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Identifying the underlying dimensions of sincerity in sponsorship

Prasarnthong, Khongphat; Hvitstein, Thomas Bernhard
Master thesis
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URI
http://hdl.handle.net/11250/2486430
Date
2017
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  • Master of Science [1116]
Abstract
Sincerity perception between a sponsor and object has been identified as a key

determinant of sponsorship effects. However, previous literature in understanding

dimensions of sincerity in sponsorship has been limited. This paper aims to fill the

knowledge gap by clarifying the underlying dimensions formed by the audience on

sincerity perception. An exploratory study is performed to discover relevant

elements. Then, the result from the first study is tested for its validity by a

quantitative study. Three significant determinants of sincerity were found; Fit,

social cause, and scandal events. Sincerity was also found to be a significant

positive predictor of sponsorship attitude, which positively effects object equity and

sponsor equity. We conclude that by choosing a sponsorship that has a natural fit

with the company and includes a social cause, it will increase the success of the

sponsorship both for the firm and the sponsored object.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Publisher
BI Norwegian Business School

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