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The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613656128159744 |
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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 | © 2011 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 Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/27163 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:35.842Z |
| 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:2263/27163 The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products Goldman, Michael ichelp@gibs.co.za Thurston, Norden UCTD Purchase intention Sport sponsorship Sponsor awareness Corporate image Dissertation (MBA)--University of Pretoria, 2012. Background: This research focused on sport sponsorship related to six sponsors from different industries that are affiliated with a South African football club, namely Kaizer Chiefs; and has drawn from the perceptions and experience of Kaizer Chiefs supporters at in their ability to identify and assess the six sponsors. Results: This research has provided a framework to investigate the interrelationships between sport sponsorship, sponsor awareness, corporate image and intention to purchase sponsors' products. The main findings of the research were that category sport sponsorship awareness has a positive effect on sponsor awareness; and that corporate image has a positive effect on intention to purchase sponsors' products. No significant positive relationship was found between sponsor awareness and corporate image. Furthermore, no conclusive evidence was found to support the hypothesis that sponsor awareness has a positive effect on intention to purchase sponsors' products. Conclusion: The framework proposed within this research has highlighted the supporting role that sponsor awareness plays in achieving media coverage objectives, as well as the role that corporate image plays in achieving sales objectives. The results have further emphasised that corporate image is the more dominant indicator of sponsorship effectiveness as it ultimately leads to increased sales. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T10:51:24Z 2012-10-01 2013-09-07T10:51:24Z 2012-03-08 2012-10-01 2012-08-11 Dissertation Thurston, N 2011, The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/27163 > F/12/4/785/zw http://hdl.handle.net/2263/27163 http://upetd.up.ac.za/thesis/available/etd-08112012-155409/ © 2011 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 Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Purchase intention Sport sponsorship Sponsor awareness Corporate image The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products |
| title | The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products |
| title_full | The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products |
| title_fullStr | The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products |
| title_full_unstemmed | The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products |
| title_short | The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products |
| title_sort | effect of sport sponsorship sponsor awareness and corporate image on intention to purchase sponsor s products |
| topic | UCTD Purchase intention Sport sponsorship Sponsor awareness Corporate image |
| url | http://hdl.handle.net/2263/27163 http://upetd.up.ac.za/thesis/available/etd-08112012-155409/ |