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. Attached Files Name Description MIMEType Size Downloads Title A content analysis of sponsor representation across professional sport websites : extension of attribute typology Author(s) Berardone, David Nguyen, Sheila Turner, Paul orcid.org/0000-0002-4875-0404 Journal name International journal of sport management and marketing Volume number 10 Issue number 3/4 Start page 286 End page 305 Total pages 20 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   Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Sat, 28 Jan 2012, 11:44:11 EST Fri, 03 Feb 2012, 10:09:34 EST Fri, 03 Feb 2012, 10:12:13 EST Mon, 06 Feb 2012, 07:47:52 EST Tue, 07 Feb 2012, 10:26:40 EST Mon, 19 Mar 2012, 11:06:14 EST Tue, 20 Mar 2012, 08:12:53 EST Mon, 17 Jun 2013, 17:28:25 EST Fri, 13 Jun 2014, 12:51:05 EST Wed, 27 Aug 2014, 22:52:37 EST Thu, 11 Dec 2014, 17:37:46 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 788 Abstract Views, 8 File Downloads  -  Detailed Statistics Created: Sat, 28 Jan 2012, 11:44:04 EST by Katrina Fleming