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Jansson, Wiktor, Ilja Johansson, and Ali Mehrnoosh. "Sponsorship - Attitudinal Effects of Sponsorship." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-13462.
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Purpose: To investigate how attitudes of hockey supporters change towards a sponsoring company depending on fan type and team commitment. Background: Sponsorship has become a widely accepted and used as a communication tool. In Sweden, sponsoring is a large part of all advertising conducted in the country. Previous studies within the subject of sponsorship show that generally sponsorship is a good affair for companies that engage in it. When it comes to sports sponsorship, hockey is the most developed sport in Sweden. Sports sponsorship is also an area where negative effects could occur due to sponsoring and the fact that many people are very passionate when it comes to sports and their favorite teams. Considering the massive amounts that companies invest in sponsoring it is of great interest to further investigate the effects of such activities. There is quite little research conducted within sports sponsoring in Sweden and therefore it is of interest both from businesses as well as the academic world to investigate the effects of sponsorship in a Swedish context. The main focus of this study is to investigate possible positive and negative attitudes towards sponsoring companies that sponsor different teams as well as effects on brand recall based on fan commitment. Method: In order to answer the purpose of this thesis a deductive approach was applied by collecting quantitative data from an experiment, control group and a follow-up study. Theories and previous research in the subject area was used in order to establish hypothesis that later has been tested. The data retrieved through the research was processed and analyzed using SPSS. Conclusion: The results show that attitudes towards the sponsor are positive when associated with the supported team and negative when associated with the rival team. Fans viewer frequency did not have a significant impact on positive attitudes towards the supported team while fan commitment had a strong impact on negative attitudes towards the sponsor of the rival team. Brand recall was higher with highly committed fans and is correlated with fan commitment. It is concluded that negative attitudes are easily invoked by fan commitment while it is not as easy to build positive attitude with repeated viewings.
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Svensson, Samuel, Mattias Meakin, and Emil Wennerlund. "Strategic Sponsorship : Managers attitudes towards Sport Sponsorship." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-27646.
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Sponsorship investments have increased during the last decades and the largest part of sponsorship is in sports sponsorship. Nowadays sports sponsorship is a large business where organizations can make great investments. Due to the fact that it now is a large business it is of great importance to understand this phenomenon in order to learn how to achieve success with it. There are some issues a company may consider before making the decision on sponsoring a sports team. Firstly, it could be a costly activity which can lead to a financial disadvantage if the sponsorship does not succeed, since it can involve high expense. Secondly, it could also be a time consuming activity which involves the risk of having the people within the company working in vain if failing to achieve success with the sponsorship. The literature describes many attributes that are important for managers working with sponsorships to apply in order to be successful. The purpose of this paper was to examine the relationship between managers’ attitudes towards sports sponsorship and their fulfillment of sponsorship attributes. To be able to answer the purpose three research questions were constructed that concerned the purpose of the study. To obtain the empirical data a case study was carried out with semi-structured interviews. The ones being interviewed were all managers working with sponsorship in their organization. With the help of their experience and answers to the questions an analysis was carried out. The finding was that managers that worked with more of the important attributes presented in the literature were more positive towards sports sponsorship than the organization that did not work with as many.
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Yazge, Anthony George. "Sponsorship in the sacraments a study of baptismal sponsorship /." Theological Research Exchange Network (TREN), 1988. http://www.tren.com.
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Law, Claudine. "Sponsorship concepts and practice : a view into Australian sponsorship management /." Title page, contents and introduction only, 1996. http://web4.library.adelaide.edu.au/theses/09C/09cl415.pdf.
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Kylander, Emma, and Moa Edenhammar. "Sponsring : En studie om sponsorskap inom ridsport." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10430.
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Inom de flesta idrottsföreningar kommer ofta en stor del av intäkterna från sponsring och det är lika viktigt vid en större tävling eller evenemang som det kan vara avgörande för mindre klubbars överlevnad. Under de senaste trettio åren har sponsring utvecklats från en småskalig verksamhet i ett begränsat antal industriländer till en större global industri. Syftet med denna studie är att erhålla en djupare förståelse för sponsorskap inom ridsporten. Fokus kommer vara på de sponsrande företagens motiv såsom effekter, exponering och mål. För att kunna bidra med kunskap om sponsring inom en sport som utmärks av stort hobbyinslag, d.v.s. stora tävlingar men ofta med icke-professionella deltagare. Det är en kvalitativ studie som bygger på ett flertal semi-strukturerade intervjuer. Datainsamlingen består av intervjuer genomförda med sponsoransvariga på olika företag samt med rättighetsinnehavare på olika eventbolag som sysslar främst med ridsports evenemang. Att kunna mäta ett sponsorskap har konstaterats relativt sällsynt många gånger. Det kan vara extremt kostsamt och tidskrävande. Ofta prioriteras det inte att lägga extra ekonomiska resurser på externa tjänster och därav utvärderar man inte. Under studien har detta tagits upp endast hos ett intervjuobjekt. Där läggs hellre resurser och tid på att arbeta fram goda relationer och samarbeten. Däremot kan mätningen av ett sponsorskap vara väl värt pengarna och tiden om man vill se utfallet av sin investering och dessutom för att kunna analysera och förändra tills nästa satsning. Det krävs definitivt mer medvetenhet kring vikten av mätning.It is not unusual that a large part of the incomes in a sports club comes from sponsor fees. It is equally important at a major competition or event and for smaller clubs it can be crucial for its survival. Over the past thirty years, sponsorships have evolved from small-scale operations in a limited number of countries to a major global industry. The purpose of this study is to obtain a deeper knowledge about how sponsorship in equestrian sport. The focus will be on the sponsoring companies motives such as effects, exposure and goals. To be able to contribute knowledge about sponsorship in a sport characterized by large hobby element, that is, big competitions but often non - professional attendance. It is a qualitative study based on a number of semi-structured interviews. Data collection consists of interviews conducted with the sponsorship managers in different companies and with rights holders in various events company engaged primarily in the equestrian events. Being able to measure a the effects and outcome of a sponsorship has been found relatively rare many times. It can be expensive and very time consuming. Often the priority is not to put additional financial resources on external services and therefore the evaluation will not be a priority. There is added more resources and time to develop good relations and cooperation. However, the measurement of a sponsorship can be well worth the money and time if you want to see the outcome of their investment and moreover to analyze and change until the next time a sponsorship comes up. It definitely requires more awareness of the importance of measurement.
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Celczynska, Dorota. "Sports sponsorship in Poland: A comparative study of companies’ sponsorship processes." Thesis, Malmö universitet, Fakulteten för lärande och samhälle (LS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-30392.
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Sports sponsorship has become a global and multi-billion dollar business. It is an integral part of the company's marketing strategy and viewed as a highly effective form of advertising. Clearly, companies have understood the value of sponsorship for their marketing portfolio and aim to build brand awareness, image, customers’ and employees’ loyalty, and generate higher revenues. However, previous research has shown that the potential of sports sponsorship is still not sufficiently used in Poland. Companies in this country lack knowledge and awareness about the sponsorship of sporting events.The purpose of this study is to analyze differences and similarities between companies' sponsorship processes that sponsor local, national, and international sporting events in Poland. It includes exploring sponsorship promotional activities, objectives, selection criteria, as well as decision-making procedures followed by businesses in the sponsorship exchange process.A qualitative comparative study consisting of 19 interviews with representatives sponsoring sporting events in Poland was used.The results revealed that sponsorship processes vary depending on the level of the sponsored sports event. As the level increases from local to national or international, companies adopt more profit-oriented goals and decisions. Whereas companies sponsoring local sporting events often based their choices on emotions and sympathy to sports disciplines or event organizers. Furthermore, the results also suggested that there is a significant difference between the decision-making procedures of companies involved in sponsoring different levels of sporting events. As the event level rises, it becomes more complex, considered, and longer.In summary, the study shows that companies in Poland recognize event sponsorship as an efficient way to create brand and product image. Although the study also discovers that the role of event sponsorship as a communication tool to achieve commercial goals is not seen by some corporations as a key aspect of strategy.
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Rodgers, Shelly. "Predicting sponsorship effects in E-newspapers using the sponsorship knowledge inventory /." free to MU campus, to others for purchase, 2000. http://wwwlib.umi.com/cr/mo/fullcit?p9988697.
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Johansson, Niklas, and Niklas Hansson. "The Sport Sponsorship Process and Relationships : A Case Study of Sports Teams in Sweden." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28591.
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Authors: Niklas Hansson and Niklas Johansson Supervisor: Svante Andersson Keyword(s): Sponsorship, Sport sponsorship, Sponsorship fit, Sponsorship objectives, Sponsorship outcomes, Sponsorship approach Purpose: The purpose of this study is to describe and explore how companies and sports teams decide to enter sponsorship agreements with each other. The purpose is also to explore the entire sponsorship process together with the specific relationships between sponsor/-s and sponsee/-s. This will be done in order to make a contribution to the research field of sponsorship in the context of sports teams. Research Problem: How does the sponsorship process form and how do sponsors/ sponseeswork with their sponsorship relationships? Method: The main methodological choice has been the abductive research method, where theories have been added and removed from the framework, in order to analyse data properly. A qualitative approach has been chosen and empirical data from eight organisations form two cases with three sponsors and one sponsee has been gathered. Primary data were collected from personal interviews and complemented with secondary data from websites and other material provided by the respondents. Theoretical Framework: The theoretical framework consists of classic sponsorship theories,in order to form a solid theoretical base for the concept of sponsorship. These classics are presented together with more modern theories regarding sponsorship in connection to certain aspects of the process and relationships and thus making the theoretical framework current and up to date. Conclusion: The process has been seen to take one out of two options, whereas a structured sponsorship process is one option and the other option is a rather unstructured sponsorship process. Sponsors and sponsees reported that they work increasingly with their networks and thus suggested that the network approach connected to sponsorship will grow more important in the upcoming years. Generally, it appears as if the main focus within sponsorship, in terms of fit, is how it works internally or within the agreement between sponsor and sponsee. Whether it signals something good or bad to the audience is therefore of no real interest or matter.
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Frisch, Yannik Felix, and Jaakko Alarik Tawast. "Digital Sports Sponsorship : The Impact of Digital Communication Channels on Sponsorship Relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164732.
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Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.
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Hong, Sungjai. "Determining Effectiveness of NBA Jersey Sponsorship." Bowling Green State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1562861534058407.
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van, Andel-de Raad Irene Maria. "International Child Sponsorship: Children’s Experiences with a Compassion International Sponsorship Program in Uganda." Thesis, Norges teknisk-naturvitenskapelige universitet, Norsk senter for barneforskning, 2011. http://urn.kb.se/resolve?urn=urn:nbn:no:ntnu:diva-13867.
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This study explores children’s experiences with a Compassion International sponsorship program in Mukono District, Uganda. International child sponsorship is offered in various ways by a large number of NGOs as a means to alleviate child poverty. While the sponsoring of individual children has been criticized for its divisive effects, little research is done on the topic from participating children’s own perspectives. According to the new social studies of children and childhood, children can provide valuable insights into matters that concern them. By focusing in-depth on the life stories and views of children and youth participating in a Compassion International sponsorship program, this study aims to give a nuanced picture of the ways in which child sponsorship can affect the lives of individual children. In order to present a structured account of children’s experiences with the sponsorship project in which they participated, my results are organized according to topics including children’s thoughts on the family and community impact of the project, children’s evaluation of the relationship with their sponsor, children’s perceptions of the role of religion in the project, children’s thoughts on the advantages and disadvantages of individual child sponsorship compared to community-focused development approaches, as well as children’s expectations and goals for their lives after having completed the program. Because rich data material was needed to realize the aims of this study, qualitative methods have been used including focus group discussions, narrative/semi-structured interviews and participant observation. In addition, children were given the opportunity to present a written account of their life histories, and to capture their daily lives by means of photographic reports. All informants were between the ages of 12 and 20 years. Although some problems were reported due to the sponsorship program’s individual character, all children experienced that participation in the program has given a positive turn to their lives. From a life in poverty with little opportunities, the sponsorship program has helped children to move towards a better life. The active use of religion, the provision of educational opportunities, and the possibility to expand one’s social network were among the most important factors contributing to this positive change of life. When thinking about their future lives, children felt that the sponsorship program empowered them to reach their personal goals and to make a difference for their families and communities.
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Kylbrink, Stefan, and Pontus Lindh. "Sponsorship Relationships: A Qualitative Case Study of Identifying Success Factors in Sponsorship Relationships." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19374.
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Background: Sponsoring is a marketing and communication tool that has had a major growth over the last two decades. Sponsoring is one of the fastest expanding ways for companies to communicate with their target audience. Despite this, there has been a lack of awareness considering the sponsorship relationships and how they evolved. Most of the research conducted up to now within the area of sponsorship has just been focusing on the sponsoring part as a separated unit, without considering the connection with the sponsee. Purpose: The purpose for this research is to investigate the relationship between a sponsee and its sponsors to identify success factors and how the parties act in order to ensure these success factors. Method: This qualitative research has been conducted by a deductive approach where interviews were held as data collection method. The research has been based on a descriptive design. Conclusions: This research shows that strong commitment and good frequent communication are key factors in order to have a successful sponsorship relationship. The research also shows the importance of having mutual goals in sponsorship relationships, since mutual goals have a tendency to increase the commitment from both parties in a sponsorship relationship.
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Grant-Braham, Bruce. "An investigation into motorsport sponsorship : a comparative analysis of two and four wheeled sponsorship." Thesis, Bournemouth University, 2009. http://eprints.bournemouth.ac.uk/12329/.
