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Publication type: Master thesis
Title: Motivated by Red Bull? : How international sponsorship influence the sport spectating consumption motivation
Authors: Ankeshian, Ara
Advisors / Reviewers: Hari, Jürg J.
Dela Cruz, Jeremy
DOI: 10.21256/zhaw-2272
Extent: 76
Issue Date: 2018
Publisher / Ed. Institution: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Publisher / Ed. Institution: Winterthur
Language: English
Subject (DDC): 306: Culture
659: Advertising and public relations
Abstract: Sponsorship is key to powerful marketing by increasing brand awareness and creating impactful brand associations. This is why companies from many industries turn to sports, with the objective of providing unique and memorable brand experiences to its customers. Sponsorships in this field are particularly well-suited to establish and evoke positive emotions among consumers. The popularity of this marketing tool can also be seen when taking a financial perspective. In the past decade, investments in sponsorships have steadily increased on a yearly basis, and this trend is expected to further grow in the future. In this study, it is of particular interest to assess if a sponsoring brand influences consumers’ motivation of sport spectator consumption. Based on an extensive literature review, a conceptual model was designed, which graphically shows the variables to be examined and their hypothesized interrelations. The questions therein served to measure each variable of the conceptual model. Next to the motivation, the brand-related variables of interest were the attitude toward the sponsoring brand, the event-sponsor fit, and the perceived sincerity. The sport and the brands were defined based on a pre-study.
License (according to publishing contract): CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International
Departement: School of Management and Law
Appears in collections:MSc International Business

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