• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • View Item
  •   Home
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

The effects of socio sponsorships in different levels of reputation: the role of communication channel

Hagen, Marita
Master thesis
Thumbnail
View/Open
Hagen 2011.pdf (2.923Mb)
URI
http://hdl.handle.net/11250/169057
Date
2011
Metadata
Show full item record
Collections
  • Master Thesis [3258]
Abstract
By en engaging in socio sponsorships, companies can not only generate favorable consumer

attitudes and enhance purchase intention, but in a long term perspective, they can build

company image and strong stakeholder relationships. However, consumers’ low awareness of

and critical attributions towards the sponsorship activity still remain impediment in

companies’ attempt to benefit from the sponsorship, emphasizing a need for companies to

communicate sponsorship more effectively to consumers. In order to fill a gap in sponsorship

literature, this thesis examines how the choice of message channel might enhance trust and

purchase intentions for low and high reputation sponsors in socio sponsorship, and whether

the effects are mediated by persuasion knowledge, sincerity and fit.

The findings indicated that low reputation companies are better off communicating with

advertisement, whilst high reputation companies proved to create more favorable consumer

outcomes with PR. Socio sponsors want to balance commercial and altruistic motives because

the support of a good cause might trigger skepticism make extrinsic motives more salient. As

low reputation companies are perceived as less sincere, communication through third party

sources might create a contrast effect that increases suspicion and perception of dishonest

intentions. As such, low reputation companies are better off communicating through

advertisement that is more transparent and direct in its form. Sponsors with a high brand

reputation, however, will generate higher consumer outcomes by using third party

communication. Consequently, sponsors ought to communicate through PR, historically

known for generating sponsor trust and credibility (e.g. Ries & Ries; Yoon et al 2006).

Moreover the study showed that a high reputation will have a positive effect on consumer’s

perception of sponsorship congruency. The findings are similar to what Roy & Cornwell

(2004) found in their study on event sponsorships.

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit