Report (2008): ‘How did Leeds Met's students perceive its sponsorship of the Carnegie Challenge Cup?’

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Ben Cotton BA (Hons) Public Relations

Leeds Metropolitan University

Leeds Business School

How did Leeds Metropolitan Universitys students perceive its sponsorship of

the Carnegie Challenge Cup?

By Ben Cotton

BA (Hons) Public Relations Level 3

C33036431

April 2008

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Declaration

Leeds Metropolitan University

Leeds Business School

BA (Hons) Public Relations

STATEMENT OF ORIGINALITY AND AUTHENICITY

This dissertation is an original and authentic piece of work by myself. I have

fully acknowledged and referenced all material incorporated from secondary

sources. It has not, in whole or part, been presented elsewhere for assessment.

I have read the Exam Regulations and I am aware of the potential

consequences of any breach in them.

Signature:

Ben Cotton

Name in block capitals:

BEN COTTON

Date:

10 April 2008

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Acknowledgements

I am eternally grateful to my dissertation tutor, Ryan Bowd whose guidance,

patience and time has enabled me to produce this dissertation. I am especially

thankful for the words of wisdom, moments of encouragement and constructive

criticism received. It has proved invaluable.

I would like to pay special thanks to all those who took part in the research.

Without their participation, generosity and co-operation none of this would have

been possible.

I am also grateful to my family, friends and colleagues whose unwavering

support over the year has given me the motivation, drive and conviction to

complete this research.

I thank you all.

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Put it before them briefly so they will read it,

clearly so they will appreciate it, picturesquely

so they will remember it, and above all

accurately so they will be guided by its light.

Joseph Pulitzer

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Abbreviations

Leeds Met Leeds Metropolitan University

SU Students Union

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Abstract

Event sponsorship is increasingly being recognised as an important part of the

marcoms mix. Despite its elevated position, there is little current research on

sponsorship and its effectiveness. This research project looks into sport event

sponsorship and uses Leeds Mets sponsorship of the Carnegie Challenge Cup

as a case study.

Chapter 1 of the dissertation introduces the research case study and sets out

the research aim and objectives.

Chapter 2 reviews the current literature on sponsorship aims and effectiveness

and associated subjects.

Chapter 3 assesses various research methodologies and justifies the method

used for this research projects.

Chapter 4 presents the research findings and discussion of results.

Chapter 5 draws conclusions and recommendations for the case study.

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Contents

Declaration 2

Acknowledgements 2

Abbreviations 5

Abstract 6

Contents 7

List of Figures and Tables 11

Chapter 1 Introduction 13

1.1 The Research Question 14

1.2 The Case Study 15

1.3 Research Aim 16

1.4 Research Objective 16

Chapter 2 Key Literature 18

2.1 Sponsorship 18

2.1.1 Event Sponsorship 21

2.1.2 Sponsorship of Major Sport Events 25

2.1.3 Sponsorship Effectiveness 28

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2.2 Stakeholder Perception 30

2.3 Rugby League Growth 33

2.3.1 Rugby League Sponsorship 35

2.4 Key Theoretical Findings 37

Chapter 3 Methodology 40

3.1 Introduction 40

3.2 Research Philosophy 40

3.3 Research Approach 42

3.4 Research Strategy 43

3.5 Data Collection Method Questionnaire 43

3.5.1 Limitations of Internet Questionnaire 44

3.5.1.1 Postal Questionnaire 45

3.5.1.2 Email Questionnaire 46

3.5.2 Construction Issues 46

3.5.3 Researcher Bias 47

3.5.4 Administrative Issues 47

3.5.5 Questionnaire Design 48

3.5.6 Maximising Response Rate 49

3.6 Ethics and Data Collection 50

3.7 Reliability of Data Collected 50

3.7.1 Validity of Data Collected 50

3.8 Chapter Summary 51

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Chapter 4 Research Findings & Discussion 53

4.1 Introduction 53

4.2 Research Findings 53

4.3 Section A Results 54

4.4 Section B Results 57

4.5. Section C Results 69

4.6 Section D Results 81

4.7 Section E Results 91

4.8 Discussion 95

4.8.1 Limitations 95

4.9 Chapter Summary 96

Chapter 5 Conclusions & Recommendations 99

5.1 Recommendations 101

5.1.1 Future Academic Research 101

5.1.2 Practical Work 102

Bibliography 106

Appendix A Dissertation Proposal 127

Appendix B Case Study Information 150

Appendix C Research Onion 155

Appendix D Questionnaire 156

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Appendix E Questionnaire Results 164

Appendix F Ethics Form 190

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List of Figures and Tables

Figure 1.0 Which faculties the respondents belong to 55

Figure 1.1 The age group of the respondents 55

Figure 1.2 The respondents year of study 56

Figures 2.0 to 4.5.1 Questionnaire responses and breakdown by faculty 56-

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Introduction

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Chapter 1.0 Introduction

In general, sponsorship can be illustrated as a mutually beneficial business

relationship between two parties being named as sponsor (usually companies)

and sponsored (e.g. actors in the field of arts, sports, education).(Head, 1981).

Carrigan and Carrigan (1997) state that sponsorship is not a recent phenomena

and it has made a marked impression on society. However, in recent history it

has moved away from being a philanthropic activity and has taken a key role as

a strategic marketing and communications (and thus corporate) tool.

Sponsorship now has a significant (some would say major) role to play in

increasing sales, enhancing corporate image and leveraging employee morale.

(Dolphin, 2003). Despite its elevated status, there is relatively limited academic

study into sponsorship and its associated topics.

Meenaghan (1996) states that for sponsorship to be successful it needs to be

carefully managed. He points out that; the rapid growth of corporate

sponsorship has, in turn, led to the emergence of sponsorship clutter and to

the rise of ambush marketing, reflecting the intense competition for the

sponsorship of certain events.

Agrawal and Kamakura (1995) found that sponsorship deals with sports events

have the same positive effect that it has with individuals; what is important is

that the sponsored entity appeals to the sponsors target market. Nicholls and

Roslow (1999) found sports spectators are more receptive to sponsorship

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messages as they are under favourable conditions at sports events where there

is enthusiasm, excitement and enjoyment. However, Marshall and Cook (1992)

counter this argument as they consider spectators to be so preoccupied by the

sports event that they fail to absorb the sponsors messages.

Grimes and Meenaghan (1998) report that a well chosen sponsorship has the

capacity to drive particular brand values. This was important for Leeds Met to

consider as they alighted themselves with the brand values of the RFL and

rugby league. Amis et al. (1997) argue that sponsorship can become a

distinctive resource one capable of winning a sustainable competitive

advantage and this too was another factor for Leeds Met to consider.

Tripodi (2001) reports that since the 1984 Los Angeles Olympics, sponsorship

has gained popularity amongst marketers as an effective brand equity-building

strategy; and today corporate sponsorship has become an increasingly visible

element of the marcoms mix. However, Mosakowski (1993) cautions that

sponsorship constitutes a potential source of competitive advantage only if it

offers benefits desired by customers. If there is no attempt made to enhance the

benefits perceived by the customer, any attempts to leverage such a resource

are likely to prove ineffective.

