Master of Science (MS)
First Committee Member
Number of Pages
The purpose of this study was to measure the impact of sponsorships on trade show attendees. This study sought to understand whether different types of sponsorships, number of days attending at a show, and demographic characteristics differently influenced attendees' recognition of sponsors and their overall attitudes toward corporate sponsorship; For this study, a questionnaire was designed to measure trade show attendees' recognition of sponsoring companies, overall attitudes toward sponsorship, preferences for specific sponsorship types, and demographic information. Attendees were queried while exiting the Association of Progressive Rental Organizations' Convention and Trade show (APRO) in Las Vegas from July 24 and to 25, 2002; In the recognition test, names of actual sponsors and non-sponsors (companies who were exhibitors only) were listed on the questionnaire and attendees were asked to indicate whether or not they recognized the name of sponsors at the show by checking yes or no. In addition, measurements to detect whether these different sponsorship types influenced attitudes towards corporate sponsorships in general were made. (Abstract shortened by UMI.).
Attendees; Attitudes; Corporate; Examination; Impact; Maximizing; Recognition; Sponsors; Sponsorship
University of Nevada, Las Vegas
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Suh, Eunju, "Maximizing the impact of sponsorship: An examination of sponsorship on attendees' recognition of sponsors and their attitudes toward corporate sponsorship" (2002). UNLV Retrospective Theses & Dissertations. 1445.