Perceived Brand Personality through Sports Sponsorship
Pan, Po-Lin, Joe Phua, and Isaac Woo (2016), “Perceived Brand Personality through Sports Sponsorship: Locating a Blurred Line between Entertainment and Persuasion in Mediated Sports,” Accepted for presentation at the International Communication Association (ICA) Annual Conference, Fukuoka, Japan, June 2016.
Joe Phua’s paper is the Top Paper Award winner in the Sport Communication Interest Group of the International Communication Association (ICA) 2016 Annual Conference in Fukuoka, Japan.
Abstract: A limited amount of prior research has investigated perceived brand personality in the context of sport sponsorship. Using a two (Sport team performance: Win versus loss) by two (Gender: Male versus female) between-subjects experiment with two control variables (Sport team identification and self-brand connection), this study examined sport spectators’ perceptions of brand responsibility, activity, aggressiveness, simplicity, and emotionality. Results of multivariate tests revealed that sport team performance, sport team identification, and self-brand connection significantly influenced perceived brand personality. Sport team performance also had a significant effect on five dimensions of brand personality. Furthermore, while sport team identification exerted significant effects on brand responsibility, aggressiveness, and simplicity, self-brand connection moderated the effects of sport team
Examining spectator motivations in Major League Baseball
Abstract: Despite the increasing size and consumption power of senior consumers, in the sport marketing literature there appears to be no published work which attempts to understand the consumption behavior differences between senior and non-senior sport spectators. Thus, the purpose of this study was to examine the different motives between senior and non-senior consumers who attend […]
Part of the goal of the International Paralympic Committee is to “touch the heart of all people for a more equitable society.” Media exposure of athletes with permanent physical disabilities may affect the able-bodied population’s perception of people with disabilities in general. We theorized that this change in attitude could occur following parasocial contact with […]