Consumer attitudes towards sponsors of the South African national rugby team

Consumer attitudes towards sponsors of the South African national rugby team

The primary objective of the study is to explore the attitudes that consumers in Tshwane have towards the sponsors of the South African National Rugby team, commonly known as the Springboks as a result of the sponsorship partnership. Qualitative data collected by means of focus groups and naïve sket...

Full description

Bibliographic Details
Main Authors: Catherine Mpolokeng Sephapo, Cindy Erdis
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2016-11-01
Series:Problems and Perspectives in Management
Online Access:https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/7887/PPM_2016_03cont3_Sephapo.pdf
id doaj-8fe30e5111884e95ad1a5730a05ed2eb
record_format Article
spelling doaj-8fe30e5111884e95ad1a5730a05ed2eb2020-11-25T00:35:40ZengLLC "CPC "Business Perspectives"Problems and Perspectives in Management1727-70511810-54672016-11-0114361762610.21511/ppm.14(3-3).2016.047887Consumer attitudes towards sponsors of the South African national rugby teamCatherine Mpolokeng Sephapo0Cindy ErdisLecturer in Marketing Management, Department of Marketing and Retail Management, University of South Africa, South AfricaThe primary objective of the study is to explore the attitudes that consumers in Tshwane have towards the sponsors of the South African National Rugby team, commonly known as the Springboks as a result of the sponsorship partnership. Qualitative data collected by means of focus groups and naïve sketches were analyzed through content analysis. The study found that participants had a positive attitude towards the sponsors of the Springboks. This positive attitude was because participants felt that sponsors were endorsing good values that they perceived to be important, such as teamwork, healthy living and nation building. Keywords: consumers, attitudes, sponsorship, rugby, Springboks. JEL Classification: M30https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/7887/PPM_2016_03cont3_Sephapo.pdf
collection DOAJ
language English
format Article
sources DOAJ
author Catherine Mpolokeng Sephapo
Cindy Erdis
spellingShingle Catherine Mpolokeng Sephapo
Cindy Erdis
Consumer attitudes towards sponsors of the South African national rugby team
Problems and Perspectives in Management
author_facet Catherine Mpolokeng Sephapo
Cindy Erdis
author_sort Catherine Mpolokeng Sephapo
title Consumer attitudes towards sponsors of the South African national rugby team
title_short Consumer attitudes towards sponsors of the South African national rugby team
title_full Consumer attitudes towards sponsors of the South African national rugby team
title_fullStr Consumer attitudes towards sponsors of the South African national rugby team
title_full_unstemmed Consumer attitudes towards sponsors of the South African national rugby team
title_sort consumer attitudes towards sponsors of the south african national rugby team
publisher LLC "CPC "Business Perspectives"
series Problems and Perspectives in Management
issn 1727-7051
1810-5467
publishDate 2016-11-01
description The primary objective of the study is to explore the attitudes that consumers in Tshwane have towards the sponsors of the South African National Rugby team, commonly known as the Springboks as a result of the sponsorship partnership. Qualitative data collected by means of focus groups and naïve sketches were analyzed through content analysis. The study found that participants had a positive attitude towards the sponsors of the Springboks. This positive attitude was because participants felt that sponsors were endorsing good values that they perceived to be important, such as teamwork, healthy living and nation building. Keywords: consumers, attitudes, sponsorship, rugby, Springboks. JEL Classification: M30
url https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/7887/PPM_2016_03cont3_Sephapo.pdf
work_keys_str_mv AT catherinempolokengsephapo consumerattitudestowardssponsorsofthesouthafricannationalrugbyteam
AT cindyerdis consumerattitudestowardssponsorsofthesouthafricannationalrugbyteam
_version_ 1725308138941317120

Similar Items