Syftet med studien är att bidra med ökad kunskap om konsumenters uppfattning av märkta samarbeten. En kvalitativ forskningsmetod genomförs där respondenterna får ta del av tre exempelvideor med en fiktiv influencer som praktiserar olika former av deklarationer. Tio semistrukturerade intervjuer genomförs med fältanteckningar som stöd för att få en djupare förståelse av respondenternas uppfattning av materialet. Studien bidrar med kunskap kring muntliga och grafiska deklarationer inom influencer marketing på Youtube. Studiens resultat indikerar att högre transparens bör praktiseras för att ge konsumenter en mer positiv syn på influencern och varumärket som marknadsförs. Med resultatet som grund utformades en lista med rekommendationer för hur influencers kan deklarera samarbeten för att på ett effektivt sätt undvika manipulation och missförstånd hos konsumenterna. / The purpose of our research is to contribute with increased knowledge of consumers' perceptions of sponsored collaborations and their declarations. A qualitative research method is implemented in which respondents get to see three example videos with a fictional influencer practicing different forms of declaration. Ten semi-structured interviews were conducted with supporting field notes to reach a deeper understanding of respondents' perceptions of the material. The study's results indicate that higher transparency should be practiced giving consumers a more positive view of the influencer and the brand being marketed. With the result as a basis, a list of declaration recommendations was formulated in order to effectively avoid consumer manipulation and misunderstanding.

In light of a scant, fragmentary geographical literature attending specifically to charity and charitable giving (cf. Bryson et al, 2002), this research presents an in-depth exploration of one particular (and highly popular) ‘charity’ mechanism- child sponsorship –by way of delineating a more coherent set of geographical understandings and sensibilities towards the topic. Using research carried out in the UK between 2011 and 2012 with both child sponsorship charities and ‘sponsors’, and drawing together an array of theoretical and conceptual resources from within geography and beyond, I seek to engage particularly with the ways in which charity is organised, promoted and practised; the spatial, relational ways in which charitable action is configured and performed, and the flows of ethical concern, embodied praxis and power which co-constitute it. As such, and mobilising ‘relational’ geographical work on networks and assemblages, I present an alternative reading of ‘charitable space’ which allows for its dynamic complexities to be more fully appreciated. Given my focus on child sponsorship, I set these interests within broader debates on the UK’s Third Sector, international development and humanitarian aid, particularly debates regarding neoliberalism and (post)colonialism. As such, the research also contributes to an emerging literature on Global North ‘development constituencies’ and their mobilisation (Baillie Smith, 2008; see also Smith, 2004; Desforges, 2004), as well as to well-established geographical literatures on voluntarism. I also foreground a focus on the dynamics of ‘faith-based’ giving, since the empirical landscape of child sponsorship displays a distinct orientation towards Christian modes of charitable organisation and action, though in complex, often blurry ways. In all, the work seeks to critically appraise and (where appropriate) disturb common narratives and assumptions used to apprehend charity in both popular and academic discourse, and offer instead a more critically attuned set of understandings which re-imagine charity in more enlivened ways.

Ambush marketing has recently become a large problem for event owners and official sponsors. One of the main focuses, in the field of ambush marketing, has been about consumers' attitudes towards ambush marketing. However, the research field has a gap in what affects consumers’ attitudes. The purpose of this thesis is to explain the causal effect between consumers’ culture factors and their attitudes towards ambush marketing. This thesis uses a conceptual model that is based on theories in national culture, marketing and psychology. This thesis uses a positive, deductive approach with an explanatory research design. The quantitative method is a survey that is handed out to Swedish students and exchange students from China. Analyses show that consumers' culture has a significant correlation to their attitudes towards ambush marketing. Consumers in cultures with high power distance and/or collectivism, have a significant stronger negative attitude towards ambush marketing, compared to consumers who have low power distance and/or individualism. The theoretical implications in this thesis fill the gap about what causal effect culture factors have on consumers’ attitudes towards ambush marketing. This thesis has also contributed to the more controversial belief, that the consumers’ do not have such negative attitude towards ambush marketing. The findings will be of managerial use for event owners who are taking actions against the ambush companies. Limitation of this study is that theory on the cultural factors is only based on one theoretical framework, Hofstede’s cultural dimensions.

