Historical Return

The Comparative study of Perception of Corporate Image

-----Base on the paper named Relationships between Sports Organisations and their Corporate Sponsors

Research Question

To what extent is corporate image of the sponsors influenced by relationships between the corporate sponsor and the sport organization?

1. Method

In order to know about what extent corporate image of the sponsors is influenced by relationships between the corporate sponsor and the sport organization, sports fans will be asked to fill in blanks of questionnaire relative to their perception of corporate images. At the same time, sports organizations and their corporate sponsors will be invited to take part in the interview which aims to explore their perception of their relationship. If the organizations and sports sponsors perceived that they had a strong relationship between each other, the fans will be asked the same questions as before. Accordingly, the result of perceptions of those two different groups (sports fans vs. sport organization and its sponsor) will be compared. (My assumption is that if there is a strong relationship between the corporate sponsor and the sport organisation, both the sports fans and the co-operators will have positive perception of the corporate image and there will be a positive correlation between sports fans’ perception and the co-operators’ perception in terms of corporate image)

1.1 Participants

Different fans attending a particular sport, sports organizations and their corporate sponsors are needed in the survey.

Different fans will be divided into various groups according to the kind of sports they attend. It is expected to collect at least ten kinds of sports. There should be no less than10 fans in each group. And each group should include one organization of the same kind and its sponsors who regard their relationship as strong. In this way, sports organizations and their corporate sponsors will be required to come to an agreement in terms of...