Corporate sports sponsorship: the relationships among consumer perception, consumer response and sponsor’s reputation

Ismail, Nor Izham (2008) Corporate sports sponsorship: the relationships among consumer perception, consumer response and sponsor’s reputation. Masters thesis, University of Malaya.

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Abstract

Over the years, many corporate organizations have been taking sponsorship, particularly in sporting events, with an increasingly important role in marketing, brand and reputation building tool. Adapting the previous study of Speed and Thompson (2000) as the premise, this study explores the relationship among the multidimensional measure of consumer perception on sports sponsorship, their response towards it and the reputation of the sponsors among the Malaysian consumers. Online and on ground sampling were undertaken to assess the general views of the local sponsorship audience. The general attitude towards the sponsor and perceived sincerity of the sponsor were found to be of the most important factors for reputation building by corporate organizations through sports sponsorship deal. Evidently, consumer response towards a sponsorship partially mediates and further improves the effects of consumer perception on the sponsors’ reputation. The implications of these findings for sponsors and event organizers are examined and future research directions are outlined.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Corporate sports sponsorship, Consumer perception, Consumer response, Sponsor’s reputation, Malaysian consumers
Subjects: H Social Sciences > HV Social pathology. Social and public welfare
Depositing User: MS NOOR ZAKIRA ZULRIMI
Date Deposited: 23 Jul 2013 06:31
Last Modified: 23 Jul 2013 06:31
URI: http://repository.um.edu.my/id/eprint/790

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