Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Fan Identification and Sponsorship - Investigating the Effctiveness of Fan Identification in Sport Sponsorship

Fan Identification and Sponsorship - Investigating the Effctiveness of Fan Identification in Sport Sponsorship

Aung, Kyaw Myo
Liao, Chung-Hsiung

Paperback

Business GeneralSports General

ISBN10: 3836483599
ISBN13: 9783836483599
Publisher: Vdm Verlag
Published: Mar 19 2008
Pages: 128
Weight: 0.40
Height: 0.27 Width: 6.00 Depth: 9.00
Language: English
Since last few years ago, sport sponsorship has been the most popular persuasive communication media among others sponsorship. Moreover, sport events are gaining millions of supporters by TV broadcasting and live attendance every year. With this growth, Most of the companies receive many opportunities of increasing their exposure and fans' goodwill towards their team by sponsoring in sports. To conduct the successful sponsorship in sport market, fan identification effects are important, through collective self-concept or group esteem. However, there are few academic literatures which studied on this field and mostly are still unclear results on fan identification effects. Thus, this book investigates how fan identification is important for consumers' behaviors in terms of brand credibility, attitude toward brand, purchase intention. Moreover, this study provide identification is important for managers/marketers to understand the effect of sport sponsorship on members of their target population and choosing the right team or sport event to sponsor based on fans' identification with the team.

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