Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
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 …