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
What Factors Affect a Consumer’s Purchase Decisions and Perceptions of Sponsored Products in Esports Within Sweden?
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem: Esports budgets and earnings have significantly increased in the past years whichhas increased the level of involvement of corporate sponsors in esports. Ironically, researchaimed at sponsorship within esports is not so abundant. Therefore, due to the lack of knowledge and information about sponsorship in esports and sponsor relationships withesport consumers, this thesis aims to connect already established sponsorship theories withthe new emerging market of esport events and competitions. Purpose: The purpose of this research is to investigate how consumer purchase decisionsand perceptions are affected by sponsored products in esport within Sweden.Research question: From the purpose we arrived at the research question “What factorsaffect a consumer’s purchase decisions and perceptions of sponsored products in esportswithin Sweden”. Method: To achieve the purpose of our study, a quantitative research method has been used,conducting survey research to gather empirical data. For this research, we have used alreadyestablished concepts and theories based on sponsorship, brand image, and image transfer tofulfil the purpose of this research. Results: Consumers within Sweden can be affected by multiple factors such as the playersor the esports teams who use a specific product, the values shared with the sponsor, andperception of the esports teams or/and player. Conclusion: From the results of the questionnaire and the subsequent results from thestatistical analysis we managed to quantify the effects of sponsorship from the differentperspectives as well as the relationships between brand to consumer, brand to event, and brand to product.

Place, publisher, year, edition, pages
2019. , p. 68
Keywords [en]
sponsorship, esports, perceptions
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-160746OAI: oai:DiVA.org:umu-160746DiVA, id: diva2:1328819
Supervisors
Examiners
Available from: 2019-06-24 Created: 2019-06-23 Last updated: 2019-06-24Bibliographically approved

Open Access in DiVA

What Factors Affect a Consumer’s Purchase Decisions and Perceptions of Sponsored Products in Esports Within Sweden?(2136 kB)72 downloads
File information
File name FULLTEXT01.pdfFile size 2136 kBChecksum SHA-512
7972527f4156416108d8c0198d78457d6f0315c3c258566e53779969a817501738cd0f6ce7d051bed7a39aaa1160ded6b712dde8b56d28f47a15c47da3b93284
Type fulltextMimetype application/pdf

By organisation
Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 72 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: 133 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