There has not been a great deal of research undertaken to explore the impact of sport sponsorship on consumer behavior despite the increased use of sport sponsorship to reach various market segments. The majority of the research has focused on issues pertaining to the firms, such as the setting of sponsorship objectives or measuring sponsorship results. Therefore, the purpose of conducting this study was three-fold. The first purpose was to examine the effects of perceived brand/sport event match-up on specific cognitive and affective consumers' responses that contribute to the development of customer-based brand equity. The second purpose was to investigate variables that influence the process of perceived brand/sport event match-up. The last purpose was to examine the unique contributions of certain cognitive and affective responses to determine whether the elements of customer-based brand equity are important in explaining purchasing intention. The results revealed that the high brand/sport event match-up and low brand/sport event match-up groups differ significantly on corporate image, brand attitude, and brand awareness when considered together in a multivariate situation. In addition, the effects of the some individual independent variables on perceived brand/sport event match-up were significant. The positive effect of students' product category involvement on perceived brand/sport event match-up was not statistically significant while the positive effect of students' sport event involvement on perceived brand/sport event match-u was significant. Also, the effect of students' product category knowledge on perceived brand/sport event match-up was not statistically significant while the positive effect of students' sport event knowledge on perceived brand/sport event match-up was significant. Finally, the result of the effects of consumer-based brand equity was significant in relation to purchasing intention. There was the positive effect of corporate image, brand attitude, and correct identification of the sponsoring brands on purchasing intention. Therefore, this study pointed out the function of consumers' sport sponsorship information structures in influential response to brands. It is critical that sport sponsorship strategy becomes a function of the overall brand strategy and that it is coordinated on a corporate level so that it may contribute to the brand's overall equity and direct/indirect sales. / A Dissertation submitted to the Department of Sport Management, Recreation Management, and Physical Education in partial fulfillment of the requirements for the degree of Doctor of Philosophy. / Fall Semester, 2004. / July 21, 2004. / Includes bibliographical references. / E. Newton Jackson, Jr., Professor Directing Dissertation; Leisa Flynn, Outside Committee Member; Michael Mondello, Committee Member; Jerome Quarterman, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_253279 |
| Contributors | Koo, Gi-Yong (authoraut), Jackson, E. Newton (professor directing dissertation), Flynn, Leisa (outside committee member), Mondello, Michael (committee member), Quarterman, Jerome (committee member), Department of Sport Management (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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