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Brand Recall In Sports: Officially S...

Stroud, Kaitlyn.

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Brand Recall In Sports: Officially Sponsored Brands and the Avid Sports Fan.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand Recall In Sports: Officially Sponsored Brands and the Avid Sports Fan./
Author:	Stroud, Kaitlyn.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
Description:	53 p.
Notes:	Source: Masters Abstracts International, Volume: 55-03.
Contained By:	Masters Abstracts International55-03(E).
Subject:	Journalism. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1606851
ISBN:	9781339404301

Brand Recall In Sports: Officially Sponsored Brands and the Avid Sports Fan.
Stroud, Kaitlyn.

Brand Recall In Sports: Officially Sponsored Brands and the Avid Sports Fan. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 53 p.

Source: Masters Abstracts International, Volume: 55-03.

Thesis (M.S.)--University of Kansas, 2015.

The following study is an analysis of sports organization's ability to generate brand recall among avid fans. Using soda (Coca-Cola and Pepsi) and beer advertisements (Anheuser-Busch and Coors) for the brand recall sample, the research collected eight years of annual reports (2007--2014) from Turnkey Intelligence (a national research firm), to focus on brand recall data for the top five U.S. major sports organizations (NFL, NBA, NHL, MLB, and NASCAR). Through analysis of the data, the research found that NASCAR superseded other sports in consumer awareness for soda, but only retained a consumer awareness percentage above 50 percent in officially sponsored beer one of eight years most likely due to a change in sponsorship from Anheuser-Busch to Coors. The author discusses the findings in the context of Exchange Theory (McCarville and Copeland, 1994) to better explain the connection between brand awareness in the top five professional sports.

ISBN: 9781339404301Subjects--Topical Terms:

576107
Journalism.

Brand Recall In Sports: Officially Sponsored Brands and the Avid Sports Fan.
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