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Walton_Dissertation_2022.pdf (6.98 MB)
ETD Abstract Container
Abstract Header
Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations
Author Info
Walton, Derek R
ORCID® Identifier
http://orcid.org/0000-0001-5581-5475
Permalink:
http://rave.ohiolink.edu/etdc/view?acc_num=osu1650023184031464
Abstract Details
Year and Degree
2022, Doctor of Philosophy, Ohio State University, Kinesiology.
Abstract
The creation of ancillary esport teams by professional sport organizations exemplifies the act of sport-related brand extension (i.e., a name brand’s act to enter a different product class; Aaker & Keller, 1990; Apostolopoulou, 2002). Though esport is becoming an attractive brand extension prospect for professional sport organizations, there is no research regarding whether esport is considered a fitting brand extension for sport organizations from the consumer perspective. Employing the theoretical framework of brand equity, the goal of this study is to understand the overall consumer perceived fit and attitudes towards esport as a brand extension on behalf of professional sport organizations.
Committee
Brian Turner (Advisor)
Donna Pastore (Other)
Leeann Lower-Hoppe (Committee Member)
Kwame Agyemang (Committee Member)
Pages
147 p.
Subject Headings
Sports Management
Keywords
"esport" "brand extension"
Recommended Citations
Refworks
EndNote
RIS
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Citations
Walton, D. R. (2022).
Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations
[Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1650023184031464
APA Style (7th edition)
Walton, Derek.
Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations.
2022. Ohio State University, Doctoral dissertation.
OhioLINK Electronic Theses and Dissertations Center
, http://rave.ohiolink.edu/etdc/view?acc_num=osu1650023184031464.
MLA Style (8th edition)
Walton, Derek. "Is Esport a Good Fit? An Analysis of Sport Consumer Evaluations." Doctoral dissertation, Ohio State University, 2022. http://rave.ohiolink.edu/etdc/view?acc_num=osu1650023184031464
Chicago Manual of Style (17th edition)
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Document number:
osu1650023184031464
Download Count:
253
Copyright Info
© 2022, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.