The impact of sport sponsorship on luxury brand perception: A comparison of traditional and new luxury trough a cultural lens.

Abstract

The thesis explores how luxury brand sponsorship in sports influences brand perception, with a focus on the distinction between traditional (heritage-based, exclusive) and new (accessible, visibility-driven) forms of luxury. Using survey data and quantitative analysis, I examined how consumers respond to sponsorship by brands like Rolex and Louis Vuitton, particularly in contexts like Formula 1 and yacht racing. The study integrates theories such as the Mere Exposure Effect and Brand Image Transfer, while also accounting for cultural differences and prior brand familiarity. A split-sample design allowed for comparisons across cultural segments and brand types, revealing nuanced effects on perceived brand prestige and emotional engagement.