publication . Bachelor thesis . 2009

The Meaning of Sponsoring : A study on the motives behind sponsoring a sports team and the following effects on brand awareness.

Skovshoved, Fredrik; Roshandel, Salar;
Open Access English
  • Published: 01 Jan 2009
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
  • Country: Sweden
Abstract
Background: Sponsoring is a topic that has always been present but in different forms. Recently however, it has become even more popular and companies today invest small fortunes on becoming sponsors of different events, individuals and teams. However, there is still not much research done within this field, hence we find it interesting to investigate further. Purpose: The purpose of this thesis is to investigate, from a strategic marketing perspective, what a sponsoring organization wants to accomplish by sponsoring a sports team and how it affects brand awareness. Method: In order to solve our purpose, we have conducted a case study concerning HV71 and four of...
Subjects
free text keywords: Sponsoring, Sport, Brand awareness, Motives, Effects, Sponsring, Motiv, Effekt, Varumärke, Business studies, Företagsekonomi
Related Organizations

Adidas. (2004) Press release. Retrieved 2009-10-20, from http://www.adidas-group.com/en/News/_downloads/pdfs/IINIReng.pdf 1.

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