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The prime objective of the research is to establish why commercial sponsors use motor sport as an element of their marketing communications. A comparison has been undertaken between car and bike racing, as represented by Formula One and MotoGp, to establish any differences in approach. The initial historical element of the research revealed that motor sport had been sponsored by vehicle manufacturers since the origins of the petrol combustion engine in the late 19th century. Any suggestion that sponsorship of motor sport is a recent, late 20th century science has been dispelled. The investigation found that the sponsors of top level car racing place major importance on achieving awareness for their brands through media exposure, particularly television. This aim is shared by motorcycle racing sponsors too and a common model is identified. Where motor cycle racing is specifically concerned the research established that there is an almost identical approach to the usage and application of sponsorship to that in car racing. The only difference being that the wider commercialisation of F1, in which brands outside those intimately involved with automotive industries have made use of motor sport sponsorship, has been around for longer than that in motorcycle racing. The motorcycle sponsors have therefore taken slightly longer to reach the same level of marketing sophistication in a sport which is recognized as having less money overall. The research reveals that the most important element of the business plan for both types of motor sport relies largely on a business model linked to global television audiences. Such audiences are seen as vital in generating awareness of sponsors and their products. Such plans provide an entirely relevant platform for the initial steps of the AIDA theory (Awareness; Interest; Desire; Action) of product adoption. The research also identifies that this commonality of approach is not entirely accidental as similar promoters have been involved at the top level of both sports. The research advises that the future of motor sport should continue to involve the application of the latest technologies appropriate to passenger vehicles if it is to continue unhindered. It is suggested that motor sport should become the definitive technological test bed for vehicle propulsion systems that are sustainable and kind to the environment.
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Berrett, Timothy. "Strategic insights into sport sponsorship." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp04/nq22951.pdf.
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Ali, Huria Abdulkadir, and Maditlhare Lebohang Elsy Kalane. "Sponsorship transparency on purchase intention." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48506.
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The purpose of this paper is to examine how consumers’ online purchase intention is impacted by sponsorship transparency and the use of disclosure. An online survey was collected from 135 people from 41 different countries around the world. The collected data was used to test the proposed four hypotheses and was analyzed with a linear regression test. The findings suggest that the ethical practice of sponsorship transparency negatively impacts purchase intention; and posits that an explicit sponsorship disclosure has no positive impact on purchase intention. However, the characteristic trait of the influencer, i.e. transparency and authenticity and their source credibility has a significant impact on prompting consumers toward purchase intention.
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Simion, Alina. "The effectiveness of online sponsorship." Thesis, Université de Lorraine, 2018. http://www.theses.fr/2018LORR0315.
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Cette thèse a comme objectif d’analyser l’efficacité du parrainage en ligne, dans le cadre de la communication de l’entreprise. La revue de la littérature comprend deux parties : les caractéristiques de base du parrainage en ligne (chapitre I) et le traitement du parrainage en ligne et ses effets (chapitre II). Le chapitre I présente une analyse des principes de base du concept de parrainage et des communautés en ligne, ainsi que leur impact sur les consommateurs. La section I.2 est consacrée à notre sujet de recherche, le parrainage en ligne. Nous présentons l'état de l'art, définissons et classons le parrainage en ligne et soulignons les principales différences entre le parrainage traditionnel et en ligne et entre le parrainage en ligne et la publicité en ligne. Une synthèse des premières études préliminaires est également discutée.Le chapitre II est consacré au traitement et aux effets du parrainage en ligne ainsi qu’au développement du modèle de recherche. Ce chapitre comprend une analyse de trois cadres théoriques différents et détaille le raisonnement qui nous a amenés à développer le cadre intégratif du parrainage en ligne. Les principales hypothèses de recherche sont émises et le modèle de recherche est développé. Nous résumons la méthodologie de recherche, les résultats et les implications, ainsi que les limites et les orientations futures de recherche.Le chapitre III détaille notre approche et présente des arguments pour la phase expérimentale. La section III.3 présente l'opérationnalisation des variables et la section III.4 les résultats des tests préalables, les variables manipulées et les groupes d'échantillonnage. Le chapitre IV résume l'analyse des données et les résultats. Nous rappelons les variables incluses dans le modèle et déterminons le profil sociodémographique de l'échantillon. La section IV.4 précise les résultats de l'évaluation de la normalité et de l'analyse univariée pour les variables considérées. La validation du modèle définit les méthodes utilisées pour l'analyse des données, la portée de la recherche, la validation des échelles de mesure (modèle externe), ainsi que les relations structurelles et les tests d'hypothèses. Les paramètres de qualité du modèle final sont analysés pour évaluer la fiabilité du modèle. Enfin, les résultats de l'analyse multi-groupe, les conclusions et implications, les limites et les axes de recherche futurs sont exposésThe aim of this thesis is to analyze the effectiveness of online sponsorship, as part of the company’s communication mix. The literature review consists of two parts: basic characteristics of online sponsorship (chapter I), and processing of online sponsorship and effects (chapter II). In chapter I, we conduct an analysis of the fundamentals of the sponsorship concept and the Internet and online communities, and how they have impacted consumers. Section I.2 is dedicated to our main object of research, online sponsorship. In this part, we present the state of the art, define and classify online sponsorship, and we underline the main differences between the traditional and online sponsorship and between online sponsorship and online advertising. A synthesis of the first preliminary studies is also discussed. Chapter II focuses on online sponsorship processing and effects and the development of the research model. The chapter comprises an analysis of three different theoretical frameworks and details the reasoning which led us to develop the integrative framework for online sponsorship. Sponsorship outcomes, processing context and impact factors are analyzed. Within section II.2 the main research hypotheses are emitted and the research model is developed in section II.3. We summarize the research methodology, the results and implications, along with the limitations and future research directions of the current research. Chapter III details our research approach and arguments for the selected online sponsorship format to be studied further in the experimental phase. Section III.3 presents the variables' operationalization and section III.4 the experiment's pre-tests results, the final experiment conditions and sampling groups. Chapter IV describes the data analysis and results. We recall the variables included in the model and present the socio-demographic profile of the sample. Section IV.4 details the normality assessment and univariate analysis results for the considered variables. The validation of the model details the methods used for the data analysis, the scope of the research, the validation of the measurement scales (outer model), and the structural relationships and hypotheses' tests are also discussed. The final model quality parameters are assessed to evaluate the reliability of the model. Finally, the results of the multi-group analysis, the conclusions and implications, the limitations and future research directions are exposed
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Jung, Hye Yoon. "Collegiate sports sponsorship and brand awareness a study of collegiate sponsorship at a football game /." Morgantown, W. Va. : [West Virginia University Libraries], 1999. http://etd.wvu.edu/templates/showETD.cfm?recnum=1200.
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Thesis (M.S.)--West Virginia University, 1999.Title from document title page. Document formatted into pages; contains vi, 78 p. : ill. (some col.). Vita. Includes abstract. Includes bibliographical references (p. 66-68).
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Reiser, Matthias [Verfasser]. "The sponsorship effect : do sport sponsorship announcements impact the firm value of sponsoring firms? / Matthias Reiser." Köln : Zentralbibliothek der Deutschen Sporthochschule, 2012. http://d-nb.info/1096518880/34.
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McHenry, Kevin Robert. "Corporate sponsorship and secondary school athletics." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2000. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape3/PQDD_0025/MQ50476.pdf.
