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Ben Cotton BA (Hons) Public Relations
Leeds Metropolitan University
Leeds Business School
How did Leeds Metropolitan Universitys students perceive its sponsorship of
the Carnegie Challenge Cup?
By Ben Cotton
BA (Hons) Public Relations Level 3
C33036431
April 2008
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Declaration
Leeds Metropolitan University
Leeds Business School
BA (Hons) Public Relations
STATEMENT OF ORIGINALITY AND AUTHENICITY
This dissertation is an original and authentic piece of work by myself. I have
fully acknowledged and referenced all material incorporated from secondary
sources. It has not, in whole or part, been presented elsewhere for assessment.
I have read the Exam Regulations and I am aware of the potential
consequences of any breach in them.
Signature:
Ben Cotton
Name in block capitals:
BEN COTTON
Date:
10 April 2008
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Acknowledgements
I am eternally grateful to my dissertation tutor, Ryan Bowd whose guidance,
patience and time has enabled me to produce this dissertation. I am especially
thankful for the words of wisdom, moments of encouragement and constructive
criticism received. It has proved invaluable.
I would like to pay special thanks to all those who took part in the research.
Without their participation, generosity and co-operation none of this would have
been possible.
I am also grateful to my family, friends and colleagues whose unwavering
support over the year has given me the motivation, drive and conviction to
complete this research.
I thank you all.
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Put it before them briefly so they will read it,
clearly so they will appreciate it, picturesquely
so they will remember it, and above all
accurately so they will be guided by its light.
Joseph Pulitzer
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Abbreviations
Leeds Met Leeds Metropolitan University
SU Students Union
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Abstract
Event sponsorship is increasingly being recognised as an important part of the
marcoms mix. Despite its elevated position, there is little current research on
sponsorship and its effectiveness. This research project looks into sport event
sponsorship and uses Leeds Mets sponsorship of the Carnegie Challenge Cup
as a case study.
Chapter 1 of the dissertation introduces the research case study and sets out
the research aim and objectives.
Chapter 2 reviews the current literature on sponsorship aims and effectiveness
and associated subjects.
Chapter 3 assesses various research methodologies and justifies the method
used for this research projects.
Chapter 4 presents the research findings and discussion of results.
Chapter 5 draws conclusions and recommendations for the case study.
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Contents
Declaration 2
Acknowledgements 2
Abbreviations 5
Abstract 6
Contents 7
List of Figures and Tables 11
Chapter 1 Introduction 13
1.1 The Research Question 14
1.2 The Case Study 15
1.3 Research Aim 16
1.4 Research Objective 16
Chapter 2 Key Literature 18
2.1 Sponsorship 18
2.1.1 Event Sponsorship 21
2.1.2 Sponsorship of Major Sport Events 25
2.1.3 Sponsorship Effectiveness 28
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2.2 Stakeholder Perception 30
2.3 Rugby League Growth 33
2.3.1 Rugby League Sponsorship 35
2.4 Key Theoretical Findings 37
Chapter 3 Methodology 40
3.1 Introduction 40
3.2 Research Philosophy 40
3.3 Research Approach 42
3.4 Research Strategy 43
3.5 Data Collection Method Questionnaire 43
3.5.1 Limitations of Internet Questionnaire 44
3.5.1.1 Postal Questionnaire 45
3.5.1.2 Email Questionnaire 46
3.5.2 Construction Issues 46
3.5.3 Researcher Bias 47
3.5.4 Administrative Issues 47
3.5.5 Questionnaire Design 48
3.5.6 Maximising Response Rate 49
3.6 Ethics and Data Collection 50
3.7 Reliability of Data Collected 50
3.7.1 Validity of Data Collected 50
3.8 Chapter Summary 51
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Chapter 4 Research Findings & Discussion 53
4.1 Introduction 53
4.2 Research Findings 53
4.3 Section A Results 54
4.4 Section B Results 57
4.5. Section C Results 69
4.6 Section D Results 81
4.7 Section E Results 91
4.8 Discussion 95
4.8.1 Limitations 95
4.9 Chapter Summary 96
Chapter 5 Conclusions & Recommendations 99
5.1 Recommendations 101
5.1.1 Future Academic Research 101
5.1.2 Practical Work 102
Bibliography 106
Appendix A Dissertation Proposal 127
Appendix B Case Study Information 150
Appendix C Research Onion 155
Appendix D Questionnaire 156
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Appendix E Questionnaire Results 164
Appendix F Ethics Form 190
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List of Figures and Tables
Figure 1.0 Which faculties the respondents belong to 55
Figure 1.1 The age group of the respondents 55
Figure 1.2 The respondents year of study 56
Figures 2.0 to 4.5.1 Questionnaire responses and breakdown by faculty 56-
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Introduction
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Chapter 1.0 Introduction
In general, sponsorship can be illustrated as a mutually beneficial business
relationship between two parties being named as sponsor (usually companies)
and sponsored (e.g. actors in the field of arts, sports, education).(Head, 1981).
Carrigan and Carrigan (1997) state that sponsorship is not a recent phenomena
and it has made a marked impression on society. However, in recent history it
has moved away from being a philanthropic activity and has taken a key role as
a strategic marketing and communications (and thus corporate) tool.
Sponsorship now has a significant (some would say major) role to play in
increasing sales, enhancing corporate image and leveraging employee morale.
(Dolphin, 2003). Despite its elevated status, there is relatively limited academic
study into sponsorship and its associated topics.
Meenaghan (1996) states that for sponsorship to be successful it needs to be
carefully managed. He points out that; the rapid growth of corporate
sponsorship has, in turn, led to the emergence of sponsorship clutter and to
the rise of ambush marketing, reflecting the intense competition for the
sponsorship of certain events.
Agrawal and Kamakura (1995) found that sponsorship deals with sports events
have the same positive effect that it has with individuals; what is important is
that the sponsored entity appeals to the sponsors target market. Nicholls and
Roslow (1999) found sports spectators are more receptive to sponsorship
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messages as they are under favourable conditions at sports events where there
is enthusiasm, excitement and enjoyment. However, Marshall and Cook (1992)
counter this argument as they consider spectators to be so preoccupied by the
sports event that they fail to absorb the sponsors messages.
Grimes and Meenaghan (1998) report that a well chosen sponsorship has the
capacity to drive particular brand values. This was important for Leeds Met to
consider as they alighted themselves with the brand values of the RFL and
rugby league. Amis et al. (1997) argue that sponsorship can become a
distinctive resource one capable of winning a sustainable competitive
advantage and this too was another factor for Leeds Met to consider.
Tripodi (2001) reports that since the 1984 Los Angeles Olympics, sponsorship
has gained popularity amongst marketers as an effective brand equity-building
strategy; and today corporate sponsorship has become an increasingly visible
element of the marcoms mix. However, Mosakowski (1993) cautions that
sponsorship constitutes a potential source of competitive advantage only if it
offers benefits desired by customers. If there is no attempt made to enhance the
benefits perceived by the customer, any attempts to leverage such a resource
are likely to prove ineffective.
1.1 The research question
From an academic perspective the author chose to investigate how did Leeds
Mets students perceive its sponsorship of the Carnegie Challenge Cup as
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there is currently no similar research into this case study. More generally, the
author found there to be some research into sport event sponsorship by
academic institutions, but the events were on a much smaller scale compared
to the Challenge Cup.
