AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY
ABSTRACT This is a qualitative study that focuses on consumers' perceptions of sponsorship in English professional football. Research objectives look at the level of recall of sponsors within English football; the consumers' awareness of the business activities of the sponsors and the po...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2006
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| Online Access: | https://eprints.nottingham.ac.uk/20792/ |
| _version_ | 1848792135758774272 |
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| author | Birring, Raj |
| author_facet | Birring, Raj |
| author_sort | Birring, Raj |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | ABSTRACT
This is a qualitative study that focuses on consumers' perceptions of sponsorship in English professional football. Research objectives look at the level of recall of sponsors within English football; the consumers' awareness of the business activities of the sponsors and the possible pitfalls, including ambush marketing, of being involved in football sponsorship.
The relevant background is outlined in the research context, which is followed by a comprehensive literature review. The researcher conducted a thorough interview with a football sponsor, E-on, to ascertain the corporations' motivations and goals. This was followed by ten in depth, semi-structured interviews with football fans, in order to gain an understanding from consumer perspective. The findings are analysed and the results are discussed.
A conclusion chapter is followed by a section which addresses the limitations of the study and suggests recommendations for future research. |
| first_indexed | 2025-11-14T18:39:36Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-20792 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:39:36Z |
| publishDate | 2006 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-207922018-02-04T08:18:32Z https://eprints.nottingham.ac.uk/20792/ AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY Birring, Raj ABSTRACT This is a qualitative study that focuses on consumers' perceptions of sponsorship in English professional football. Research objectives look at the level of recall of sponsors within English football; the consumers' awareness of the business activities of the sponsors and the possible pitfalls, including ambush marketing, of being involved in football sponsorship. The relevant background is outlined in the research context, which is followed by a comprehensive literature review. The researcher conducted a thorough interview with a football sponsor, E-on, to ascertain the corporations' motivations and goals. This was followed by ten in depth, semi-structured interviews with football fans, in order to gain an understanding from consumer perspective. The findings are analysed and the results are discussed. A conclusion chapter is followed by a section which addresses the limitations of the study and suggests recommendations for future research. 2006 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/20792/1/MBA_Dissertation.pdf Birring, Raj (2006) AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY. [Dissertation (University of Nottingham only)] (Unpublished) Football Sponsorship |
| spellingShingle | Football Sponsorship Birring, Raj AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY |
| title | AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY |
| title_full | AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY |
| title_fullStr | AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY |
| title_full_unstemmed | AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY |
| title_short | AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY |
| title_sort | exploration into football fans views of english football sponsorship with a focus on the consumer awareness of the sponsors'business activity |
| topic | Football Sponsorship |
| url | https://eprints.nottingham.ac.uk/20792/ |