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Aguilar-Manjarrez, Rafael. "Modelling the sport sponsorship selection process." Thesis, University of Leeds, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.396288.
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Morris, Andrea Leigh. "Assessing brand image transfer in sponsorship." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5347.
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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.ENGLISH ABSTRACT: Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how organisations are able to satisfy consumers‟ needs. Satisfying consumers‟ needs is a key philosophy of marketing, thus, it is an important objective for marketing managers to transfer knowledge to consumers about their need-satisfying capabilities. Research has shown that knowledge is transferred to consumers by first creating awareness of brands, then building consumers‟ knowledge of brands, and finally establishing and enhancing consumers‟ perceptions of brand image. According to marketing literature, the process of building brand awareness, brand knowledge and brand image ultimately contributes toward the enhancement of brand equity. Previous research has shown that establishing brand awareness is an initial and crucial objective of sponsorship endeavours. Little research, however, has been done on the importance of brand image objectives and strategies in sponsorship. Researchers agree that brand image can be transferred between a sponsor brand and sponsored event, thereby enhancing the brand image of the respective parties. The purpose of this study was therefore to assess brand image transfer in sponsorship. The research problem considered the question whether the brand image of sponsor brands is transferred to the brand image of sponsored events, and whether the brand image of sponsored events is transferred to the brand image of sponsor brands. Fictitious brands were designed to assess the transfer of brand image, namely FruityBliss (sponsor brand) and the ProFriz Frisbee Challenge (sponsored event). Four brand image attributes were selected to assess the brand image of the sponsor brand and the brand image of the sponsored event. These included physical product and price (sponsor brand) and status and size (sponsored event). The four brand image attributes were manipulated in sixteen experiments and the brand image scores of the sponsor brand and sponsored event were subsequently measured. Results of the study showed that brand image scores of the sponsor brand were significantly higher than the brand image scores of the sponsored event. It was therefore concluded that brand image transfer does occur from a sponsor brand to a sponsored event and vice versa. Furthermore, product and price appeared to have a greater influence on the brand image scores of the sponsor brand and the sponsored event, than did status and size of the sponsored event. It was thus concluded that although brand image transfer does occur from a sponsor brand to a sponsored event and vice versa, the sponsor brand is influenced more by the sponsorship than the sponsored event. In other words, a stronger brand image transfer takes place from a sponsored event to a sponsor brand than from a sponsor brand to a sponsored event. From the research results, a number of recommendations were made. It was emphasised that organisations should make use of sponsorship as a means to break through promotional clutter. Sponsorship is an effective technique in enhancing brand images, and ultimately enhancing the brand equity of organisations. Organisations should therefore take careful consideration in developing sponsorship strategies; sponsor products should be affiliated with sponsored events and vice versa.
AFRIKAANSE OPSOMMING: Bemarkingsliteratuur toon dat borgskap ‟n belangrike bemarkingskommunikasie-instrument is om te midde van ‟n warboel produkreklame ‟n impak te hê op die uitbou van handelsmerkbeeld. Borgskap is ‟n kommunikasiemetode waardeur bemarkingsbestuurders inligting oor bemarkingsaanbiedinge aan verbruikers oordra, oftewel aan verbruikers verduidelik hoe organisasies in hul behoeftes kan voorsien. Bevrediging van verbruikers se behoeftes is 'n belangrike filosofie van bemarking, dus, is dit 'n belangrike doelstelling vir bemarkingsbestuurders om kennis oor te dra aan verbruikers oor hulle behoefte-bevredigende vermoëns. Navorsing toon dat inligting eerstens aan verbruikers oorgedra word deur hulle bewus te maak van ‟n handelsmerk; daarná hul kennis van die handelsmerk op te bou, en uiteindelik hul opvattings van die beeld van daardie handelsmerk vas te lê en te verbeter. Volgens bemarkingsliteratuur dra die opbouproses van handelsmerkbewustheid, handelsmerkkennis en ‟n handelsmerkbeeld uiteindelik by tot die versterking van merkekwiteit. Vorige navorsing dui aan dat die vestiging van handelsmerkbewustheid ‟n aanvanklike en noodsaaklike doelwit van borgskap is. Tog is daar nog weinig navorsing gedoen oor die belang van handelsmerkbeelddoelwitte en –strategieë in borgskap. Navorsers is in eenstemming dat handelsmerkbeeld tussen ‟n borg en ‟n geleentheid oorgedra kan word, om só die handelsmerkbeeld van die onderskeie partye te versterk. Hierdie studie het ten doel gehad om sodanige handelsmerkbeeld-oordrag gedurende borgskap te beoordeel. Die navorsingsprobleem het besin oor die vraag of die handelsmerkbeeld van borghandelsmerke na die handelsmerkbeeld van geborgde geleenthede oorgedra word, asook of die handelsmerkbeeld van geborgde geleenthede na die handelsmerkbeeld van die borghandelsmerke oorgedra word. Fiktiewe handelsmerke, naamlik Fruitybliss (die borghandelsmerk) en die ProFriz Frisbee Challenge (die geborgde geleentheid), is ontwerp om handelsmerkbeeld-oordrag te bestudeer. Vier handelsmerkbeeld-eienskappe, naamlik fisiese produk en prys (borghandelsmerk) en status en grootte (geborgde geleentheid), is gekies om die handelsmerkbeeld van die borg en dié van die geleentheid te beoordeel. Die vier eienskappe is in sestien eksperimente gemanipuleer, waarna die handelsmerkbeeldtellings van die borghandelsmerk sowel as die geborgde geleentheid gemeet is. Die studieresultate toon dat die borghandelsmerk beduidend hoër handelsmerkbeeldtellings as die geborgde geleentheid behaal het. Daar was afgelei dat handelsmerkbeeld wél van ‟n borghandelsmerk na ‟n geborgde geleentheid oorgedra word, én omgekeerd. Voorts het produk en prys van die borghandelsmerk oënskynlik ‟n groter invloed op die handelsmerkbeeldtellings van die borghandelsmerk en die geborgde geleentheid gehad as die status en grootte van die geborgde geleentheid. Daaruit word afgelei dat, hoewel borgskap ‟n tweerigting-oordrag tussen borghandelsmerk en geborgde geleentheid impliseer, die borgskap tog ‟n groter invloed op die borghandelsmerk het as op die geborgde geleentheid. Handelsmerkbeeld-oordrag blyk dus om sterker te wees vanaf ‟n geborgde geleentheid na ‟n borghandelsmerk, as van ‟n borghandelsmerk na ‟n geborgde geleentheid. ‟n Aantal aanbevelings kan op grond van die studie gedoen word. Onder meer word beklemtoon dat organisasies borgskap moet aanwend om te midde van ‟n warboel produkreklame ‟n impak te hê op die uitbou van handelsmerkbeeld, om sodoende uiteindelik merkekwiteit te verbeter. Daarbenewens word voorgestel dat borgskap gebruik word om die handelsmerkbeeld van organisasies te bou en te versterk. Organisasies moet dus noukeurig oorweeg tydens die ontwikkeling van borgskap strategieë; borg produkte moet geaffilieer word met geborgde geleenthede én omgekeerd.
