Change search
ReferencesLink to record
Permanent link

Direct link
Event Marketing: The role of sponsorships on brand equity: a business perspective
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Event marketing is a promotional tool which play an important role in the marketing strategy of many companies today. The overall purpose of this thesis is to provide a better understanding on how companies use event sponsorships in order to improve brand equity, through a descriptive and exploratory approach to the area of study. To reach the purpose of this study, research questions were formulated, focusing on the objectives of event sponsorships and how companies choose the right event to sponsor, in order to reach stated objectives and build brand equity. In order to answer the research questions, a literature review was conducted which provided the base for the frame of reference. The method used is a qualitative multiple-case study. The data were collected by interviews with representatives from three well-known companies, Telia Company, Handelsbanken and Polarbröd, which all use sponsorship as a promotional tool. The results of the study indicate that sponsorship objectives within the corporate/product- and marketing categories are most frequently used in the building of brand equity. The single most common objectives are brand awareness, enhanced brand image and public perception, improved customer relations and to reach target markets. It was found that it is important for companies to achieve an appropriate fit with a sponsored event. The choice of event is based on a number of criteria, of which the most important are typicality, relevancy, target market, image and complementary. Another finding was that companies today consider sponsorships as a long-term relationship and cooperation, not only a one-time event, as a tool for building brand equity.

Place, publisher, year, edition, pages
2016. , 72 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-58198Local ID: ec8c9ac6-77a3-484b-90c2-1797c9253e15OAI: diva2:1031586
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20160616 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(1051 kB)2 downloads
File information
File name FULLTEXT02.pdfFile size 1051 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Jadelind, EbbaÖjerbrant, Frida

Search outside of DiVA

GoogleGoogle Scholar
Total: 2 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

ReferencesLink to record
Permanent link

Direct link