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Gender Congruence in Sport Sponsoring

Kainz, Alexander LU (2020) SMMM20 20201
Department of Service Studies
Abstract
This Master thesis investigated the perceived congruence between the gender of male and female football teams and the gender of the companies that are engaging in the sponsoring of these football teams. By applying the theory of brand gender, each sponsoring company has been classified in the feminine/masculine/androgynous gender domain, thereby allowing for the comparison between the gender of the brands and the football players. The results provide for interesting findings both focusing on the differences in the general sponsoring landscape between male and female football teams, as well as differences located in the domain of brand gender.
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author
Kainz, Alexander LU
supervisor
organization
course
SMMM20 20201
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Brand Gender, Football, Gender, Sponsoring
language
English
id
9012486
date added to LUP
2020-11-20 10:42:01
date last changed
2020-11-20 10:42:01
@misc{9012486,
  abstract     = {{This Master thesis investigated the perceived congruence between the gender of male and female football teams and the gender of the companies that are engaging in the sponsoring of these football teams. By applying the theory of brand gender, each sponsoring company has been classified in the feminine/masculine/androgynous gender domain, thereby allowing for the comparison between the gender of the brands and the football players. The results provide for interesting findings both focusing on the differences in the general sponsoring landscape between male and female football teams, as well as differences located in the domain of brand gender.}},
  author       = {{Kainz, Alexander}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Gender Congruence in Sport Sponsoring}},
  year         = {{2020}},
}