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dc.contributor.advisorRodgers, Shelly (Shelly Lannette), 1965-eng
dc.contributor.authorWang, Ye, 1980-eng
dc.date.issued2011eng
dc.date.submitted2011 Summereng
dc.description"July 2011"eng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on May 18, 2012).eng
dc.descriptionDissertation advisor: Dr. Shelly Rodgerseng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.eng
dc.descriptionVita.eng
dc.descriptionIncludes bibliographical references.eng
dc.description.abstractThe purpose of the present research is to examine the role of perceived control of navigation in online sponsorship-linked marketing. Specifically, the proposed research examines the influence of three independent variables - perceived control of navigation, degree of natural fit, and created-fit type - on cognitive elaboration, attitude formation, and purchase intention in the context of cause sponsorship-linked marketing on corporate Web sites. Applying schema congruity theory (Mandler, 1982) and the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986; Petty, Priester, & Briñol, 2002), the present research conducts two experiments. The results showed that perceived control of navigation could influence attitude toward the Web site, attitude toward the brand and purchase intention. When perceived control of navigation was high, Type II created fit was significantly associated with fewer negative thoughts about the sponsorship, and more positive attitude toward the brand, attitude positive attitude toward the sponsorship, and higher purchase intention than low natural fit sponsorship. Theoretically, these results suggest that perceived control of navigation can influence brand attitude and purchase intention through attitude toward the Web site. Created fit, as a strategy drawing upon central route to persuasion depends upon high perceived control of navigation. Practically, this study suggests that corporate Web site is an ideal platform for communicating sponsorship associations, and created fit, assisted by Web-based interaction, can open up promising opportunities for companies that are of low fit with social causes.eng
dc.format.extentxi, 126 pageseng
dc.identifier.oclc872561427eng
dc.identifier.urihttps://hdl.handle.net/10355/14238
dc.identifier.urihttps://doi.org/10.32469/10355/14238eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. Graduate School. Theses and Dissertations.eng
dc.subjectcause sponsorshipeng
dc.subjectinteractivityeng
dc.subjectweb site navigationeng
dc.subjectcreated fiteng
dc.titlePromoting cause sponsorship on corporate web sites: perceived control of navigation, natural fit, and created fiteng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelDoctoraleng
thesis.degree.namePh. D.eng


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