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Carneiro, Felipe Pinho. "Effects of sponsorship in dental plans." Universidade Federal do CearÃ, 2012. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=8773.
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nÃo hÃThe objective of this study is to identify and characterize the existence of moral hazard in the dental plans market when there is some kind of sponsorship in cash counter installments. This paper compares the behavior between plans with total sponsorship, with partial sponsorship and without sponsorship. Count Models were used to measure the over use of dental services. Empirical data from a exclusively dental plan, characterized by ANS as Odontologic Group, were collected, processed, described and analyzed to test the hypotheses raised about the moral hazard reduction when there is any kind of sponsorship. The results revealed strong evidence of regionalism in demand for appointments, showing localities where the sponsorship effect decreases the demand for appointments and other locations where the same effect increases this same demand.
O objetivo deste estudo à identificar e caracterizar a existÃncia do risco moral no mercado de planos odontolÃgicos quando da existÃncia de algum tipo de patrocÃnio nas contraprestaÃÃes pecuniÃrias. Este trabalho compara o comportamento de utilizaÃÃo entre planos com patrocÃnio total, com patrocÃnio parcial e sem patrocÃnio. Fez-se uso dos modelos de contagem visando mensurar a sobreutilizaÃÃo dos serviÃos odontolÃgicos. Dados empÃricos oriundos de uma operadora exclusivamente odontolÃgica, caracterizada pela ANS como odontologia de grupo, foram coletados, tratados, descritos e analisados buscando testar as hipÃteses levantadas sobre a reduÃÃo do risco moral quando hà algum tipo de patrocÃnio. Os resultados revelaram fortes indÃcios de regionalismo na demanda por consultas, apresentando localidades onde o efeito de patrocÃnio diminui a demanda por consultas e outras localidades onde o mesmo efeito aumenta esta demanda.
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Шишова, Юлія Григорівна, Юлия Григорьевна Шишова, and Yuliia Hryhorivna Shyshova. "State sponsorship of the Ukrainian culture." Thesis, Видавництво СумДУ, 2008. http://essuir.sumdu.edu.ua/handle/123456789/8298.
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Both our state and our culture are today “on cross-roads”. Thus the last is rather reason than result. If today the state will not render proper support to the financing of cultural development, tomorrow it can not only lose chances to plant competitive of oneself in a global environment but also get a fatal blow on the national culture. However we shouldn’t forget that any support deforms a natural evolution. The state must interfere in development of culture as little as it possibly and as much as it needed. Cultural weighed policy is necessary for this proccess. It will foresee stimulation of such important alternative sources of cultural development financing as: patronage of art, sponsion and others.
When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/8298
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Royo, Sheila G. "Sponsorship and migration in Northeast Thailand." Thesis, Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/64567.
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Sponsorship is widely recognized as a major factor in migration decisions. However, the extent to which it encourages potential migrants to move has been little documented.
This study documents the role of urban sponsorship in rural to urban migration decisions, specifically sponsorship in Northeast Thailand, using data originally gathered to redirect rural to urban movement in the area, and utilizing multiple analysis of variance and multiple regression to account for the effect of sponsorship on potential migration decisions among other competing explanations. The characteristics of urban sponsors were also considered in examining the variations in sponsorship.Master of Science
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Kuo, Yi-Chun. "The impact of corporate stadium sponsorship." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3261.
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The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.
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Beggs, Jennifer C. "Understanding corporate motivations and trends in sponsorship /." Philadelphia, Pa. : Drexel University, 2004. http://dspace.library.drexel.edu/handle/1860/461.
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Runsbech, Alexander, and Daniel Sjölin. "Negative effects of sponsorships : A quantitative study on negative effects of image transfer through sponsorship in the U.K." Thesis, Högskolan i Halmstad, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15760.
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Title: Negative effects of sponsorship – A quantitative study of negative effects of image transfer through sponsorship in the U.K Course: European Business, Undergraduate thesis at C-level, 15 Hp. Authors: Alexander Runsbech & Daniel Sjölin Objective: The objective with this thesis is to identify and describe how a sponsoring company’s image and reputation is affected by negative behaviour by the sponsored resource and its effects on consumer attitude and buyer behaviour. Methodology: An abductive approach, with an extensive procedure, which has been conducted through a quantitative study. Theoretical frame of reference: In order to gain a better understanding and greater knowledge of sponsorship and its surrounding concepts, three models has been used in the thesis; The Sponsorship Portfolio Model, A-ERIC Model and The Image Creation and Image Transfer Model. In the basis to these three, a new model has been developed to explain the linkage between negative exposure and negative consumer attitude changes – The Negative Sponsorship Effects Model (N-SEM). Results: A quantitative study has been preformed with the help of a questionnaire, based on 26 questions regarding sponsorship knowledge, attitude changes and buyer behaviour changes. 12 of the questions have been based on actual case studies regarding sponsorship incidents. Analysis: The analysis has been based on the results provided by the quantitative survey and has been divided into two parts, according to the structure of the survey – a section analysing the general questions and a section analysing the case study questions. Both parts have then been linked the newly developed N-SEM to provide a deeper analysis and understanding of the subject. Conclusion: The effects of negative exposure, due to an incident involving the sponsored could result in a transfer of image, which can affect the consumer’s attitude negatively towards the sponsoring company. However, the negative attitude does not necessarily imply an alteration in buyer behaviour. The intensity of media exposure will influence the extent of transferral of associations between sponsored and sponsor, and subsequently the degree of which attitude could change.
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Liljehammar, Simon, and Kampitsch Kristoffer Nilsson. "Sponsorship : Is it a double-edged sword?" Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19377.
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Today, sponsorship is an integrated communication tool used for the achievement of commercial objectives. As the marketing environment changes sport sponsorship has evolved into one of the fastest growing marketing sectors. Yet, research up to now has been somewhat limited to one dimension of the sponsor relationship, without further consideration of the other. Therefore, this study has assessed both sides of sponsorship arrangements. Relevant literature has been reviewed and a survey was carried out in order to answer the purpose within this thesis. Our findings show that identification and commitment to a sport team was positively related to attitudes and purchase intentions toward favorite team sponsors. Moreover, mean scores suggested that negative associations from rival teams could “rub-off” on sponsored brands. This was evident in forms of attitudes but not in avoiding sponsors products. The study showed potentials with sponsorship while at the same time described sponsorship as a complex business which one should treat with caution in order for it to not become a double-edged sword. Key words: sport sponsorship, social identity, in-group, out-group, identification and commitment to a sport team
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Constantin, Fabien, and Pol Donnou. "Sport sponsorship from athletes' point of view." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-19898.
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Mil-Homens, Joao Loureiro. "Voluntary Environmental Initiatives: Sponsorship and Stakeholder Involvement." Thesis, Virginia Tech, 2002. http://hdl.handle.net/10919/34653.