From a practical perspective the author chose the case study question as he is
both a former Leeds Met employee and student. He is subsequently well
acquainted with the issues and debates regarding the sponsorship.
1.2 The case study
In January 2007 Leeds Metropolitan University announced that Carnegie, its
Faculty of Sport & Education would be the new sponsor of the RFLs domestic
knock-out tournament and it would subsequently be known as the Carnegie
Challenge Cup. The six-year deal, which cost a reported 6-10m (BBC, 2007)
was the first of its kind between a higher education institution and a national
sports governing body in England. For information see appendix XXXX.
As part of the deal, Leeds Mets Vice-Chancellor, Professor Simon Lee
announced:
Leeds Met will take over as primary partner of the RFLs Champion
Schools tournament
The University will develop new courses in sport preparation with the
RFL.
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Leeds Mets Professor of sporting history Tony Collins will work with the
RFL on a range of Rugby League academic research projects.
Leeds Met will support the RFL competition for Further Education and
Sixth Form students at under 19 level
1.3 Research aim
To investigate if Leeds Mets students perceived the sponsorship of the
Carnegie Challenge Cup positively or negatively. This will be investigated by
using current literature on sponsorship and related topics.
1.4 Research Objectives
To help accomplish the research aim the following objectives have been
outlined:
1) Review the existing literature around the research topic.
2) Develop a research methodology suitable for the Leeds Met case
study.
3) Conduct the research and assess findings.
4) Critique research methodology and propose implications for future
study and recommendations.
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Literature Review
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Chapter 2.0 Key Literature
Introduction
Knowledge doesnt exist in a vacuum, and your work only has value in relation
to other peoples. Your work and your findings will be significant only to the
extend that theyre the same as, or different from, other peoples work and
findings. (Jankowicz, 2000).
This chapter of the dissertation will identify published work relating to the area
surrounding the research question, with the purpose of identifying theory behind
the benefits and problems of sponsoring sports events. The author
acknowledges that there is some research into the area of sports event
sponsorship; however the chosen research title is original. The author has
highlighted the following texts as relevant in understanding the area of research,
which will be used to relate to data explored throughout the dissertation.
2.1 Sponsorship
Carrigan and Carrigan (1997) report that sponsorship is not a recent
phenomena and it originated as a concept originated in the Greek and Roman
era, while Quester and Thompson (2001) note that the word is derived from the
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Greek horigia. In more recent times and for over 100 years sponsorship has
made a marked impression on society (Grimes and Meenaghan, 1998).
Meenaghan (1998) notes that the sponsorship industry has made considerable
strides over its relatively brief modern history, however academic study is still
limited and in its infancy.
Meenaghan, (1991) argues that even though sponsorship has been used by
companies for decades, its importance in the marketing communications mix
has increased only recently as people show an increasing interest in sport, art
and leisure activities.
Sponsorship is so widely used today that it is almost impossible to find any
public event that is not sponsored in some way as companies increasingly use it
as part of their marcoms strategy (Kover, 2001). Stotlar (2004) reported that
investment in sponsorship contracts has been increasing in the last 10 years
worldwide and expenditure in 2004 reached $7.4bn in Europe and $11.14bn in
the US (IEG, 2004, cited in Seguin et al., 2005). Thwaites (1995) argues that
this is part due to the fact that sponsorship has the ability to contribute to a
broad range of business objectives.
However, Owen (2006) cautions that if the sport event sponsorship market is to
grow and sponsors are to reinvest, rights holders of major sports events need to
give sponsors more meaningful assets beyond the usual advertising boards and
logos on official publications.
Meenaghan (1998) believes that earlier rationales for sponsorship were
confused, however Armstrong (1988) states that sponsor objectives have
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evolved over time and are now replaced by clearly stated objectives.
Sponsorship now focuses heavily upon definition related issues, marketing
communications issues and managerial issues (Olkkonen et al. 2000).
Meenaghan (1998) makes the important distinction that a request for a donation
is different from the proposal for a sponsorship relationship; with differing goals
and language used (Sponsorship Report, 2001). The goals of sponsorship are
to enhance the corporate image (Abratt and Grobler, 1989), add value to
organisational communications, increase goodwill among opinion formers
(Witcher et al., 1991) or promoting brand awareness (Hansen and Scotwin,
1995).
Alexandris et al., (2007); Gwinner and Swanson, (2003); Madrigal, (2001);
Speed and Thompson, (2000); Lee et al., (1997), have developed some
theoretical frameworks on sponsorship evaluation. However, the empirical
verification of these models is weak and most of these studies were conducted
in the context of collegiate and/or professional sports.
Crimmins and Horn, (1996); Hastings, (1984); Head, (1981); Hoek et al., (1997)
summarise that even though there is an increasing use of sponsorship which
has resulted in increased academic study of the topic, there is still an element of
uncertainty concerning the role of sponsorship, its characteristics, functions,
and the nature of its interactions with other marcom elements.
Cornwell (1995) cautions that effective targeting of potentially wide, diverse
global audiences requires sponsoring organisations to be aware of the multiple
audiences upon which their sponsorship may impact and target groups need to
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be prioritised. In order to appeal to local markets many corporations are
including sponsorship as part of their business (Chajet, 1997). He further states
that sponsorship can be a powerful tool for a company to raise its profile and
corporate brand. Consequently sponsorship may be used as and is increasingly
being used as a tool to shape the image of the organisation in new and
emerging markets.
Olkkonen et al., (2000) argue that sponsorship is frequently presented as one
element in a process to different target groups with the hope of gaining a
desired set of responses. Ashill et al. (2001) suggested that event sponsorship
allows business to target their promotional efforts towards specific groups who
can be linked to the event. Many companies now realise that sponsorship of
causes is one of the most powerful and effective marketing channels available
(Munson, 2001).
2.1.1 Event Sponsorship
Schultz et al. (1994) found that there is some confusion over sponsorship and
many consumers tend to perceive marcoms activity as part of advertising. This
school of thought is also common in academic circles who frequently adopt the
argument that sponsorship is yet another form of advertising (Head, 1981). He
went on to propose that sponsorship should be viewed as advertising; it [is]
logical, permissible, and advantageous to regard sponsorship as a form of
advertising that qualifies for corporate tax relief in the United Kingdom. He
argued that sponsored activities, especially sport sponsorships, frequently gain
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Erdogan and Kitchen (1998) state that there is some uncertainty regarding the
role of sponsorship, its characteristics, how it works and the nature of its
interactions with other marcoms elements. Gwinner and Eaton (1999) argue
that this uncertainty increases when there is multiple sponsors of an event.
Smith (1996) argues that sponsorship is popular amongst business as it acts as
a platform from which to build equity and to gain affinity with target audiences.
Whilst Grimes and Meenaghan (1998) state that the consumer is the target
audience for corporate sponsorship activity. They conclude that a well chosen
sponsorship has the capacity to drive particular brand values.
Amis et al. (1997) argue that sponsorship can become a distinctive resource,
capable of gaining business a sustainable competitive advantage. Russell and
Lane, (1996) conclude that sponsorship has the ability to inform customers of
brand benefits, enabling them to know where and how to obtain the brand or
product.
