By completing this questionnaire you are providing your consent to participate in the study.


PARTICIPANT DEBRIEF
TITLE OF PROJECT:  Impact of emotions on affect and behavior on consumers of a sport sponsor in a home major event: Case study of London 2012 Olympic Games
Principal Investigator: Luke Sagar
Email address:  Luke.sagar@northumbria.ac.uk

1. What is the purpose of the project?
I am a final-year student on the BSc Sport Management at Northumbria University, and this project is part of my final-year research dissertation. This study is designed to add to our knowledge on brand image perceptions based on consumer emotions. The aim is to determine whether a potential sports consumer will be more inclined to associate themselves with a brand based on their perceptions and emotions of the Olympic Games 2012, specifically with the success of team GB during the event. Carlson et al. (2009) found that brand personality influences the prestige and distinctiveness of a brand which if often of high importance for a consumer which may lead to a change in attitude and buyer behaviour. This study will aim to determine whether the success of the 2012 Summer Olympic Games had an impact on emotions of consumers in such a way that they would be more willing to purchase products associated with the brands as oppose to a regular sporting event with less emotion involved.
 
2. Why have I been selected to take part?
You have been selected to take part as a sports fan who had some form of connection to the Olympic games 2012 e.g. spectator at an event or via television or volunteer.
 
3. What will I have to do?
You will be asked to complete a short questionnaire consisting of twelve questions relating to the 2012 Summer Olympic Games and sponsorship of the event. The majority of the questions will be based on a 5 point likert-scale requiring a response of how much you agree to the proposition. Certain questions are open-ended with the option of supplying reasoning for the choice which you have chosen.
The questionnaire will take approximately 5-10 minutes to complete.
Please be aware that you do not have to take part in this research study, and you have the right to withdraw from the study at any time.
Once the data collection process has been completed the investigator will give you a ‘Debrief Sheet’ recapping the nature of the research study.  This sheet will provide details of how you can receive information relating to the outcomes of the study and how you can withdraw your contribution to the data collected should you wish to do so.
 

4. What are the exclusion criteria (i.e. are there any reasons why I should not take part)?
You should not take part in the study if you do not fulfill one of the following criteria:
a)   You were had no experience of the Olympic Games either being in attendance or watching the coverage on                            TV/Mobile device/online or other.
b)   You have no knowledge of any form of sponsorship campaign being a part of the 2012 Summer Olympic Games.
 

5. How will confidentiality be assured?
Consent forms containing your name will be completed before the research study commences; however, the names and information provided on the consent forms will be kept separate from the data collected through the use of participant identification numbers. All participants within the research study will be referred to and identified throughout the process and final write up through use of their participant identification number only.
 
 
6.  Who will have access to the information that I provide?
Only the Principal Investigator and the Project Supervisor of this study (and possibly an External Examiner from another university) will have access to information that you provide.
 
 

7. How will my information be stored / used in the future?
The research data collected will be stored securely and will remain in its original format, and no alterations will be made from the original source.  All participants within the research study will be referred to and identified throughout the process and final write up through use of their participant identification number only.  The general findings from the research study will be used in the investigator’s final dissertation submission which the project supervisor will review.  The study may be published in a journal or presented at a conference.
 
 

8. Has this investigation received appropriate ethical clearance?
Yes, through the Sport Development, Management and Coaching Ethics Committee review process at Northumbria University.