1.1 The research question

From an academic perspective the author chose to investigate how did Leeds

Mets students perceive its sponsorship of the Carnegie Challenge Cup as

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there is currently no similar research into this case study. More generally, the

author found there to be some research into sport event sponsorship by

academic institutions, but the events were on a much smaller scale compared

to the Challenge Cup.

From a practical perspective the author chose the case study question as he is

both a former Leeds Met employee and student. He is subsequently well

acquainted with the issues and debates regarding the sponsorship.

1.2 The case study

In January 2007 Leeds Metropolitan University announced that Carnegie, its

Faculty of Sport & Education would be the new sponsor of the RFLs domestic

knock-out tournament and it would subsequently be known as the Carnegie

Challenge Cup. The six-year deal, which cost a reported 6-10m (BBC, 2007)

was the first of its kind between a higher education institution and a national

sports governing body in England. For information see appendix XXXX.

As part of the deal, Leeds Mets Vice-Chancellor, Professor Simon Lee

announced:

Leeds Met will take over as primary partner of the RFLs Champion

Schools tournament

The University will develop new courses in sport preparation with the

RFL.

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Leeds Mets Professor of sporting history Tony Collins will work with the

RFL on a range of Rugby League academic research projects.

Leeds Met will support the RFL competition for Further Education and

Sixth Form students at under 19 level

1.3 Research aim

To investigate if Leeds Mets students perceived the sponsorship of the

Carnegie Challenge Cup positively or negatively. This will be investigated by

using current literature on sponsorship and related topics.

1.4 Research Objectives

To help accomplish the research aim the following objectives have been

outlined:

1) Review the existing literature around the research topic.

2) Develop a research methodology suitable for the Leeds Met case

study.

3) Conduct the research and assess findings.

4) Critique research methodology and propose implications for future

study and recommendations.

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Literature Review

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Chapter 2.0 Key Literature

Introduction

Knowledge doesnt exist in a vacuum, and your work only has value in relation

to other peoples. Your work and your findings will be significant only to the

extend that theyre the same as, or different from, other peoples work and

findings. (Jankowicz, 2000).

This chapter of the dissertation will identify published work relating to the area

surrounding the research question, with the purpose of identifying theory behind

the benefits and problems of sponsoring sports events. The author

acknowledges that there is some research into the area of sports event

sponsorship; however the chosen research title is original. The author has

highlighted the following texts as relevant in understanding the area of research,

which will be used to relate to data explored throughout the dissertation.

2.1 Sponsorship

Carrigan and Carrigan (1997) report that sponsorship is not a recent

phenomena and it originated as a concept originated in the Greek and Roman

era, while Quester and Thompson (2001) note that the word is derived from the

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Greek horigia. In more recent times and for over 100 years sponsorship has

made a marked impression on society (Grimes and Meenaghan, 1998).

Meenaghan (1998) notes that the sponsorship industry has made considerable

strides over its relatively brief modern history, however academic study is still

limited and in its infancy.

Meenaghan, (1991) argues that even though sponsorship has been used by

companies for decades, its importance in the marketing communications mix

has increased only recently as people show an increasing interest in sport, art

and leisure activities.

Sponsorship is so widely used today that it is almost impossible to find any

public event that is not sponsored in some way as companies increasingly use it

as part of their marcoms strategy (Kover, 2001). Stotlar (2004) reported that

investment in sponsorship contracts has been increasing in the last 10 years

worldwide and expenditure in 2004 reached $7.4bn in Europe and $11.14bn in

the US (IEG, 2004, cited in Seguin et al., 2005). Thwaites (1995) argues that

this is part due to the fact that sponsorship has the ability to contribute to a

broad range of business objectives.

However, Owen (2006) cautions that if the sport event sponsorship market is to

grow and sponsors are to reinvest, rights holders of major sports events need to

give sponsors more meaningful assets beyond the usual advertising boards and

logos on official publications.

Meenaghan (1998) believes that earlier rationales for sponsorship were

confused, however Armstrong (1988) states that sponsor objectives have

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evolved over time and are now replaced by clearly stated objectives.

Sponsorship now focuses heavily upon definition related issues, marketing

communications issues and managerial issues (Olkkonen et al. 2000).

Meenaghan (1998) makes the important distinction that a request for a donation

is different from the proposal for a sponsorship relationship; with differing goals

and language used (Sponsorship Report, 2001). The goals of sponsorship are

to enhance the corporate image (Abratt and Grobler, 1989), add value to

organisational communications, increase goodwill among opinion formers

(Witcher et al., 1991) or promoting brand awareness (Hansen and Scotwin,

1995).

Alexandris et al., (2007); Gwinner and Swanson, (2003); Madrigal, (2001);

Speed and Thompson, (2000); Lee et al., (1997), have developed some

theoretical frameworks on sponsorship evaluation. However, the empirical

verification of these models is weak and most of these studies were conducted

in the context of collegiate and/or professional sports.

Crimmins and Horn, (1996); Hastings, (1984); Head, (1981); Hoek et al., (1997)

summarise that even though there is an increasing use of sponsorship which

has resulted in increased academic study of the topic, there is still an element of

uncertainty concerning the role of sponsorship, its characteristics, functions,

and the nature of its interactions with other marcom elements.

Cornwell (1995) cautions that effective targeting of potentially wide, diverse

global audiences requires sponsoring organisations to be aware of the multiple

audiences upon which their sponsorship may impact and target groups need to

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be prioritised. In order to appeal to local markets many corporations are

including sponsorship as part of their business (Chajet, 1997). He further states

that sponsorship can be a powerful tool for a company to raise its profile and

corporate brand. Consequently sponsorship may be used as and is increasingly

being used as a tool to shape the image of the organisation in new and

emerging markets.

Olkkonen et al., (2000) argue that sponsorship is frequently presented as one

element in a process to different target groups with the hope of gaining a

desired set of responses. Ashill et al. (2001) suggested that event sponsorship

allows business to target their promotional efforts towards specific groups who

can be linked to the event. Many companies now realise that sponsorship of

causes is one of the most powerful and effective marketing channels available

(Munson, 2001).

2.1.1 Event Sponsorship

Schultz et al. (1994) found that there is some confusion over sponsorship and

many consumers tend to perceive marcoms activity as part of advertising. This

school of thought is also common in academic circles who frequently adopt the

argument that sponsorship is yet another form of advertising (Head, 1981). He

went on to propose that sponsorship should be viewed as advertising; it [is]

logical, permissible, and advantageous to regard sponsorship as a form of

advertising that qualifies for corporate tax relief in the United Kingdom. He

argued that sponsored activities, especially sport sponsorships, frequently gain

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Erdogan and Kitchen (1998) state that there is some uncertainty regarding the

role of sponsorship, its characteristics, how it works and the nature of its

interactions with other marcoms elements. Gwinner and Eaton (1999) argue

that this uncertainty increases when there is multiple sponsors of an event.

Smith (1996) argues that sponsorship is popular amongst business as it acts as

a platform from which to build equity and to gain affinity with target audiences.

Whilst Grimes and Meenaghan (1998) state that the consumer is the target

audience for corporate sponsorship activity. They conclude that a well chosen

sponsorship has the capacity to drive particular brand values.

Amis et al. (1997) argue that sponsorship can become a distinctive resource,

capable of gaining business a sustainable competitive advantage. Russell and

Lane, (1996) conclude that sponsorship has the ability to inform customers of

brand benefits, enabling them to know where and how to obtain the brand or

product.

Yeshin, (1999) claims that sponsorship is a more embracing activity than other

forms of marketing communications which frequently involve greater levels of

expenditure. Sponsorship can deliver supplementary benefits by creating

goodwill in the minds of consumers (Jones and Dearsley, 1989). However,

Crimmins and Horn, (1996) counter this by stating no matter how strong the link

in the publics mind, the link and goodwill is perishable over time.

Thwaites (1995) suggests that more than 75% of total sponsorship concerns

sporting activities, ranging from the provision of sports kits to the funding of new

stadia (Miyazaki and Morgan, 2001). Sports sponsorship is now commonplace

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(Ashill et al. (2001) due to the fact that sports spectators are in a special

category (Nicholls and Roslow (1999). They propose this is due to spectators

being exposed to promotional messages under favorable conditions where

there is enthusiasm, excitement and enjoyment. It is these conditions which

customers tend to be relaxed and therefore more receptive to the corporate

message. However, the main criticism leveled against this is by Marshall and

Cook (1992) who claim that spectators are so preoccupied by the sports event

that they fail to absorb the sponsors messages, rendering sponsorship

impotent.

Alexandris et al. (2007) studied a basketball all star game in Greece to test the

construct of 'activity involvement' in sponsorship outcomes. They looked at the

relationship between attitudinal variables and consumers' behavioral intentions.

However, Havitz and Dimanche (1997) stated that activity involvement was

defined as 'an unobservable state of motivation, arousal or interest toward a

recreation activity or associated product'. The main critique of the findings

(Alexandris et al., 2007) is that the construct of activity involvement has

received limited attention in sponsorship research and requires further research.

Bennett, 1999; Crimmins and Horn, 1996; Meenaghan, 2001; Madrigal, 2001;

Sutton et al., 1997 have all carried out research into fan involvement and team

identification, which were found to be constructs related to sponsorship

outcomes. Madrigal (2001) also looked into sponsorship and conducted

research with NASCAR fans. He discovered that sponsorship has an important

impact on highly identified fans' consumer choices; however more research is

required into this field.

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2.1.2 Sponsorship of Major Sport Events

Nicholls and Roslow (1992) investigated the effectiveness of brand promotion at

sports events. They interviewed people at the 1992 Ryder Cup and found that

sports events have a broad appeal beyond the immediate attendees. They

argued that sports events generate a large audience of viewers, listeners, and

readers far beyond the attendee. They found that promotional messages can be

styled to match the audiences associated with the specific media and the

character of the event. However, this research had a sample of only 276 people

so there is scope for more research.

McDaniel and Mason (1999) state that sponsorship has become one of the

most prolific forms of sports marketing with $1.4bn spent on sponsoring the

2000 Sydney Olympics (Lloyd, 2000), whilst worldwide sponsorship has

reached US $22bn (Lardinoit and Quester, 2001). It has been proposed that

such heavy expenditure is due to a mass audience acting as a driving force

behind sports sponsorship Abratt et al. (1987).

Miyazaki and Morgan (2001) state that a global event like the Olympics

represents a very large expenditure for corporate sponsors. However, the huge

cost is offset by the excellent marketing platform that sponsorship of such a

prestigious event creates (Easton and Mackie, 1998). Quester and Thompson

(2001) state that the increase and prominence of sports sponsorship is due to

its flexibility as a communication tool.

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Carrigan and Carrigan (1997) found that the sports which attract the most

sponsorship are motor racing and football which account for 45% of overall

sponsorship money. Abratt et al. (1987) propose that sport is a popular choice

for companies to sponsor as it exposes the investment to participants and the

watching audience. However, the main argument by Tripodi (2001) is that this

ignores the viewing audience; which, with the advent of the satellite, can be

worldwide; this is also the belief of Carrigan and Carrigan (1997). They feel that

sport is popular as a sponsorship tool because it offers potential for great

publicity.

Performance Research (2001) found that US Formula One fans appreciate the

role of sponsors and 59% of US fans reported that they benefit personally from

corporate sponsorship because sponsorship makes the race possible as an

event. Importantly, the study found that over half of the respondents said they

would almost always choose the sponsors product. However, the main criticism

of this report is that few UK sponsors communicate their commitment in this

way to the fans and subsequently cannot claim the same level of support from

fans.

Lee et al. (1997), proposed one of the first models after conducting a study in

the settings of the Summer Olympic, Winter Games and the football World Cup.

He found that spectators' positive attitudes toward the event meant they have

positive attitudes towards the sponsor and sponsorship outcomes. In addition,

they proposed that an individual's attitude towards an event is relatively stable;

they are formed based on the expected benefits, such as fun and enjoyment,

from attending an event (Gwinner, 1997, Lee et al, 2001, Speed and

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Thompson, 2000). Favourable responses are likely to be developed by

spectators who perceive an event to be attractive, entertaining and interesting

(D'Astous and Bitz, 1995). They conclude that 'attitude toward the event' theory

can be particularly applied to leisure events, where spectators expect fun,

entertainment and pleasurable experiences.

Since the 1984 Los Angeles Olympics, sponsorship has gained popularity

amongst marketers who now view it as an effective brand building strategy and

today corporate sponsorship has become an increasingly visible element of the

marcoms mix (Tripodi, 2001). Subsequently, managers from a wide range of

industries now appear to view sponsorship as an important part of the

marketing mix (Witcher et al., 1991). However, Mosakowski (1993) cautions that

sponsorship is only a potential source of competitive advantage if it offers

benefits which are desired by customers. If there is no attempt made to

enhance the benefits perceived by the customer, any attempts to leverage a

resource are likely to prove futile.

Grimes and Meenaghan, (1998) report that there is increasing disillusionment

with more traditional methods of business communications and subsequently

sponsorship is increasingly competing with funding against other elements of

the marketing mix (Javalgi et al., 1994). In addition, Lardinoit and Quester

(2001) found that some scholars face difficulty researching sponsorship due to

its varied definition and the many activities it entails.

Tripodi (2001) argues that due to the growth in popularity of sponsorship it can

now be considered a legitimate element of a companys communications mix.

However, Harvey (2001) counters that many marketers are still unsure of how

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sponsorship works. Meenaghan (1998) reported that sponsorship has

outperformed advertising generally even in worldwide recession, although he

maintains that strategic and operational competencies in this medium may be

considerably less than those gained by advertising. However, Otker (1997)

argues that companies feel that sponsorship offers more cost effective returns

than advertising. Despite the differentiation between sponsorship and

advertising Thwaites (1995) reports that members of the public still perceive

sponsorship as advertising.

