CORPORATE SPONSORSHIP AND UNIVERSITY CAMPUSES: DETERMINING THE EFFECTIVENESS OF UNIVERSITY SPONSORSHIP EFFORTS AT PITTSBURG STATE UNIVERSITY

Author

Michaela J. Joines, Pittsburg State UniversityFollow

Date of Award

Spring 5-12-2018

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Dr. Troy O. Comeau

Second Advisor

Dr. Alicia Mason

Third Advisor

Dr. Lynn Murray

Keywords

Marketing, Business and Corporate Communications

Abstract

A multi-phase study was completed to determine the effectiveness of corporate sponsorship efforts at Pittsburg State University. Pittsburg State engages in corporate sponsorship to partner with local and national companies, seeking to benefit both the university and its partners. The study sought to find factors that improve the effectiveness of such sponsorship efforts as determined by stakeholders’ ability to recall sponsors, differences in attitudes toward national and local sponsors, and how brand attachment to the university or sponsoring brands effects perception of the sponsorship alliances. Phase One included interviews with stakeholder groups (students, faculty/staff, alumni, and community members) and functioned as the formative phase of research that informed a later quantitative study. Phase Two involved distribution of a survey to stakeholders to measure attachment, attitudes, and behavior. Results show that stakeholders demonstrate a select knowledge of sponsors, including national sponsors and apparel companies in addition to high-visibility local sponsors. Differences were found in the perception of benefits and community involvement associated with local and national sponsors. A relationship was found between perception of sponsor activity on campus and positive attitudes toward the company. Factors of fit between a sponsor and the university were also examined.

Recommended Citation

Joines, Michaela J., "CORPORATE SPONSORSHIP AND UNIVERSITY CAMPUSES: DETERMINING THE EFFECTIVENESS OF UNIVERSITY SPONSORSHIP EFFORTS AT PITTSBURG STATE UNIVERSITY" (2018). Electronic Theses & Dissertations. 248.
https://digitalcommons.pittstate.edu/etd/248