Impact of Sports Sponsorship on Brand Image as Perceived by Australian College Students
CONTENTS
1. Introduction 2
1.1 Problem Definition 2
1.2 Background 2
2. Literature Review 3
2.1 Research Conducted on Sports Sponsorship and its Impacts on Brand Image 3
2.2 Strengths and Weaknesses of Research Literature 4
2.3 Gaps in the Literature Review 5
3. Methodology 5
3.1 Data Collection Method 5
3.2 Data Analysis 6
3.3 Limitations of Research Methods 6
4. Results and Discussions 7
4.1 Results of the Study 7
4.2 Results Discussed in Context of Literature Review 17
4.3 Contribution from Findings and Analysis 17
5. Conclusion 18
References 20
Appendix I: Survey Questionnaire 23
1. INTRODUCTION
1.1 PROBLEM DEFINITION
Sports sponsorship is one of the most commonly adopted and most efficient promotional strategies by brands. The overall sports sponsorship industry was valued at around US $40 billion in the year 2012 and total revenues generated from sports sponsorship in the year 2015 were measured to be around $45.28 billion (Statista, 2016). As discussed by Zucco et al (2015), sports sponsorship has been a key promotional strategy adopted by brands across the world because it helps in providing high levels of visibility to the brands and also provides them with a comprehensive platform for enhancing relationship management and also for building their brand. However, the discussions by Cousens and Bradish (2013) suggest that the most of the US companies and sponsors are not able to measure the overall ROI (return on investment) on the investments that are made by them and hence there is no suitable way to establish the benefits of the promotional approach. In addition, Cousens and Bradish (2013) even argue that sports sponsorships no longer offer something called exclusivity, thus making the presence of brands insignificance for viewers. As discussed by Shank and Lyberger (2014), the number of brands advertising during sports events has increased considerably, thus making this promotional practice redundant and hence the study aims at evaluating if the perceived brand image of brands gets affected by sports sponsorship or not.
(I.C. JPS 1793)