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Voluntary environmental initiatives (VEIs) promise to provide firms and facilities additional flexibility and motivation in managing their environmental affairs in part by reducing compliance and enforcement costs and improving their public image. As a result, since 1990, over 13,000 organizations have participated in more than 100 US and international VEIs. In order for these initiatives to be successful, they need to be implemented following good practice guidelines, reliable enforcement mechanisms, appropriate monitoring, reporting, transparency, and public information availability. All of these activities may be contingent on high levels of stakeholder participation. Little is known, however, about how different stakeholders have been involved in the development of these programs and how this participation varies for different types of VEIs. By conducting an Internet based survey to 63 VEI managers, this research examines the diversity and intensity of stakeholder participation in the design and implementation of VEIs relative to sponsorship.
This study concluded that VEIs developed by a partnership between different organizations had the largest number of different types of stakeholders involved. Yet, industry and government sponsored initiatives had a number of different types of participants very close to what occurred in the design of partnership VEIs. Third-party initiatives had the lowest diversity of participants involved in the design of their programs. This pattern illustrates that the VEI sponsors traditionally more susceptible to criticism in terms of credibility are the ones more concerned with stakeholder involvement in the development of their initiatives.
As for the role of specific stakeholders, it was observed that government sponsored VEIs had a higher degree of involvement from industry associations than from any other stakeholder. Even if the degree of involvement by non-profit organizations was not considerably lower than by industry associations, the existing difference supports the critique that government VEIs are generally developed in a tighter cooperation with the private sector and sometimes without the collaboration of the civil society. As for third-party initiatives, it was observed that the industry sector had a higher degree of involvement than the government.Master of Urban and Regional Planning
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Browning, Lisa E. "The Olympic sponsorship : a meeting planning perspective /." Online version of thesis, 1993. http://hdl.handle.net/1850/11718.
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Cancian, Ilaria <1992>. "Sport e brand: da sponsorship a partnership." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/10646.
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La tesi ha l'obiettivo di verificare i cambiamenti avvenuti nelle sponsorizzazioni sportive negli ultimi anni, focalizzandosi sul rapporto tra aziende, fan, associazioni sportive e atleti. Vengono valutati in modo approfondito gli ultimi trend in materia in relazione allo sviluppo dei social media.
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Bibby, David N., and dave bibby@aut aa nz. "adidas's sponsorship of the New Zealand All Blacks: The relationship between brand image and brand equity in sports sponsorship." RMIT University. Applied Communication, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20071220.094710.
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This study explores the relationship between two theoretical constructs: brand image and brand equity in the context sports sponsorship. The sporting context for the study was the 2003 Rugby World Cup held in Australia. The research focused on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. Keller's (1993, 2003) customer-based brand equity models were the conceptual inspiration for the research, with Faircloth, Capella and Alford's (2001) conceptual model - adapted from the work of Aaker (1991) and Keller (1993) - the primary conceptual model. Data was collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas's brand image and adidas's brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view postulated by Keller (1993, 2003) that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al (2001) who found that brand image directly impacted brand equity.
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Dees, Windy. "Measuring the effectiveness of commercial sponsorships in intercollegiate athletics." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0008267.
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Thesis (M.S.E.S.S.)--University of Florida, 2004.Title from title page of source document. Document formatted into pages; contains 129 pages. Includes vita and abstract. Includes bibliographical references.
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Arvidsson, David, and Charles Christoffer Hansen. "Sponsorship of grassroots- and youth football teams : A qualitative study from the sponsors’ perspective." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31266.
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Abstract Title: Sponsorship of grassroots- and youth football teams: A qualitative study from the sponsors’ perspective. Authors: David Arvidsson and Christoffer Rex Hansen Charles. Supervisor: Hèléne Laurell. Level: Bachelor thesis in marketing (15 Swedish credits), Spring 2016. Keywords: Sponsorship, Sport sponsorship, Local sponsorship, Corporate Social Responsibility (CSR), Football,Grassroots, Effectiveness measurement. Purpose: The purpose of this study is to increase the understanding of sponsoring grassroots- and youth football teams. Theoretical framework: The theoretical framework begins with theory regarding sponsorship. CSR and its importance are also discussed. A link between sponsorship and CSR is brought forward at the end of this chapter. Methodology: A deductive approach and a qualitative method have been used in order to get a more detailed, deeper and descriptive explanation of the chosen subject. Empirical framework: The empirical framework was collected through personal interviews with respondents from five different companies. The respondents were the ones responsible for the work with sponsorship at each respective company. Conclusion: Companies are involved in the sponsoring of grassroots- and youth football teams in order to be seen as good citizens. It is also seen as a brand building activity and away to build relationships. A link between CSR and sponsorship can be done and sponsorship can be used as a tool to communicate companies’ CSR-initiatives. Finally, are the effects from sponsorship not measured due to the difficulties in this process, however, methods for this purpose do exist, such as customer surveys.
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Čápová, Lenka. "Sponzoring v umělecké oblasti: Význam a role Sponsorship fitu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197818.
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The thesis discusses the process of sponsoring as a marketing instrument. It particularly focuses on sponsoring in fine and visual arts and examines how is this practice perceived by customers and what benefits does it bring to its company or brand. One key factor in said customer perception - sponsorship fit - is emphasized, which indicates the importance of a relationship between the sponsor and the sponsee. Main goal of this thesis is to explain its nature and discover, whether do representatives of Czech companies act on it or not. Theoretical part of the thesis lists relevant knowledge from current, mainly foreign literature, and the practical part employs existing consumer research and expert interviews. Together, the entire work aims to create a consistent and coherent whole, depicting the current theories and their utilization in reality. The thesis draws the conclusion that sponsorship fit in fine and visual arts does have its unique features, which need to be taken into account. Moreover, Czech companies can indicate these features adequatly and adjust their sponsoring activities accordingly.
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Delaney, Deborah. "Sponsorship Decision-Making and Management: An Accounting Perspective." Thesis, Griffith University, 2010. http://hdl.handle.net/10072/368075.
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This thesis reports on a study that has examined the sponsorship decision-making process in Australian organisations. The broad objectives of the thesis are to develop an understanding of the process of sponsorship decision-making, the factors affecting this process and the role management accounting plays in the investment decision-making process.
Three empirical phases have been undertaken in the study. The first phase comprised a case study in a large public sector institution (an Australian university). The second phase involved the conduct of exploratory interviews with managers responsible for sponsorship in a number of Australian organisations. The third empirical phase involved the administration of a survey questionnaire to managers responsible for sponsorship decision making in Australian organisations.
The study’s more significant findings include:
(1) There appears to be scope for the application of more sophisticated sponsorship decision-making processes in Australian companies.
(2) In the case study organisation studied, it appeared that the only real significant sponsorship management role for accounting concerned the budgetary identification of funds allocated to sponsorship and monitoring of funds expended. The sponsorship decision-making approach in the case study organisation can be best described as intuitively-based.
(3) The exploratory interview findings suggest that the role of accounting and involvement of accountants in the sponsorship decision-making process tends to be negligible. Consistent with the case study findings, budgets were found to be mainly used in a planning and control capacity. This finding was supported by the survey phase of the study, where it was observed that the most prominent budgetary role in the context of sponsorship management is “expenditure authorisation”.
