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Leveraging Brand Equity through Sponsorships - An explanatory study of brand loyalty in consistent and conflicting club and player sponsorship scenarios in European football

Gunnarsson, Hampus and Brännström, Erik (2011)
Department of Business Administration
Abstract
The purpose of the thesis is to measure the effect of consistent and conflicting sponsorship scenarios on brand loyalty of sponsoring firms among club supporters. The method of research is a quantitative quota sample survey study on 715 Swedish respondents. Through a deductive approach the thesis tests hypotheses. The theoretical underpinnings of this thesis are derived from Customer based brand equity theory, identification theory, image transfer, and social identity theory. Findings include that sponsorship scenarios influence the Protective Sponsorship Attitude among supporters, but not Brand Loyalty directly.
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author
Gunnarsson, Hampus and Brännström, Erik
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Loyalty, Sponsorships, Club attachment, Image transfer, Football, Management of enterprises, Företagsledning, management
language
Swedish
id
2156764
date added to LUP
2011-06-03
date last changed
2012-04-02 19:13:34
@misc{2156764,
  abstract     = {The purpose of the thesis is to measure the effect of consistent and conflicting sponsorship scenarios on brand loyalty of sponsoring firms among club supporters. The method of research is a quantitative quota sample survey study on 715 Swedish respondents. Through a deductive approach the thesis tests hypotheses. The theoretical underpinnings of this thesis are derived from Customer based brand equity theory, identification theory, image transfer, and social identity theory. Findings include that sponsorship scenarios influence the Protective Sponsorship Attitude among supporters, but not Brand Loyalty directly.},
  author       = {Gunnarsson, Hampus and Brännström, Erik},
  keyword      = {Brand Loyalty,Sponsorships,Club attachment,Image transfer,Football,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Leveraging Brand Equity through Sponsorships - An explanatory study of brand loyalty in consistent and conflicting club and player sponsorship scenarios in European football},
  year         = {2011},
}