On-site sponsorship activities: the meanings and perceptions for the three key interest groups. Case: Uplause Crowd Games in Karjala Cup 2010

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Majakero, Mikko
dc.date.accessioned 2011-11-25T08:51:46Z
dc.date.available 2011-11-25T08:51:46Z
dc.date.issued 2011
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/829
dc.description.abstract Objective of the Study: The objective of the study is to gain in-depth understanding of the meanings and perceptions of on-site sponsorship activities for three key interest groups: sponsors, event organizers and the audience. The study aims for establishing the role of on-site sponsorship activities as a unique sponsorship leverage tool for creating interaction between the sponsor and event audience. Another objective is to create a framework to illustrate the effect mechanism of on-site sponsorship activities. The third objective is to use the framework to give advice for Uplause management to improve Uplause Crowd Games as an on-site sponsorship activity. Research Method: The research is based on a constructivist paradigm that defines knowledge as a mutually constructed context-related reality. The existing academic sponsorship discussions form the theoretical framework of the study and work as a guideline for the empirical research. The empirical research is executed by semi-structured interviews, which is the most appropriate method considering the paradigm and the specific research setting. The interviewees represent all three interest groups of Karjala Cup 2010, where Uplause Crowd Games were used as an on-site sponsorship activity. The data is then analyzed using a thematic analysis method and a revised framework is built. Findings: The research findings are divided in three parts: 1) on-site activity effect, 2) event organizer’s roles, and 3) practical tips for improving Uplause Crowd Games. The most important finding suggests that on-site activities are able to provide additional value for the audience in form of entertainment and, thus, lead to enhanced goodwill towards the sponsor and extended involvement towards the sponsored event. en
dc.format.extent 104
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title On-site sponsorship activities: the meanings and perceptions for the three key interest groups. Case: Uplause Crowd Games in Karjala Cup 2010 en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Marketing en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword sponsorship
dc.subject.keyword sponsorship leverage
dc.subject.keyword on-site activities
dc.subject.keyword event organize
dc.subject.keyword interaction
dc.subject.keyword entertainment
dc.identifier.urn URN:NBN:fi:aalto-201111291703
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon sponsorointi
dc.subject.helecon sponsorship
dc.subject.helecon viihde
dc.subject.helecon entertainment
dc.subject.helecon tapahtumat
dc.subject.helecon events
dc.subject.helecon kulttuurijohtaminen
dc.subject.helecon arts management
dc.ethesisid 12659
dc.date.dateaccepted 2011-08-17
dc.location P1 I

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