du.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Idrott, genus och sponsring – ur ett subjektivtperspektiv: Kvinnliga elitidrottares erfarenheter av genusskillnaderinom sponsring.
Högskolan Dalarna, Akademin Utbildning, hälsa och samhälle, Omvårdnad.
Högskolan Dalarna, Akademin Utbildning, hälsa och samhälle, Omvårdnad.
2017 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

The aim of this study is to explain how professional female athletes experience gender

differences in sponsorship, and if these differences have had any effects on their performance.

This study is based on seven interviews with Swedish women who are active on a world class

level in their chosen sports. The theoretical frame of this study is founded on the concepts of

gender, social role theory, homologous reproduction theory, congruity theory and social

identity theory, which can describe why a sponsor prefers to sponsor male athletes rather than

female athletes.

The results show that professional female athletes experience differences in how sponsors use

them related to marketing. Women experience that sponsors prefer male over women

characteristics and therefore support the male athlete more, thus resulting in a gender inequity.

Women in general find it difficult to talk about their experiences regarding sponsorship and

they avoid questioning sponsors regarding the differences experienced.

The conclusion, is that the

hegemonic masculinity, related to gender theory can be recognized

within sponsorship and as long as athlete women are afraid to speak up and express this, the

differences will never be acknowledged.

Ort, förlag, år, upplaga, sidor
2017.
Nyckelord [en]
Marketing, women sports, gender, sponsorship
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:du-27090OAI: oai:DiVA.org:du-27090DiVA, id: diva2:1180227
Tillgänglig från: 2018-02-05 Skapad: 2018-02-05

Open Access i DiVA

fulltext(541 kB)154 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 541 kBChecksumma SHA-512
a61fa761847f79dd14d39b43cdd80d60da18a10372c598e28977c3697a8aaf01b65a94dfc9072371d919c58f98c5e30d24dfbcd844d01adc370903516532654f
Typ fulltextMimetyp application/pdf

Av organisationen
Omvårdnad
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 154 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 173 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf