The Effects of Sponsorship Activation on Sponsorship Success in the NBA

Date of Award

4-2025

Degree Name

Doctor of Philosophy

Department

Education and Human Development

First Advisor

ColinCork,Ph.D.

Second Advisor

MichaelMiller,Ph.D.

Third Advisor

JamesLewis,Ph.D.

Abstract

This study aimed to examine the impact of three benefit types used in sponsorship activation on fan’s perceptions of sponsor’s motives and their subsequent effects on sport sponsorship outcomes. An experimental online survey design was employed, consisting of five sections: exposure to one of the three benefit types, an Attribution Theory measurement scale, fan team identification status (FTID), a sponsorship outcome measurement scale, and demographic information. The benefit types investigated included utilitarian, hedonic, and social benefits. The Attribution Theory measurement scale assessed participant responses to one of three benefit types through three variables: altruistic motive inferences (A), normative motive inferences (N), and egoistic motive inferences (E). Meanwhile, the sponsorship outcome measurement scale evaluated respondent’s perceptions of sponsorship effectiveness based on three variables: attitudes toward the sponsor (AT), sponsorship fit (FIT), and behavioral intentions toward the sponsor (BI). FTID was examined as a moderate variable to assess its influence on FIT, AT and BI. The study sampled NBA fans, collecting demographic data such as gender, age, race, education level, and income to characterize the participants. Data collection was conducted via Amazon Mechanical Turk (MTurk), with the survey designed in Qualtrics and distributed through the MTurk platform. Statistical analysis was performed using-2024.04.2, and Structural Equation Modeling (SEM) was applied to explore the structural relationships among A, N, E, AT, FIT, FTID, and BI across the three benefit conditions. The results showed that the effectiveness of sponsorship activation varied based on the benefit types. Hedonic benefits had a direct influence on FIT, whereas social benefits positively mediated the relationships with FIT, AT, and BI. In contrast, utilitarian benefits were not related to E. Additionally, FTID played a significant moderate effects toward FIT, AT, and BI. The theoretical and practical implications of the findings are discussed. The limitations of this study and suggestions for future research are also provided.

Access Setting

Dissertation-Abstract Only

Restricted to Campus until

5-1-2026

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