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Influence of brand exposure frequenc...

Lee, Sanghak.

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Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure./
Author:	Lee, Sanghak.
Description:	171 p.
Notes:	Source: Dissertation Abstracts International, Volume: 71-07, Section: A, page: 2552.
Contained By:	Dissertation Abstracts International71-07A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3409104
ISBN:	9781124061153

Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure.
Lee, Sanghak.

Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure. - 171 p.

Source: Dissertation Abstracts International, Volume: 71-07, Section: A, page: 2552.

Thesis (Ph.D.)--Indiana University, 2010.

Most sport sponsorship studies (e.g., Gwinner & Eaton, 1999; Madrigal, 2001; McDaniel, 1999; Meenaghan, 2001) have been limited in the theories of image transfer, match up, and social alliance. Mere exposure (Zajonc, 1968) is another possible theoretical framework that explains the sponsorship mechanism. The current study sought to examine mere exposure in sport sponsorship. The relationships among two independent variables (sponsorship brand exposure frequency and sport involvement) and two dependent variables (attitude toward the brand and brand awareness) were tested.

ISBN: 9781124061153Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure.
LDR:03638nam 2200373 4500 001 1395426
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008 130515s2010 ||||||||||||||||| ||eng d
020 $a 9781124061153
035 $a (UMI)AAI3409104
035 $a AAI3409104
040 $a UMI $c UMI
100 1 $a Lee, Sanghak. $3 1674113
245 1 0 $a Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure.
300 $a 171 p.
500 $a Source: Dissertation Abstracts International, Volume: 71-07, Section: A, page: 2552.
500 $a Adviser: Paul M. Pedersen.
502 $a Thesis (Ph.D.)--Indiana University, 2010.
520 $a Most sport sponsorship studies (e.g., Gwinner & Eaton, 1999; Madrigal, 2001; McDaniel, 1999; Meenaghan, 2001) have been limited in the theories of image transfer, match up, and social alliance. Mere exposure (Zajonc, 1968) is another possible theoretical framework that explains the sponsorship mechanism. The current study sought to examine mere exposure in sport sponsorship. The relationships among two independent variables (sponsorship brand exposure frequency and sport involvement) and two dependent variables (attitude toward the brand and brand awareness) were tested.
520 $a An experiment was conducted with undergraduate university students ( N = 137). The subjects were randomly assigned into a control group (no video stimulus) and an experimental group (watching video stimulus). In the 20-minute NASCAR video, brand exposure frequency was manipulated by two brands: Office Depot (high frequency) and DeWalt (low frequency).
520 $a Analysis of variance (ANOVA), t-tests, correlation analyses, and repeated measures were used to test the hypotheses and analyze the data. The analyses indicated that brand exposure frequency had a positive relationship with attitude toward the brand (t = -2.83, df = 58, p = .01) and brand awareness (t = -2.27, df = 28, p = .03). Meanwhile, no significant relationship was observed between sport involvement and the dependent variables. In addition, different brand familiarity was found between Office Depot and DeWalt and additional analyses concluded that brand familiarity had a negative influence on creating mere exposure effects.
520 $a The current study found mere exposure effects in sport sponsorship as frequent brand exposure resulted in more favorable attitudes toward the brand and higher brand awareness. This finding was significant because it theoretically justified measuring the media exposure value in the sport sponsorship industry. Additionally, this study found the impact of brand familiarity on mere exposure effects. While an unfamiliar brand (DeWalt) created significant mere exposure effects, a familiar brand (Office Depot) gained little mere exposure effects and attitudes toward the familiar brand were more dependent on its familiarity (i.e., pre-existing attitudes) than on mere exposure. The results implied that the strategy of maximizing brand exposure frequency for new/unfamiliar brands would be much beneficial in sport sponsorship.
590 $a School code: 0093.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Business Administration, Sports Management. $3 1669318
690 $a 0338
690 $a 0430
710 2 $a Indiana University. $b School of Health, Physical Education and Recreation. $3 1018026
773 0 $t Dissertation Abstracts International $g 71-07A.
790 1 0 $a Pedersen, Paul M., $e advisor
790 1 0 $a Fielding, Lawrence W. $e committee member
790 1 0 $a Lim, Choonghoon $e committee member
790 1 0 $a Kwak, Dae Hee $e committee member
790 1 0 $a Eagleman, Andrea N. $e committee member
790 1 0 $a Schneider, Raymond $e committee member
790 $a 0093
791 $a Ph.D.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3409104