Yeshin, (1999) claims that sponsorship is a more embracing activity than other
forms of marketing communications which frequently involve greater levels of
expenditure. Sponsorship can deliver supplementary benefits by creating
goodwill in the minds of consumers (Jones and Dearsley, 1989). However,
Crimmins and Horn, (1996) counter this by stating no matter how strong the link
in the publics mind, the link and goodwill is perishable over time.
Thwaites (1995) suggests that more than 75% of total sponsorship concerns
sporting activities, ranging from the provision of sports kits to the funding of new
stadia (Miyazaki and Morgan, 2001). Sports sponsorship is now commonplace
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(Ashill et al. (2001) due to the fact that sports spectators are in a special
category (Nicholls and Roslow (1999). They propose this is due to spectators
being exposed to promotional messages under favorable conditions where
there is enthusiasm, excitement and enjoyment. It is these conditions which
customers tend to be relaxed and therefore more receptive to the corporate
message. However, the main criticism leveled against this is by Marshall and
Cook (1992) who claim that spectators are so preoccupied by the sports event
that they fail to absorb the sponsors messages, rendering sponsorship
impotent.
Alexandris et al. (2007) studied a basketball all star game in Greece to test the
construct of 'activity involvement' in sponsorship outcomes. They looked at the
relationship between attitudinal variables and consumers' behavioral intentions.
However, Havitz and Dimanche (1997) stated that activity involvement was
defined as 'an unobservable state of motivation, arousal or interest toward a
recreation activity or associated product'. The main critique of the findings
(Alexandris et al., 2007) is that the construct of activity involvement has
received limited attention in sponsorship research and requires further research.
Bennett, 1999; Crimmins and Horn, 1996; Meenaghan, 2001; Madrigal, 2001;
Sutton et al., 1997 have all carried out research into fan involvement and team
identification, which were found to be constructs related to sponsorship
outcomes. Madrigal (2001) also looked into sponsorship and conducted
research with NASCAR fans. He discovered that sponsorship has an important
impact on highly identified fans' consumer choices; however more research is
required into this field.
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2.1.2 Sponsorship of Major Sport Events
Nicholls and Roslow (1992) investigated the effectiveness of brand promotion at
sports events. They interviewed people at the 1992 Ryder Cup and found that
sports events have a broad appeal beyond the immediate attendees. They
argued that sports events generate a large audience of viewers, listeners, and
readers far beyond the attendee. They found that promotional messages can be
styled to match the audiences associated with the specific media and the
character of the event. However, this research had a sample of only 276 people
so there is scope for more research.
McDaniel and Mason (1999) state that sponsorship has become one of the
most prolific forms of sports marketing with $1.4bn spent on sponsoring the
2000 Sydney Olympics (Lloyd, 2000), whilst worldwide sponsorship has
reached US $22bn (Lardinoit and Quester, 2001). It has been proposed that
such heavy expenditure is due to a mass audience acting as a driving force
behind sports sponsorship Abratt et al. (1987).
Miyazaki and Morgan (2001) state that a global event like the Olympics
represents a very large expenditure for corporate sponsors. However, the huge
cost is offset by the excellent marketing platform that sponsorship of such a
prestigious event creates (Easton and Mackie, 1998). Quester and Thompson
(2001) state that the increase and prominence of sports sponsorship is due to
its flexibility as a communication tool.
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Carrigan and Carrigan (1997) found that the sports which attract the most
sponsorship are motor racing and football which account for 45% of overall
sponsorship money. Abratt et al. (1987) propose that sport is a popular choice
for companies to sponsor as it exposes the investment to participants and the
watching audience. However, the main argument by Tripodi (2001) is that this
ignores the viewing audience; which, with the advent of the satellite, can be
worldwide; this is also the belief of Carrigan and Carrigan (1997). They feel that
sport is popular as a sponsorship tool because it offers potential for great
publicity.
Performance Research (2001) found that US Formula One fans appreciate the
role of sponsors and 59% of US fans reported that they benefit personally from
corporate sponsorship because sponsorship makes the race possible as an
event. Importantly, the study found that over half of the respondents said they
would almost always choose the sponsors product. However, the main criticism
of this report is that few UK sponsors communicate their commitment in this
way to the fans and subsequently cannot claim the same level of support from
fans.
Lee et al. (1997), proposed one of the first models after conducting a study in
the settings of the Summer Olympic, Winter Games and the football World Cup.
He found that spectators' positive attitudes toward the event meant they have
positive attitudes towards the sponsor and sponsorship outcomes. In addition,
they proposed that an individual's attitude towards an event is relatively stable;
they are formed based on the expected benefits, such as fun and enjoyment,
from attending an event (Gwinner, 1997, Lee et al, 2001, Speed and
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Thompson, 2000). Favourable responses are likely to be developed by
spectators who perceive an event to be attractive, entertaining and interesting
(D'Astous and Bitz, 1995). They conclude that 'attitude toward the event' theory
can be particularly applied to leisure events, where spectators expect fun,
entertainment and pleasurable experiences.
Since the 1984 Los Angeles Olympics, sponsorship has gained popularity
amongst marketers who now view it as an effective brand building strategy and
today corporate sponsorship has become an increasingly visible element of the
marcoms mix (Tripodi, 2001). Subsequently, managers from a wide range of
industries now appear to view sponsorship as an important part of the
marketing mix (Witcher et al., 1991). However, Mosakowski (1993) cautions that
sponsorship is only a potential source of competitive advantage if it offers
benefits which are desired by customers. If there is no attempt made to
enhance the benefits perceived by the customer, any attempts to leverage a
resource are likely to prove futile.
Grimes and Meenaghan, (1998) report that there is increasing disillusionment
with more traditional methods of business communications and subsequently
sponsorship is increasingly competing with funding against other elements of
the marketing mix (Javalgi et al., 1994). In addition, Lardinoit and Quester
(2001) found that some scholars face difficulty researching sponsorship due to
its varied definition and the many activities it entails.
Tripodi (2001) argues that due to the growth in popularity of sponsorship it can
now be considered a legitimate element of a companys communications mix.
However, Harvey (2001) counters that many marketers are still unsure of how
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sponsorship works. Meenaghan (1998) reported that sponsorship has
outperformed advertising generally even in worldwide recession, although he
maintains that strategic and operational competencies in this medium may be
considerably less than those gained by advertising. However, Otker (1997)
argues that companies feel that sponsorship offers more cost effective returns
than advertising. Despite the differentiation between sponsorship and
advertising Thwaites (1995) reports that members of the public still perceive
sponsorship as advertising.
2.1.3 Sponsorship Effectiveness
Dolphin (2003) reported the growing importance of companies evaluating
sponsorship effectiveness. However, much more research needs to be carried
out into this topic (Crompton, 2004, Gwinner and Swanson, 2003, Seguin et al,
2005). In addition, Quester (1996) reported that a small number of companies
(30-50%) evaluate sponsorship outcomes. Crompton (2004) surveyed 200
companies and found that 40% of companies with major investment in
sponsorship spent nothing to evaluate their contracts. Whilst, an additional 35%
of these companies spent 1% or less of their budget for sponsorship evaluation.