(4) Some support has been found for a proposed relationship between formalisation of the sponsorship decision-making process and the contingent factor environmental uncertainty.
(5) No support was found for a proposed relationship between sophistication of the sponsorship decision-making process and the contingent factors of strategy, size, environmental uncertainty, risk and trust.
(6) Support was found for a proposed relationship between intuition in the sponsorship decision-making process and the contingent factors of strategy, risk and trust.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Friedrich, Andreas, and Filip Jouper. "The interplay between Sports Sponsorship Selection and CSR - A Study of Perceived Value for Entities through CSR in Sports Sponsorship." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-60786.
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Leistén, Justus, and Kamran Sairafi. "Enhancing Relationships : Strenghtening customer relations through sport sponsorship." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-11722.
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During the 1980s and 1990s, commercial sponsorship grew with a rapid pace with an increase in worldwide spending from $2 billion in 1984 to $18.1 billion in 1997. Also, when the sponsorship market grew the interest amongst business researchers grew and finally became an own topic within business. Further, within marketing there was also a change occurring during the same time. It was an evolutionary paradigm shift from the marketing mix and the 4Ps to Relationship Marketing and the focus on long-term relationships. The marketing mix and the 4Ps had been the dominating model since the 1950s however when industries matured, market demand changed, competition increased and customers became more sophisticated and demanded more. Both the rapid growth within sponsorship and move to Relationship Marketing can mainly be explainedby the developments in Information Technology and globalization.
However, despite the increasing interest sponsorship and relationship marketing separately,few researchers have tried to combine these two even though several researchers have challenged others. In 2003, Farrelly and Quester studied the relationships between the sponsor and the sponsored. The intentions of the researchers are to extend this research to the relationships between the sponsor and their customers.
The purpose of this thesis is to explore how sponsors utilize sponsorship to build and maintain relationships with their customers. The intention is to create a foundation that can be later tested with the sponsors’ customers through a series of propositions. This study is done from the sponsors' perspective and in a B2B context. It is a qualitative research using six of the main sponsors as case studies for HV71, one of the largest ice hockey teams in Sweden. For the data collection the researchers used face-to-face interviews with managers from Husqvarna, Swedbank, Öhrlings PriceWaterhouseCoopers,Nybergs Bil, Ernst&Young and June Emballage.
The researchers have identified four different ways how sponsors utilize sponsorship to build and maintain relationships with their customers. The sponsors use sponsorship to create meeting places outside the business office, increase communication, add value totheir offerings and predict customer needs. The goal is to increase trust and value because when they increase, the relationship between the sponsor and customer grows stronger.
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Åkerström, Niclas, Roger Blomqvist, and Simon Markusson. "Sport sponsorship : A multiple case study in Sweden." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19594.
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The last decades sport sponsorship has grown into a massive industry. This has given marketers unique opportunities and challenges to develop their brand strategy in order to stay competitive. Although the increasing research made within sport sponsorship, marketing researchers is just in the beginning of understanding the full effects of it. There is still a gap within this research field in Sweden and the rest of Europe. Though, researchers have found common desired brand objectives for using sport sponsorships which are called the sponsorship portfolio. The purpose of this study is to investigate companies’ perception and use of sport sponsorship. The purpose will also be to investigate how well companies’ use of sport sponsorship match with their customers perceptions of it. This study is based on a qualitative multiple case study using a semi-structured interview technique. Two companies, Craft and Team Sportia, were interviewed with five different managers to investigate their perception of sport sponsorship. Two focus groups, one on each company, where conducted in order to compare the results of the interviews. The study will be limited to the Swedish sport sponsorship market. In the case of Craft, findings indicate that Crafts sport sponsorship strategy is in overall congruence with the most important brand objectives using sponsorship in the theory. Though are the focus group perception of Crafts sport sponsorship and their brand not quite as consistent as company want to reflect. Results from the case of Team Sportia reveal that they could be seen as a company with a positive brand image. The brand itself is perceived as less strong than their competitors by the focus group due to weak perceived brand awareness. New findings in this study are Crafts product development through sport sponsorship as well as the message of brand familiarity through Team Sportias sport sponsorship.
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Rogers, Audrey, and Evangelia Banti. "Sponsorship Portfolio : Empirical study of the decision process." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-18936.
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Background/Problem: Sponsorship has grown a lot for the past twenty years, to become a part of the marketing activities not to say a full-fledged tool. Being now a major marketing tool, it is crucial to understand how the whole sponsorship process works, in order to control it perfectly. Purpose: To offer an overview of the whole sponsorship process, from the sponsoring side. Theory: In the theory part is a literature review about sponsorship. First a definition of sponsorship is presented. Then the different motivations to start a sponsorship activity are discussed, followed by the selection criteria. Finally, the evaluation methods of the activity are reviewed. Research questions: How do companies select their events and manage their portfolio? Which are the factors influencing the future decisions of continuing a sponsorship? Method: In order to identify what are the most relevant elements in the whole sponsorship-decision process, a quantitative approach was used. An online survey was created online in order to collect data that has been analysed through SPSS. Conclusion: Our results show that the selection of the event and the evaluation of the sponsorship activity are very important for the portfolio, although if there is a lack of evaluation among the companies.
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Kurtz, Kristel (Kristel Edith Elaine). "Sponsorship and career progression in the consulting industry." Thesis, Massachusetts Institute of Technology, 2012. http://hdl.handle.net/1721.1/72890.
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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2012.Cataloged from PDF version of thesis.
Includes bibliographical references (p. 39).
For people of equal aptitude and accomplishment, differences in career progression to the senior ranks of a professional services firm are often attributed to the presence or absence of sponsorship from senior executives. Senior advocates play a critical role in career advancement by identifying opportunities and by giving proteges the chance to compete for those opportunities. My hypothesis is that people who desire advancement need a clear sponsor within an organization in order to plan a path forward and to bring visibility to their past accomplishments and their future potential. The hypothesis was evaluated in the consulting industry. The basis for the research was a combination of field study interviews and an experimental survey. The field study involved interviewing Senior Executives in the consulting industry who have chosen to make a long-term career in the industry and those who have moved onto other industries. Vignettes of the interviewee's description of their career progression were developed and survey tested with mid-career executives. The survey participants rated the competency, level of sponsorship, and promotion readiness of the candidate. Varying the candidate's gender across the surveys also tested the effect of gender on promotion rating. From the survey results, competency was the most significant predictor of promotion with female gender having a negative, but smaller, yet still statistically significant effect. Sponsorship did not have a statistically significant effect on promotion within the survey study. However, sponsorship was identified in addition to competence and opportunity as a key factor to interviewee's success. This difference in sponsorship indicates discontinuity between described practice and observed interpretation.
by Kristel Kurtz.
M.B.A.
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Gorse, S. "Corruption in international sport : implications for sponsorship management." Thesis, Coventry University, 2013. http://curve.coventry.ac.uk/open/items/0c4fda21-641d-4f02-9ae8-3ba40ba40da7/1.