Sponsring är ett utbyte och en marknadsföringsmetod som används av allt fler organisationer. Med syftet att påverka personalen i en organisation är sponsring en relativt oanvänd metod för marknadsföring. Trots detta så påverkar sponsring personalen oavsett organisationens målsättning med sponsring. Syftet med studien är att utvärdera om sponsring fungerar som ett verktyg för motivation i en specifik organisation, sedan utvärderas hur sponsring bidrar till motivation. För att besvara syftet genomfördes en kvantitativ studie i form av en enkätundersökning. Denna genomfördes hos vårt studieobjekt Länsförsäkringar i Gävleborg. Analysen av den insamlade datan har genomförts med stöd av den teoretiska referensramen. Resultatet av studien visar att sponsring kan användas till att motivera personalen på Länsförsäkringar. Dock så är organisationens nuvarande sponsring något som inte tydligt motiverar personalen. Länsförsäkringar vill med sin sponsring bidra till samhället och på så sätt skapa engagemang och stolthet bland personalen. Sponsring får personalen att känna stolthet men däremot inget tydligt engagemang. Länsförsäkringar är bra på att informera personalen om sponsring, däremot så är organisationen inte lika bra på att lyssna till personalens värderingar kring sponsring. Det bristande engagemanget skulle då kunna bero på att personalen inte får tycka till om organisationens sponsring. / Sponsorship is an exchange and a marketing method that is used by more and more organizations. With the aim to influence the staff of an organization is sponsoring a relatively unused method of marketing. Despite this, sponsorship affects the staff regardless of the organization's goal of sponsoring. The purpose of this study is to evaluate if sponsorship serves as a motivational tool in a specific organization, then evaluate how the sponsorship contributes to motivation. To answer the purpose we conducted a quantitative study in the form of a questionnaire. The questionnaire was done at our research object, Länsförsäkringar Gävleborg. The analysis of the collected data was carried out with the support of the theoretical framework. The results of the study show that sponsorship can be used to motivate staff at Länsförsäkringar. However, the organization's current sponsorship is not clearly motivating their staff. Länsförsäkringar wants with its sponsorship to contribute to society and thus create commitment and pride among the staff. Sponsorship get staff to feel proud but no clear commitment. Länsförsäkringar is good at informing staff about sponsorship, however, the organization is not as good at listening to staff's values regarding sponsorship. The lack of commitment could then be due to staff being unable to speak up on the organization's sponsorship.

<p>Hur kan företag via sponsring påverka sin varumärkesimage och hur använder sig företag av sponsring för att stärka sitt varumärke? Syftet är att undersöka hur företag arbetar med sponsring och hur de använder sig av sponsring med intentionen att påverka sitt varumärkes image. Studien ska ge nyanserande och upplyftande kunskaper i våra frågeställningar och ge företagen ökad kunskap om sponsring och hur de själva kan arbeta med att förbättra sin sponsringsverksamhet.</p><p>Metod: En studie ur ett företagsperspektiv som genomförts på fem fallföretag. Primärdata har samlats in via intervjuer med respondenter från de valda företagen och den sekundära informationen har återfunnits i etablerad teori samt artiklar. Studiens teoretiska referensram är baserad på befintliga teorier inom vårt ämnesområde sponsring och varumärken.</p><p>Empiri: En presentation av fem företags sponsringsverksamhet och deras syn på hur sponsring kan användas i syfte att påverka företagets varumärkesimage.</p><p>Slutsats: Företag använder sig först och främst av sponsring för att positivt påverka sin varumärkesimage och för att nå ut till sin målgrupp. Via sin sponsring kan företagen stärka sitt varumärke och förstärka sin generella marknadskommunikation. Företagen kan genom att vara aktiva inom sponsring på ett effektivt sätt nå ut till kunder och andra viktiga intressenter som annars hade negligerat deras reklamsatsningar.</p> / <p>How can companies with the help of sponsorship affect their brands image and how do companies use sponsorship to increase brand awareness? The purpose of this thesis is to examine how companies work with their sponsorship and how they use sponsorship with the intent to influence their brand image. The purpose of this study is to provide new knowledge and present companies with a better understanding of sponsorship and how they can work to improve their sponsorship activities.</p><p>Method: A study from a business perspective, implemented on five companies. Primary data has been collected through interviews with respondents from the selected companies and the secondary information has been found in established theory and articles.</p><p>Theoretical framework: The theoretical framework is based on existing theories within our subject area, sponsorship and brands.</p><p>Empiricism: A presentation of the five companies’ activities within sponsoring and their views on how sponsorship can be used to influence the company's brand image.</p><p>Conclusion: Companies primarily use sponsorship to influence their brand image and to reach their target audience. Through sponsorship companies can increase their brand awareness and enhance their overall marketing communications. By being active within sponsorship companies can reach out to customers and other key stakeholders who otherwise would have neglected their advertisement.</p>

