Master of Science (MS)
Tourism and Convention Administration
First Committee Member
Number of Pages
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.
Attitudes; Effect; Exposure; Involvement; Recognition; Spectator; Sponsorship; Sports; Types; Sports
University of Nevada, Las Vegas
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Benson, Tanya Michelle, "The effect of exposure, involvement and sponsorship types on spectator recognition and attitude" (1999). UNLV Retrospective Theses & Dissertations. 993.