Award Date

1-1-1999

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Tourism and Convention Administration

First Committee Member

James Busser

Number of Pages

65

Abstract

The purpose of this research was to examine the effects of sport sponsorships on consumer recognition and attitudes toward the sponsor. This study explored the differences in recognition and attitude among four types of tournament sponsorships (exposition, multi-level, sky box and dummy sponsors). In addition, this study looked at the effects of exposure, involvement and aesthetic qualities on sponsorship recognition. Surveys were administered to spectators at the 1997 Las Vegas Invitational Golf Tournament. Results from this study revealed a significant difference in recognition and attitude among the four different types of sponsorships at the tournament. These differences were attributed to the different aesthetic qualities of each sponsorship type. In addition, this study did not find a significant relationship between involvement and exposure on recognition of the sponsor.

Keywords

Attitudes; Effect; Exposure; Involvement; Recognition; Spectator; Sponsorship; Sports; Types; Sports

Controlled Subject

Marketing

File Format

pdf

File Size

2447.36 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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