Employees' attitudes towards the sponsorship activity of their employer and links to their organisational citizenship behaviours
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2013
Abstract
This study examines employees of Australian firms engaged in sports sponsorship activity. Where the employee is aware of that sponsorship, we consider the ways in which the general beliefs and attitudes of employees towards sponsorship link to their specific attitudes towards the sponsorship activity of their employer and whether these attitudes may influence their behaviour within the organisation. A model linking employees' attitudes towards their employers' sponsorship activity, the creation of favourable attitudes towards working for that employer and behaviours that can benefit the employing organisation is tested and supported. Implications of results include: a stronger focus on using sports sponsorship for internal marketing purposes; involvement of employees in determining the sponsored activity or organisation; and reassessing the overall benefits that derive from sports sponsorship.
Keywords
Citation
Khan, A., Stanton, J. and Rahman, S. (2013), "Employees' attitudes towards the sponsorship activity of their employer and links to their organisational citizenship behaviours", International Journal of Sports Marketing and Sponsorship, Vol. 14 No. 4, pp. 20-41. https://doi.org/10.1108/IJSMS-14-04-2013-B003
Publisher
:Emerald Group Publishing Limited
Copyright © 2013 by Winthrop Publications Limited