Sponsorship Effectiveness Research Paper by cee-cee

Sponsorship Effectiveness
An in-depth study measuring the effectiveness of television sponsorship in Singapore in relation to a service-related product such as MasterCard.
# 108054 | 13,458 words | 57 sources | APA | 2008 | US

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This paper presents a research study that measures the intention to purchase of sponsored product after watching a television program sponsored by MasterCard in Singapore. It ascertains the effectiveness of television sponsorship in Singapore, by predicting the intentions to purchase of sponsor's product or utilize sponsor's services using a modified version of the theory of planned behavior (TPB). Overall, the purpose of the study is to uncover the major influences on the decision to purchase a sponsor's product. Effectiveness of sponsorship has been measured in this thesis using the theory of planned behavior Both, theory of planned behavior and social identity are used to determine whether social identity adds explanatory value to the theory of planned behavior for sponsors.

Literature Review
Results and Discussion

Sample of Sources Used:

  • Abrams, D., K. Ando, et al. (1998), "Psychological attachment to the group: Cross cultural differences in organizational identification and subjective norms as predictors of workers' turnover intentions," Personality and Social Psychology Bulletin, vol. 24, no, 10. pp, 1027-1039.
  • Ajzen, I, (1991), "The theory of planned behavior", Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179-211.
  • Ajzen, I. (2001), "Nature and operation of attitudes", Annual Review of Psychology, vol. 52, pp, 27-58.
  • Ajzen, I. and M. Fishbein (1980), understanding attitudes and predicting social behavior, Englewood Cliffs, Prentice Hall.
  • Amis, J., Slack, T. and Berrett, T. (1999), "Sport sponsorship as a distinctive competence", European Journal of Marketing, vol. 33, no. 3/4, pp. 250-272.

Cite this Research Paper:

APA Format

Sponsorship Effectiveness (2008, September 21) Retrieved July 02, 2022, from https://www.academon.com/research-paper/sponsorship-effectiveness-108054/

MLA Format

"Sponsorship Effectiveness" 21 September 2008. Web. 02 July. 2022. <https://www.academon.com/research-paper/sponsorship-effectiveness-108054/>