The relationship between sports marketing & consumers purchase intention

Date: 22/01/12 Level: Bachelor Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Amelia Seeholm Sohrab Haidari Viktor Nilsson (95/11/02) (93/01/08) (96/02/26) Title: The relationship between sports marketing and consumer purchase intention. Supervisor: Noushan Memar Keywords: Sports Marketing, Strategic Alliances, Consumer Purchase Intent, Marketing Funnel Research Question: What generates a positive attitude in the consumers towards brands at sponsored events? Purpose: Explore the sports marketing at sponsoring events and investigating whether the result of strategic alliances such as sponsorship activities at events are leading the consumer of the event into becoming consumers of the companies’ brands. Method: Quantitative, deductive approach, cross tabulation analysis Conclusion: Companies could generate a positive attitude towards their brand through sponsorship and sports marketing