2.1.3 Sponsorship Effectiveness

Dolphin (2003) reported the growing importance of companies evaluating

sponsorship effectiveness. However, much more research needs to be carried

out into this topic (Crompton, 2004, Gwinner and Swanson, 2003, Seguin et al,

2005). In addition, Quester (1996) reported that a small number of companies

(30-50%) evaluate sponsorship outcomes. Crompton (2004) surveyed 200

companies and found that 40% of companies with major investment in

sponsorship spent nothing to evaluate their contracts. Whilst, an additional 35%

of these companies spent 1% or less of their budget for sponsorship evaluation.

Academic research into sponsorship evaluation is still very limited and there is

certainly scope for more to be carried out (Crompton, 2004, Gwinner and

Swanson, 2003). However, there have been some studies into sponsorship

research (Alexandris et al., 2007; Gwinner and Swanson, 2003; Madrigal, 2001;

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Lee et al., 1997; Speed and Thompson, 2000) that have developed theoretical

models to identify sponsorship outcomes. However, these models need further

empirical testing in different leisure and sport settings. There is also scope for

more research with the inclusion of more variables, in order to predict more

accurate sponsorship outcomes (Crompton, 2004; Gwinner and Swanson,

2003; Seguin et al., 2005).

Crompton (2004), Dolphin (2003), Seguin et al (2005) state that the value of

sponsorship as a marketing strategy is well documented. Apostolopoulou and

Papadimitriou (2004), Pope and Voges (2000) and Tomasini et al (2004)

conducted research that has provided support for the value of sponsorship in

achieving greater media exposure, brand awareness and penetration in new

markets, and corporate and social objectives.

Bennett, (1999); Harvey, (2001); Meenaghan, (2001) found that the 'beliefs

about sponsorship' variable relates to an individual's perceptions of the

company sponsoring the event or team. Lee et al (1997) found that individuals

who have positive attitudes toward sponsorship will develop more favourable

responses toward the sponsor. However, he also found that a negative attitude

toward sponsorship can form because consumers may associate sponsorship

with commercialisation, which something sport purists may want to resist.

Speed and Thompson's (2000) researched event setting and sought to assess

college students' potential attitudes towards sponsorship. They discovered that

event related factors, sponsorship factors and sponsor factors are important in

defining outcomes, such as 'interest toward sponsorship', 'favourability', and

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'use of the sponsor's products'. Their findings partially supported Lee et al.'s

(1997) proposition, regarding the 'attitude toward the event' variable in

predicting sponsorship outcomes. However, this variable was found to be

related with respondents' willingness to consider the sponsor's products. The

study also found that the key variables of predicting sponsorship outcomes are

'perceived sincerity of sponsors' and the 'attitudes toward sponsors'. The

'perceived sincerity of the sponsor' variable supports Lee et al (1997) findings.

Madrigal (2001) studied beliefs about the benefits of sponsorship, the role of

team identification and the perceived importance of these beliefs on attitudes

towards buying products from a sponsor. The proposed model was based on

Ajzens, (1988) beliefs-attitude-intention hierarchy, and the study provided

empirical support for the model and highlighted the importance of team

identification in predicting favourable sponsorship reactions. Gwinner and

Swansons (2003) findings also supported this and found that team identification

is an important factor in deciding sponsorship outcomes, such as, attitude

toward sponsor, sponsor patronage, sponsor recognition and satisfaction with

sponsor.

2.2 Stakeholder Perception

Murphy, et al (2005) and found that stakeholder relationship marketing that

incorporates triple bottom line philosophy enhances financial performance

beyond that achieved by customer relationship marketing orientation. However,

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this research used a sample of only 33 businesses, so there is much scope for

further research to be carried out into the field of stakeholder performance

appraisal

Merrilees et al looked into marketing stakeholder analysis and in particular the

branding of the Brisbane Goodwill Games. They looked at marketing

stakeholder relationships and found that one of the results of this marketing

approach is that it enables more attention to be given to primary rather than

secondary stakeholders (Clarkson, 1995). They found that the context of

building a global brand, locally for a major sporting event, is an important topic

in itself, as there is little relevant theory at present. The marketing and branding

of the Brisbane Goodwill Games allowed Merrilees et al to better understand

inter-organisational linkages in stakeholder perception. They found that

stakeholder theory is a powerful way of building inter-organisational linkages,

beyond the more traditional network approach.

Helm (2007) compared stakeholder perceptions of corporate reputation

and found a consensus concerning the main reputational criteria

among members of different stakeholder groups. She also discovered

that general attitudes towards the firm (or overall reputation) can

function as an affective halo for the different reputational facets

(Schwarz et al., 1994).

There are three main research perspectives in literature dealing with

stakeholder-specific reputation(s). The first school of thought interprets

reputation as an attitudinal construct that only exists in the minds of individuals.

Reputation is the aggregation of a single stakeholder's perceptions of how well

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organisational responses are meeting the demands and expectations of many

organisational stakeholders (Wartick, 1992).

The second group of authors make the assumption that reputational

perceptions are matched within stakeholder groups. Bromley (2002) claims that

companies [] have as many reputations as there are distinct social groups

that take an interest in them. Brown (1998) states that there are various

audiences for any particular company and each audience may see a company

in more or less similar ways, but the image will likely be based on different kinds

of information for different audiences.

The first two schools of thought suggest that a firm does not have one distinct

reputation; however the third school bucks this trend. Fombrun et al (2000)

argue that certain reputational perceptions converge across stakeholder group

boundaries, forming a general reputation of the firm. They conclude that

corporate reputation signifies an overall view of a business which revolves

around broad dimensions. As there are three different schools of thought, it is

unsurprising that the current literature offers different solutions to appropriate

stakeholder adaptation of reputation measures.

Dowling (1988) claims that studies of reputation call for an adaptive approach,

subsequently a measurement model for reputation needs to be developed for

each stakeholder group. However, this approach decreases the opportunities to

compare results across stakeholder groups and limits an integrative approach

to reputation management.

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Gatewood et al. (1993) argues that the criteria used in Fortune's Most Admired

Companies index (FMAC, Fombrun, 1998) is not appropriate to measure

reputation across all stakeholder groups. Scholes and Clutterbuck (1998)

support this claim: there is no effective vehicle for comparing, say, customer

perceptions of company reputation with employees' perceptions.

Van Riel and Fombrun (2002) explain that the reputation quotient (RQ), used by

the Reputation Institute was designed for use with any stakeholder group.

However, empirical investigations have only focused on the general public so

far (Wartick, 2002).

The main critique of Fombrun and Wiedmanns (2001) research is that it is

based on the assumption that there are no great differences between the

perceptions of individuals belonging to different stakeholder groups. They argue

that reputation should be measured using the same indicators for all

stakeholder groups. However, the weakness of this is that the authors do not

use the RQ database to empirically test this assumption and consequently there

is a lack of information about the process by which the dimensions and scale of

reputation have been developed.

2.3 Rugby League Growth

Sporting events can be described as major by virtue of their size in terms of;

there attendance, target market, level of public financial involvement, political

effects, extent of TV coverage, construction of facilities and impact on the

economic and social fabric of the host community (Hall, 1992). The Challenge

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Cup certainly constitutes the title of a major sporting event, as the event is

regularly a full house and watched by 12m people around the globe (Lee,

2007).

