Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Sports sponsorship and the brewing industry: case studies of Swedish and Finnish brands
2003 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to gain a better understanding of how and why firms in the brewing industry sponsor sports events. The thesis attempts to describe, explore and starts to explain the different objectives that brewing companies have with their brands’ sports sponsorship, the selection of what sports the brands should sponsor, the evaluation methods connected to the brewing brands’ sports sponsorship involvement, as well as the perceived advantages and disadvantages of sports sponsorship. To be able to reach the purpose of this thesis, qualitative case studies on two Swedish corporate brands and two Finnish product brands have been conducted, namely, Åbro and Herrljunga Cider, as well as Lapin Kulta and KOFF. The study shows that the most common objectives for brewing brands sponsoring sports are to build and support a positive brand image, position the brand, create or increase the visibility of the brand, as well as reach a specific target market. Moreover, results show that the possible image association potential is the most significant sports selection criterion, and that the evaluation of sports sponsorship is perceived as difficult and primarily conducted through media coverage measurements. Finally, the research reveals that the advantages of sports sponsorship are several, whereas only one major disadvantage, the risk for badwill, is perceived.

Place, publisher, year, edition, pages
2003.
Keyword [en]
Social Behaviour Law, sports sponsorship, sports, sponsorship, brewing industry, sportsponsring, sponsring, bryggerier, alkohol sponsorship, alkoholsponsring
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-59128ISRN: LTU-SHU-EX--03/037--SELocal ID: fa77a8f2-15ad-40ab-8edd-fdca42cc5b31OAI: oai:DiVA.org:ltu-59128DiVA: diva2:1032516
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, master's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(443 kB)22 downloads
File information
File name FULLTEXT01.pdfFile size 443 kBChecksum SHA-512
8738f0da021ab712f2f54c3af3727ca6d0a72fc3ae17d8365c9f8164fa84c0a44fb3ec35b83ca10d2f3342c73cc8225dac26c0f3cf420d3814dbc75aaa9ed1f5
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
Total: 22 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

urn-nbn

Altmetric score

urn-nbn
Total: 31 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf