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Strategic Assessment of Sport Sponsorship as a Marketing Communication Tool in Electronic Industries of Iran
2007 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

In today's business climate, as the marketing processes among companies are getting more complicated and tougher, the companies have to introduce themselves and their brands in a way to compete with other competitors, so the companies must be creative when communicating their message and familiar with all marketing techniques in order to publicize their brands. The purpose of this research is to achieve a better understanding of how and why companies in the electronic industry get involve in sports sponsorship, also the thesis describes the varieties of objectives when involving in sports sponsorship also the process of sports selection as well as the evaluation approaches that are related to the electronic brands, followed by advantages and disadvantages involve in sponsoring of sports will be discussed. In order to reach the purpose I have chosen four research questions to find those materials that I have already mentioned and to answer the research questions three qualitative case studies have been conducted. The sample companies are Iranian (Pars electric) and two internationals (Samsung & LG) which are active in electronic industry. This research clearly show that the most common objectives electronic brands sponsoring sports are image making, public awareness and create and increase the brand's visibility and publicity and to reach a specific target market. Also image association and the popularity of sports are two outstanding criterions for sports selection: moreover there are some ways to measure the effectiveness of sports sponsorship. Ultimately the research will show the advantages and disadvantages involve in sports sponsorship.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Sport marketing, Sponsorship, Event marketing
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-54519ISRN: LTU-PB-EX--07/007--SELocal ID: b77d4533-2c0e-44c7-9263-9413cfec6a96OAI: diva2:1027901
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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