Sponsorship awareness at a new NCAA division I football stadium: An analysis of donation level as a measure of fan identification

Eric A. Brownlee, Megan B. Shreffler and Stephen D. Ross

Journal of Brand Strategy, 2012, vol. 1, issue 4, 413-423

Abstract: Sport managers often utilise fan identification segmentation in their marketing efforts. Previous research has focused on fan interest and loyalty levels with respect to specific teams, coaches, players and other factors. A fan's level of identification with respect to these factors influences both sport and sponsor-related consumption behaviour. This study attempts to examine sports donations as a measure of fan identification segmentation by investigating sponsorship awareness related to varied levels of donation. The results indicate significant differences in sponsorship recognition rates among various donation levels of season ticket holders. This study also provides a unique perspective into the effectiveness of sponsorship at a new university football facility with a significant number of new sponsorship activation opportunities.

Keywords: sponsorship; NCAA football; sports donations; fan identification (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://hstalks.com/article/241/download/ (application/pdf)
https://hstalks.com/article/241/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2012:v:1:i:4:p:413-423

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().