Fan identification and sponsorship: investigating the effectiveness of fan identification in sport sponsorship
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Saarbrücken
VDM Verl. Müller
2008
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | V, 117 S. Ill. |
| ISBN: | 9783836483599 |
Internformat
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Datensatz im Suchindex
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| adam_text | TABLE OF CONTENTS TABLE OF CONTENTS I LISTOFTABLES IV LIST OF FIGURES V
CHAPTER ONE INTRODUCTION 1 1.1 RESEARCH BACKGROUND AND MOTIVATION 1 1.2
RESEARCH OBJECTIVES 4 1.3 RESEARCH METHOD 5 1.4 RESEARCH PROCEDURE 5
CHAPTER TWO LITERATURE REVIEW 8 2.1 CHARACTERISTICS OF SPORT SPONSORSHIP
8 2.2 HISTORY OF THE EPL AND SPONSORS TEAMS 10 2.2.1 THE THREE EPL
FOOTBALL AND THEIR SPONSORSHIP 12 2.3 DEFINITION OF RESEARCH CONSTRUCTS
16 2.3.1 FAN IDENTIFICATION. 16 2.3.2 THE ROLE OFFAN IDENTIFICATION IN
SPONSORSHIP 18 2.3.3 SOCIAL IDENTITY THEORY 20 2.3.4 BRAND CREDIBILITY
22 2.3.5 ATTITUEDE TOWARDS BRAND 23 GESCANNT DURCH BIBLIOGRAFISCHE
INFORMATIONEN HTTP://D-NB.INFO/98932852X DIGITALISIERT DURCH II 2.3.6
PURCHASE INTENTION 24 2.3.7 BRAND LOYALTY 25 2.4 HYPOTHESIS DEVELOPMENT
26 2.4.1 INTERRELATIONSHIP BETWEEN TEAM IDENTIFICATION AND CONSUMERS
RESPONSES 26 2.4.2 RELATIONSHIP WITHIN OTHER MEASUREMENT FACTORS OF
SPONSORSHIP 27 2.5 SUMMARY OF LITERATURES REVIEW 29 CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY 31 3.1 CONCEPTUAL FRAMEWORK 31 3.2
CONSTRUCT MEASUREMENT 32 3.2.1 FAN IDENTIFICATION. 33 3.2.2 BRAND
CREDIBILITY 33 3.2.3 ATTITUEDE TOWARD BRAND. 34 3.2.4 PURCHASE INTENTION
35 3.2.5 BRAND LOYALTY. 35 3.2.6 INFORMATION OF RESPONDENTS 36 3.3
RESEARCH HYPOTHESES 37 3.4 TEAM SELECTION 39 3.5 SAMPLE AND POPULATION
SELECTION 39 3.6 DATA COLLECTION PROCEDURE 40 3.7 QUESTIONNAIRE DESIGN
41 3.8 DATA ANALYSIS PROCEDURE 42 3.8.1 DESCRIPTIVE STATISTIC ANALYSIS
42 3.8.2 FACTOR ANALYSIS AND RELIABILITY TEST 42 3.8.3 CONSTRUCT
VALIDITY 43 IN 3.8.4 HYPOTHESES TESTING 44 4.1 DESCRIPTIVE ANALYSIS 45
4.1.1 CHARACTERISTICS OF RESPONDENTS 45 4.2 MEASUREMENT RESULTS FOR
RELEVANT RESEARCH VARIABLES 46 4.3 FACTOR ANALYSIS AND RELIABILITY TEST
50 4.3.1 CONSTRUCT VALIDITY 50 4.3.2 FACTOR ANALYSIS OF BRAND LOYALTY 54
4.4 DIFFERENCES OF HIGH FAN IDENTIFICATION AND LOW FAN IDENTIFICATION 55
4.5 STRUCTURAL EQUATION MODEL 57 4.5.1 CONFIRMATORY FACTOR ANALYSIS 59
4.5.2 TESTING THE FUELL MODEL USING STNICTURAL EQUATION MODEL 65 5.1
RESEARCH CONCLUSION 72 5.2 RESEARCH LIMITATIONS 75 5.3 RESEARCH
SUGGESTIONS FOR FURTHER RESEARCH 76 REFERENCES 78 APPENDIX 1 87 APPENDIX
II 89 APPENDIX III 92 QUESTIONNAIRE 92
|
| any_adam_object | 1 |
| author | Aung, Kyaw Myo Liao, Chung-Hsiung |
| author_GND | (DE-588)135767776 |
| author_facet | Aung, Kyaw Myo Liao, Chung-Hsiung |
| author_role | aut aut |
| author_sort | Aung, Kyaw Myo |
| author_variant | k m a km kma c h l chl |
| building | Verbundindex |
| bvnumber | BV025524116 |