Rugby league is the 7th favourite sport in the UK by attendance and 9 th most

televised and these lowly figures are attributed to the lack of headline grabbing

international competition that other sports enjoy. This has repercussions when it

comes to negotiating sponsorship deals as rugby league has a significantly

lower audience than other sports and this is further hampered by 98% of rugby

league being televised on subscription channel BskyB (Mintel, 2006).

Mintel (2006) carried out research into the growth of rugby league and found

that interest grew 2.9% between 2001 and 2005, which was reflected by

increased match attendances. The interest was driven largely by the Super

League competition and its revamped Grand Final play-off structure. In addition,

to the introduction of the Tri-Nations Series between Great Britain, Australia and

New Zealand also helped to raise the sports profile, despite a lack of Great

Britain success in the competition. Also, staging the Challenge Cup final whilst

the new Wembley Stadium was build at other venues usually associated with

rugby union, namely Murrayfield, Twickenham and Cardiffs Millennium Stadium

helped to take the game to a new audience and penetrate new markets.

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2.3.1 Rugby League Sponsorship

Rugby league clubs have been pioneers in inventive marketing and many clubs

run comprehensive community involvement programmes with clubs reporting

significant dividends in terms of attendances, reputation and consequent

sponsor appeal. The number of people playing rugby league has more than

doubled in recent years increasing the potential reach of sponsors (Mintel,

2006).

Mintel also states that the Super League and the Challenge Cup are the two

most valuable sponsorships in rugby league. With the increasing interest in the

sport the RFL, the sports governing body in the UK has been more active in

generating sponsorship attracting Gillette (safety razor manufacturer) back to

the Tri-Nations team, whilst developing other partners such as Nestl (multi-

national food company), Castlemaine XXXX (brand of beer), Puma (multi-

national sportswear company) and more recently Carnegie. The report also

found that rugby league players are more inclined to purchase products or

services from all types of sponsors, but especially favour sports sponsors, with

a third of these consumers preferring to purchase from these brands. However,

it found consumers who spectate at rugby league or follow the sport in the

media return unremarkable levels of sponsorship awareness and inclination to

purchase sponsors products.

Powergen was the former sponsor of the Challenge Cup from 2003 until 2007

and was reported to have paid around 5m to sponsor it. In addition, Super

League gained a new sponsor for the 2006 season with Engage Mutual

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Insurance sponsoring it at a reported cost of 1.65m for a two-year agreement,

roughly equivalent to what previous sponsor Tetleys is understood to have

paid. In a club context, St Helens who have been one of the top teams of recent

seasons agreed what was reported as one of the most lucrative deals in the

game by signing a 2m, three-year sponsorship deal with mortgage company

Earth, although the company was later wound-up due to financial problems.

Mintel (2006) also carried out a report into the sponsorship sector and found

that by necessity it has evolved significantly in recent years, and sponsorship

deals are now more sophisticated and integrated than ever before. Whilst there

has been a general slowdown in advertising, the sponsorship market has

bucked the trend in value terms and this can be attributed to the efforts invested

in the development of more sophisticated techniques which have begun to pay

dividends for sponsors and rights holders.

The report further states that the most significant event on the horizon for the

sponsorship market is the London Olympics in 2012, which is expected to

generate some 700m in sponsorship revenues. However, 2006 saw a slight

slowdown in activity as many companies waited for the announcement of the

first Games sponsors.

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2.4 Key Theoretical Findings

Sponsorship aims to;

Enhance corporate image (Abratt and Grobler, 1989)

Add value to organisational communications (Witcher et al, 1981)

Increase goodwill amongst opinion formers (Witcher et al, 1981)

Promote brand awareness (Hansen and Scotwin, 1995)

Achieve greater media exposure (Apostolopoulou and Papadimitriou,

2004. Pope and Voges, 2000. Tomasini et al, 2004)

Achieve corporate and social objectives (Apostolopoulou and

Papadimitriou, 2004. Pope and Voges, 2000. Tomasini et al, 2004)

Other:

Consumers think favourably of an organisation if it sponsors an event

they are emotionally attached with (Lee et al, 1997)

Sponsorship only offers a potential source of competitive advantage if it

offers benefits which are desired by customers (Mosakowski, 1993)

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Methodology

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Chapter 3.0 Methodology

Methodology is the analysis of, and the rational for, the particular method or

methods used in a given study(Jankowicz, 2000).

3.1 Introduction

This chapter begins by identifying the approach to research. The section then

finishes with the primary research method being identified, pointing out the

reasons for selection and the limitations of the research method adopted.

3.2 Research Philosophy

The author adopted an interpretive philosophy to research; Saunders et al

(2003) describe this philosophy as an epistemology that advocates that it is

necessary for the researcher to understand differences between humans in our

role as social actors. According to Saunders et al (2003) the interpretive

researcher believes that the social world of business and management is far

too complex to lend itself to theorising by definitive laws in the same way as

physical sciences.

The author adopted this research philosophy as the author believes there is no

identifiable reality or truth and knowledge does not come from the application

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of theory to practice, but rather by identifying different theories that different

stakeholders embody. The author feels this philosophy will enable him to

answer the case study question most effectively.

The author decided against the positivism philosophy due to the factors in the

table below.

Positivism Interpretivism

Phenomena can be analysed in terms

of issues

Phenomena can be analysed in terms

of issuesData are collected by participants and

by observers all of whom have varying

degrees of involvement and

detachment

Data are collected by participants and

by observers all of whom have varying

degrees of involvement and

detachmentTruth can't be determined in any

absolute way, we are capable of using

evidence to work towards a

consensus, but must sometimes agree

to differ and sometimes concluded

that truth is undividable

Truth can't be determined in any

absolute way, we are capable of using

evidence to work towards a

consensus, but must sometimes agree

to differ and sometimes concluded that

truth is undividableThe purpose of enquiry is to gain

sufficient understanding to predict

future outcomes

The purpose of enquiry is to gain

sufficient understanding to predict

future outcomesThere is no need to seek to apply

theories, understanding and prediction

are already theory-in-action, being

theories-from-action

There is no need to seek to apply

theories, understanding and prediction

are already theory-in-action, being

theories-from-action

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The basic assumptions of positivism and interpretivism (Jankowicz, 2004 p.

111)

3.3 Research Approach

When designing a research project, Saunders et al (2003) identify the deductive

and inductive approach as approaches researchers must consider. Saunders et

al (2003) describe the deductive approach as; developing a theory and

hypothesis and designing a research strategy to test the hypothesis. Saunders

et al (2003) describe the inductive approach as focusing on the collection of

data and the development of theory resulting from the data analysis.

The author adopted an inductive approach to this research as it enabled a

thorough understanding of the nature of the problem. An inductive approach

allowed for a more flexible structure and for changes to be made to the

research emphasis as the research progressed. Had the author adopted a

deductive approach, he feels he would have been unable to collect sufficient

and appropriate information.

3.4 Research Strategy

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Saunders et al (2003), defines research strategy as a general plan of how the

author goes about answering the research questions. Due to the nature of this

research the author adopted an action research strategy, which incorporated a

questionnaire.

