Benefits for Businesses Supporting Sport on Different Stages of Collaboration
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Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
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Author
Date
2020
Department
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.Description
Thesis advisor
Mirońska, DominikaKeywords
sports, collaboration, sponsorship, nonprofit, cross-sectoral
