You are here

Effects of Economic Impact Information on the Attitudes of Potential Sports Sponsors Operating in Mid-Size and Small College Communities

Title: The Effects of Economic Impact Information on the Attitudes of Potential Sports Sponsors Operating in Mid-Size and Small College Communities.
163 views
106 downloads
Name(s): Keshock, Christopher Michael, author
Mondello, Michael, professor directing dissertation
Beckham, Joseph, outside committee member
Kent, Aubrey, committee member
Reynaud, Cecile, committee member
Department of Sport Management, degree granting department
Florida State University, degree granting institution
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2004
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: Sports marketing programs yielding significant economic benefits have been in place for a number of years at National Collegiate Athletic Association Division I institutions, in professional sports venues, and in community development programs. Research indicates a paucity of sports sponsorship arrangements for mid-size and small college institutions and businesses in contiguous communities. This study applied exchange theory, as described in the field of business administration in the compilation of economic impact information to include spending amounts for visiting athletic teams competing in the Pensacola, Florida area. Data from the Sports Team Travel Survey was shared with randomly selected businesses and not shared with a control group of businesses. The effects of economic impact information on the attitudes of potential sports sponsors were then assessed to gain a better understanding of the decision-making processes. An analysis of the data depicted significant differences (p< .05) with group one displaying more-favorable attitudes about sponsorship potentialities as a function of accessibility to economic impact information portraying commercial benefits. The emphasis upon commercial benefits, as contrasted to patronage and philanthropic motives, supported the work of Abratt, Clayton, and Pitt (1987); Gratton and Taylor (1985); McCarville and Copeland (1994) and others defining sponsorship as an investment in cash return for exploitable commercial potential associated with an activity.
Identifier: FSU_migr_etd-3158 (IID)
Submitted Note: A Dissertation submitted to the Department of Sport Management, Recreation Management and Physical Education in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Degree Awarded: Fall Semester, 2004.
Date of Defense: August 19, 2004.
Keywords: Intercollegiate Athletics, Sport Economic Impact, Sponsorship, Sport Marketing, Exchange Theory
Bibliography Note: Includes bibliographical references.
Advisory Committee: Michael Mondello, Professor Directing Dissertation; Joseph Beckham, Outside Committee Member; Aubrey Kent, Committee Member; Cecile Reynaud, Committee Member.
Subject(s): Exercise
Sports sciences
Persistent Link to This Record: http://purl.flvc.org/fsu/fd/FSU_migr_etd-3158
Owner Institution: FSU

Choose the citation style.
Keshock, C. M. (2004). The Effects of Economic Impact Information on the Attitudes of Potential Sports Sponsors Operating in Mid-Size and Small College Communities. Retrieved from http://purl.flvc.org/fsu/fd/FSU_migr_etd-3158