Leveraging Brand Equity through Sponsorships - An explanatory study of brand loyalty in consistent and conflicting club and player sponsorship scenarios in European football

Detta är en Magister-uppsats från Lunds universitet/Företagsekonomiska institutionen

Sammanfattning: The purpose of the thesis is to measure the effect of consistent and conflicting sponsorship scenarios on brand loyalty of sponsoring firms among club supporters. The method of research is a quantitative quota sample survey study on 715 Swedish respondents. Through a deductive approach the thesis tests hypotheses. The theoretical underpinnings of this thesis are derived from Customer based brand equity theory, identification theory, image transfer, and social identity theory. Findings include that sponsorship scenarios influence the Protective Sponsorship Attitude among supporters, but not Brand Loyalty directly.

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