Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...

A relatively unexamined area of branded entertainment combines sports sponsorship with product placement, and occurs when a brand name or logo appears in a print photograph. The resulting photograph can be considered the print equivalent of product placement, or "print placement." Keenan, Pokrywczynski and Boyle (1995) determined the potential for exposure to advertising, brands, sponsors and symbols appearing in photographs in Sports Illustrated magazine. This thesis updates and expands the research on print placements through a content analysis of Sports Illustrated from 1995 through 2008. Results showed an increase over time in the number of print placements, and representation of additional product categories when compared with previous research.

The Dallas-Forth Worth Metroplex (DFW) serves as a diverse resettlement location for globally displaced refugees. While research examines how the nation impacts refugee resettlement, studies that examine the role of the city and community in placemaking are still lacking. In city resettlement investigations, research often focuses broadly on advocacy and political movements rather than the impacts of local-level structures and policies. In this paper, I develop an evaluation model using Jenny Phillimore's categories for successful refugee resettlement that examines how structural barriers, community interactions, and resource accessibility affect space and place for refugee populations. Through an ethnography of Chin and Rohingya refugee communities in DFW, I explore the differences between community-settled and state-settled refugee groups and the idea of an integrated resettlement program. Additionally, I argue that refugees who choose their settlement location in the United States are empowered and thus have a stronger connection to their host community than state-settled refugees. For example, in interviews, the Chin emphasized their ownership of Lewisville and feelings of home, while the Rohingya expressed feelings of placelessness and dispossession in Dallas. As governments push towards an entirely privatized system of refugee resettlement, this research argues for an integrated method that draws upon federal resources and community connections. Through the experiences of Lewisville's Chin community, this research demonstrates the potential of such a program in the United States.

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This thesis undertakes an examination of the branding and sponsorship practices of the Vic Firth Drumstick Company, and explores some of the ways that percussion music broadly, and percussionists specifically, may be impacted by the Vic Firth Company’s strategic marketing and sponsorship efforts. The thesis investigates some of the specific methods Vic Firth uses to interact with percussionists and consumers, presenting the methods and the motivations behind them as compatible with neoliberal economic ideas and policies. Vic Firth’s branding strategies reflect myriad economic factors facing individual percussionists; emphasis on personal branding and artistic authenticity, the necessity of entrepreneurial skills to create economic viability, and the desire for personal connection, networking, and alliance with other percussionists are all part of the zeitgeist the company is attempting to tap into. By examining some of the specific ways Vic Firth crafts and curates their brand, including the creation of signature sticks and mallets, a tiered sponsorship program, aggressive media production, and direct marketing to percussionists through social media, I bring into focus the scope of Vic Firth’s brand and its potential effects on the larger percussive and musical landscape.

After relocation to the United States, refugees are often assisted by community volunteers in the process of resettlement, which frequently includes navigating the financial and social aspects of life in the US. However, the medical and health aspects of resettlement, and particularly how volunteers are involved in those aspects, have gone unexplored, leading to tensions within volunteer-led resettlement groups as they attempt to negotiate the limits of volunteer involvement. To investigate how volunteers understand a process of health resettlement, their role(s) within the process, and how they rhetorically position their relationship with resettling clients, this study uses interview data from a local, volunteer-run community resettlement organization to provide a rhetorical examination of health resettlement. An analysis finds that in both contrast and response to a rhetoric of self-sufficiency established by state and federal policy, resettlement volunteers understand health resettlement through a rhetoric of responsibility. This rhetorical framework constitutes volunteers' role as proxy agents in the process of health resettlement. Additionally, volunteers use a gathered ethos approach within this framework, drawing from community networks in order to facilitate persuasion of resettling clients toward desired health outcomes. Ultimately, recommendations are made for community sponsorship and volunteer approaches to health resettlement for refugees in the United States. / Doctor of Philosophy / After relocation to the United States, refugees are often assisted by community volunteers in the process of resettlement, which frequently includes navigating the financial and social aspects of life in the US. However, the medical and health aspects of refugee resettlement, and particularly how volunteers are involved in those aspects, have gone unexplored. This study uses interviews with resettlement volunteers to understand how volunteers perceive their role within the health resettlement process, how they position themselves in relation to resettling refugees, and how they expect refugees to navigate health communication scenarios. It finds that volunteers feel a tension between a rhetoric of self-sufficiency that is established by policy and a rhetoric of responsibility that is established by humanitarian narratives. This tension motivates volunteers to act as communication intermediaries, performing health communication tasks on behalf of refugee clients while also attempting to persuade clients toward particular healthcare decisions. Recommendations are made for community sponsorship and volunteer approaches to health resettlement for refugees in the United States.

This study explores the benefits of multimodality in the drafting process and advocates for more disciplinary support of multimodality across first-year writing curriculums in the field of Rhetoric and Composition/Writing Studies. I explore my primary research question, how might multimodal drafting through the Literacy Sponsors Gallery Wall assignment support students' process of writing the Literacy Narrative, through an IRB-exempt study of the implementation of an original multimodal writing assignment, the Literacy Sponsors Gallery Wall, in my first-year writing classroom during the Fall 2021 semester. The results of this study illuminate valuable opportunities for multimodality to be integrated into the composition classroom during the writing process rather than it being utilized primarily as a transformative tool once the writing process has concluded. When multimodality is included as a natural aspect of the writing process, it allows more room for students to express and celebrate their multiliterate identities. / Master of Arts / Most of the time, writing assignments in academic contexts are limited to page-bound essays of block text. This is because of tradition and the cultural belief that this type of writing is the only mode, or format, worthy of value in a classroom. But that is not necessarily the case. Multimodal writing, i.e., more visually stimulating compositions that combine more than one mode of communication, are generative for student writers. However, multimodality is usually seen as a "last but not least" aspect of a draft's life cycle, meaning it is employed once the draft has been completed and is used to transform the draft into a more visual mode (infographic, poster, etc.). In this paper, I argue that multimodality should be taken up more in the field of Rhetoric and Composition/Writing Studies and embraced as a worthy aspect of the drafting process. I created a qualitative study in which I evaluated how multimodal drafting acts as a beneficial scaffolding tool for teachers.

