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An Investigation Of Sport Sponsorship Antecedents And Outcomes Through Levels Of Sponsor Prominence, Benjamin Colin Cork
An Investigation Of Sport Sponsorship Antecedents And Outcomes Through Levels Of Sponsor Prominence, Benjamin Colin Cork
Graduate Theses and Dissertations
Currently, global sport sponsorship is a multi-billion dollar industry that continues to show strong year-to-year growth (IEG, 2016). Additionally, the current body of sport sponsorship literature has reported the effects of salient attitudinal and behavioral constructs on sponsorship effectiveness. For example, previous studies have indicated that the perceived sincerity and attitude toward a sponsor do positively effect a consumer's behavioral intentions toward a sponsor (Speed & Thompson, 2000; Biscaia, Correia, Rosado, Ross, & Maroco, 2013). Therefore, the purpose of this study is to measure consumer attitudes and behavioral intent toward sponsor, through experimental design, when exposed to one of three …