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P a ge |1

Sport sponsorship as a value creating strategy for brands

Preston Anthony Dsouza Student No: 09048878 Masters of SPORTS MANAGEMENT Academic Year 2011 - 12

London Metropolitan University 17 th May 2012

P a ge |2 TABLE OF CONTENTS 1.0 INTRODUCTION ............................................................................................................. 4 1.1 Background ................................................................................................................... 4 1.2 Problem Statement ......................................................................................................... 6 1.3 Research Aim and Objectives ......................................................................................... 7 1.4 Research Questions ........................................................................................................ 7 1.5 Summary ....................................................................................................................... 7 CHAPTER 2: LITERATURE REVIEW................................................................................... 9 2.1 Introduction ................................................................................................................... 9 2.2 Theoretical Background ................................................................................................11 2.2.1 Sponsorship: A Concept..........................................................................................11 2.2.2 Balance theory of Sponsorship. ...............................................................................11 2.2.3 Sponsorship expectations ........................................................................................12 2.3 Sponsorship as marketing communications ....................................................................13 2.4 Sponsorship and corporate strategy ................................................................................14 2.4.1 Integrating sponsorship into organizational marketing..............................................15 2.4.2 Sponsorship and brand management........................................................................15 2.4.3 Sponsorship as marketing communications .................................................................16 2.4.4 Extending the brand experience through sponsorship ...............................................17 2.5 Summary ......................................................................................................................18 CHAPTER THREE ................................................................................................................20 3.0 METHODOLOGY ...........................................................................................................20 3.1 Background ..................................................................................................................20 3.2 Research Design ...........................................................................................................20 3.3 Research Philosophies and Research Onion....................................................................23 3.4 Data Collection .............................................................................................................24

P a ge |3 3.4.1 Secondary Data ......................................................................................................25 3.4.2 Primary Data ..........................................................................................................25 3.5 Method of Data Collection ............................................................................................26 3.5.1 Interview ................................................................................................................26 3.5.2 Questionnaire .........................................................................................................26...
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