A content analysis of sponsor representation across professional sport websites : extension of attribute typology

Berardone, David, Nguyen, Sheila and Turner, Paul 2011, A content analysis of sponsor representation across professional sport websites : extension of attribute typology, International journal of sport management and marketing, vol. 10, no. 3/4, pp. 286-305.

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Title A content analysis of sponsor representation across professional sport websites : extension of attribute typology
Author(s) Berardone, David
Nguyen, Sheila
Turner, Paul
Journal name International journal of sport management and marketing
Volume number 10
Issue number 3/4
Start page 286
End page 305
Publisher Indersicence Publishers
Place of publication Geneva, Switzerland
Publication date 2011
ISSN 1475-8962
1740-2808
Keyword(s) sponsorship
website
typology
professional sport
sponsor logo
content analysis
sport marketing
internet
Summary The sport industry has identified the importance of using the internet as a tool that can benefit the organisation. Much like the purpose of entering into sponsorship of sporting events, corporate partners are also attracted to the opportunities that professional sport team websites offer to fulfil similar objectives. The major purpose of this research is to explore the various ways in which sponsor logos are represented across professional sport websites and to extend previous advertising research, specifically the work developing advertising attribute typologies. The subjects for this research are professional sport websites and a qualitative approach is adopted with a content analysis as the main method of analysis used. To ensure reliability and validity within the coding instruments used, percentage agreement and Cohen’s kappa were adopted as indexes to verify this. The findings show sponsors’ logos exist on most professional sport websites and are represented in a variety of ways. Furthermore, a typology for sponsor representation and location across sport websites has been established to present a reliable foundation for future research in the area of consumer attitudes, behaviour and response towards sponsors and their presence on sport websites.
Language eng
Field of Research 150404 Sport and Leisure Management
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2011, Inderscience Enterprises Ltd.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30041785

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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