This thesis reports a research study to measure the impact of industrial sponsorship on student, academia, and industry. The thesis provides a review of the literature in the field of engineering education, university-industry collaboration and student sponsorship. It describes the design of the study and methods of data collection and data analysis. It then presents a discussion of the impact of sponsorship. The research project was conducted at Loughborough University from 2006-2009. It has captured existing practice across sponsored and non-sponsored programmes within the Engineering Faculty at Loughborough University together with a small number of national and international sponsorship schemes. Data were collected from the undergraduate engineering students, graduates, sponsoring/non sponsoring companies, and the academic staff of engineering departments using questionnaires, interviews and documentary analysis. This study highlights the values and issues of the relationship between employers and students during their undergraduate study from the perspective of students, employers and academic staff. It takes a mixed-method approach to assess the attitudes and perception of individuals from these parties and identify the barriers which limit further engagement in order to propose guidelines for further improvements. The results show that the majority of the stakeholders valued industrial sponsorship as a way of developing the quality of undergraduate degrees and generating enough of the high quality engineers that the industry needs. There was close agreement on these matters between the parties involved. Overall the findings of the research showed that the parties main expectations of sponsorship schemes were largely met by the reality of sponsorship. Greater awareness of the details of sponsorship schemes, including how they work and what is involved, would make employers more likely to offer sponsorship and encourage more students to apply for sponsorship. Conclusions are drawn on the benefits that sponsorship offers, the incentives for these stakeholders, the role of sponsorship in building a relationship between students and their future employers, its contribution to the attainment of learning outcomes, the degree of sponsorship attractiveness to the investigated companies, the obstructions which limit partnership and recommendations for further developments.

The Academy of Nutrition and Dietetics is the leading professional organization for registered dietitians (RDs)--globally--with over 75,000 members. Professional organizations are often overlooked in communication scholarship. However, the Academy offers a rich setting for researching occupational identities, health activism, and neoliberalism. I used semi-structured interviews to explore how taken-for-granted discourses, power relationships, and unquestioned norms are challenged, reinforced, and (re)constructed within the Academy. Specifically, this study analyzed two challenges to the Academy and the dietetics profession: claims to professional expertise and a debate surrounding the Academy's corporate sponsorship. My findings suggest that the profession, which happens to be predominantly female, is struggling with issues of marginalization. RDs described their expertise through a rhetorical turf war--in which they defined themselves against nutritionists--to help elevate their profession. Further, I found that the Academy has a sub-group of health activists that are unified through their holistic approach to nutrition. These health activists attempted to address complaints about the Academy's corporate sponsorship program but lacked a unified vision for their efforts. By researching the Academy, I hope to contribute new understandings about how professional organizations, discourses of expertise, and corporate sponsorship contribute and influence the public's understandings of health and nutrition. While my results have practical and theoretical implications for RDs and the Academy, they also have broader implications for understanding power relationships and hidden discourses within our complex, dynamic food system.

Title: UniCredit Bank - the sponsorship utilisation of UEFA Champions League. Objectives: The main objective of this diploma thesis is to analyze the mutual relationship of sponsoring between the UEFA Champions League and UniCredit Bank. Based on the results, recommendations for improvement of the sponsorship cooperation will be suggested. Methods: In this thesis will be used survey in order to obtain the necessary information regarding the impact of the sponsorship from czech fans. Furthermore, SWOT analysis method will be realized to analyze the actual benefit of the sponsorship for UniCredit. And method of case studies which will analyze itself sponsorship with all its consequences. Results: The results will be processed according to the selected objectives and will be interpreted in a separate chapter as suggestions and recommendations for the improvement of the sponsorship. Keywords: sport, sponsorship, advertising, UEFA Champions League, UniCredit Bank

ANALYSIS OF MARKETING COMMUNICATIONS BK LOKOMOTIVA KARLOVY VARY SPORTS CLUB Objectives: The aim of this work is to analyze the current state of marketing communication with the audience and sponsors for women's basketball club BK Lokomotiva Karlovy Vary and propose a strategy for improving marketing communications. Methods: In this thesis were performed using the methods of observation and personal interviews examined subjects Results: An analysis of marketing communication club, thanks to which it was found that it is not good enough, and some elements of marketing communication is missing. Based on these findings, suggestions were made and recommendations for improvement of marketing. The designs were created, so that feasible and beneficial to the club. Keywords: Marketing, marketing communications, sports advertising, sponsorship, sports club

Title: Marketing concept for I. ČLTK Prague Objectives: The main objective of this work is to create a marketing concept for I. ČLTK Prague, which identifies current and future state of the organization, the organization's objectives and strategies to achieve them, defines marketing mix and determines how to implement and control set strategies. Methods: In my work I used a combination of qualitative and quantitative research. To define initial situation, I used the descriptive research, specifically the technique of observation. For further information on the situation I interviewed managers of the organization. For the evaluation of external factors I applied the STEP analysis. Quantitative research was represented by marketing research in the form of electronic and written questioning. For the formulation of strengths and weaknesses of the club, opportunities and threats I used the SWOT analysis, which I used also for competitors. Results: Within the thesis a marketing concept for I. ČLTK Prague was developed. Keywords: Marketing, marketing concept, marketing mix, marketing research, sponsorship.