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Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework


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  • Chen, Kenneth K.
  • Zhang, James J.
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    Facility naming rights sponsorship is one of the fastest growing and most valuable forms of sponsorships. The limited opportunities in major league professional sports have led corporations to seek opportunities with college sports. Although collegiate athletics have become increasingly attractive for sponsorship investment, they have also been laden with potentially negative side effects. How university stakeholders perceive and respond to stadium naming rights sponsorship is a major concern for both corporations and college administrators. This study reviewed the relevant literature to propose a theoretical framework incorporating multidimensional factors of assessing consumers' perspectives (i.e., beliefs about naming rights sponsorship, attitudes toward commercialization, team and stadium identification, perception of financial status, and perceived fit) of naming rights sponsorship effectiveness. The relationships among variables were examined by reviewing related theories and previous research findings. The derived theoretical framework is expected to provide a research direction for comprehensively examining how stakeholders of intercollegiate athletic programs perceive and respond to corporate naming rights sponsorship of sport facilities.

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 14 (2011)
    Issue (Month): 2 (May)
    Pages: 103-116

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    Handle: RePEc:eee:spomar:v:14:y:2011:i:2:p:103-116

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    Keywords: Title sponsorship Advertisement Venue signage;


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    1. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
    2. Robinson, Matthew J. & Trail, Galen T. & Kwon, Hyungil, 2004. "Motives and Points of Attachment of Professional Golf Spectators," Sport Management Review, Elsevier, vol. 7(2), pages 167-192, November.
    3. Timothy DeSchriver & Paul E. Jensen, 2003. "What's in a Name? Price Variation in Sport Facility Naming Rights," Eastern Economic Journal, Eastern Economic Association, vol. 29(3), pages 359-376, Summer.
    4. Nedungadi, Prakash, 1990. " Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 17(3), pages 263-76, December.
    5. Aya Chacar & William Hesterly, 2004. "Innovations and Value Creation in Major League Baseball, 1860-2000," Business History, Taylor & Francis Journals, vol. 46(3), pages 407-438.
    6. Kwon, Harry H. & Trail, Galen T. & Anderson, Dean S., 2005. "Are Multiple Points of Attachment Necessary to Predict Cognitive, Affective, Conative, or Behavioral Loyalty?," Sport Management Review, Elsevier, vol. 8(3), pages 255-270, November.
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    Cited by:
    1. Cunningham, George B., 2013. "Theory and theory development in sport management," Sport Management Review, Elsevier, vol. 16(1), pages 1-4.


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