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Using Expectancy Violations Theory t...

Chou, Wen-Hao Winston,

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Using Expectancy Violations Theory to Examine Environmental-Sustainability-Related Stadium Naming Rights Sponsorships as a Possible Form of Greenwashing /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Using Expectancy Violations Theory to Examine Environmental-Sustainability-Related Stadium Naming Rights Sponsorships as a Possible Form of Greenwashing // Wen-Hao Winston Chou.
Author:	Chou, Wen-Hao Winston,
Description:	1 electronic resource (151 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-03, Section: A.
Contained By:	Dissertations Abstracts International85-03A.
Subject:	Sports management. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30566578
ISBN:	9798380161633

Using Expectancy Violations Theory to Examine Environmental-Sustainability-Related Stadium Naming Rights Sponsorships as a Possible Form of Greenwashing /
Chou, Wen-Hao Winston,

Using Expectancy Violations Theory to Examine Environmental-Sustainability-Related Stadium Naming Rights Sponsorships as a Possible Form of Greenwashing /Wen-Hao Winston Chou. - 1 electronic resource (151 pages)

Source: Dissertations Abstracts International, Volume: 85-03, Section: A.

This dissertation explores the impact of an environmental-sustainability-related stadium naming rights sponsorship on consumer perceptions of greenwashing and attitudes toward the sponsor. Drawing on Expectancy Violations Theory, the study examines the effects of company type, naming method, and sponsor behavior on consumer evaluations in the context of green stadium naming rights sponsorships. Using the fictional company FROV, participants are presented with eight vignettes that manipulate the three independent variables while maintaining consistent information. Through this experimental design and subsequent statistical analyses, the study found that sports fans who prioritize environmental issues are more likely to perceive a green stadium naming rights sponsor as engaging in greenwashing when the sponsor is a non-green product producing company. Additionally, the study revealed a negative relationship between breaking a promise and attitudes toward the sponsor, highlighting the importance of maintaining consistency between promises and actions. The findings also indicate that perceived greenwashing mediates the relationships between company type, sponsor behavior, and attitudes toward the sponsor. These results contribute to the understanding of consumer perceptions in the context of environmental sustainability sponsorships and provide insights for organizations seeking to enhance their green image through naming rights sponsorships. By demonstrating genuine commitment to sustainability and avoiding greenwashing, sponsors of green stadium naming rights sponsorships can foster positive consumer perceptions and maintain a strong reputation as environmentally responsible companies.

English

ISBN: 9798380161633Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Expectancy Violations Theory

Using Expectancy Violations Theory to Examine Environmental-Sustainability-Related Stadium Naming Rights Sponsorships as a Possible Form of Greenwashing /
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502 $b Ph.D. $c University of Georgia $d 2023.
520 $a This dissertation explores the impact of an environmental-sustainability-related stadium naming rights sponsorship on consumer perceptions of greenwashing and attitudes toward the sponsor. Drawing on Expectancy Violations Theory, the study examines the effects of company type, naming method, and sponsor behavior on consumer evaluations in the context of green stadium naming rights sponsorships. Using the fictional company FROV, participants are presented with eight vignettes that manipulate the three independent variables while maintaining consistent information. Through this experimental design and subsequent statistical analyses, the study found that sports fans who prioritize environmental issues are more likely to perceive a green stadium naming rights sponsor as engaging in greenwashing when the sponsor is a non-green product producing company. Additionally, the study revealed a negative relationship between breaking a promise and attitudes toward the sponsor, highlighting the importance of maintaining consistency between promises and actions. The findings also indicate that perceived greenwashing mediates the relationships between company type, sponsor behavior, and attitudes toward the sponsor. These results contribute to the understanding of consumer perceptions in the context of environmental sustainability sponsorships and provide insights for organizations seeking to enhance their green image through naming rights sponsorships. By demonstrating genuine commitment to sustainability and avoiding greenwashing, sponsors of green stadium naming rights sponsorships can foster positive consumer perceptions and maintain a strong reputation as environmentally responsible companies.
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653 $a Sustainability
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