Sports Management Commons^™

Multidimensional Attitudes Toward Sponsorship Scale, Zachary Evans

Electronic Theses and Dissertations

This dissertation is focused on investigating consumers’ attitudes toward sport sponsorship. The general purpose of this dissertation is to examine the current instruments and theories utilized in the measurement and evaluation of consumers’ attitudes toward and beliefs about sponsorship in order to: 1) develop a new conceptual framework for evaluating consumers’ attitudes toward sport sponsorship; 2) create and refine a scale to measure consumers’ attitudes toward sport sponsorship; 3) establish the reliability and validity of the scale in addition to developing standards for interpreting the results it provides; and 4) test the relationship between scale dimensions on a large sample …