Title: Objectives: Methods: Results: Keywords: Achievements offer for partners of selected Czech and Slovak football clubs of Synot liga and Fortuna liga during economic crisis The aim of this thesis is on the basis of analysis of the football marketing environment in Czech republic and in Slovakia and on the basis of analysis of the current offers for partners of Czech and Slovak football clubs to identify weaknesses and shortcomings in sponsorship relations. Results of analytical part will be used to create proposal implementation of sponsor activities of football clubs of Synot liga and Fortuna liga, including utilize of opportunities, that the current situation of economic crisis offers, due to differences of the Czech republic and Slovakia. In qualitative research of thesis I used descriptive case study, interview, observation, SWOT analysis, document analysis and comparative analysis. I applied these methods in the analysis of various football clubs, while I also used SWOT analysis in the processing of proposals. I used comparative analysis to compare marketing environment in selected football clubs. The data obtained from research helped me identify aspects of the marketing environment, in which individual football clubs have shortcomings. In addition to the specific proposals of cooperation...

Cette thèse a comme objectif d’analyser l’efficacité du parrainage en ligne, dans le cadre de la communication de l’entreprise. La revue de la littérature comprend deux parties : les caractéristiques de base du parrainage en ligne (chapitre I) et le traitement du parrainage en ligne et ses effets (chapitre II). Le chapitre I présente une analyse des principes de base du concept de parrainage et des communautés en ligne, ainsi que leur impact sur les consommateurs. La section I.2 est consacrée à notre sujet de recherche, le parrainage en ligne. Nous présentons l'état de l'art, définissons et classons le parrainage en ligne et soulignons les principales différences entre le parrainage traditionnel et en ligne et entre le parrainage en ligne et la publicité en ligne. Une synthèse des premières études préliminaires est également discutée.Le chapitre II est consacré au traitement et aux effets du parrainage en ligne ainsi qu’au développement du modèle de recherche. Ce chapitre comprend une analyse de trois cadres théoriques différents et détaille le raisonnement qui nous a amenés à développer le cadre intégratif du parrainage en ligne. Les principales hypothèses de recherche sont émises et le modèle de recherche est développé. Nous résumons la méthodologie de recherche, les résultats et les implications, ainsi que les limites et les orientations futures de recherche.Le chapitre III détaille notre approche et présente des arguments pour la phase expérimentale. La section III.3 présente l'opérationnalisation des variables et la section III.4 les résultats des tests préalables, les variables manipulées et les groupes d'échantillonnage. Le chapitre IV résume l'analyse des données et les résultats. Nous rappelons les variables incluses dans le modèle et déterminons le profil sociodémographique de l'échantillon. La section IV.4 précise les résultats de l'évaluation de la normalité et de l'analyse univariée pour les variables considérées. La validation du modèle définit les méthodes utilisées pour l'analyse des données, la portée de la recherche, la validation des échelles de mesure (modèle externe), ainsi que les relations structurelles et les tests d'hypothèses. Les paramètres de qualité du modèle final sont analysés pour évaluer la fiabilité du modèle. Enfin, les résultats de l'analyse multi-groupe, les conclusions et implications, les limites et les axes de recherche futurs sont exposés / The aim of this thesis is to analyze the effectiveness of online sponsorship, as part of the company’s communication mix. The literature review consists of two parts: basic characteristics of online sponsorship (chapter I), and processing of online sponsorship and effects (chapter II). In chapter I, we conduct an analysis of the fundamentals of the sponsorship concept and the Internet and online communities, and how they have impacted consumers. Section I.2 is dedicated to our main object of research, online sponsorship. In this part, we present the state of the art, define and classify online sponsorship, and we underline the main differences between the traditional and online sponsorship and between online sponsorship and online advertising. A synthesis of the first preliminary studies is also discussed. Chapter II focuses on online sponsorship processing and effects and the development of the research model. The chapter comprises an analysis of three different theoretical frameworks and details the reasoning which led us to develop the integrative framework for online sponsorship. Sponsorship outcomes, processing context and impact factors are analyzed. Within section II.2 the main research hypotheses are emitted and the research model is developed in section II.3. We summarize the research methodology, the results and implications, along with the limitations and future research directions of the current research. Chapter III details our research approach and arguments for the selected online sponsorship format to be studied further in the experimental phase. Section III.3 presents the variables' operationalization and section III.4 the experiment's pre-tests results, the final experiment conditions and sampling groups. Chapter IV describes the data analysis and results. We recall the variables included in the model and present the socio-demographic profile of the sample. Section IV.4 details the normality assessment and univariate analysis results for the considered variables. The validation of the model details the methods used for the data analysis, the scope of the research, the validation of the measurement scales (outer model), and the structural relationships and hypotheses' tests are also discussed. The final model quality parameters are assessed to evaluate the reliability of the model. Finally, the results of the multi-group analysis, the conclusions and implications, the limitations and future research directions are exposed

Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.