Academic research into sponsorship evaluation is still very limited and there is
certainly scope for more to be carried out (Crompton, 2004, Gwinner and
Swanson, 2003). However, there have been some studies into sponsorship
research (Alexandris et al., 2007; Gwinner and Swanson, 2003; Madrigal, 2001;
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Lee et al., 1997; Speed and Thompson, 2000) that have developed theoretical
models to identify sponsorship outcomes. However, these models need further
empirical testing in different leisure and sport settings. There is also scope for
more research with the inclusion of more variables, in order to predict more
accurate sponsorship outcomes (Crompton, 2004; Gwinner and Swanson,
2003; Seguin et al., 2005).
Crompton (2004), Dolphin (2003), Seguin et al (2005) state that the value of
sponsorship as a marketing strategy is well documented. Apostolopoulou and
Papadimitriou (2004), Pope and Voges (2000) and Tomasini et al (2004)
conducted research that has provided support for the value of sponsorship in
achieving greater media exposure, brand awareness and penetration in new
markets, and corporate and social objectives.
Bennett, (1999); Harvey, (2001); Meenaghan, (2001) found that the 'beliefs
about sponsorship' variable relates to an individual's perceptions of the
company sponsoring the event or team. Lee et al (1997) found that individuals
who have positive attitudes toward sponsorship will develop more favourable
responses toward the sponsor. However, he also found that a negative attitude
toward sponsorship can form because consumers may associate sponsorship
with commercialisation, which something sport purists may want to resist.
Speed and Thompson's (2000) researched event setting and sought to assess
college students' potential attitudes towards sponsorship. They discovered that
event related factors, sponsorship factors and sponsor factors are important in
defining outcomes, such as 'interest toward sponsorship', 'favourability', and
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'use of the sponsor's products'. Their findings partially supported Lee et al.'s
(1997) proposition, regarding the 'attitude toward the event' variable in
predicting sponsorship outcomes. However, this variable was found to be
related with respondents' willingness to consider the sponsor's products. The
study also found that the key variables of predicting sponsorship outcomes are
'perceived sincerity of sponsors' and the 'attitudes toward sponsors'. The
'perceived sincerity of the sponsor' variable supports Lee et al (1997) findings.
Madrigal (2001) studied beliefs about the benefits of sponsorship, the role of
team identification and the perceived importance of these beliefs on attitudes
towards buying products from a sponsor. The proposed model was based on
Ajzens, (1988) beliefs-attitude-intention hierarchy, and the study provided
empirical support for the model and highlighted the importance of team
identification in predicting favourable sponsorship reactions. Gwinner and
Swansons (2003) findings also supported this and found that team identification
is an important factor in deciding sponsorship outcomes, such as, attitude
toward sponsor, sponsor patronage, sponsor recognition and satisfaction with
sponsor.
2.2 Stakeholder Perception
Murphy, et al (2005) and found that stakeholder relationship marketing that
incorporates triple bottom line philosophy enhances financial performance
beyond that achieved by customer relationship marketing orientation. However,
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this research used a sample of only 33 businesses, so there is much scope for
further research to be carried out into the field of stakeholder performance
appraisal
Merrilees et al looked into marketing stakeholder analysis and in particular the
branding of the Brisbane Goodwill Games. They looked at marketing
stakeholder relationships and found that one of the results of this marketing
approach is that it enables more attention to be given to primary rather than
secondary stakeholders (Clarkson, 1995). They found that the context of
building a global brand, locally for a major sporting event, is an important topic
in itself, as there is little relevant theory at present. The marketing and branding
of the Brisbane Goodwill Games allowed Merrilees et al to better understand
inter-organisational linkages in stakeholder perception. They found that
stakeholder theory is a powerful way of building inter-organisational linkages,
beyond the more traditional network approach.
Helm (2007) compared stakeholder perceptions of corporate reputation
and found a consensus concerning the main reputational criteria
among members of different stakeholder groups. She also discovered
that general attitudes towards the firm (or overall reputation) can
function as an affective halo for the different reputational facets
(Schwarz et al., 1994).
There are three main research perspectives in literature dealing with
stakeholder-specific reputation(s). The first school of thought interprets
reputation as an attitudinal construct that only exists in the minds of individuals.
Reputation is the aggregation of a single stakeholder's perceptions of how well
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organisational responses are meeting the demands and expectations of many
organisational stakeholders (Wartick, 1992).
The second group of authors make the assumption that reputational
perceptions are matched within stakeholder groups. Bromley (2002) claims that
companies [] have as many reputations as there are distinct social groups
that take an interest in them. Brown (1998) states that there are various
audiences for any particular company and each audience may see a company
in more or less similar ways, but the image will likely be based on different kinds
of information for different audiences.
The first two schools of thought suggest that a firm does not have one distinct
reputation; however the third school bucks this trend. Fombrun et al (2000)
argue that certain reputational perceptions converge across stakeholder group
boundaries, forming a general reputation of the firm. They conclude that
corporate reputation signifies an overall view of a business which revolves
around broad dimensions. As there are three different schools of thought, it is
unsurprising that the current literature offers different solutions to appropriate
stakeholder adaptation of reputation measures.
Dowling (1988) claims that studies of reputation call for an adaptive approach,
subsequently a measurement model for reputation needs to be developed for
each stakeholder group. However, this approach decreases the opportunities to
compare results across stakeholder groups and limits an integrative approach
to reputation management.
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Gatewood et al. (1993) argues that the criteria used in Fortune's Most Admired
Companies index (FMAC, Fombrun, 1998) is not appropriate to measure
reputation across all stakeholder groups. Scholes and Clutterbuck (1998)
support this claim: there is no effective vehicle for comparing, say, customer
perceptions of company reputation with employees' perceptions.
Van Riel and Fombrun (2002) explain that the reputation quotient (RQ), used by
the Reputation Institute was designed for use with any stakeholder group.
However, empirical investigations have only focused on the general public so
far (Wartick, 2002).
The main critique of Fombrun and Wiedmanns (2001) research is that it is
based on the assumption that there are no great differences between the
perceptions of individuals belonging to different stakeholder groups. They argue
that reputation should be measured using the same indicators for all
stakeholder groups. However, the weakness of this is that the authors do not
use the RQ database to empirically test this assumption and consequently there
is a lack of information about the process by which the dimensions and scale of
reputation have been developed.
2.3 Rugby League Growth
Sporting events can be described as major by virtue of their size in terms of;
there attendance, target market, level of public financial involvement, political
effects, extent of TV coverage, construction of facilities and impact on the
economic and social fabric of the host community (Hall, 1992). The Challenge
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Cup certainly constitutes the title of a major sporting event, as the event is
regularly a full house and watched by 12m people around the globe (Lee,
2007).
Rugby league is the 7th favourite sport in the UK by attendance and 9 th most
televised and these lowly figures are attributed to the lack of headline grabbing
international competition that other sports enjoy. This has repercussions when it
comes to negotiating sponsorship deals as rugby league has a significantly
lower audience than other sports and this is further hampered by 98% of rugby
league being televised on subscription channel BskyB (Mintel, 2006).
Mintel (2006) carried out research into the growth of rugby league and found
that interest grew 2.9% between 2001 and 2005, which was reflected by
increased match attendances. The interest was driven largely by the Super
League competition and its revamped Grand Final play-off structure. In addition,
to the introduction of the Tri-Nations Series between Great Britain, Australia and
New Zealand also helped to raise the sports profile, despite a lack of Great
Britain success in the competition. Also, staging the Challenge Cup final whilst
the new Wembley Stadium was build at other venues usually associated with
rugby union, namely Murrayfield, Twickenham and Cardiffs Millennium Stadium
helped to take the game to a new audience and penetrate new markets.
