The influence of managers personal preferences on sport sponsorship in small-medium sized businesses : A qualitative case study of the effect on brand equity

Abstract: Title: “The influence of managers personal preferences on sport sponsorship in small-medium sized businesses - A qualitative case study of the effect on brand equity” Date: 2023-05-23Level: Bachelor Thesis in International MarketingAuthors: Emma Salqvist & Hanna Hedin Supervisor: Olga Rauhut Kompaniets Examiner: Fawzi Halila Aim: This study aims to provide an analysis of how the managers’ personal preferences on sport sponsorship has an impact on the sponsoring company’s brand equity in small-medium sized companies. Methodology: The study has a qualitative research method with a deductive approach. A conceptual model was made based on a theoretical framework of findings from previous studies. Three main themes were highlighted, including brand equity, sport sponsorships in brand strategy and managerial aspects of sport sponsorship. Empirical material was collected through six semi-structured interviews with managers in a decision making role within sport sponsorship decisions. Further the results were thematically analyzed. Findings: In small-medium sized companies, sport sponsorship is often driven by managers’ personal objectives which conflicts with brand strategy. When personal objectives dominate the sponsorship decisions, the effect on brand equity tends to be limited in comparison to strategic decisions. Keywords – Sport Sponsorship, Brand Strategy, Brand Equity, Managers’ roll, Biased Decisions, Sponsorship Objectives Paper type – Bachelor thesis