Dr. Stephen Shin, assistant professor of sport science, recently published a refereed book chapter as a coauthor titled “Examining the effects of corporate renaming of a historic college football stadium” in Contemporary Sport Marketing: Global perspectives, Taylor & Francis Publishers.
This study examined the impact of two experimental conditions, corporate renaming of a football stadium and sponsor type on consumers’ perceived threat to community distinctiveness, group-based anger and patronage intentions for corporate sponsors while controlling for respondents’ familiarity with the sponsoring brand.
