Catherine Mpolokeng Sephapo

Affiliation: Lecturer in Marketing Management, Department of Marketing and Retail Management, University of South Africa, South Africa
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  • Consumer attitudes towards sponsors of the South African national rugby team

    Catherine Mpolokeng Sephapo , Cindy Erdis doi: http://dx.doi.org/10.21511/ppm.14(3-3).2016.04
    Problems and Perspectives in Management Volume 14, 2016         Issue #3 (cont. 3)         pp. 617-626
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    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.

    Keywords: consumers, attitudes, sponsorship, rugby, Springboks.
    JEL Classification: M30

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Cindy Erdis
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