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2.3.1 Rugby League Sponsorship
Rugby league clubs have been pioneers in inventive marketing and many clubs
run comprehensive community involvement programmes with clubs reporting
significant dividends in terms of attendances, reputation and consequent
sponsor appeal. The number of people playing rugby league has more than
doubled in recent years increasing the potential reach of sponsors (Mintel,
2006).
Mintel also states that the Super League and the Challenge Cup are the two
most valuable sponsorships in rugby league. With the increasing interest in the
sport the RFL, the sports governing body in the UK has been more active in
generating sponsorship attracting Gillette (safety razor manufacturer) back to
the Tri-Nations team, whilst developing other partners such as Nestl (multi-
national food company), Castlemaine XXXX (brand of beer), Puma (multi-
national sportswear company) and more recently Carnegie. The report also
found that rugby league players are more inclined to purchase products or
services from all types of sponsors, but especially favour sports sponsors, with
a third of these consumers preferring to purchase from these brands. However,
it found consumers who spectate at rugby league or follow the sport in the
media return unremarkable levels of sponsorship awareness and inclination to
purchase sponsors products.
Powergen was the former sponsor of the Challenge Cup from 2003 until 2007
and was reported to have paid around 5m to sponsor it. In addition, Super
League gained a new sponsor for the 2006 season with Engage Mutual
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Insurance sponsoring it at a reported cost of 1.65m for a two-year agreement,
roughly equivalent to what previous sponsor Tetleys is understood to have
paid. In a club context, St Helens who have been one of the top teams of recent
seasons agreed what was reported as one of the most lucrative deals in the
game by signing a 2m, three-year sponsorship deal with mortgage company
Earth, although the company was later wound-up due to financial problems.
Mintel (2006) also carried out a report into the sponsorship sector and found
that by necessity it has evolved significantly in recent years, and sponsorship
deals are now more sophisticated and integrated than ever before. Whilst there
has been a general slowdown in advertising, the sponsorship market has
bucked the trend in value terms and this can be attributed to the efforts invested
in the development of more sophisticated techniques which have begun to pay
dividends for sponsors and rights holders.
The report further states that the most significant event on the horizon for the
sponsorship market is the London Olympics in 2012, which is expected to
generate some 700m in sponsorship revenues. However, 2006 saw a slight
slowdown in activity as many companies waited for the announcement of the
first Games sponsors.
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2.4 Key Theoretical Findings
Sponsorship aims to;
Enhance corporate image (Abratt and Grobler, 1989)
Add value to organisational communications (Witcher et al, 1981)
Increase goodwill amongst opinion formers (Witcher et al, 1981)
Promote brand awareness (Hansen and Scotwin, 1995)
Achieve greater media exposure (Apostolopoulou and Papadimitriou,
2004. Pope and Voges, 2000. Tomasini et al, 2004)
Achieve corporate and social objectives (Apostolopoulou and
Papadimitriou, 2004. Pope and Voges, 2000. Tomasini et al, 2004)
Other:
Consumers think favourably of an organisation if it sponsors an event
they are emotionally attached with (Lee et al, 1997)
Sponsorship only offers a potential source of competitive advantage if it
offers benefits which are desired by customers (Mosakowski, 1993)
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Methodology
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Chapter 3.0 Methodology
Methodology is the analysis of, and the rational for, the particular method or
methods used in a given study(Jankowicz, 2000).
3.1 Introduction
This chapter begins by identifying the approach to research. The section then
finishes with the primary research method being identified, pointing out the
reasons for selection and the limitations of the research method adopted.
3.2 Research Philosophy
The author adopted an interpretive philosophy to research; Saunders et al
(2003) describe this philosophy as an epistemology that advocates that it is
necessary for the researcher to understand differences between humans in our
role as social actors. According to Saunders et al (2003) the interpretive
researcher believes that the social world of business and management is far
too complex to lend itself to theorising by definitive laws in the same way as
physical sciences.
The author adopted this research philosophy as the author believes there is no
identifiable reality or truth and knowledge does not come from the application
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of theory to practice, but rather by identifying different theories that different
stakeholders embody. The author feels this philosophy will enable him to
answer the case study question most effectively.
The author decided against the positivism philosophy due to the factors in the
table below.
Positivism Interpretivism
Phenomena can be analysed in terms
of issues
Phenomena can be analysed in terms
of issuesData are collected by participants and
by observers all of whom have varying
degrees of involvement and
detachment
Data are collected by participants and
by observers all of whom have varying
degrees of involvement and
detachmentTruth can't be determined in any
absolute way, we are capable of using
evidence to work towards a
consensus, but must sometimes agree
to differ and sometimes concluded
that truth is undividable
Truth can't be determined in any
absolute way, we are capable of using
evidence to work towards a
consensus, but must sometimes agree
to differ and sometimes concluded that
truth is undividableThe purpose of enquiry is to gain
sufficient understanding to predict
future outcomes
The purpose of enquiry is to gain
sufficient understanding to predict
future outcomesThere is no need to seek to apply
theories, understanding and prediction
are already theory-in-action, being
theories-from-action
There is no need to seek to apply
theories, understanding and prediction
are already theory-in-action, being
theories-from-action
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The basic assumptions of positivism and interpretivism (Jankowicz, 2004 p.
111)
3.3 Research Approach
When designing a research project, Saunders et al (2003) identify the deductive
and inductive approach as approaches researchers must consider. Saunders et
al (2003) describe the deductive approach as; developing a theory and
hypothesis and designing a research strategy to test the hypothesis. Saunders
et al (2003) describe the inductive approach as focusing on the collection of
data and the development of theory resulting from the data analysis.
The author adopted an inductive approach to this research as it enabled a
thorough understanding of the nature of the problem. An inductive approach
allowed for a more flexible structure and for changes to be made to the
research emphasis as the research progressed. Had the author adopted a
deductive approach, he feels he would have been unable to collect sufficient
and appropriate information.
3.4 Research Strategy
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Saunders et al (2003), defines research strategy as a general plan of how the
author goes about answering the research questions. Due to the nature of this
research the author adopted an action research strategy, which incorporated a
questionnaire.
3. 5 Data Collection Method Questionnaire
The value of the questionnaire is that it allows you to standardise your
questioning to such an extent that a more numerate, statistically-based analysis
is possible, and permits you to test out hypotheses quantitatively should you
wish to do so(Jankowicz, 2005).
The structured questionnaire was used as the author feels it is the best method
to answer the case study question. The author used this data collection method
as it allowed him to direct questions at a large group of people with relatively
little cost. It also proved the most effective in terms of the time constraints,
especially when compared to interviews and focus groups.
In addition it was also chosen as it is cheap to administer, permits more
responses and requires less skill and sensitivity to administer than the other
data collection methods. It also allows the respondent more to think about their
responses than any of the semi-structured techniques. The author opted to use
the multiple-choice format in the questionnaire design as it is the most common
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and straightforward format, which offers respondents the opportunity to specify
an answer if required (Jankowicz, 2004).
