東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Sports sponsorship effects: The Role...

Chao, Wen-Chi.

Linked to FindBook

Google Book

Amazon

博客來

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.
LDR:01975nam 2200313 4500 001 1400349
005 20111005095709.5
008 130515s2011 ||||||||||||||||| ||eng d
020 $a 9781124610528
035 $a (UMI)AAI1491753
035 $a AAI1491753
040 $a UMI $c UMI
100 1 $a Chao, Wen-Chi. $3 1679396
245 1 0 $a Sports sponsorship effects: The Role of Logo Visual Fluency, Familiarity, and Sponsor-Event Congruence for Audience Recall of Team Sponsors.
300 $a 75 p.
500 $a Source: Masters Abstracts International, Volume: 49-05, page: .
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.
590 $a School code: 0128.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Business Administration, Sports Management. $3 1669318
650 4 $a Speech Communication. $3 1017408
690 $a 0338
690 $a 0430
690 $a 0459
710 2 $a Michigan State University. $b Public Relations. $3 1679397
773 0 $t Masters Abstracts International $g 49-05.
790 1 0 $a Rifon, Nora J., $e advisor
790 1 0 $a Quilliam, Elizabeth T. $e committee member
790 1 0 $a Carter, Sue $e committee member
790 $a 0128
791 $a M.A.
792 $a 2011
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1491753