| classification_rvk | QP 621 ZX 6920 |
| ctrlnum | (OCoLC)244068890 (DE-599)BVBBV025524116 |
| dewey-full | 796.0698 |
| dewey-hundreds | 700 - The arts |
| dewey-ones | 796 - Athletic and outdoor sports and games |
| dewey-raw | 796.0698 |
| dewey-search | 796.0698 |
| dewey-sort | 3796.0698 |
| dewey-tens | 790 - Recreational and performing arts |
| discipline | Sport Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:35:56Z |
| institution | BVB |
| isbn | 9783836483599 |
| language | English |
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| spelling | Aung, Kyaw Myo Verfasser (DE-588)135767776 aut Fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship Kyaw Myo Aung ; Chung-Hsiung Liao Saarbrücken VDM Verl. Müller 2008 V, 117 S. Ill. txt rdacontent n rdamedia nc rdacarrier Kundenbindung (DE-588)4384508-3 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Sportsponsoring (DE-588)4207428-9 gnd rswk-swf Sportfan (DE-588)4131019-6 gnd rswk-swf Zielgruppe (DE-588)4117714-9 gnd rswk-swf Sportsponsoring (DE-588)4207428-9 s Sportfan (DE-588)4131019-6 s Zielgruppe (DE-588)4117714-9 s Marketing (DE-588)4037589-4 s Kundenbindung (DE-588)4384508-3 s DE-604 Liao, Chung-Hsiung Verfasser aut DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020131978&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Aung, Kyaw Myo Liao, Chung-Hsiung Fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship Kundenbindung (DE-588)4384508-3 gnd Marketing (DE-588)4037589-4 gnd Sportsponsoring (DE-588)4207428-9 gnd Sportfan (DE-588)4131019-6 gnd Zielgruppe (DE-588)4117714-9 gnd |
| subject_GND | (DE-588)4384508-3 (DE-588)4037589-4 (DE-588)4207428-9 (DE-588)4131019-6 (DE-588)4117714-9 |
| title | Fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship |
| title_auth | Fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship |
| title_exact_search | Fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship |
| title_full | Fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship Kyaw Myo Aung ; Chung-Hsiung Liao |
| title_fullStr | Fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship Kyaw Myo Aung ; Chung-Hsiung Liao |
| title_full_unstemmed | Fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship Kyaw Myo Aung ; Chung-Hsiung Liao |
| title_short | Fan identification and sponsorship |
| title_sort | fan identification and sponsorship investigating the effectiveness of fan identification in sport sponsorship |
| title_sub | investigating the effectiveness of fan identification in sport sponsorship |
| topic | Kundenbindung (DE-588)4384508-3 gnd Marketing (DE-588)4037589-4 gnd Sportsponsoring (DE-588)4207428-9 gnd Sportfan (DE-588)4131019-6 gnd Zielgruppe (DE-588)4117714-9 gnd |
| topic_facet | Kundenbindung Marketing Sportsponsoring Sportfan Zielgruppe |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020131978&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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