Document Type Master's Dissertation Author Thurston, Norden URN etd-08112012-155409 Document Title The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products Degree MBA Department Gordon Institute of Business Science Supervisor
Advisor Name Title Mr M Goldman Supervisor Keywords
- purchase intention
- sport sponsorship
- sponsor awareness
- corporate image
Date 2012-03-08 Availability unrestricted AbstractBackground: This research focused on sport sponsorship related to six sponsors from different industries that are affiliated with a South African football club, namely Kaizer Chiefs; and has drawn from the perceptions and experience of Kaizer Chiefs supporters at in their ability to identify and assess the six sponsors.
Results: This research has provided a framework to investigate the interrelationships between sport sponsorship, sponsor awareness, corporate image and intention to purchase sponsors' products. The main findings of the research were that category sport sponsorship awareness has a positive effect on sponsor awareness; and that corporate image has a positive effect on intention to purchase sponsors' products. No significant positive relationship was found between sponsor awareness and corporate image. Furthermore, no conclusive evidence was found to support the hypothesis that sponsor awareness has a positive effect on intention to purchase sponsors' products.
Conclusion: The framework proposed within this research has highlighted the supporting role that sponsor awareness plays in achieving media coverage objectives, as well as the role that corporate image plays in achieving sales objectives. The results have further emphasised that corporate image is the more dominant indicator of sponsorship effectiveness as it ultimately leads to increased sales.
© 2011 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.
Please cite as follows:
Thurston, N 2011, The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-08112012-155409/ >
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