As one of the top topics in both scholarly and practical fields of sport sponsorship, ambush marketing research usually focuses on protection of the sports sponsor’s rights. Since five years after the 2008 Games, how China performs sponsor protection record after the Olympics should be evaluated. In response to the question, the investigator conducted a qualitative study involving 11 semi-structured interviews of subject-matter experts from various types of organizations in China and an archive content analysis. The interviews aimed at revealing further insights into how ambush campaigns are perceived within China as well as to further its possible sociological and economical causes. Results revealed that although ambush marketing was regulated during the 2008 Olympics, it is still common in China. The current situation of ambush marketing in China is shaped by five factors including: (1) media, (2) legal system, (3) government relationships, (4) event organizers’ experience, and (5) contemporary culture.

Thesis (Ph.D.)--The University of Texas at Austin, 2006. / Adviser: Patricia A. Stout. Includes bibliographical references.

Thesis (M.A.)--Brock University, 2004. / Includes bibliographical references (leaves 167-177). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

Thesis (M.A.)--Brock University, 2004. / Includes bibliographical references (leaves 167-177).

Thesis (Ph. D.)--University of Texas at Austin, 2006. / Vita. Includes bibliographical references.

Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...

As one of the top topics in both scholarly and practical fields of sport sponsorship, ambush marketing research usually focuses on protection of the sports sponsor’s rights. Since five years after the 2008 Games, how China performs sponsor protection record after the Olympics should be evaluated. In response to the question, the investigator conducted a qualitative study involving 11 semi-structured interviews of subject-matter experts from various types of organizations in China and an archive content analysis. The interviews aimed at revealing further insights into how ambush campaigns are perceived within China as well as to further its possible sociological and economical causes. Results revealed that although ambush marketing was regulated during the 2008 Olympics, it is still common in China. The current situation of ambush marketing in China is shaped by five factors including: (1) media, (2) legal system, (3) government relationships, (4) event organizers’ experience, and (5) contemporary culture.

The purpose of the diploma thesis was to provide the reader with the insight into sponsorship of Czech universities, explain the definition of sponsorship from different point of views and make a suggestion for improvement in the area of the academic sponsorship. I described sponsorship as a part of marketing communication and on showed its utilization on the specific example of the University of Economics and Ceska Sporitelna.

M.B.A. / Sponsorship of business-to-business conferences is an effective marketing tool available to companies targeting the business market. However, as with any other marketing tool, there are various factors that influence the degree to which business-tobusiness conference sponsorship will be effective in contributing to the achievement of a company's strategic marketing objectives. For this dissertation, the research problem is that sponsors do not seem able to accurately measure the degree to which business-to-business conference sponsorship has been effective in achieving their marketing objectives. If sponsors do not know how effective sponsorship has been in achieving their objectives then they cannot make informed decisions about future sponsorships. The purpose of this study therefore, was to examine the evaluation of business-tobusiness conference sponsorship and explore the extent to which sponsors evaluate the degree to which sponsorship has met their marketing objectives. A research survey was conducted amongst senior managers responsible for marketing decisions within their organisations. The findings of the research showed that 17% of respondents did not set objectives to be achieved though their sponsorship of a business-to-business conference. By not setting objectives, it is unlikely that companies will be able to accurately determine whether the money spent on sponsorship was justified or not. A further 13% of respondents that did set objectives did not measure the extent to which the objectives were achieved. The researcher identified eight primary marketing objectives of business-to-business conference sponsorship. These are: Increasing awareness Positioning Sales Niche marketing iii Entertaining clients Database building Networking and forging new business relationships Conduct market research It was found in the research that the most commonly mentioned method to measure the extent to which business-to-business conference sponsorship objectives had been achieved was using a sales-related measure, for example sales revenue. However, the majority of respondents (60%) also indicated that it was "strongly unlikely" that sales objectives could be achieved through business-to-business conference sponsorship. It is interesting that the majority of respondents (48%) believe that it is the "fault" of the sponsors themselves that their marketing objectives have not been achieved by sponsoring a business-to-business conference, while 30% believe that the "fault" lies with the conference organiser. This report concludes with recommendations for both sponsors and conference organisers about how to improve the effectiveness of business-to-business conference

Background: Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumers’ response to that brand’s marketing. This research seeks to apply CBBE to action sports sponsorship in a South African context. CBBE was used to investigate the following; • The impact of sponsorship intervention on CBBE<br> • How multiple CBBE objectives can be achieved through sponsorship<br> • The differential effect of sponsorship leveraging activities on CBBE<br> • The influence of interest and involvement in an event on CBBE <br> Results: A quasi experiment, using interrupted time series analysis, found that only brand awareness was raised owing to sponsorship intervention. Sponsors were not very successful at achieving multiple objectives, while some did manage to achieve their primary objective. It was found that the impact of leveraging activities, according to type of brand, had a differential impact on CBBE. Very little association was found between the level of interest and involvement and CBBE. Conclusion: A framework for sponsors to manage CBBE objectives, sponsorship activities and evaluation was presented. New marketing and leveraging techniques are continuously needed to maintain and raise CBBE perceptions. These techniques should leverage interest and involvement in the event to create goodwill and brand loyalty. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted