Date of Award
4-10-2014
Document Type
Thesis
Degree Name
Master of Science (MS)
Department
School of Communication
First Advisor
John R. Baldwin
Abstract
This thesis investigates whether Olympian athletes make for high-quality sponsors in advertising strategies and campaign efforts. The research focuses on social cognitive theory, specifically the role of identification to determine if strong identification and celebrity credibility can lead customers to intent to purchase. The results demonstrate that there is a positive correlation between the team identification and sports fans identification and the perceived credibility of the famous Olympian and the lesser known Olympian. There was also a significant correlation between team identification and intent to purchase with the lesser known Olympian, but not with any other condition or variable.
Recommended Citation
Rothblum, Amy Alexis, "Olympian Sponsorship Roles: Sports Identification, Credibility, and Intent To Purchase" (2014). Theses and Dissertations. 124.
https://ir.library.illinoisstate.edu/etd/124
DOI
http://doi.org/10.30707/ETD2014.Rothblum.A
Page Count
68
Comments
Imported from ProQuest Rothblum_ilstu_0092N_10220.pdf