Understanding the transfer of brand image from sponsors to sponsored properties in sport

This project seeks to explore the extent to which the image of a sponsor transfers to a sponsored sports property (i.e. event, team, league or stadium) and under what conditions. The primarily quantitative project aims towards developing an empirically-tested model of sponsor to sponsored property brand image transfer.
Aims and objectives
Despite challenging economic conditions, global expenditure on sponsorship has maintained a steady rate of growth over the last two decades. Of the projected $62.8 billion global expenditure on sponsorship in 2017 (IEG, 2017), around 70% is expected to be spent on sponsoring sport, making it the largest recipient of sponsorship monies. Over half of sponsors surveyed in 2016 by IEG are reporting an intention to maintain or increase their spending on sponsorship (IEG, 2017).

Brands from sectors such as gambling, financial services, automotive, airlines and consumer electronics are increasingly dominating the global sponsorship landscape. Taking the English Premier League as an example, twenty years ago, typical sponsors came from sectors such as alcohol, retail, sporting goods and IT. In contrast, for the 2017/18 season, nine Premier League clubs have a gambling brand as their shirt sponsor. This represents a shift in the type of brands wanting to associate themselves with sports properties and thus in the types of brands that sports teams, leagues and events are doing business with.

Brands use sponsorship of sport to pursue a range of objectives, with brand awareness, brand loyalty, changing or enhancing brand image and sales being the most prominent. The ability of sports sponsorship to enhance a sponsor’s image works on the principle of brand image transfer, where the image of the sponsored property (i.e. event, team, league, stadium) ‘rubs off’ on the sponsoring brand. Models of brand image transfer are largely built on schema congruity theory and associative learning theory and there is a considerable body of evidence supporting the transfer of image associations from sponsored sports properties to sponsoring brands. More recently, academic attention has begun to shift towards exploring the ‘reverse’ nature of this image transfer, in particular examining whether the image of a sponsor can ‘rub off’ on a sponsored property. This image transfer is brought into sharp focus when we consider the case of sponsors from controversial product categories (e.g. payday loans, gambling), for which many consumers hold negative image associations towards the product categories and their constituent brands. This ‘reverse’ image transfer also becomes a pertinent issue for sponsored sports properties in the case of corporate scandals or crises relating to their sponsors.

This project seeks to explore the extent to which the image of a sponsor transfers to a sponsored property and under what conditions. This is likely to result in the development of a model of sponsor to sponsored property brand image transfer. While the ultimate research questions will be determined by the student in consultation with the supervisory team, it is anticipated that the project will explore questions such as the following:

What antecedent factors influence the nature and extent of image transfer from sponsors to sponsored properties?
What actions can sponsors take to maximize/minimize the transfer of positive/negative associations to sponsored properties?
What actions can sponsored properties take to maximize/minimize the transfer of positive/negative associations to sponsored properties?
What are the implications of this image transfer process for sponsors and sponsorship rights holders?

It is expected that the successful candidate will try to address the research questions through a combination of (exploratory, preliminary) qualitative and quantitative research methods, including interviews, focus groups, surveys and/or experiments. The resultant data will be analysed using appropriate textual and statistical methods. The specific areas of focus in terms of sport and geographic location will be determined by the successful candidate and the supervisory team. It is anticipated that some or all of the research will be carried out online.
Specific requirements of the project
Essential:

Honours degree from a recognized higher education institution at first or upper second class level in a relevant discipline (i.e. sports marketing/management, marketing, advertising, branding, business and management, psychology)
Sound grasp of statistics and quantitative research methods, alongside a willingness to undertake further study in new and advanced methods
Demonstrable interest in sports marketing and sponsorship
Strong written and verbal communication skills, including an ability to communicate through a variety of media and to diverse audiences
Excellent English language skills (written and oral)

Desirable:

Successful completion of a Masters degree in a relevant discipline
Knowledge of literature on sports sponsorship effectiveness and brand image transfer
Experience of using computer packages for data analysis
Student eligibility
This opportunity is open to UK, EU and International applicants
Contacts
Informal enquiries can be made to:

For application related queries, contact [Email Address Removed]

Please quote the reference BusLaw-LG-2018-1.
In the Application link (below), you will be brought to the 'Economics, Policy and International Business' subject area application form - please ensure that you choose the ‘PhD’ option
How to Apply
The quickest and most efficient way to apply for this course is to apply online. This way, you can also track your application at each stage of the process.

Apply online: https://my.mmu.ac.uk/Prospectus/Course/Details/R0002

Please quote the reference: BusLaw-LG-2018-1.

Please complete the additional Postgraduate Research Degree Supplementary Information document and upload it to the Student documents section of your online application. This collects important information about your research application and there may be delays if you do not submit this document.

Before you apply, we recommend that you:

Contact the relevant Research Degrees Co-ordinator within your chosen area of interest to discuss the project or your ideas.
Ensure that you have gathered the necessary supporting documents required and submit them along with your application where possible: references, passport copy, qualification transcripts and certificates, English language proficiency evidence where relevant.
Next Stages of Your Application
We will contact you to let you know the initial outcome of your application, and invite you to attend an interview where appropriate.

Once the university is satisfied with the following, we will send you an offer letter informing you that you have been offered a place of study:

Your research proposal
The entry requirements have been met
You have satisfactory references
We have the expertise and resources to be able to supervise you
And you have had a successful interview

Some offers may be conditional upon achieving certain grades in your examinations, or successfully completing a particular programme. You must satisfy these conditions before we can confirm your unconditional place.
Closing date
30 September 2018