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Article
Publication date: 1 July 1983

John A. Meenaghan

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in…

Abstract

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

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European Journal of Marketing, vol. 17 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 1985

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III…

Abstract

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III, contains features to help the reader to retrieve relevant literature from MCB University Press' considerable output. Each entry within has been indexed according to author(s) and the Fifth Edition of the SCIMP/SCAMP Thesaurus. The latter thus provides a full subject index to facilitate rapid retrieval. Each article or book is assigned its own unique number and this is used in both the subject and author index. This Volume indexes 29 journals indicating the depth, coverage and expansion of MCB's portfolio.

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Management Decision, vol. 23 no. 6
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 January 1985

Since the first Volume of this Bibliography there has been an explosion of literature in all the main areas of business. The researcher and librarian have to be able to…

Abstract

Since the first Volume of this Bibliography there has been an explosion of literature in all the main areas of business. The researcher and librarian have to be able to uncover specific articles devoted to certain topics. This Bibliography is designed to help. Volume III, in addition to the annotated list of articles as the two previous volumes, contains further features to help the reader. Each entry within has been indexed according to the Fifth Edition of the SCIMP/SCAMP Thesaurus and thus provides a full subject index to facilitate rapid information retrieval. Each article has its own unique number and this is used in both the subject and author index. The first Volume of the Bibliography covered seven journals published by MCB University Press. This Volume now indexes 25 journals, indicating the greater depth, coverage and expansion of the subject areas concerned.

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Management Decision, vol. 23 no. 1
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 January 2007

Norm O'Reilly, John Nadeau, Benoit Séguin and Mark Harrison

This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its…

Abstract

This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance relative to other promotional tactics. Two high-profile in-stadium sponsorships of a mega-sponsee, the Grey Cup, are evaluated. Some evidence appears to supports and the effectiveness of the sponsorships; other observations raise questions about the accuracy of the evaluation process. The paper provides direction for practice and future research in sponsorship evaluation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 8 no. 2
Type: Research Article
ISSN: 1464-6668

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Abstract

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International Journal of Sports Marketing and Sponsorship, vol. 1 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 2001

Nicholas J. Ashill, John Davies and Anthony Joe

This study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and…

Abstract

This study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and the contribution of sponsorship to customer-based brand equity, by seeking to validate a set of consumer-related attitudes to sponsorship. In particular, the study focuses on establishing the properties of consumer-related attitudinal constructs in the context of sponsorship of an annual national sporting event, the New Zealand Rugby Football Union's National Provincial Championship. Such constructs and their embedded scales will enable sponsorship managers to assess and distinguish consumer reactions to the event itself, to the commercialisation of the event, and to identify the consumer behaviours likely to benefit the sponsor of the event.

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International Journal of Sports Marketing and Sponsorship, vol. 2 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 August 2004

John Fahy, Francis Farrelly and Pascale Quester

The increasingly important role played by sponsorship in the marketing mix has given rise to the view that it should be considered a strategic activity with the potential…

Abstract

The increasingly important role played by sponsorship in the marketing mix has given rise to the view that it should be considered a strategic activity with the potential to generate a sustainable competitive advantage in the marketplace. This paper extends that line of argument through the development of a conceptual model of the sponsorship – competitive advantage relationship. In particular, it argues that two levels of competitive advantage need to be considered, namely the competitive advantage of the sponsorship and competitive advantage in the market. Critical to attaining an advantage in the competitive world of sponsorship is the deployment of a range of organisational resources to support the sponsorship investment. A series of research propositions are advanced showing the relative importance of different organisational resources. Effectively resourced sponsorships generate a competitive advantage in the “market” for sponsorships, which in turns leads to competitive advantage and superior performance in product markets. The implications for research and practice are discussed and conclusions are drawn.

Details

European Journal of Marketing, vol. 38 no. 8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 2001

John A. Tripodi

Sponsorship's ability to help a company achieve its corporate and marketing objectives has enabled the communication tool to climb to the top of a marketer's promotional…

Abstract

Sponsorship's ability to help a company achieve its corporate and marketing objectives has enabled the communication tool to climb to the top of a marketer's promotional consideration set. This paper sets out to review the industry's current understanding of sponsorship as a promotional mechanism. As the medium's underlying principles are identified, marketing practitioners are provided with examples and strategic guidelines so that they are able to maximise their sponsorship investments.

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International Journal of Sports Marketing and Sponsorship, vol. 3 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 October 2012

Hyung-Seok Lee and Chang-Hoan Cho

The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies…

Abstract

The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies five sporting event personality dimensions: diligence, uninhibitedness, fit, tradition and amusement. The findings show that these personality dimensions are related to attitudes towards sporting events, which in turn lead to positive sponsorship evaluation and favourable evaluation of the sponsoring brands.

Details

International Journal of Sports Marketing and Sponsorship, vol. 14 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 July 2013

Aila Khan, John Stanton and Syed Rahman

This study examines employees of Australian firms engaged in sports sponsorship activity. Where theemployee is aware of that sponsorship, we consider the ways in which the…

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 14 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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