| dc.description.abstract | Sports sponsorship is a worldwide acknowledged concept for brands to obtain
customer-based brand equity. Thus, a marketing activity with highly lucrative
potential, exposing the brand to a wide audience and making it subject to
associations through platforms that generate high levels of engagement and positive
feelings. As equality has become an important construct in social discussions, this
has also affected the world of sports. This thesis firstly aims to explore how the
valence of media coverage can affect what consumers perceive as fair in relation to
how sponsorship funds are allocated between male and female athletes/teams.
Secondly, this thesis addresses how the same valence of media coverage and
consumers’ perception of fairness of presented equality principles relates to a
sponsor’s obtained customer-based brand equity. Results illustrate how there is a
basis for further research on the subject, although this thesis was not able to provide
substantial evidence that valence of media coverage has an effect on consumers
perceived fairness in regard to equality constructs for allocating sponsorship funds.
However, exposure to a certain valence of media coverage can affect a sponsor’s
obtained customer-based brand equity. In line with existing theory on sports
sponsorships coherence with social expectation, this thesis provides support to the
notion that consumers’ perceived fairness of allocation of sponsorship funds can
affect a sponsor’s customer-based brand equity. | en_US |
