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ETD Abstract Container

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Sponsorship Effectiveness through Brand Recall: A Survey of BGSU Athletics

Enamutor, Oghenevwaire Sarah
http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1718366305398109

Abstract Details

2024, Master of Education (MEd), Bowling Green State University, Human Movement, Sport and Leisure Studies /Sport Administration.
Brand recall is a significant indicator used to evaluate the effectiveness of sponsorships because it pertains to individuals' capacity to remember and establish a connection between sponsors' brands and the sports program. This study explores the value of sponsorship through brand recall, focusing on Bowling Green State University (BGSU) Athletics. This research examines the relationship between fan involvement, brand recall, and purchase intentions. The objectives were to analyze how fan involvement with BGSU Athletics influences attitudes toward the program and sponsors, to assess if a positive attitude toward sponsors influences purchase intentions, and to investigate the influence of fan involvement on brand recall of sponsors. A quantitative research design was employed, utilizing a structured questionnaire to collect data from 249 participants who were BGSU athletics fans and attendees of various sporting events. The data analysis was conducted using bivariate correlation and multivariate analysis through IBM SPSS. Pie charts and bar charts were used to display the descriptive statistics. The findings revealed a positive relationship between the extent of fan involvement in BGSU Athletics and attitude towards sponsors. Additionally, the study found that a positive attitude towards sponsors among BGSU Athletics fans significantly influences their purchase intentions. However, a negative relationship was observed between fan involvement and brand recall of sponsors, suggesting that highly involved fans may focus more on the event itself rather than sponsors advertisements. These results contribute to the understanding of sponsorship dynamics in collegiate athletics and provide practical insights for stakeholders aiming to enhance the value of sponsorship investments
Ray Schneider (Committee Member)
Sungho Cho (Committee Chair)
99 p.
Sports Management
Brand Recall; Fan Involvement; Sport Sponsorship; Purchase Intention;

Recommended Citations

Citations

  • Enamutor, O. S. (2024). Sponsorship Effectiveness through Brand Recall: A Survey of BGSU Athletics [Master's thesis, Bowling Green State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1718366305398109

    APA Style (7th edition)

  • Enamutor, Oghenevwaire. Sponsorship Effectiveness through Brand Recall: A Survey of BGSU Athletics. 2024. Bowling Green State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1718366305398109.

    MLA Style (8th edition)

  • Enamutor, Oghenevwaire. "Sponsorship Effectiveness through Brand Recall: A Survey of BGSU Athletics." Master's thesis, Bowling Green State University, 2024. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1718366305398109

    Chicago Manual of Style (17th edition)

bgsu1718366305398109
381
© 2024, all rights reserved.
This open access ETD is published by Bowling Green State University and OhioLINK.