{"id":{"repo_id":"gsu","oai_identifier":"oai:digitalcommons.georgiasouthern.edu:etd-1421"},"canonical_url":"https://search.dev.ndltd.org/etd/gsu/oai:digitalcommons.georgiasouthern.edu:etd-1421","repository":{"repo_id":"gsu","name":"Georgia Southern University","base_url":"https://digitalcommons.georgiasouthern.edu/do/oai/"},"display":{"title":"Evaluation of Sponsorship Activation Strategies Employed by a Minor League Baseball Team","abstract":"A common challenge for corporations engaging in sport sponsorship activities lies in the evaluation of these activities. Some of the struggle is in the multitude of objectives that can be pursued through developing sponsorship relationships. Typical objectives include increasing brand awareness and recognition (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006), increasing sales (Choi, Stotlar, & Park, 2006) accessing specific target markets (Doherty & Murray, 2007), developing goodwill (Meenaghan, 2001), and positioning the brand (Ferreira, Hall, & Bennett, 2008). With so many differing objectives, it can be difficult to identify and/or develop standard rules, measurement scales, or generally accepted techniques that guide sport properties and corporate sponsors in their efforts to measure sponsorship effectiveness (Shankinlin & Kuzma, 1992). Despite the inherent challenges in doing so, this study examined the activation strategies employed by one Minor League Baseball team and three of its game night title sponsors as they pursued increased awareness, purchase intentions, and sales.","abstract_html":"A common challenge for corporations engaging in sport sponsorship activities lies in the evaluation of these activities. Some of the struggle is in the multitude of objectives that can be pursued through developing sponsorship relationships. Typical objectives include increasing brand awareness and recognition (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006), increasing sales (Choi, Stotlar, & Park, 2006) accessing specific target markets (Doherty & Murray, 2007), developing goodwill (Meenaghan, 2001), and positioning the brand (Ferreira, Hall, & Bennett, 2008). With so many differing objectives, it can be difficult to identify and/or develop standard rules, measurement scales, or generally accepted techniques that guide sport properties and corporate sponsors in their efforts to measure sponsorship effectiveness (Shankinlin & Kuzma, 1992). Despite the inherent challenges in doing so, this study examined the activation strategies employed by one Minor League Baseball team and three of its game night title sponsors as they pursued increased awareness, purchase intentions, and sales.","abstract_has_math":false,"creators":["Boteva, Velina"],"institution":null,"degree_name":"Master of Science in Sport Management (M.S.)","degree_level":"Thesis (open access)","degree_discipline":"Department of Health and Kinesiology","degree_department":null,"school":null,"contributors":["Samuel Todd","Henry Eisenhart"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2011,"date_issued":"2011-12-01T08:00:00Z","date_published":"2011-12-01T08:00:00Z","updated_at":"2026-07-24T02:26:52Z","subjects":["ETD","Sponsorship","Evaluation","Minor league baseball","Activation strategies"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://digitalcommons.georgiasouthern.edu/etd/421","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Samuel Todd","Henry Eisenhart"]},{"key":"dc:creator","label":"Author","values":["Boteva, Velina"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2013-10-17T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Department of Health and Kinesiology"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis (open access)"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Science in Sport Management (M.S.)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["ETD","Sponsorship","Evaluation","Minor league baseball","Activation strategies"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://digitalcommons.georgiasouthern.edu/etd/421"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["A common challenge for corporations engaging in sport sponsorship activities lies in the evaluation of these activities. Some of the struggle is in the multitude of objectives that can be pursued through developing sponsorship relationships. Typical objectives include increasing brand awareness and recognition (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006), increasing sales (Choi, Stotlar, & Park, 2006) accessing specific target markets (Doherty & Murray, 2007), developing goodwill (Meenaghan, 2001), and positioning the brand (Ferreira, Hall, & Bennett, 2008). With so many differing objectives, it can be difficult to identify and/or develop standard rules, measurement scales, or generally accepted techniques that guide sport properties and corporate sponsors in their efforts to measure sponsorship effectiveness (Shankinlin & Kuzma, 1992). Despite the inherent challenges in doing so, this study examined the activation strategies employed by one Minor League Baseball team and three of its game night title sponsors as they pursued increased awareness, purchase intentions, and sales."]},{"key":"dc:title","label":"Title","values":["Evaluation of Sponsorship Activation Strategies Employed by a Minor League Baseball Team"]}]}],"canonical_facts":{"dc:contributor":["Samuel Todd","Henry Eisenhart"],"dc:creator":["Boteva, Velina"],"dc:date.available":["2013-10-17T07:00:00Z"],"dc:description.abstract":["A common challenge for corporations engaging in sport sponsorship activities lies in the evaluation of these activities. Some of the struggle is in the multitude of objectives that can be pursued through developing sponsorship relationships. Typical objectives include increasing brand awareness and recognition (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006), increasing sales (Choi, Stotlar, & Park, 2006) accessing specific target markets (Doherty & Murray, 2007), developing goodwill (Meenaghan, 2001), and positioning the brand (Ferreira, Hall, & Bennett, 2008). With so many differing objectives, it can be difficult to identify and/or develop standard rules, measurement scales, or generally accepted techniques that guide sport properties and corporate sponsors in their efforts to measure sponsorship effectiveness (Shankinlin & Kuzma, 1992). Despite the inherent challenges in doing so, this study examined the activation strategies employed by one Minor League Baseball team and three of its game night title sponsors as they pursued increased awareness, purchase intentions, and sales."],"dc:identifier":["https://digitalcommons.georgiasouthern.edu/etd/421"],"dc:subject":["ETD","Sponsorship","Evaluation","Minor league baseball","Activation strategies"],"dc:title":["Evaluation of Sponsorship Activation Strategies Employed by a Minor League Baseball Team"],"thesis:degree_discipline":["Department of Health and Kinesiology"],"thesis:degree_level":["Thesis (open access)"],"thesis:degree_name":["Master of Science in Sport Management (M.S.)"]},"updated_at":"2026-07-24T02:26:52Z"}