The questionnaire was created using relevant findings on the aims and
effectiveness of sponsorship. The author incorporated Likert Scale questions as
he felt this would enable him to draw firm conclusions from a large number of
respondents. However, the author acknowledges the rigidity of this quantitative
method.
3.5.1 Limitations of Internet Questionnaire
The author chose to use an internet questionnaire over the postal and email
variants, mainly due to time and financial constraints. In addition, the author felt
he would gain sufficient respondents from an internet questionnaire to make the
findings valid and set himself a target of 300 respondents.
The author acknowledges the negative design and sampling issues effecting
internet questionnaires such as the low control over inclusion of population in
the sample and low control over selection of respondents into the sample. In
addition, there is also the high chance of answers being given by somebody
else and this method is highly sensitive to distortion by respondent substitution.
There is also a high chance of controlling bias due to selective non-response,
as well as a high refusal rate, whilst most respondents are from homogenous,
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highly-selected populations. The author is also aware of the moderate chance
of an internet questionnaire being refused and the moderate response rate with
varied populations. Despite these limitations the author still felt the internet
questionnaire was the best data collection method to use as it was cheap to set
up took little time to create and had a good chance of avoiding researcher bias
with low levels of contamination by others.
3.5.1.1 Postal Questionnaire
The author appreciates the various strengths and weaknesses of the postal
questionnaire. The main benefit of this method is the high chance of
establishing anonymity and avoiding researcher bias. Postal questionnaires
also tend to have a high respond rate from the public at large.
However, the postal option has as a high refusal rate and those that do respond
are likely to be from a homogenous, highly selected population. There is also a
low chance of controlling bias due to selective non-response. In addition, boring
but necessary and personal questions are unlikely to be answered. Postal
questionnaires are relatively expensive and time consuming compared to the
internet and email equivalents (Dillman, 1978; 2000, Frey, 1983, Coomber,
1997).
3.5.1.2 Email Questionnaire
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success of steering questions was likely to be high, whilst personal and
sensitive questions were expected to achieve moderate success.
3.5.3 Researcher Bias
With regard to bias the author acknowledges that an internet questionnaire has
a good chance of avoiding researcher bias as well as avoiding bias due to the
social desirability of answers. There is also a low chance of contamination by
others and low feasibility of assistance being available to the investigator.
From a personal perspective the author had previously worked for the Carnegie
Marketing Department on Challenge Cup projects. Consequently there was a
possibility of accidental researcher bias, for instance the phrasing of particular
questions could lead towards a possible answer. However, the author hopes
that by recognising this possible bias, he will consciously avoid it and the risk
will be minimised.
3.5.4 Administrative Issues
The administrative issues show the strength of the internet questionnaire as this
data collection method enables the author to have high control over costs. The
method is not sensitive to geographical distance from respondents, which keeps
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potential financial costs low. It only requires a small amount of time to set up,
thus keeping time costs low.
3.5.5 Questionnaire Design
The questionnaire was designed using the key theoretical findings from the
literature review regarding the aims of sponsorship. See section 4 Primary
Research for more information. It also incorporates questions using the Likert
Scale and more general ones in order to find out basic information about the
respondent and the opinions on sponsorship in order to answer the research
question.
3.5.6 Maximising response rate
Anderson and Gansneder (1995) found that e-mail questionnaires had a
surprisingly high response rate of 76%. Whilst the very best rate for a postal
return was 74% using Dillmans (2000) Total Design Method, 20-30% is the
most occurring response rate. Saunders et al (2003) found internet
questionnaire to be the least successful in terms of response rate, however the
author felt confident of gaining between 300-400 responses.
The author chose to use an electronic questionnaire as this would allow him
more control over costs and was easy to set up. The author opted for an
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internet questionnaire over an email questionnaires as he felt it would be
difficult to maintain anonymity from emails, due to most respondents lacking the
knowledge to make their emails anonymous.
The author managed to maximise the response rate by creating a sense of
ownership among his respondents by adopting a negotiating approach in
bringing together their interests with his own (Jankowicz, 2004). The author also
maximised the response rate by rewarding the respondents. The author
achieved this by showing the respondents how the study supports them and
that the issue is of concern to them. The author also ensured the questions and
method used to pose them were interesting to the respondent.
The author further increased the response rate by reducing the costs to the
respondent by making the task appear brief with a clear layout and structure of
the questionnaire. The author also ensured it by reducing the mental and
physical effort involved with clear expressions and questions. The author also
eliminated the possibility of embarrassment by using appropriate wording for
personal questions. The author created trust by establishing status and
legitimacy by referring to the university where he is a student, Leeds
Metropolitan University.
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3.6 Ethics and data collection
De Vaus (2002) highlights the importance of five ethical responsibilities;
Voluntary Participation
Informed consent
No harm
Confidentiality, and
Privacy
The author ensured that all of these criteria were matched by stating who I am;
the purpose of the questionnaire, the data will be treated responsibly and
confidentially.
3.7 Reliability of data collected
The primary research was conducted in order to collect new reliable and valid
information, abiding by ethical standards.
3.7.1 Validity of data collected
The author is confident that the research collected is valid for the subject area
focused on.
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3.8 Chapter Summary
The methodology chapter of this report provides an overview of the research
philosophy, approach and strategy. This chapter provides information on the
analysis of, and the rational for, the particular method or methods used in the
study. The chapter identifies that the author adopted an inductive approach
using a phenomenological philosophy to create an exploratory case study
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Research Findings & Discussion
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4.0 Intoduction
This chapter looks at the findings from the questionnaire and brings together
results and analysis.
4.1 Research Findings
The author divided the questionnaire (see appendices D and E) into five
separate sections and each followed a set theme (they were titles sections A-
E). Section A asked a series of personal questions in order to ascertain
information about the respondent. It asked respondents which university faculty
they belong to, their age group and year of study. This demographic information
enabled the author to divide the data into subgroups, making it easier to spot
trends and patters amongst students from different university faculties.
Sections B-D used the Likert Scale and respondents were asked to rank a
series of statements about Leeds Mets sponsorship of the Carnegie Challenge
Cup. Respondents could choose one of the following answers:
Strongly agree
Agree
No opinion
Disagree
Strongly disagree
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The statements within Section B sought to gauge the respondents perception
towards the sponsorship of the Carnegie Challenge Cup. In Section C
respondents were asked their opinion on statements regarding the aims of
sponsorship which incorporated theory and findings as documented in the
literature review.
Section D contained more statements about the respondents view and
perceived benefits of the Challenge Cup sponsorship. Section E invited
respondent to make additional comments about Leeds Mets sponsorship of the
Carnegie Challenge Cup. This qualitative data enabled the author to make find
out more information about Leeds Mets students perceptions of the Challenge
Cup sponsorship.
4.2 Section A results
Figures 1.0 to 1.2 show demographic information about the respondents which
enabled the author to answer the research question and group the findings by
which faculty the respondents belong to.
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Figure 1.0
Which faculty the respondents belong to.
Carn
24
Arts & S
7
Business & Law
28%
Innovation North
13%
Health
10%
Leslie Silver18%
Figure 1.1
The age groups of the respondents.
Respo
146
4 2
120
140
160
Number of
responses
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Figure 1.2
The respondents year of study.
