• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
  • HSE University
  • Student Theses
  • Visual Congruence as the Factor of Sponsors' Brands Perception by the Audience of Football Fans (on the Example of Moscow Football Clubs in the Russian Premier League)

Visual Congruence as the Factor of Sponsors' Brands Perception by the Audience of Football Fans (on the Example of Moscow Football Clubs in the Russian Premier League)

Student: Lobova Valeriya

Supervisor: Oleg N. Kashirskikh

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 10

Year of Graduation: 2020

With the development of professional sports as an especially attractive for mass audience activity, many large companies have seen their prospects for expanding of target markets in communicative cooperation with sports clubs. In order to increase brand’s recall, many sponsors are increasingly looking for visual congruence with football clubs. At the same time, the fact that visually distinguished signs become more noticeable is ignored. This study is aimed to understand which impact has the visual congruence on the attitude of football fans towards the sponsor’s brand and emphasizes the importance of the level of loyalty. Quantitative method allows not only to measure the level of loyalty of football fans, but also to evaluate how much visual congruence contributes to the positive perception of the sponsor’s brand by different types of fans. The results can be used by sponsors to build more effective communication with the audience.

Full text (added May 21, 2020)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses