Benefits of Cross-sectoral Collaboration in Sports on Different Stages of Collaboration Continuum

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bachelor_Bergman_Antti_2020.pdf (1.17 MB)

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School of Business | Bachelor's thesis
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Authors

Date

2020

Department

Mikkelin kampus

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

45 + 6

Series

Abstract

This research takes a quantitative approach to study consumers attitudes towards cross-sectoral collaboration in sports. There was a within subject survey with a sample of n=105 conducted on the attitudes of consumers which provides benefits for collaborating companies. The study focuses on three benefits; brand favorability, use of products and perceived social input, and studies how the magnitude of these benefits change when moving from one collaboration stage to another. Collaborations were divided into three stages using an already established collaboration continuum.

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Thesis advisor

Mirońska, Dominika

Keywords

sports, collaboration, sponsorship, nonprofit, cross-sectoral

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https://urn.fi/URN:NBN:fi:aalto-202005103066

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[kand] Kauppakorkeakoulu / BIZ (Open Access)