Branding and Viewership: Does a Uniform Presentation Change Public Interest?
| dc.contributor.advisor | Waddell, Glen | |
| dc.contributor.author | Soto-Cruz, Fernando | |
| dc.date.accessioned | 2024-08-30T19:31:11Z | |
| dc.date.available | 2024-08-30T19:31:11Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | This research paper examines the impact of the UFC Reebok policy on consumer interest in MMA events. The study employs difference-in-differences and interrupted time series regressions using attendance and pay-per-view data. The findings suggest that the Reebok policy does not significantly influence consumer interest in MMA events. Instead, factors such as weight class and UFC brand have a greater impact. The study implies that standardizing fighter appearance may not benefit the UFC, as consumers value individuality and uniqueness more than uniformity and homogeneity. | en_US |
| dc.identifier.uri | https://hdl.handle.net/1794/30012 | |
| dc.language.iso | en_US | |
| dc.publisher | University of Oregon | |
| dc.rights | CC BY-NC-ND 4.0 | |
| dc.subject | Consumer interest | en_US |
| dc.subject | Ultimate Fighting Championship | en_US |
| dc.subject | Homogeneity | en_US |
| dc.subject | Interrupted time series | en_US |
| dc.subject | Difference-in-difference regression | en_US |
| dc.title | Branding and Viewership: Does a Uniform Presentation Change Public Interest? | |
| dc.type | Thesis/Dissertation |