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Sungjai Hong Final Thesis.pdf (535.38 KB)

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Determining Effectiveness of NBA Jersey Sponsorship

Hong, Sungjai
http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1562861534058407

Abstract Details

2019, Master of Education (MEd), Bowling Green State University, Human Movement, Sport and Leisure Studies /Sport Administration.
Starting from the 2017-18 season, the NBA league, initiated jersey sponsorship. While jersey sponsorship has been a popular marketing strategy in European professional sports leagues, it is relatively a new approach in the U.S. Perspectives from the academic and practical business fields, questioned whether this new marketing strategy could be effective in the U.S sports business field. Thus, the current study was conducted to examine the effectiveness of NBA jersey sponsorship in terms of sponsor recognition, sponsor image, sponsor attitude and purchase intention toward the sponsor brand. The research was a 2 (game exposure: pre- vs. post-tests) x 3 (game quality: close vs. one-sided vs. control groups) within-between factorial design. Total of 97 college students in a mid-size university of Ohio were participated in the research. They were assigned into one of the three groups—close game, one-sided game, and control group and completed pre- and post-test questionnaires. The results provided empirical evidence that sponsor recognition, sponsor image and sponsor attitude positively changed after watching the game. Additionally, sponsor image, sponsor attitude, and purchase intention increased more with participants who watched a close game than those who watched a one-sided game. This implied that the NBA jersey sponsorship was effective and positively change spectators’ sponsor recognition, sponsor image, sponsor attitude and purchase intention toward the sponsor. The research findings could be used as an important indicator for researchers and practitioners a guideline that game quality could be a significant factor to consider when assessing jersey sponsorship effectiveness.
Jiesun Lucy Lee, Dr. (Committee Chair)
Sungho Cho, Dr. (Committee Member)
David Tobar, Dr. (Committee Member)
60 p.
Sports Management
Sponsorship; Sport Sponsorship; Jersey Sponsorship; Sponsorship Effectiveness; Sponsorship Activation

Recommended Citations

Citations

  • Hong, S. (2019). Determining Effectiveness of NBA Jersey Sponsorship [Master's thesis, Bowling Green State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1562861534058407

    APA Style (7th edition)

  • Hong, Sungjai. Determining Effectiveness of NBA Jersey Sponsorship. 2019. Bowling Green State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1562861534058407.

    MLA Style (8th edition)

  • Hong, Sungjai. "Determining Effectiveness of NBA Jersey Sponsorship." Master's thesis, Bowling Green State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1562861534058407

    Chicago Manual of Style (17th edition)

bgsu1562861534058407
1,493
© 2019, some rights reserved.Creative Commons License Determining Effectiveness of NBA Jersey Sponsorship by Sungjai Hong is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by Bowling Green State University and OhioLINK.