1. ZHAW digitalcollection
  2. School of Management and Law
  3. Abschlussarbeiten
  4. MSc International Business
Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-2272
Full metadata record
DC FieldValueLanguage
dc.contributor.advisorHari, Jürg J.-
dc.contributor.advisorDela Cruz, Jeremy-
dc.contributor.authorAnkeshian, Ara-
dc.date.accessioned2018-10-17T06:57:42Z-
dc.date.available2018-10-17T06:57:42Z-
dc.date.issued2018-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/11897-
dc.description.abstractSponsorship 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.de_CH
dc.format.extent76de_CH
dc.language.isoende_CH
dc.publisherZHAW Zürcher Hochschule für Angewandte Wissenschaftende_CH
dc.rightshttp://creativecommons.org/licenses/by-nc-nd/4.0/de_CH
dc.subject.ddc306: Kulturde_CH
dc.subject.ddc659: Werbung und Öffentlichkeitsarbeitde_CH
dc.titleMotivated by Red Bull? : How international sponsorship influence the sport spectating consumption motivationde_CH
dc.typeThesis: Masterde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.publisher.placeWinterthurde_CH
dc.identifier.doi10.21256/zhaw-2272-
zhaw.originated.zhawYesde_CH
Appears in collections:MSc International Business

Files in This Item:
File Description SizeFormat 
Ankeshian Ara 13-564-729, MSc IB.pdf2.12 MBAdobe PDFThumbnail
View/Open
Show simple item record
Ankeshian, A. (2018). Motivated by Red Bull? : How international sponsorship influence the sport spectating consumption motivation [Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften]. https://doi.org/10.21256/zhaw-2272
Ankeshian, A. (2018) Motivated by Red Bull? : How international sponsorship influence the sport spectating consumption motivation. Master’s thesis. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. Available at: https://doi.org/10.21256/zhaw-2272.
A. Ankeshian, “Motivated by Red Bull? : How international sponsorship influence the sport spectating consumption motivation,” Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften, Winterthur, 2018. doi: 10.21256/zhaw-2272.
ANKESHIAN, Ara, 2018. Motivated by Red Bull? : How international sponsorship influence the sport spectating consumption motivation. Master’s thesis. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Ankeshian, Ara. 2018. “Motivated by Red Bull? : How International Sponsorship Influence the Sport Spectating Consumption Motivation.” Master’s thesis, Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-2272.
Ankeshian, Ara. Motivated by Red Bull? : How International Sponsorship Influence the Sport Spectating Consumption Motivation. ZHAW Zürcher Hochschule für Angewandte Wissenschaften, 2018, https://doi.org/10.21256/zhaw-2272.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.