Date of Award
Master of Science in Marketing
This thesis is being developed as a conclusion project of the degree in Master of Science in Marketing at Lindenwood University. The study will be developed to produce information regarding the effect in the brand image of a company, in the consumer's mind, when investing in music event sponsorship.
Another purpose of this research is to provide the reader a better understanding of the tactic used by many companies which is event sponsorship. In addition, the theoretical review will present cases and theory regarding the usage of the sponsorship tactic in the music industry. Another subject that will be approached in this research paper will be the concept behind brand image and why that is important for a company's success.
The results of this thesis will provide the reader an understanding of the effect tbat investments in music event sponsorship have on the brand image of a company. It will be defined if the effect is positive, negative or if there is no influence at all. To achieve these results, a survey will be used to collect consumer's opinions about their perception of music events, the sponsoring brands, and the influence that the investments in music event sponsorship have on the brand image of the sponsor brand.
After the information is gathered, a descriptive statistical analysis will be applied in order to organize the information collected and produce insights regarding the topic. Based on those insights, a conclusion will be drawn.
The goal of this study is to produce information regarding the effectiveness of tbe tactic of music event sponsorship on the brand image of a company. It is expected for this study to result in a source of information for marketers, so they can use the insights to guide their decision making regarding the usage of sponsorship.
Katayama, Natalia Hara, "The Effectiveness of the Investments in Music Event Sponsorship, in the Brand Image of the Company" (2011). Theses. 307.
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