Investigating Sport, Fan and Event Involvement in Sponsorship Research: A Theoretical Conceptualisation and Empirical Study - Softcover

Makisi, Joseph

Softcover

ISBN 10: 3845418249 ISBN 13: 9783845418247

Publisher: LAP LAMBERT Academic Publishing, 2012

Synopsis

This dissertation contributes to the literature of sponsorship awareness and effectiveness by investigating the frequent yet loosely-defined term of involvement and empirically tests the existence and distinction of three types – sport involvement, fan involvement, and event involvement. Research in sponsorship awareness and effectiveness will benefit from this investigation as it will provide more clarity into the type of involvement that is being referred to when testing this variable and the effect this has on their ability to recall and/or recognise sponsorship. The author provides a review of the literature (as at 2005), the development of the theoretical framework to be tested, the methodology used to address the research problem, a discussion on the research findings, and recommendations for future research in this field.

About this title

About the Author

Joseph completed a Bachelor of Physical Education and a Bachelor of Commerce (Honours) majoring in Marketing Management in 2005 from the University of Otago. His first (and current) role is at the New Zealand Rugby Union in Wellington where he began as the Marketing Executive in 2006 and then promoted to Product Manager-Community Rugby in 2008.

Edition details

• Publisher: LAP LAMBERT Academic Publishing
• Publication date: 2012
• Language: English
• ISBN 10: 3845418249
• ISBN 13: 9783845418247
• Binding: Paperback
• Number of pages: 80