Joseph Makisi

Investigating Sport, Fan and Event Involvement in Sponsorship Research: a Theoretical Conceptualisation and Empirical Study Joseph Makisi

This dissertation contributes to the literature of sponsorship awareness and effectiveness by investigating the frequent yet loosely-defined term of involvement and empirically tests the existence and distinction of three types ? sport involvement, fan involvement, and event involvement. Research in sponsorship awareness and effectiveness will benefit from this investigation as it will provide more clarity into the type of involvement that is being referred to when testing this variable and the effect this has on their ability to recall and/or recognise sponsorship. The author provides a review of the literature (as at 2005), the development of the theoretical framework to be tested, the methodology used to address the research problem, a discussion on the research findings, and recommendations for future research in this field.