東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁 到查詢結果 [ subject:"Sports management." ]

切換: 標籤 | MARC模式 | ISBD

Comparing the Success of Official Sp...

Koba, Timothy.

FindBook

Google Book

Amazon

博客來

Comparing the Success of Official Sponsors and Ambush Marketers: An Event Study Analysis of Brazil Following the 2014 Fifa World Cup and 2016 Rio De Janeiro Summer Olympic Games.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Comparing the Success of Official Sponsors and Ambush Marketers: An Event Study Analysis of Brazil Following the 2014 Fifa World Cup and 2016 Rio De Janeiro Summer Olympic Games./
作者:	Koba, Timothy.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:	145 p.
附註:	Source: Dissertations Abstracts International, Volume: 82-04, Section: A.
Contained By:	Dissertations Abstracts International82-04A.
標題:	Sports management. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28024176
ISBN:	9798678107824

Comparing the Success of Official Sponsors and Ambush Marketers: An Event Study Analysis of Brazil Following the 2014 Fifa World Cup and 2016 Rio De Janeiro Summer Olympic Games.
Koba, Timothy.

Comparing the Success of Official Sponsors and Ambush Marketers: An Event Study Analysis of Brazil Following the 2014 Fifa World Cup and 2016 Rio De Janeiro Summer Olympic Games. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 145 p.

Source: Dissertations Abstracts International, Volume: 82-04, Section: A.

Thesis (Ph.D.)--University of South Carolina, 2020.

This item must not be sold to any third party vendors.

Mega sporting event hosting and sponsorship garner billions of dollars in investments from countries and companies, but their effectiveness has yet to be definitively determined. If the announcement of a host country serves as a signal to the investors who comprise a market, then there should be an increased return in response to the announcement. Similarly, if companies are activating their sponsorships during a sporting event there may be a higher return than what would be expected otherwise. The evaluation of the 2016 Summer Olympic Games held in Rio de Janeiro demonstrates that the announcement did not impact the market of Brazil, or of the other countries who were under consideration using rate of return, log returns and seemingly unrelated regression models. There were abnormal cumulative abnormal returns that may indicate that it takes time for mega-events to exert an economic benefit. Further evaluation using similar techniques for the sponsoring companies of different levels did not demonstrate a difference in returns based on sponsorship, but did indicate that brand affiliation has a negative effect and being a sport company has a positive effect. These results further the academic literature regarding market perspectives and sport mega-events.

ISBN: 9798678107824Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Brazil

Comparing the Success of Official Sponsors and Ambush Marketers: An Event Study Analysis of Brazil Following the 2014 Fifa World Cup and 2016 Rio De Janeiro Summer Olympic Games.
LDR:02516nmm a2200361 4500 001 2279925
005 20210823091415.5
008 220723s2020 ||||||||||||||||| ||eng d
020 $a 9798678107824
035 $a (MiAaPQ)AAI28024176
035 $a AAI28024176
040 $a MiAaPQ $c MiAaPQ
100 1 $a Koba, Timothy. $3 3558413
245 1 0 $a Comparing the Success of Official Sponsors and Ambush Marketers: An Event Study Analysis of Brazil Following the 2014 Fifa World Cup and 2016 Rio De Janeiro Summer Olympic Games.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2020
300 $a 145 p.
500 $a Source: Dissertations Abstracts International, Volume: 82-04, Section: A.
500 $a Advisor: Nagel, Mark.
502 $a Thesis (Ph.D.)--University of South Carolina, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a Mega sporting event hosting and sponsorship garner billions of dollars in investments from countries and companies, but their effectiveness has yet to be definitively determined. If the announcement of a host country serves as a signal to the investors who comprise a market, then there should be an increased return in response to the announcement. Similarly, if companies are activating their sponsorships during a sporting event there may be a higher return than what would be expected otherwise. The evaluation of the 2016 Summer Olympic Games held in Rio de Janeiro demonstrates that the announcement did not impact the market of Brazil, or of the other countries who were under consideration using rate of return, log returns and seemingly unrelated regression models. There were abnormal cumulative abnormal returns that may indicate that it takes time for mega-events to exert an economic benefit. Further evaluation using similar techniques for the sponsoring companies of different levels did not demonstrate a difference in returns based on sponsorship, but did indicate that brand affiliation has a negative effect and being a sport company has a positive effect. These results further the academic literature regarding market perspectives and sport mega-events.
590 $a School code: 0202.
650 4 $a Sports management. $3 3423935
653 $a Brazil
653 $a Rio de Janeiro summer olympics
653 $a Sporting event hosting
653 $a Olympic Games
690 $a 0430
690 $a 0338
690 $a 0501
710 2 $a University of South Carolina. $b Sport and Entertainment Management. $3 3179465
773 0 $t Dissertations Abstracts International $g 82-04A.
790 $a 0202
791 $a Ph.D.
792 $a 2020
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28024176