Year of study No. of responses %
First year 40 26%Second year 55 36%Third year 58 38%Other (please specify) 0 0%Total 153 100.0%
From a sample of 153, the majority of respondents were from the faculty of
Business & Law (28%) and the Carnegie faculty of Sport & Education (24%).
The vast majority of respondents belonged to the 18-24 age group (95%). There
was a fairly even split between the respondents year of study with Third year
(38%), Second year (36%) and First year (26%).
4.3 Section B results
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The statements within Section B sought to gauge the respondents perception
towards the sponsorship of the Carnegie Challenge Cup.
Figures 2.0 and 2.1 show the majority (54%) of Leeds Met students do not feel
that the sponsorship of the Carnegie Challenge Cup is an effective method of
attracting new students. However, significant percentages from the Carnegie
(59%) and Leslie Silver (48%) faculties agreed with the statement.
Figure 2.0
Responses to the statement; Leeds Met Cup is an effective method of attracting new
Strongly agree
9%
Agree31%
No opinion
6%
Disagree
36%
Strongly disagree
18%
Figure 2.1
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Breakdown of responses by faculty to the statement; Leeds Mets sponsorship
of the Carnegie Challenge Cup is an effective method of attracting new
students.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 14 28% 0% 7% 5% 0% 0%
Agree 47 59% 0% 11% 25% 13% 48%No opinion 9 0% 30% 0% 5% 7% 15%Disagree 55 8% 30% 68% 50% 40% 11%Strongly
disagree 28 5% 40% 14% 15% 40% 26%Total 153 100% 100% 100% 100% 100% 100%
Figures 2.2 and 2.2.1 show the majority (62%) of students felt that Leeds Mets
sponsorship of the Carnegie Challenge Cup does not benefit existing students.
This is in great contrast to the vast majority (85%) of Carnegie students who felt
the sponsorship does provide benefits to existing students.
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Figure 2.2
Responses to the statement:Leeds MeCup benefits existing students.
Stron
Agree
24%
No opinion
4%Disagree
42%
Strongly disagree
20%
Figure 2.2.1
Breakdown of responses by faculty to the statement: Leeds Mets sponsorship
of the Carnegie Challenge Cup benefits existing students.
Response No. of Carnegie Arts & Business Innovation Health Leslie
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responses Society & Law North Silver
Strongly
agree 16 27% 30% 0% 0% 13% 4%Agree 37 57% 0% 20% 0% 27% 11%
No
opinion 6 0% 30% 0% 10% 0% 4%Disagree 64 11% 40% 55% 85% 20% 44%Strongly
disagree 30 5% 0% 25% 5% 40% 37%Total 153 100% 100% 100% 100% 100% 100%
Figures 2.3 and 2.3.1 show the majority (53%) of respondents would think more
favourably of Leeds Met if it sponsored an event that they were emotionally
involved with. High percentages of Carnegie (83%) and Business & Law (52%)
students agreed with the statement. These findings support Lee at als (1997)
claim that consumers think favourably of an organisation if it sponsors an event
they are emotionally attached with.
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Figure 2.3
Responses to the statement: I would think
sponsored an event I am emotionally attached wit
Stron
Agre
42
No opinion
2%
Disagree
26%
Strongly disagree
19%
Figure 2.3.1
Breakdown of responses by faculty to the statement: I would think more
favourably of Leeds Met if it sponsored an event I am emotionally attached
with.
Response
No. of
responses Carnegie
Arts &
Society
Business
% Law
Innovation
North Health
Leslie
Silver
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Strongly
agree 17 11% 0% 23% 5% 0% 8%Agree 64 83% 20% 52% 40% 0% 0%No
opinion 3 0% 10% 0% 5% 7% 0%Disagree 40 3% 50% 14% 10% 93% 44%Strongly
disagree 29 3% 20% 11% 40% 0% 48%Total 153 100% 100% 100% 100% 100% 100%
Figures 2.4 and 2.4.1 show a large number (57%) of respondents do not think
more favourably of Leeds Met as a result of the Carnegie Challenge Cup
sponsorship. Importantly, the figures show that the Carnegie faculty (81%) was
the only subgroup to think favourably of Leeds Met as a result of the
sponsorship.
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Figure 2.4
Respons es to the statement: I think more
Carnegie Challenge Cup sponsorship.
Strongly
12
Agree
25%
No opinion
6%
Disagree
37%
Strongly disagree20%
Figure 2.4.1
Breakdown of responses by faculty to the statement: I think more favourably of
Leeds Met as a result of the Carnegie Challenge Cup sponsorship.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
SilverStrongly 19 32% 0% 7% 10% 0% 8%
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agreeAgree 38 49% 0% 23% 20% 6% 18%No
opinion 9 0% 0% 2% 15% 27% 4%
Disagree 56 8% 70% 45% 40% 40% 44%Strongly
disagree 31 11% 30% 23% 15% 27% 26%Total 153 100% 100% 100% 100% 100% 100%
Figures 2.5 and 2.5.1 show that half of the respondents (50%) do not feel that
sponsorship is more effective than advertising, whilst a similarly large
percentage (46%) believe it is. In contrast to the overall findings, large numbers
of Carnegie (73%) and Business & Law (83%) students agreed with the
statement.
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Figure 2.5
Responses to the statement I think spon
Stro
Agree
30%
No opinion
14%
Disagree26%
Strongly disagree14%
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Figure 2.5.1
Breakdown of responses by faculty to the statement: I think sponsorship is
more effective than advertising.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 25 24% 0% 23% 5% 7% 15%
Agree 44 49% 0% 60% 0% 0% 0%No
opinion 22 0% 40% 0% 25% 13% 40%Disagree 40 19% 60% 11% 50% 53% 15%Strongly
disagree 22 8% 0% 6% 20% 27% 30%Total 153 100% 100% 100% 100% 100% 100%
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Figures 2.6 and 2.6.1 show that opinion was fairly split (46% agreed and 40%
did not) on whether sponsorship only works if its offers a product desired by
customers.
In terms of subgroups; large numbers of respondents from the Carnegie (73%)
and Business & Law (82%) faculties agreed with the statement. These findings
strengthen Mosakowskis (1993) claim that sponsorship only offers a potential
source of competitive advantage if it offers benefits which are desired by
customers.
Figure 2.6
Responses to the sta tement Sponsorshipcustomers.
Stron
Agree
30%
No opinion
14%
Disagree
26%
Strongly disagree
14%
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Figure 2.6.1
Breakdown of responses by faculty to the statement Sponsorship only works if
it offers a product desired by customers.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 25 24% 0% 23% 5% 7% 15%Agree 44 49% 0% 59% 0% 0% 0%No
opinion 22 0% 40% 0% 25% 13% 40%Disagree 40 19% 60% 11% 50% 53% 15%Strongly
disagree 22 8% 0% 7% 20% 27% 30%
Total 153 100% 100% 100% 100% 100% 100%
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4.4 Section C results
In Section C respondents were asked their opinion on statements regarding the
aims of sponsorship which incorporated theory and findings as documented in
the literature review.
Figures 3.0 and 3.1 show the majority of students (61%) believe that Leeds Met
sponsors the Carnegie Challenge Cup to promote brand awareness. In this
scenario it supported Hansen and Scotwins (1995) claim that one of the aims of
sponsorship is to promote brand awareness
Figure 3 .0
Responses to the statement: Leeds Met s
promote brand awareness.
