Sponsorship has emerged noticeably over the few decades. The relationship between sponsor and sponsorship is very important for this new century. Both parties have been gaining advantages from sustainable sponsorship relation. Sponsorship program is treated as CSR activity of a corporation. Grameenphone is the largest telecom network service providers in Bangladesh. It has been engaging at different socio cultural activities through sponsoring as part of its Corporate Social Responsibility. Sports sponsorship has been very import to it. It has been sponsoring in cricket, football, golf, local sporting events such as – Boat racing. Survey research strategy has been used at this study because it has collected the research data from the selected company without any experiment from the existing elements and from the existing customer of the company. The main purpose of this study is to study the sponsorship program and also the brand awareness capability of this term. Both primary and secondary data has been considered.
Main objective of this research is to study the sport sponsorship program of Grameenphone, Bangladesh and find the relation between sponsorship program and its effect on sales by increasing brand awareness. To judge brand awareness of such sporting events recall and recognition test has been conducted. From Brand Recall and recognition test, it is found that out of different sports sponsoring program Grameenphone’s sponsoring at Golfer Siddiquer has the highest recall and recognition rate. Sponsoring cricket has the second highest recall and recognition rate. Boat racing and Football sponsoring has lower recall and recognition rate. It can be said that Brand awareness is higher at sponsoring at Golfer Siddiquer and Cricket. Brand awareness is lower at sponsoring boat racing and football sponsoring. So GP will not get benefited from sponsoring at Football and Boat Racing. GP will get benefited by learning advantage, consideration set benefit and consideration choice benefit from cricket, golf sponsoring. All of these will create new customer base, retain the existing customer and building customer equity which will convert a customer a to loyal customer.
It is better for GP to keep aside from sponsoring at Football and boat racing activities. GP can engage more in Cricket and golf in new ways.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Chapter one
- 1.0 Introduction
- 1.1 Aims
- 1.2 Research Significance
- Chapter Two
- 2.0 Introduction
- 2.1 Marketing promotion
- 2.2 Sales promotion
- 2.3 Public relations
- 2.4 Sponsorship overview
- 2.5 Corporate Social Responsibility
- 2.6 Sport Sponsorship
- 2.7 Measure of Effectiveness of Sponsorship Program
- 2.8 Influence of Brand Awareness in Consumer decision making
- 2.9 Grameen phone and Sponsorship
- Chapter Three
- 3.0 Introduction
- 3.1 Research philosophy
- 3.2 Research approach
- 3.3 Research strategies
- 3.4 Research design
- 3.5 Data collecting strategies
- 3.6 Sampling Technique
- 3.7 Data Analysis methods and tools
- 3.8 Research Limitation
- 3.9 Ethical considerations
- Chapter Four
- 4.0 Findings and discussion
- 4.1 Demographic Analysis of the respondents
- 4.2 Recall test of Sports Sponsorship Program of GP
- 4.3 Recognition Test
- 4.4 Reason behind the result
- 4.4 Impact of Brand Awareness of Grameenphone on Consumer Decision making and sells
- Chapter Five
- 5.0 Recommendation
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to analyze the relationship between corporate social responsibility (CSR) and marketing effectiveness, specifically focusing on the impact of sport sponsorship on brand awareness and sales performance of Grameenphone, a leading telecom network service provider in Bangladesh. The study utilizes recall and recognition tests to assess the effectiveness of Grameenphone's sports sponsorship program.
- The role of corporate social responsibility (CSR) in marketing effectiveness
- The impact of sports sponsorship on brand awareness
- The influence of brand awareness on consumer decision-making and sales performance
- Evaluation of Grameenphone's sports sponsorship program
- Analysis of brand recall and recognition among consumers
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter one provides an introduction to the concept of sponsorship and its importance in modern marketing. It highlights the benefits of sponsorship for both sponsors and sponsored entities and emphasizes its role in building brand awareness and enhancing marketing performance. The chapter also introduces the concept of corporate social responsibility (CSR) and its implications for brand image and customer perception.
Chapter Two presents a comprehensive literature review on the topics of marketing promotion, sales promotion, public relations, sponsorship, and corporate social responsibility. It explores the various dimensions of sponsorship programs, including their objectives, strategies, and evaluation methods. The chapter also discusses the influence of brand awareness on consumer decision-making and the role of sponsorship in building brand equity.
Chapter Three outlines the research methodologies employed in the study. It details the research philosophy, approach, strategies, design, data collection methods, sampling techniques, data analysis methods, and ethical considerations. The chapter also acknowledges limitations of the research.
Chapter Four presents the findings and discussion of the study. It analyzes the demographic profile of the respondents, investigates the recall and recognition rates of Grameenphone's sports sponsorship program, explores the reasons behind the observed results, and discusses the impact of brand awareness on consumer decision-making and sales performance.
Schlüsselwörter (Keywords)
The primary keywords and focus topics of this study include corporate social responsibility, sponsorship, sports sponsorship, brand awareness, customer decision making, sales performance, recall, recognition, and Grameenphone. The research investigates the influence of CSR activities, particularly sports sponsorship, on brand awareness and sales performance, employing empirical research methods to measure brand recall and recognition among consumers.
- Citar trabajo
- Md.Jobair Hossain (Autor), 2010, The Effects of CSR on Marketing. A Study on Sports Sponsorship of Grameenphone Bangladesh, Múnich, GRIN Verlag, https://www.grin.com/document/309727
