mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Long-term Sports Sponsorship and Supporters' Purchase Intention: The Effect of Sponsorship Length
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The effects of long-term sports sponsor relationships on purchase intentions of supporters have not been studied before and therefore the aim of this study is to investigate this particular phenomenon. The focus is on three different lengths of sponsor relationships to draw further conclusions. Additionally, how the purchase intentions of supporters are formulated and where the differences come from is explored. Both primary and secondary data were gathered in order to answer the research question. Based on the secondary data gathered related to the topic a survey was conducted to gather primary data. Answers to the survey were collected from the supporters of three case teams. Responses to the survey were analyzed using the quantitative method and the three teams were compared to each other using a theory presented in the literature review to find results. It was found that supporters of teams with longer relationships were more familiar with the existing sponsor relationship. The results showed that when the sponsor relationship is longer the supporters’ purchase intentions are higher. There was also an increase found in the overall opinions of supporters towards the sponsor’s product over time. When the sponsor relationship becomes longer over time supporters start having more opinions towards the product leading to higher purchase intention.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Purchase intention, Sports sponsorship, Theory of planned behavior, Sponsorship length
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-43860OAI: oai:DiVA.org:mdh-43860DiVA, id: diva2:1322943
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2019-06-19 Created: 2019-06-11 Last updated: 2019-06-19Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
School of Business, Society and Engineering
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 24 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf