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The tie that binds: An examination o...

Shafer, Laniesa.

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The tie that binds: An examination of the relationship between fan motivations and sponsorship recognition among college sport consumers.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The tie that binds: An examination of the relationship between fan motivations and sponsorship recognition among college sport consumers./
Author:	Shafer, Laniesa.
Description:	55 p.
Notes:	Source: Masters Abstracts International, Volume: 52-02.
Contained By:	Masters Abstracts International52-02(E).
Subject:	Business Administration, Sports Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1544696
ISBN:	9781303357732

The tie that binds: An examination of the relationship between fan motivations and sponsorship recognition among college sport consumers.
Shafer, Laniesa.

The tie that binds: An examination of the relationship between fan motivations and sponsorship recognition among college sport consumers. - 55 p.

Source: Masters Abstracts International, Volume: 52-02.

Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2013.

According the latest research, only 10 percent of public universities in NCAA Division I reported a profit in 2011. With expenses such as grant-in-aids, coach's salaries, and capital expenditures increasing, generating additional revenue is important. Since many NCAA Division I college athletics programs are operating in a deficit, sponsorships are becoming more relied on to bring in additional revenue. A sponsorship recognition test allows for marketers to measure a sponsor's effectiveness. This study measured sponsorships at women's basketball and baseball at UNC-CH. A fan motivation survey was included to understand more about the consumers who attend such events. The factors on the scale were balanced with the sponsorship recognition for any significant relationships. Many fans did not recognize the sponsors, which encourages more meaningful activations.

ISBN: 9781303357732Subjects--Topical Terms:

1669318
Business Administration, Sports Management.

The tie that binds: An examination of the relationship between fan motivations and sponsorship recognition among college sport consumers.
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020 $a 9781303357732
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100 1 $a Shafer, Laniesa. $3 2099651
245 1 4 $a The tie that binds: An examination of the relationship between fan motivations and sponsorship recognition among college sport consumers.
300 $a 55 p.
500 $a Source: Masters Abstracts International, Volume: 52-02.
500 $a Adviser: Richard M. Southall.
502 $a Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2013.
520 $a According the latest research, only 10 percent of public universities in NCAA Division I reported a profit in 2011. With expenses such as grant-in-aids, coach's salaries, and capital expenditures increasing, generating additional revenue is important. Since many NCAA Division I college athletics programs are operating in a deficit, sponsorships are becoming more relied on to bring in additional revenue. A sponsorship recognition test allows for marketers to measure a sponsor's effectiveness. This study measured sponsorships at women's basketball and baseball at UNC-CH. A fan motivation survey was included to understand more about the consumers who attend such events. The factors on the scale were balanced with the sponsorship recognition for any significant relationships. Many fans did not recognize the sponsors, which encourages more meaningful activations.
590 $a School code: 0153.
650 4 $a Business Administration, Sports Management. $3 1669318
650 4 $a Business Administration, Marketing. $3 1017573
690 $a 0430
690 $a 0338
710 2 $a The University of North Carolina at Chapel Hill. $b Exercise and Sport Science. $3 1043309
773 0 $t Masters Abstracts International $g 52-02(E).
790 $a 0153
791 $a M.A.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1544696