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Articles 1 - 5 of 5
Full-Text Articles in Sports Management
Mega Versus Local Sport Sponsorships, Jakeun Koo
Mega Versus Local Sport Sponsorships, Jakeun Koo
Doctoral Dissertations
The present study aims to fill the gap by comparing mega sport sponsorships to local sport sponsorships relative to consumers’ perceptions. Specifically, the study examines whether or not event size has significant impact on consumers’ perceptions of goodwill. In the relationship between event size and perceived goodwill, sponsorship duration and sponsor-event congruence are tested as moderating variables. Finally, it is anticipated that perceived goodwill affects attitudes toward the sponsor, subsequently influencing purchase intentions. To support the hypotheses, the current study conducted an experiment with a 2 × 2 × 2 between-subjects factorial design: (1) event size, (2) sponsorship duration, and …
Can China Protect The Olympics, Or Should The Olympics Be Protected From China?, Jennifer L. Donatuti
Can China Protect The Olympics, Or Should The Olympics Be Protected From China?, Jennifer L. Donatuti
Journal of Intellectual Property Law
No abstract provided.
Understanding Insights For Building Marketing Strategies For Women's Volleyball, Merideth Jewell, Steve Chen, Kenneth Henderson
Understanding Insights For Building Marketing Strategies For Women's Volleyball, Merideth Jewell, Steve Chen, Kenneth Henderson
Celebration of Student Scholarship Poster Sessions Archive
No abstract provided.
The Relationship Between The Behaviors Of The Top 50 Most Endorsed Athletes In The World And The Monetary Value Of Their Endorsement Deals, Rogerio B. Ribeiro
The Relationship Between The Behaviors Of The Top 50 Most Endorsed Athletes In The World And The Monetary Value Of Their Endorsement Deals, Rogerio B. Ribeiro
Undergraduate Honors Theses
The top endorsed athletes in the world are most likely the ones who have the biggest impact on their sport. These athletes are usually among the best in their sport or they might have something special that creates a strong relationship between the athlete and his or her fans. It is possible to say that this relationship combined with their skills on and off of the fields, courts, or arenas is what makes these athletes special. Big companies all over the world feel attracted to these athletes and, as a result, they spend millions of dollars every year in order …
Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle
Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle
Honors Undergraduate Theses
Women’s professional sports leagues have often been considered a risky business endeavor. Critics cite low attendance, lack of sponsorships, lack of media rights deals, and numerous other reasons for why women’s professional sports leagues are not profitable. In analyzing the current landscape of women’s professional sport leagues, this paper uses a case study approach to develop a strategy that will highlight lessons learned from past women’s professional sports leagues, current professional sports leagues, sponsorship agreements, fans, social, digital, and mobile marketing strategies, and management practices to show how the business of women’s sports could be made into a more profitable …