Athletic donor perceptions of corporate collegiate sponsorship

dc.creatorAlvarado, Glenda Joy
dc.date.available2011-02-19T00:38:04Z
dc.date.issued2006-08
dc.degree.departmentMass Communicationsen_US
dc.description.abstractSports sponsorship continues to grow as an important part of advertising and marketing expenditures. Sports sponsorship’s ability to reach consumers in locations where they have strong ties can strengthen the bond between businesses and their target audience. This study utilized a web-based survey with 771 respondents to determine the values of sponsorships as perceived by an athletic program's donors. Respondent proximity and the scope of advertisers reach was considered when looking at recognition. Findings appear to show that proximity played a part in respondents' ability to recall sponsors, and local sponsors are seen to be the most valuable to the program.
dc.format.mimetypeapplication/pdf
dc.identifier.urihttp://hdl.handle.net/2346/21905en_US
dc.language.isoeng
dc.publisherTexas Tech Universityen_US
dc.rights.availabilityUnrestricted.
dc.subjectDonor perceptionsen_US
dc.subjectCollegiate sponsorshipen_US
dc.titleAthletic donor perceptions of corporate collegiate sponsorship
dc.typeThesis
thesis.degree.departmentMass Communications
thesis.degree.disciplineMass Communications
thesis.degree.grantorTexas Tech University
thesis.degree.levelMasters
thesis.degree.nameM.A.

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