Sponsorship Advertising as a Tool for Promoting Brands within TV-Projects on the Russian Market (On the Example of the Reality Show “Stars in Africa”)

Student: Anastasiya Kalachyova

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2024

The aim of this work was to identify how the discrepancy between the sponsor brand and the sponsored TV program affects the perception of the brand and the intention to purchase the brand, that is, to answer a research question. To do this, a mixed convergent type study was conducted in two stages: at the first qualitative stage, expert interviews were conducted; at the second stage, a survey of the show "Stars in Africa" was conducted. As a result of the study, it was revealed that sponsored advertising has a positive effect on the intention to make a purchase and brand perception, regardless of whether viewers believe that the sponsor brand corresponds to the sponsored show.

Full text (added May 21, 2024)

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