3. 5 Data Collection Method Questionnaire

The value of the questionnaire is that it allows you to standardise your

questioning to such an extent that a more numerate, statistically-based analysis

is possible, and permits you to test out hypotheses quantitatively should you

wish to do so(Jankowicz, 2005).

The structured questionnaire was used as the author feels it is the best method

to answer the case study question. The author used this data collection method

as it allowed him to direct questions at a large group of people with relatively

little cost. It also proved the most effective in terms of the time constraints,

especially when compared to interviews and focus groups.

In addition it was also chosen as it is cheap to administer, permits more

responses and requires less skill and sensitivity to administer than the other

data collection methods. It also allows the respondent more to think about their

responses than any of the semi-structured techniques. The author opted to use

the multiple-choice format in the questionnaire design as it is the most common

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and straightforward format, which offers respondents the opportunity to specify

an answer if required (Jankowicz, 2004).

The questionnaire was created using relevant findings on the aims and

effectiveness of sponsorship. The author incorporated Likert Scale questions as

he felt this would enable him to draw firm conclusions from a large number of

respondents. However, the author acknowledges the rigidity of this quantitative

method.

3.5.1 Limitations of Internet Questionnaire

The author chose to use an internet questionnaire over the postal and email

variants, mainly due to time and financial constraints. In addition, the author felt

he would gain sufficient respondents from an internet questionnaire to make the

findings valid and set himself a target of 300 respondents.

The author acknowledges the negative design and sampling issues effecting

internet questionnaires such as the low control over inclusion of population in

the sample and low control over selection of respondents into the sample. In

addition, there is also the high chance of answers being given by somebody

else and this method is highly sensitive to distortion by respondent substitution.

There is also a high chance of controlling bias due to selective non-response,

as well as a high refusal rate, whilst most respondents are from homogenous,

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highly-selected populations. The author is also aware of the moderate chance

of an internet questionnaire being refused and the moderate response rate with

varied populations. Despite these limitations the author still felt the internet

questionnaire was the best data collection method to use as it was cheap to set

up took little time to create and had a good chance of avoiding researcher bias

with low levels of contamination by others.

3.5.1.1 Postal Questionnaire

The author appreciates the various strengths and weaknesses of the postal

questionnaire. The main benefit of this method is the high chance of

establishing anonymity and avoiding researcher bias. Postal questionnaires

also tend to have a high respond rate from the public at large.

However, the postal option has as a high refusal rate and those that do respond

are likely to be from a homogenous, highly selected population. There is also a

low chance of controlling bias due to selective non-response. In addition, boring

but necessary and personal questions are unlikely to be answered. Postal

questionnaires are relatively expensive and time consuming compared to the

internet and email equivalents (Dillman, 1978; 2000, Frey, 1983, Coomber,

1997).

3.5.1.2 Email Questionnaire

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success of steering questions was likely to be high, whilst personal and

sensitive questions were expected to achieve moderate success.

3.5.3 Researcher Bias

With regard to bias the author acknowledges that an internet questionnaire has

a good chance of avoiding researcher bias as well as avoiding bias due to the

social desirability of answers. There is also a low chance of contamination by

others and low feasibility of assistance being available to the investigator.

From a personal perspective the author had previously worked for the Carnegie

Marketing Department on Challenge Cup projects. Consequently there was a

possibility of accidental researcher bias, for instance the phrasing of particular

questions could lead towards a possible answer. However, the author hopes

that by recognising this possible bias, he will consciously avoid it and the risk

will be minimised.

3.5.4 Administrative Issues

The administrative issues show the strength of the internet questionnaire as this

data collection method enables the author to have high control over costs. The

method is not sensitive to geographical distance from respondents, which keeps

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potential financial costs low. It only requires a small amount of time to set up,

thus keeping time costs low.

3.5.5 Questionnaire Design

The questionnaire was designed using the key theoretical findings from the

literature review regarding the aims of sponsorship. See section 4 Primary

Research for more information. It also incorporates questions using the Likert

Scale and more general ones in order to find out basic information about the

respondent and the opinions on sponsorship in order to answer the research

question.

3.5.6 Maximising response rate

Anderson and Gansneder (1995) found that e-mail questionnaires had a

surprisingly high response rate of 76%. Whilst the very best rate for a postal

return was 74% using Dillmans (2000) Total Design Method, 20-30% is the

most occurring response rate. Saunders et al (2003) found internet

questionnaire to be the least successful in terms of response rate, however the

author felt confident of gaining between 300-400 responses.

The author chose to use an electronic questionnaire as this would allow him

more control over costs and was easy to set up. The author opted for an

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internet questionnaire over an email questionnaires as he felt it would be

difficult to maintain anonymity from emails, due to most respondents lacking the

knowledge to make their emails anonymous.

The author managed to maximise the response rate by creating a sense of

ownership among his respondents by adopting a negotiating approach in

bringing together their interests with his own (Jankowicz, 2004). The author also

maximised the response rate by rewarding the respondents. The author

achieved this by showing the respondents how the study supports them and

that the issue is of concern to them. The author also ensured the questions and

method used to pose them were interesting to the respondent.

The author further increased the response rate by reducing the costs to the

respondent by making the task appear brief with a clear layout and structure of

the questionnaire. The author also ensured it by reducing the mental and

physical effort involved with clear expressions and questions. The author also

eliminated the possibility of embarrassment by using appropriate wording for

personal questions. The author created trust by establishing status and

legitimacy by referring to the university where he is a student, Leeds

Metropolitan University.

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3.6 Ethics and data collection

De Vaus (2002) highlights the importance of five ethical responsibilities;

Voluntary Participation

Informed consent

No harm

Confidentiality, and

Privacy

The author ensured that all of these criteria were matched by stating who I am;

the purpose of the questionnaire, the data will be treated responsibly and

confidentially.

3.7 Reliability of data collected

The primary research was conducted in order to collect new reliable and valid

information, abiding by ethical standards.

3.7.1 Validity of data collected

The author is confident that the research collected is valid for the subject area

focused on.

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3.8 Chapter Summary

The methodology chapter of this report provides an overview of the research

philosophy, approach and strategy. This chapter provides information on the

analysis of, and the rational for, the particular method or methods used in the

study. The chapter identifies that the author adopted an inductive approach

using a phenomenological philosophy to create an exploratory case study

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Research Findings & Discussion

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4.0 Intoduction

This chapter looks at the findings from the questionnaire and brings together

results and analysis.

4.1 Research Findings

The author divided the questionnaire (see appendices D and E) into five

separate sections and each followed a set theme (they were titles sections A-

E). Section A asked a series of personal questions in order to ascertain

information about the respondent. It asked respondents which university faculty

they belong to, their age group and year of study. This demographic information

enabled the author to divide the data into subgroups, making it easier to spot

trends and patters amongst students from different university faculties.

Sections B-D used the Likert Scale and respondents were asked to rank a

series of statements about Leeds Mets sponsorship of the Carnegie Challenge

Cup. Respondents could choose one of the following answers:

Strongly agree

Agree

No opinion

Disagree

Strongly disagree

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The statements within Section B sought to gauge the respondents perception

towards the sponsorship of the Carnegie Challenge Cup. In Section C

respondents were asked their opinion on statements regarding the aims of

sponsorship which incorporated theory and findings as documented in the

literature review.

