Change search
ReferencesLink to record
Permanent link

Direct link
Impact of Sport Sponsorship on a Brand: Investigated in the Case of Löfbergs Lila AB
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The underlying motivation of this paper is the investigation of the impact sport sponsorship has on a brand. As sport sponsorship is scholarly considered to be a powerful brand equity building method, this communication tool gains globally in importance by contributing essentially to business success. While the popularity increases, simultaneously the investments, necessary for an efficient realization, rise. Nonetheless even though sponsorship is frequently applied, the evaluation is mainly based on quantitative terms (e.g. media tracking), neglecting the qualitative impacts.

In order to gain meaningful data, which allows generalization, the study is based on the sport sponsorship involvement of Löfbergs Lila AB at the hockey club Färjestad BK. A quantitative research strategy is applied by the conduction of a survey within the pre-defined target audience of hockey affine people.

Three propositions from different perspectives are used to investigate the main research question and provide a broader picture of the topic. Therefore in order to answer the research question, Does sport sponsorship especially in terms of brand image and brand awareness in a particular target group affect the sponsor’s brand?, brand awareness, brand image and sponsor-fit are examined separately.

The study has shown that brand knowledge (brand awareness, brand image) is directly influenced by sport sponsorship efforts. The findings state a positive impact and associations, whereby no direct effect in terms of customers’ brand loyalty can be observed. Nevertheless according to the in the paper developed conceptual model, an influence on brand loyalty building variables is not dependent on sponsorship efforts, rather on the brand’s underlying product attributes, satisfying customer needs and requirements.

In general sport sponsorship is a meaningful tool, but requires integration in a diversified marketing communication-mix in order to tap the full potential.

Place, publisher, year, edition, pages
Keyword [en]
Sponsorship, Sport Sponsorship, Branding, Brand Knowledge, Brand Image, Brand Awareness, Brand Equity
National Category
Business Administration
URN: urn:nbn:se:kau:diva-14132Local ID: FEK D-97OAI: diva2:539013
External cooperation
Löfbergs Lila AB
Subject / course
Business Administration
Social and Behavioural Science, Law
Available from: 2012-07-05 Created: 2012-07-02 Last updated: 2012-07-05Bibliographically approved

Open Access in DiVA

Master Thesis Prantl Andres(2552 kB)2208 downloads
File information
File name FULLTEXT01.pdfFile size 2552 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Andres, StefanPrantl, Nina
By organisation
Department of Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2208 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

Total: 849 hits
ReferencesLink to record
Permanent link

Direct link