linking to the sponsors' Web sites were most often conducted by sponsors on the event Web site. Most sponsors also employed interactive activities on-site such as action sport related games, premiums or giveaways, and athlete autograph sessions. However, the majority of sponsors failed to capitalize on the interactive features of the event Web site. In addition, attitudes toward sponsorship and purchase intentions for sponsors' products or services were not significantly different between on-site and online sponsorship activities. However, online sponsorship activities were less effective than on-site activities in terms of brand awareness. On-site sponsorship activities were more effective in increasing brand awareness than activities on the Web site. The findings suggested that online sponsorship activities could be more effective if sponsors fully capitalized on the Internet medium by employing interactive contents related to the sport. Online sponsorship activities may not replace but can support onsite activation in reaching larger target audiences. note
Related Item :series

Related Item :thesis(displayLabel="Degree Type")
Ph.D.

Related Item :thesis(displayLabel="Degree Name")
doctoral

identifier:Local
Kutintara_unco_0161N_10018.pdf
Location (usage="primary display")
http://hdl.handle.net/10176/cogru:263

accessCondition:useAndReproduction
Copyright is held by the author.
Record Information languageOfCataloging :Text(ISO639-2B)
English :Code(ISO639-2B)
eng

note:admin
 note:bibliography
 note:thesis(displayLabel="Degree Type")
PhD note:thesis(displayLabel="Degree Name")
doctoral
Subject

Subject

Subject Name:Personal

Subject Name:Corporate

Subject

accessCondition:restrictionOnAccess
Title Information:Alternative


Subject
Sports Management

Subject
Business Administration

Subject
Marketing