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Sports sponsorship effects: The Role...

Chao, Wen-Chi.

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Sports sponsorship effects: The Role of Logo Visual Fluency, Familiarity, and Sponsor-Event Congruence for Audience Recall of Team Sponsors.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Sports sponsorship effects: The Role of Logo Visual Fluency, Familiarity, and Sponsor-Event Congruence for Audience Recall of Team Sponsors./
Author:	Chao, Wen-Chi.
Description:	75 p.
Notes:	Source: Masters Abstracts International, Volume: 49-05, page: .
Contained By:	Masters Abstracts International49-05.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1491753
ISBN:	9781124610528

Sports sponsorship effects: The Role of Logo Visual Fluency, Familiarity, and Sponsor-Event Congruence for Audience Recall of Team Sponsors.
Chao, Wen-Chi.

Sports sponsorship effects: The Role of Logo Visual Fluency, Familiarity, and Sponsor-Event Congruence for Audience Recall of Team Sponsors. - 75 p.

Source: Masters Abstracts International, Volume: 49-05, page: .

Thesis (M.A.)--Michigan State University, 2011.

Using qualitative and quantitative methods, this research examined how sports sponsorship effects, recall and sponsor attitude, are influenced by logo fluency, familiarity, and congruence between a sponsor and the team sponsored. Ethnographic research observed how event attendees interact with sponsors, other audience members, and the basketball event. In-depth interviews generated insights on how people viewed visual fluency of logos and perceived "fit" with the basketball event. The quantitative experiment examined how consumers responded to logos under different conceptual fluency, familiarity, and congruence levels. The results suggested that when under medium and low congruence condition, participants were more likely to remember medium conceptual logos, whereas under high congruence condition, participants intended to recall high conceptual fluent logos better. Implications for sports sponsorship are discussed.

ISBN: 9781124610528Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Sports sponsorship effects: The Role of Logo Visual Fluency, Familiarity, and Sponsor-Event Congruence for Audience Recall of Team Sponsors.
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500 $a Adviser: Nora J. Rifon.
502 $a Thesis (M.A.)--Michigan State University, 2011.
520 $a Using qualitative and quantitative methods, this research examined how sports sponsorship effects, recall and sponsor attitude, are influenced by logo fluency, familiarity, and congruence between a sponsor and the team sponsored. Ethnographic research observed how event attendees interact with sponsors, other audience members, and the basketball event. In-depth interviews generated insights on how people viewed visual fluency of logos and perceived "fit" with the basketball event. The quantitative experiment examined how consumers responded to logos under different conceptual fluency, familiarity, and congruence levels. The results suggested that when under medium and low congruence condition, participants were more likely to remember medium conceptual logos, whereas under high congruence condition, participants intended to recall high conceptual fluent logos better. Implications for sports sponsorship are discussed.
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