The effect of exposure, involvement and sponsorship types on spectator recognition and attitude

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.

Name thesis:degree_name

Master of Science (MS)

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Tourism and Convention Administration

Grantor dc:publisher

University of Nevada, Las Vegas

Year

1999

Author dc:creator

• Benson, Tanya Michelle

Contributors dc:contributor

• James Busser

Statement dc:rights

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

Language dc:language

English

Identifier

https://oasis.library.unlv.edu/rtds/993

OAI identifier oai:identifier

oai:oasis.library.unlv.edu:rtds-1992