Stro
Agree
39%
No opinion
4%
Disagree
18%
Strongly disagree
17%
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Figure 3.1
Breakdown of responses by faculty to the statement: Leeds Met sponsors the
Carnegie Challenge Cup to promote brand awareness.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 33 24% 20% 20% 15% 6% 33%
Agree 61 65% 30% 66% 0% 0% 19%No
opinion 6 0% 20% 0% 5% 0% 11%Disagree 27 11% 20% 14% 0% 47% 30%Strongly
disagree 26 0% 10% 0% 80% 47% 7%Total 153 100% 100% 100% 100% 100% 100%
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Figures 3.2 and 3.2.1 demonstrate that most respondents (68%) feel that Leeds
Met sponsors the Carnegie Challenge Cup to enhance its corporate image. In
this scenario the findings support Abratt and Groblers (1989) belief that one of
the aims of sponsorship is to enhance corporate image.
Figure 3.2
Responses to the statement: Leeds Met
enhance its corporate image.
Str
Agree
43%
No opinion
3%
Disagree
20%
Strongly
disagree
9%
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Figure 3.2.1
Breakdown of responses by faculty to the statement: Leeds Met sponsors the
Carnegie Challenge Cup to enhance its corporate image
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 39 16% 10% 11% 20% 20% 74%Agree 65 73% 0% 75% 10% 0% 11%No
opinion 4 0% 0% 0% 5% 0% 11%Disagree 31 8% 70% 7% 50% 47% 4%Strongly
disagree 14 3% 20% 7% 15% 33% 0%
Total 153 100% 100% 100% 100% 100% 100%
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Figures 3.3 and 3.3.1 highlight that opinion was quite evenly split (50% disagree
and 47% agree) over whether Leeds Mets sponsorship of the Carnegie
Challenge Cup adds value to organisational communications. In the context of
this scenario the findings disagree with Witcher et als (1981) suggestion that
one of the aims of sponsorship is to add value to organisational
communications.
Figure 3 .3
Responses to the stat ement: Leeds Met sadd value to organisational communications.
Strongl
1
Agree
29%
No opinion
3%
Disagree
31%
Strongly disagree
19%
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Figure 3.3.1
Breakdown of responses by faculty to the statement: Leeds Met sponsors the
Carnegie Challenge Cup to add value to organisational communications.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 28 30% 0% 35% 5% 0% 4%
Agree 44 56% 0% 45% 0% 0% 11%No
opinion 4 0% 20% 0% 5% 7% 0%Disagree 48 11% 70% 11% 50% 53% 52%Strongly
disagree 29 3% 10% 9% 40% 40% 33%Total 153 100% 100% 100% 100% 100% 100%
73
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Figure 3.4.1
Breakdown of responses by faculty to the statement: Leeds Met sponsors the
Carnegie Challenge Cup to achieve greater media exposure.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 42 16% 30% 27% 20% 14% 55%Agree 51 32% 10% 61% 10% 14% 26%No opinion 6 0% 30% 0% 5% 14% 0%Disagree 30 41% 20% 7% 15% 14% 19%Strongly
disagree 24 11% 10% 5% 50% 44% 0%Total 153 100% 100% 100% 100% 100% 100%
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Figures 3.5 and 3.5.1 show that just over half of respondents (54%) believe that
Leeds Met sponsors the Carnegie Challenge Cup to achieve corporate and
social objectives. High numbers of Carnegie (87%) and Business & Law (78%)
students believe this statement. These results support and Papadimitrious
(2004) findings that one of the aims of sponsorship is to achieve corporate and
social objectives.
Figure 3.5
Responses to the statement: Leeds Metachieve corporate and social objectives.
Stro
Agree
31%No opinion
5%
Disagree
22%
Strongly disagree
18%
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Figure 3.5.1
Breakdown of responses by faculty to the statement: Leeds Met sponsors the
Carnegie Challenge Cup to achieve corporate and social objectives.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 36 38% 0% 29% 5% 0% 29%Agree 49 49% 0% 55% 5% 7% 19%No
opinion 8 0% 0% 0% 15% 13% 11%Disagree 33 8% 50% 7% 45% 47% 22%Strongly
disagree 27 5% 50% 9% 30% 33% 19%
Total 153 100% 100% 100% 100% 100% 100%
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Figures 3.6 and 3.6.1 show that nearly three-quarters of students (73%) feel
that Leeds Met sponsors the Carnegie Challenge Cup to generate goodwill
amongst key opinion formers. These findings support Witcher el als (1981)
claim that one of the aims of sponsorship is to generate goodwill amongst key
opinion formers.
Figure 3.6
Responses to the statement: Leeds Metachieve goodwill amongst key opinion fo
Stron
2
Agree
48%
No opinion
8%
Disagree
13%
Strongly agree6%
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Figure 3.6.1
Breakdown of responses by faculty to the statement: Leeds Met sponsors the
Carnegie Challenge Cup to achieve goodwill amongst key opinion formers.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 38 30% 10% 16% 30% 20% 37%Agree 74 57% 30% 68% 25% 13% 48%No
opinion 12 0% 20% 2% 25% 20% 4%Disagree 20 11% 30% 9% 20% 20% 7%Strongly
disagree 9 2% 10% 5% 0% 27% 4%
Total 153 100% 100% 100% 100% 100% 100%
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4.5 Section D results
Section D contained more statements about the respondents view and
perceived benefits of the Challenge Cup sponsorship.
Figures 4.0 and 4.1 show the majority of students (66%) are not proud that
Leeds Met sponsors the Carnegie Challenge Cup. However, figure 4.1 shows a
significant percentage of Carnegie students (81%) who are proud of the
sponsorship.
Figu re 4 .0
Responses to the statement: I am proud tChallenge Cup.
Strongly
1
Agree
20%
No opini
3%
Disagree
29%
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Figure 4.1
Breakdown of responses by faculty to the statement: I am proud that Leeds Met
sponsors the Carnegie Challenge Cup.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Leslie
Silver
Strongly
agree 17 24% 20% 7% 10% 7% 0%
Agree 30 57% 10% 9% 15% 7% 4%No opinion 4 0% 10% 0% 5% 7% 4%Disagree 44 11% 0% 27% 30% 20% 70%Strongly
disagree 58 8% 60% 57% 40% 59% 22%Total 153 100% 100% 100% 100% 100% 100%
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Figures 4.2 and 4.2.1 highlight that over two-thirds of students (68%) do not
think Leeds Mets sponsorship of the Carnegie Challenge Cup is a good thing.
However, figure 4.2.1 shows a significant percentage of Carnegie (60%) and
Arts & Society (50%) students who feel the sponsorship is a good thing.
Figure 4.2
Responses to the statement: I think LeeChallenge Cup is a good thing.
Strongly agre
7%
Agree
21%
No opinio
4%
Disagree
43%
Strongly disagree
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Ben Cotton BA (Hons) Public Relations
Figure 4.2.1
Breakdown of responses by faculty to the statement: I think Leeds Mets
sponsorship of the Carnegie Challenge Cup is a good thing.
Response
No. of
responses Carnegie
Arts &
Society
Business
& Law
Innovation
North Health
Les
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