Section D contained more statements about the respondents view and

perceived benefits of the Challenge Cup sponsorship. Section E invited

respondent to make additional comments about Leeds Mets sponsorship of the

Carnegie Challenge Cup. This qualitative data enabled the author to make find

out more information about Leeds Mets students perceptions of the Challenge

Cup sponsorship.

4.2 Section A results

Figures 1.0 to 1.2 show demographic information about the respondents which

enabled the author to answer the research question and group the findings by

which faculty the respondents belong to.

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Figure 1.0

Which faculty the respondents belong to.

Carn

24

Arts & S

7

Business & Law

28%

Innovation North

13%

Health

10%

Leslie Silver18%

Figure 1.1

The age groups of the respondents.

Respo

146

4 2

120

140

160

Number of

responses

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Figure 1.2

The respondents year of study.

Year of study No. of responses %

First year 40 26%Second year 55 36%Third year 58 38%Other (please specify) 0 0%Total 153 100.0%

From a sample of 153, the majority of respondents were from the faculty of

Business & Law (28%) and the Carnegie faculty of Sport & Education (24%).

The vast majority of respondents belonged to the 18-24 age group (95%). There

was a fairly even split between the respondents year of study with Third year

(38%), Second year (36%) and First year (26%).

4.3 Section B results

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The statements within Section B sought to gauge the respondents perception

towards the sponsorship of the Carnegie Challenge Cup.

Figures 2.0 and 2.1 show the majority (54%) of Leeds Met students do not feel

that the sponsorship of the Carnegie Challenge Cup is an effective method of

attracting new students. However, significant percentages from the Carnegie

(59%) and Leslie Silver (48%) faculties agreed with the statement.

Figure 2.0

Responses to the statement; Leeds Met Cup is an effective method of attracting new

Strongly agree

9%

Agree31%

No opinion

6%

Disagree

36%

Strongly disagree

18%

Figure 2.1

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Breakdown of responses by faculty to the statement; Leeds Mets sponsorship

of the Carnegie Challenge Cup is an effective method of attracting new

students.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 14 28% 0% 7% 5% 0% 0%

Agree 47 59% 0% 11% 25% 13% 48%No opinion 9 0% 30% 0% 5% 7% 15%Disagree 55 8% 30% 68% 50% 40% 11%Strongly

disagree 28 5% 40% 14% 15% 40% 26%Total 153 100% 100% 100% 100% 100% 100%

Figures 2.2 and 2.2.1 show the majority (62%) of students felt that Leeds Mets

sponsorship of the Carnegie Challenge Cup does not benefit existing students.

This is in great contrast to the vast majority (85%) of Carnegie students who felt

the sponsorship does provide benefits to existing students.

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Figure 2.2

Responses to the statement:Leeds MeCup benefits existing students.

Stron

Agree

24%

No opinion

4%Disagree

42%

Strongly disagree

20%

Figure 2.2.1

Breakdown of responses by faculty to the statement: Leeds Mets sponsorship

of the Carnegie Challenge Cup benefits existing students.

Response No. of Carnegie Arts & Business Innovation Health Leslie

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responses Society & Law North Silver

Strongly

agree 16 27% 30% 0% 0% 13% 4%Agree 37 57% 0% 20% 0% 27% 11%

No

opinion 6 0% 30% 0% 10% 0% 4%Disagree 64 11% 40% 55% 85% 20% 44%Strongly

disagree 30 5% 0% 25% 5% 40% 37%Total 153 100% 100% 100% 100% 100% 100%

Figures 2.3 and 2.3.1 show the majority (53%) of respondents would think more

favourably of Leeds Met if it sponsored an event that they were emotionally

involved with. High percentages of Carnegie (83%) and Business & Law (52%)

students agreed with the statement. These findings support Lee at als (1997)

claim that consumers think favourably of an organisation if it sponsors an event

they are emotionally attached with.

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Figure 2.3

Responses to the statement: I would think

sponsored an event I am emotionally attached wit

Stron

Agre

42

No opinion

2%

Disagree

26%

Strongly disagree

19%

Figure 2.3.1

Breakdown of responses by faculty to the statement: I would think more

favourably of Leeds Met if it sponsored an event I am emotionally attached

with.

Response

No. of

responses Carnegie

Arts &

Society

Business

% Law

Innovation

North Health

Leslie

Silver

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Strongly

agree 17 11% 0% 23% 5% 0% 8%Agree 64 83% 20% 52% 40% 0% 0%No


disagree 29 3% 20% 11% 40% 0% 48%Total 153 100% 100% 100% 100% 100% 100%

Figures 2.4 and 2.4.1 show a large number (57%) of respondents do not think

more favourably of Leeds Met as a result of the Carnegie Challenge Cup

sponsorship. Importantly, the figures show that the Carnegie faculty (81%) was

the only subgroup to think favourably of Leeds Met as a result of the

sponsorship.

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Figure 2.4

Respons es to the statement: I think more

Carnegie Challenge Cup sponsorship.

Strongly

12

Agree

25%

No opinion

6%

Disagree

37%

Strongly disagree20%

Figure 2.4.1

Breakdown of responses by faculty to the statement: I think more favourably of

Leeds Met as a result of the Carnegie Challenge Cup sponsorship.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

SilverStrongly 19 32% 0% 7% 10% 0% 8%

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agreeAgree 38 49% 0% 23% 20% 6% 18%No

opinion 9 0% 0% 2% 15% 27% 4%

Disagree 56 8% 70% 45% 40% 40% 44%Strongly

disagree 31 11% 30% 23% 15% 27% 26%Total 153 100% 100% 100% 100% 100% 100%

Figures 2.5 and 2.5.1 show that half of the respondents (50%) do not feel that

sponsorship is more effective than advertising, whilst a similarly large

percentage (46%) believe it is. In contrast to the overall findings, large numbers

of Carnegie (73%) and Business & Law (83%) students agreed with the

statement.

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Figure 2.5

Responses to the statement I think spon

Stro

Agree

30%

No opinion

14%

Disagree26%

Strongly disagree14%

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Figure 2.5.1

Breakdown of responses by faculty to the statement: I think sponsorship is

more effective than advertising.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 25 24% 0% 23% 5% 7% 15%

Agree 44 49% 0% 60% 0% 0% 0%No


disagree 22 8% 0% 6% 20% 27% 30%Total 153 100% 100% 100% 100% 100% 100%

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Figures 2.6 and 2.6.1 show that opinion was fairly split (46% agreed and 40%

did not) on whether sponsorship only works if its offers a product desired by

customers.

In terms of subgroups; large numbers of respondents from the Carnegie (73%)

and Business & Law (82%) faculties agreed with the statement. These findings

strengthen Mosakowskis (1993) claim that sponsorship only offers a potential

source of competitive advantage if it offers benefits which are desired by

customers.

Figure 2.6

Responses to the sta tement Sponsorshipcustomers.

