Benefits for Businesses Supporting Sport on Different Stages of Collaboration
School of Business | Bachelor's thesis
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(Mikkeli) Bachelor’s Program in International Business
45 + 6
AbstractThis 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.
Thesis advisorMirońska, Dominika
sports, collaboration, sponsorship, nonprofit, cross-sectoral