Problems and Perspectives in Management
Volume 14, 2016 Issue #3 (cont. 3) pp. 617-626 Views: 942 Downloads: 299 TO CITE
The primary objective of the study is to explore the attitudes that consumers in Tshwane have towards the sponsors of the South African National Rugby team, commonly known as the Springboks as a result of the sponsorship partnership. Qualitative data collected by means of focus groups and naïve sketches were analyzed through content analysis. The study found that participants had a positive attitude towards the sponsors of the Springboks. This positive attitude was because participants felt that sponsors were endorsing good values that they perceived to be important, such as teamwork, healthy living and nation building.
