An examination of the role of sports sponsorship, and its impact on consumer behaviour and buyer consumption levels in Ireland

Dwyer, Stephen (2017) An examination of the role of sports sponsorship, and its impact on consumer behaviour and buyer consumption levels in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

This dissertation examines the role of sports sponsorship, and its impact on consumer behaviour and buyer consumption levels in Ireland. The researcher aimed to investigate the effect sports sponsorship can have on consumers, and to find out what it takes for consumers to be impacted positively. The dissertation is concerned with how consumers respond in terms of their buyer consumption levels towards the sponsor’s products and services.

The researcher carried out a qualitative research approach, were a focus group was selected as the research instrument. The focus group contained nine participants, where several variables of sports sponsorship were discussed in detail.

Results found from the data collected indicate that the level of involvement consumers have with sports are critical in determining their purchasing behaviour towards the sponsor. The sponsor-event fit is important as well as the researcher discovered the size of the event is a significant component. Furthermore, consideration was given for the ethical implications for sports choosing their sponsoring, which included an analysis of alcohol sports sponsorship.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports > Sports Sponsorship
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	24 Nov 2017 09:29
Last Modified:	24 Nov 2017 09:29
URI:	https://norma.ncirl.ie/id/eprint/2914

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