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Sponsorship Portfolio: Empirical study of the decision process
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background/Problem: Sponsorship has grown a lot for the past twenty years, to become a part of the marketing activities not to say a full-fledged tool. Being now a major marketing tool, it is crucial to understand how the whole sponsorship process works, in order to control it perfectly.

Purpose: To offer an overview of the whole sponsorship process, from the sponsoring side.

Theory: In the theory part is a literature review about sponsorship. First a definition of sponsorship is presented. Then the different motivations to start a sponsorship activity are discussed, followed by the selection criteria. Finally, the evaluation methods of the activity are reviewed.

Research questions: How do companies select their events and manage their portfolio? Which are the factors influencing the future decisions of continuing a sponsorship?

Method: In order to identify what are the most relevant elements in the whole sponsorship-decision process, a quantitative approach was used. An online survey was created online in order to collect data that has been analysed through SPSS.

Conclusion: Our results show that the selection of the event and the evaluation of the sponsorship activity are very important for the portfolio, although if there is a lack of evaluation among the companies.

Place, publisher, year, edition, pages
2012. , 84 p.
Keyword [en]
Sponsorship, portfolio, motivations, objectives, evaluation, decision-making process, bank industry, hotel industry.
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-18936OAI: diva2:528739
Social and Behavioural Science, Law
Available from: 2012-07-11 Created: 2012-05-28 Last updated: 2012-07-11Bibliographically approved

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