Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 9 of 9 for “"Sports sponsorship."”.
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The contribution of sports sponsorship to consumer-based brand equity
<p>Sponsorship has become a multi-billion dollar industry, with sport accounting for over 70% of expenditure. Despite the growth in the use of sponsorship as a communications tool, the development of academic understanding has been slow and dominated by descriptive studies. Therefore, this study …
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A study of the issues and effectiveness of sponsorship in sport
The level of sports sponsorship in Australia since 1990 has been equally remarkable. According to Sydney-based research organisation Sponsorship Market Group, total sponsorship was about $160 million in 1990. The figure for 1994 was expected to reach $510 million, with $650 million forecast for …
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The Impact of title sponsorship on customer-based brand equity: an evaluation of seasonal soccer tournaments in South Africa
Sports sponsorship has become an integral brand building tool as brands wrangle to be differentiated and to create loyal customers. Sponsorship is seen as impactful as it brings brands closer to consumers through a passion point and by borrowing equity of the sponsored property. As the sponsorship …
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A framework for understanding the factors that influence spectators' recall and recognition of embedded sponsorship stimuli
… spectators' recall and recognition of embedded sponsorship stimuli (i.e., company brand names on perimeter signage surrounding the play area) at a Canadian University's men's basketball game and football game. These factors included the number of games spectators attended over the course of the …
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Social media engagement in a dedicated facebook channel : an analysis of relationships to emotional attachment, self-brand connection and brand commitment towards sports sponsoring brands
… First, the thesis extends the research focus on sponsorship beyond the point of purchase, which has been the main focus in marketing studies, towards investigation of ongoing relationships between sponsors and consumers. Second, it answers questions about experience based media engagement in a …
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An investigation into the residual effects of a change in sponsorship of a sports event on consumer perceptions of, and attitudes towards the original sponsor and the event itself
Thesis (Masters in Marketing), Durban University of Technology, Durban, South Africa, 2007.
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Analyzing Sponsorship Outcomes across the Sports Industry
… of identity and goodwill on the effectiveness of sponsorship in terms of attitudes and purchase intentions (sponsorship outcomes) across three different sponsorship categories (a professional sport organization, a nonprofit organization and a cause-related organization). Data were collected using …