Stron

Agree

30%

No opinion

14%

Disagree

26%

Strongly disagree

14%

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Figure 2.6.1

Breakdown of responses by faculty to the statement Sponsorship only works if

it offers a product desired by customers.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 25 24% 0% 23% 5% 7% 15%Agree 44 49% 0% 59% 0% 0% 0%No


disagree 22 8% 0% 7% 20% 27% 30%

Total 153 100% 100% 100% 100% 100% 100%

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4.4 Section C results

In Section C respondents were asked their opinion on statements regarding the

aims of sponsorship which incorporated theory and findings as documented in

the literature review.

Figures 3.0 and 3.1 show the majority of students (61%) believe that Leeds Met

sponsors the Carnegie Challenge Cup to promote brand awareness. In this

scenario it supported Hansen and Scotwins (1995) claim that one of the aims of

sponsorship is to promote brand awareness

Figure 3 .0

Responses to the statement: Leeds Met s

promote brand awareness.

Stro

Agree

39%

No opinion

4%

Disagree

18%

Strongly disagree

17%

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Figure 3.1

Breakdown of responses by faculty to the statement: Leeds Met sponsors the

Carnegie Challenge Cup to promote brand awareness.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 33 24% 20% 20% 15% 6% 33%

Agree 61 65% 30% 66% 0% 0% 19%No


disagree 26 0% 10% 0% 80% 47% 7%Total 153 100% 100% 100% 100% 100% 100%

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Figures 3.2 and 3.2.1 demonstrate that most respondents (68%) feel that Leeds

Met sponsors the Carnegie Challenge Cup to enhance its corporate image. In

this scenario the findings support Abratt and Groblers (1989) belief that one of

the aims of sponsorship is to enhance corporate image.

Figure 3.2

Responses to the statement: Leeds Met

enhance its corporate image.

Str

Agree

43%

No opinion

3%

Disagree

20%

Strongly

disagree

9%

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Figure 3.2.1


Carnegie Challenge Cup to enhance its corporate image

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 39 16% 10% 11% 20% 20% 74%Agree 65 73% 0% 75% 10% 0% 11%No


disagree 14 3% 20% 7% 15% 33% 0%

Total 153 100% 100% 100% 100% 100% 100%

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Figures 3.3 and 3.3.1 highlight that opinion was quite evenly split (50% disagree

and 47% agree) over whether Leeds Mets sponsorship of the Carnegie

Challenge Cup adds value to organisational communications. In the context of

this scenario the findings disagree with Witcher et als (1981) suggestion that

one of the aims of sponsorship is to add value to organisational

communications.

Figure 3 .3

Responses to the stat ement: Leeds Met sadd value to organisational communications.

Strongl

1

Agree

29%

No opinion

3%

Disagree

31%

Strongly disagree

19%

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Figure 3.3.1


Carnegie Challenge Cup to add value to organisational communications.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 28 30% 0% 35% 5% 0% 4%

Agree 44 56% 0% 45% 0% 0% 11%No


disagree 29 3% 10% 9% 40% 40% 33%Total 153 100% 100% 100% 100% 100% 100%

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Figure 3.4.1


Carnegie Challenge Cup to achieve greater media exposure.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 42 16% 30% 27% 20% 14% 55%Agree 51 32% 10% 61% 10% 14% 26%No opinion 6 0% 30% 0% 5% 14% 0%Disagree 30 41% 20% 7% 15% 14% 19%Strongly

disagree 24 11% 10% 5% 50% 44% 0%Total 153 100% 100% 100% 100% 100% 100%

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Figures 3.5 and 3.5.1 show that just over half of respondents (54%) believe that

Leeds Met sponsors the Carnegie Challenge Cup to achieve corporate and

social objectives. High numbers of Carnegie (87%) and Business & Law (78%)

students believe this statement. These results support and Papadimitrious

(2004) findings that one of the aims of sponsorship is to achieve corporate and

social objectives.

Figure 3.5

Responses to the statement: Leeds Metachieve corporate and social objectives.

Stro

Agree

31%No opinion

5%

Disagree

22%

Strongly disagree

18%

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Figure 3.5.1


Carnegie Challenge Cup to achieve corporate and social objectives.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 36 38% 0% 29% 5% 0% 29%Agree 49 49% 0% 55% 5% 7% 19%No


disagree 27 5% 50% 9% 30% 33% 19%

Total 153 100% 100% 100% 100% 100% 100%

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Figures 3.6 and 3.6.1 show that nearly three-quarters of students (73%) feel

that Leeds Met sponsors the Carnegie Challenge Cup to generate goodwill

amongst key opinion formers. These findings support Witcher el als (1981)

claim that one of the aims of sponsorship is to generate goodwill amongst key

opinion formers.

Figure 3.6

Responses to the statement: Leeds Metachieve goodwill amongst key opinion fo

Stron

2

Agree

48%

No opinion

8%

Disagree

13%

Strongly agree6%

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Figure 3.6.1


Carnegie Challenge Cup to achieve goodwill amongst key opinion formers.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 38 30% 10% 16% 30% 20% 37%Agree 74 57% 30% 68% 25% 13% 48%No


disagree 9 2% 10% 5% 0% 27% 4%

Total 153 100% 100% 100% 100% 100% 100%

79


80/188


4.5 Section D results

Section D contained more statements about the respondents view and

perceived benefits of the Challenge Cup sponsorship.

Figures 4.0 and 4.1 show the majority of students (66%) are not proud that

Leeds Met sponsors the Carnegie Challenge Cup. However, figure 4.1 shows a

significant percentage of Carnegie students (81%) who are proud of the

sponsorship.

Figu re 4 .0

Responses to the statement: I am proud tChallenge Cup.

Strongly

1

Agree

20%

No opini

3%

Disagree

29%

80


81/188


Figure 4.1

Breakdown of responses by faculty to the statement: I am proud that Leeds Met

sponsors the Carnegie Challenge Cup.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Leslie

Silver

Strongly

agree 17 24% 20% 7% 10% 7% 0%

Agree 30 57% 10% 9% 15% 7% 4%No opinion 4 0% 10% 0% 5% 7% 4%Disagree 44 11% 0% 27% 30% 20% 70%Strongly

disagree 58 8% 60% 57% 40% 59% 22%Total 153 100% 100% 100% 100% 100% 100%

81


82/188


Figures 4.2 and 4.2.1 highlight that over two-thirds of students (68%) do not

think Leeds Mets sponsorship of the Carnegie Challenge Cup is a good thing.

However, figure 4.2.1 shows a significant percentage of Carnegie (60%) and

Arts & Society (50%) students who feel the sponsorship is a good thing.

Figure 4.2

Responses to the statement: I think LeeChallenge Cup is a good thing.

Strongly agre

7%

Agree

21%

No opinio

4%

Disagree

43%

Strongly disagree

82


83/188


Figure 4.2.1

Breakdown of responses by faculty to the statement: I think Leeds Mets

sponsorship of the Carnegie Challenge Cup is a good thing.

Response

No. of

responses Carnegie

Arts &

Society

Business

& Law

Innovation

North Health

Les

Documents

Report (2008): ‘How did Leeds Met's students perceive its sponsorship of the Carnegie Challenge Cup?’