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The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613511060815872 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/25668 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:37:18.340Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/25668 The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application Goldman, Michael ichelp@gibs.co.za Purbrick, Giles UCTD Action sport sponsorship brand equity Dissertation (MBA)--University of Pretoria, 2010. Background: Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumers’ response to that brand’s marketing. This research seeks to apply CBBE to action sports sponsorship in a South African context. CBBE was used to investigate the following; • The impact of sponsorship intervention on CBBE<br> • How multiple CBBE objectives can be achieved through sponsorship<br> • The differential effect of sponsorship leveraging activities on CBBE<br> • The influence of interest and involvement in an event on CBBE <br> Results: A quasi experiment, using interrupted time series analysis, found that only brand awareness was raised owing to sponsorship intervention. Sponsors were not very successful at achieving multiple objectives, while some did manage to achieve their primary objective. It was found that the impact of leveraging activities, according to type of brand, had a differential impact on CBBE. Very little association was found between the level of interest and involvement and CBBE. Conclusion: A framework for sponsors to manage CBBE objectives, sponsorship activities and evaluation was presented. New marketing and leveraging techniques are continuously needed to maintain and raise CBBE perceptions. These techniques should leverage interest and involvement in the event to create goodwill and brand loyalty. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T23:15:42Z 2011-07-05 2013-09-06T23:15:42Z 2011-07-05 2010 2011-06-19 Dissertation Purbrick, G 2010, The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/25668 > F11/486/hj http://hdl.handle.net/2263/25668 http://upetd.up.ac.za/thesis/available/etd-06192011-122614/ © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori application/pdf University of Pretoria |
| spellingShingle | UCTD Action sport sponsorship brand equity The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application |
| title | The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application |
| title_full | The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application |
| title_fullStr | The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application |
| title_full_unstemmed | The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application |
| title_short | The effectiveness of sponsorship in relation to customer-based brand equity : an action sport event application |
| title_sort | effectiveness of sponsorship in relation to customer based brand equity an action sport event application |
| topic | UCTD Action sport sponsorship brand equity |
| url | http://hdl.handle.net/2263/25668 http://upetd.up.ac.za/thesis/available/etd-06192011-122614/ |