Causality of sponsorship and sales : Case: Specialized Roubaix bicycles
Sizko, Antti (2011)
HAAGA-HELIA ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011060310835
https://urn.fi/URN:NBN:fi:amk-2011060310835
Tiivistelmä
Sponsorship is one of the fastest growing segments in marketing, yet a definite way of measuring the successfulness of a sponsorship campaign is lacking. More specifically the emphasis of this study was to find if there is a causality between a win in a famous bicycle race and consequently an increase in the retail sales of the bicycle used in that specific race. This study was conducted as a desk study comparing local retail sales of the race-winning bicycle prior to and after the race.
The data and information for the study was collected through an qualitative interview. Validity and reliability were the main concerns throughout the research. The research findings showed
some correlation between the sales increase and the race win. Furthermore, the study indicated window of opportunity for further study in the field for a longer term data analysis based on the sales.
The data and information for the study was collected through an qualitative interview. Validity and reliability were the main concerns throughout the research. The research findings showed
some correlation between the sales increase and the race win. Furthermore, the study indicated window of opportunity for further study in the field for a longer term data analysis based on the sales.