The Use of Sport Sponsorship as a Brand Equity Building Tool by Zimbabwean Companies

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dc.contributor.authorCharumbira, Lysias Tapiwanashe
dc.contributor.authorCharumbira, Judith
dc.date.accessioned2016-12-08T12:47:04Z
dc.date.accessioned2023-06-26T12:10:23Z
dc.date.available2016-12-08T12:47:04Z
dc.date.available2023-06-26T12:10:23Z
dc.date.issued2015-08
dc.description.abstractThis paper examines how Zimbabwean companies use sport sponsorship to build and leverage their brands. Data was collected from eight purposively sampled Zimbabwean sport sponsoring companies by means of questionnaires and document analysis. Descriptive statistical measures were used to analyze and present the quantitative data. Willig’s (2001) four stages model of analyzing phenomenological data was used to analyze qualitative data. The study established that sponsorship had positive and negative brand equity building consequences. The findings show that sponsorship objectives and selection are based on business considerations, such as; ensuring maximum returns on sponsorship investment. It was also noted that companies have difficulties in assessing the value of sponsorship. Other findings include the fact that; sponsorship is an element of the integrated marketing communication mix which is mainly used in the introduction, growth and maturity stages of the product life cycle. According to the study, ambush marketing is yet to have adverse effects on Zimbabwean sport sponsoring companies.en_US
dc.identifier.citationCharumbira, L. T. and Charumbira, J. (2015). The Use of Sport Sponsorship as a Brand Equity Building Tool by Zimbabwean Companies.en_US
dc.identifier.issn2319 – 7285
dc.identifier.urihttp://196.220.97.103:4000/handle/123456789/751
dc.language.isoenen_US
dc.publisherGlobal Institute for Research and Educationen_US
dc.subjectsponsorshipen_US
dc.subjectambush marketingen_US
dc.subjectbrand equityen_US
dc.subjectproduct life cycleen_US
dc.subjectmarketing communication mixen_US
dc.titleThe Use of Sport Sponsorship as a Brand Equity Building Tool by Zimbabwean Companiesen_US
dc.typeArticleen_US
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