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There has recently been a marked increase in the number of reported cases of corruption in international sport. As such, a growing number of sponsors have taken remedial action in order to protect the reputation of their brand. This study has been designed to analyse how sponsors respond to the threat of corruption in sport and to identify the contextual factors that influence such a response. Maennig (2005) identified two forms of corruption – ‘management corruption’ and ‘competition corruption’. It is the latter, defined by Gorse & Chadwick (2010) as “any illegal, immoral or unethical activity that attempts to deliberately distort the outcome of a sporting contest (or an element within the contest) for the personal material gain of one or more parties involved in the activity” that provides a focus and context for this study and includes such behaviour as doping, tanking, match fixing and spot fixing. In order to identify how sponsors respond both to the threat of being associated with a property affected by this type of behaviour, also referred to as sporting transgression in this study, and to analyse instances of actual corruption, a four-stage research methodology has been employed. A database of cases of sporting transgression was created to provide contextual background and further rationale for the focus of this study; a series of preliminary interviews were conducted with professionals in and around the sponsorship industry to highlight the potential implications of corruption for sponsors; and a number of case studies were developed, recognising the key stakeholders in sponsorship management. A series of in-depth semi-structured interviews were then conducted with multiple stakeholders in the sport industry - sponsors, legal professionals with expertise in sponsorship and commercial managers in governing bodies of sport. Interviews were recorded, transcribed and then analysed using grounded theory coding techniques, allowing for key themes to emerge and responses to corruption in sport discussed. Analysis of the interview data indicates that sponsors adopt a ‘wait-and-see’ approach when dealing with the potential impact of corruption, relying on a number of factors to decide upon remedial courses of action. These factors have been conceptualised and a Sponsor Response to Sporting Transgression, or SRST, Model is proposed.
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Marshall, Michael C. "Foreign Sponsorship and the Development of Rebel Parties." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc822815/.
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This dissertation examines the emergence, survival, performance, and national impact of rebel parties following negotiated settlements. Building on a growing literature examining the environmental and organizational factors affecting insurgent-to-party transformations, this dissertation asks why some insurgent organizations thrive as political parties in post-conflict environments and others fail to make such a transformation. I propose that foreign actors play a pivotal role in the formation of what I call “protégé parties,” which are better equipped to make the transformation into political parties than other rebel groups. Further, different kinds of sponsors have varying effects on transformation. Empirical analysis supports these propositions, finding that protégé parties with authoritarian sponsorship are better equipped to develop than those backed by democracies or no one.
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Manning, Matthew R. "The determinants of brand awareness within sports sponsorship." View electronic thesis (PDF), 2009. http://dl.uncw.edu/etd/2009-3/manningm/matthewmanning.pdf.
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Lee, Seungeun. "The influence of product involvement and fan identification on response to team sponsors' products." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1124223738.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xiv, 116 p.; also includes graphics (some col.). Includes bibliographical references (p. 109-116). Available online via OhioLINK's ETD Center
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Ryženinaitė, Neringa. "Rėmėjo siekiamų tikslų vertinimas, remiant BC Kauno „Žalgirį"." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110927_142555-68803.
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Darbo objektas – Rėmėjo siekiami tikslai, remiant BC Kauno „Žalgirį“
Darbo tikslas – Įvertinti rėmėjo siekiamus tikslus remiant BC Kauno „Žalgirį“
Darbo uždaviniai.
1. Apibrėžti sporto paramos sampratą ir privalumus
2. Išnagrinėti galimus rėmėjų siekiamus tikslus per paramą
3. Įvertinti rėmėjo siekiamus tikslus remiant BC Kauno „Žalgirį“
Darbo metodai:
1. Mokslinės literatūros analizė;
2. Interviu;
3. Anketinė apklausa raštu
4. Kokybinių duomenų analizė.
Išvados:
1. Sporto parama gali būti apibrėžtas kaip parama, kuriame rėmėjas iškeičia pinigus ar produktus į teisę susieti savo prekės ženklą ar produktą su sporto renginiu, sporto žaidėju ar komanda, tuo pačiu jai padėdamas tapti finansiškai gyvybinga. Pagrindiniai išskiriami sporto paramos privalumai- ji netiesiogiai veikia vartotoją, suteikia galimybę teigiamai asociacijai su sporto organizacija, yra pajėgi pasiekti kelias tikslines rinkas vienu metu, gali optimaliomis išlaidomis padėti pasiekti įmonės tikslus.
2. Pagrindiniai paramos tikslai- žinomumo didinimas, įvaizdžio sukūrimas, keitimas, stiprinimas, pardavimų didinimas, tikslinių rinkų pasiekimas. Norint pasiekti įmonės paramos tikslus, svarbu susieti įmonę su remiama sporto organizacija, taip pat reikia vykdyti investivijų grąžos tyrimus, ir išsiskirti kuo originalesnėmis idėjomis.
3. Pagrindiniai paramos tikslai- prekės ženklo žinomumas, įvaizdžio kūrimas ir asociacija. Vienodai reklamuojamas ir įmonių produktas ir prekės ženklas, tačiau kuo didesnė įmonė tuo... [toliau žr. visą tekstą]-.
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Дубровик, А. О. "Пошук фінансових ресурсів ОСС: місцеве спонсорство, гранти, програми місцевих органів влади." Thesis, Вид-во СумДУ, 2008. http://essuir.sumdu.edu.ua/handle/123456789/21328.
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Lutovský, Marek. "Sportovní sponzoring." Master's thesis, Vysoká škola ekonomická v Praze, 2006. http://www.nusl.cz/ntk/nusl-366.
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Sponzoring je relativně novým nástrojem komunikačního mixu. Nástrojem, který umí zasáhnout cílovou skupinu, vybudovat tzv. ?goodwill?, zefektivnit reklamní kampaně a dopomoci lepším vztahům s klíčovými partnery. Má hodně společného se vztahy k veřejnosti (PR), reklamou a ?Event marketingem?, měl by však pro svou jedinečnost zůstat samostatným a plnohodnotným nástrojem komunikačního mixu. Jeho nejoblíbenější formou je v posledních letech bezpochyby sportovní sponzoring. Sport znamená emoce, boj, vytrvalost, dokonalost, vítězství ? hodnoty, na něž aspiruje každá společnost. Jedním z nejdůležitějších prvků je ale lidský faktor a jeho pocit sounáležitosti a ztotožnění se prostřednictvím daného sportu se značkou sponzora, a to přirozenou cestou emocí. Firmy zde logicky spatřují komunikační potenciál který se dá snadno přetvořit na jednu z konkurenčních výhod. A to nejen díky vytvořenému goodwillu v očích zákazníků, ale také díky relativně novým, dynamickým nástrojům pro firemní marketingovou strategii. Tato práce se věnuje jednomu z největších sponzoringových projektů, které byly v České Republice realizovány a to současnou podporou národního hokejového týmu, společně se sponzorstvím MS 2004 společností Eurotel
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Farrelly, Francis John. "A predictive model of sport sponsorship renewal in Australia." Title page, abstract and table of contents only, 2002. http://web4.library.adelaide.edu.au/theses/09PH/09phf245.pdf.
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Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.