Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework
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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 14 (2011)
Issue (Month): 2 (May)
|Contact details of provider:|| Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description|
|Order Information:|| Postal: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/bibliographic|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:14:y:2011:i:2:p:103-116. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.