Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image

Malaysian football with its glorious history has always been the centre of all sports in Malaysia. Being the No. 1 sport in Malaysia, it comes under close scrutiny from sports critics and the watch full eyes of the media, more so when football receives good support from all quarters including fans,...

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Bibliographic Details
Main Author:	Amiruddin, Zain Azmy
Format:	Thesis
Language:	English English
Published:	2000
Subjects:	Sports - Marketing Sports - Economic aspects Sports sponsorship
Online Access:	http://psasir.upm.edu.my/id/eprint/77885/1/T%20GSM%202000%208%20%281900118375%29%20UPM%20IR.pdf
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id	my-upm-ir.77885
record_format	uketd_dc
spelling	my-upm-ir.778852022-01-17T03:55:46Z Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image 2000-01 Amiruddin, Zain Azmy Malaysian football with its glorious history has always been the centre of all sports in Malaysia. Being the No. 1 sport in Malaysia, it comes under close scrutiny from sports critics and the watch full eyes of the media, more so when football receives good support from all quarters including fans, sponsors and the media. Sponsorship of sports has become an integral part of the marketing mix of the corporate world with corporations devoting large amounts of money to associate themselves with sport and it particular identity. However, sponsors have become increasingly prudent with their sponsorship dollar with a 'tingly feeling' of association not enough to justify the aounts of money required to become a sponsor of a top-level sport. The main objective of this research is to gather an in-depth knowledge of the relationship between sponsorship and corporate image. Besides looking into criteria selection process of the sponsorship programme, we are looking into other factors, which could explain why corporate sector sponsor sports events. Sports - Marketing Sports - Economic aspects Sports sponsorship 2000-01 Thesis http://psasir.upm.edu.my/id/eprint/77885/ http://psasir.upm.edu.my/id/eprint/77885/1/T%20GSM%202000%208%20%281900118375%29%20UPM%20IR.pdf text en public masters Universiti Putra Malaysia Sports - Marketing Sports - Economic aspects Sports sponsorship Abdullah, Iskandar English
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
advisor	Abdullah, Iskandar
topic	Sports - Marketing Sports - Economic aspects Sports sponsorship
spellingShingle	Sports - Marketing Sports - Economic aspects Sports sponsorship Amiruddin, Zain Azmy Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image
description	Malaysian football with its glorious history has always been the centre of all sports in Malaysia. Being the No. 1 sport in Malaysia, it comes under close scrutiny from sports critics and the watch full eyes of the media, more so when football receives good support from all quarters including fans, sponsors and the media. Sponsorship of sports has become an integral part of the marketing mix of the corporate world with corporations devoting large amounts of money to associate themselves with sport and it particular identity. However, sponsors have become increasingly prudent with their sponsorship dollar with a 'tingly feeling' of association not enough to justify the aounts of money required to become a sponsor of a top-level sport. The main objective of this research is to gather an in-depth knowledge of the relationship between sponsorship and corporate image. Besides looking into criteria selection process of the sponsorship programme, we are looking into other factors, which could explain why corporate sector sponsor sports events.
format	Thesis
qualification_level	Master's degree
author	Amiruddin, Zain Azmy
author_facet	Amiruddin, Zain Azmy
author_sort	Amiruddin, Zain Azmy
title	Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image
title_short	Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image
title_full	Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image
title_fullStr	Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image
title_full_unstemmed	Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image
title_sort	dunhill malaysia cup : does sports sponsorship have a direct effect on corporate image
granting_institution	Universiti Putra Malaysia
publishDate	2000
url	http://psasir.upm.edu.my/id/eprint/77885/1/T%20GSM%202000%208%20%281900118375%29%20UPM%20IR.pdf
_version_	1747813266074107904

Dunhill Malaysia Cup : does sports sponsorship have a direct effect on corporate image

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