Sponsering og corporate image: En analyse af hvorledes en sponsoraftale med Dyrenes Beskyttelse påvirker en virksomheds image

Abstract

This thesis examines the relationship between sponsorship and corporate image, both in theory and in practice. Specifically, this thesis examines how a company’s sponsorship of non profit organisations (NPO’s) affects its perceived image in the minds of the consumers. The following two propositions serve as the foundation of this thesis: Proposition 1: Sponsorship of Dyrenes Beskyttelse (an NPO) has a positive effect on the sponsoring company’s image. Proposition 2: The effect of the sponsorship on the sponsoring company’s image increases in line with congruence between the sponsor and the sponsored NPO. In this current economy, a majority of companies are facing financial difficulties. This struggle means that companies have to find new ways to set themselves apart from their competitors, in order to survive this ruthless economy. A new way for companies to differentiate themselves is by sponsoring NPO’s. A sponsorship of an NPO can both serve as advertisement but also as an image builder or maintainer. From discussing and analysing the results of this study, with both a theoretical and practical framework as a foundation, I found evidence in the study that supports proposition 1. This means that sponsorship can help improve the image of a company. It was, however, also discovered that sponsorship cannot stand alone. The study found that, even though consumers have a positive attitude towards companies sponsoring NPO’s, it is also about the context the given company is in. This study showed that a corporate image is also highly affected by other factors, e.g. the way a company treats its employees and what its environmental policy is like. There was not enough evidence in the study to support proposition 2 and it is, therefore, rejected. The study showed that 49% of respondents considered congruence between the company and the NPO to be without importance and 43% considered it to be important. Therefore, I would suggest that further study was made with a larger study population, so that a conclusive answer to whether congruence between the sponsoring company and the sponsored NPO is necessary, in order to enhance the effect of a sponsorship. The study recommends for both Dyrenes Beskyttelse and companies in a broader context, on how to get the most out of a sponsorship agreement. The recommendations contain “dos and don’ts” which will help make both parties able to avoid making mistakes and exploit the best opportunities.