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Journal articles on the topic 'Sponsorship relationships'
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Ghazali, Norfazlina. "Sport Sponsorships: Employee attitudes, Organizational Identification and Inter - Organizational Citizenship." ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL 3, no. 2 (2017): 1. http://dx.doi.org/10.24191/abrij.v3i2.10091.
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The objective of this research is to explore the nature and prevalence of inter-organisationalcitizenship behaviours within a sponsorship-rights holder relationship. This research willconceptualise sponsorship as an inter-organisational relationship and investigate how thisinter-organisational relationship impacts the employees of sponsors’ organisation. Recentstudies emphasize that understanding the mechanics of sports sponsorship is critical to itssuccess. However, there is a lack of research investigating sponsorships as an interorganisationalrelationship. This is a gap that would be valuable to fill, because an understanding of inter-organisational relationship principles would assist both sponsors and rights holders to initiate and develop more effective sponsorship relationships. Exploring the phenomenon in Malaysia as the research setting, this study will focus the sponsorship in the football industries in Malaysia.
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Jensen, Jonathan A., and T. Bettina Cornwell. "Why Do Marketing Relationships End? Findings From an Integrated Model of Sport Sponsorship Decision-Making." Journal of Sport Management 31, no. 4 (2017): 401–18. http://dx.doi.org/10.1123/jsm.2016-0232.
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With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may jeopardize what can be a long-term relationship for both sides are underresearched. Utilizing survival analysis modeling to examine a longitudinal dataset of 69 global sponsorships, the purpose of this research is to isolate factors that predict the dissolution of such partnerships and test a dynamic, integrated model of sponsorship decision-making. From the perspective of the sponsoring firm, congruence and high levels of brand equity were found to reduce the hazard of dissolution. Results indicate that economic conditions, such as an inflationary economy, are a statistically significant predictor of sponsorship dissolution. Increased clutter was also detrimental, with every one sponsor added increasing the hazard of dissolution, demonstrating the importance of exclusivity in global sponsorships.
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Chadwick, Simon, and Des Thwaites. "Commitment in Sponsorship Relationships." Journal of General Management 34, no. 1 (2008): 71–90. http://dx.doi.org/10.1177/030630700803400105.
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Chavanat, Nicolas, Guillaume Martinent, and Alain Ferrand. "Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention." Journal of Sport Management 23, no. 5 (2009): 644–70. http://dx.doi.org/10.1123/jsm.23.5.644.
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Notwithstanding the substantial development of sponsorship investigations, relationships between the sponsor and cosponsees and fan’s responses (i.e., cognitive, affective and conative) have not been investigated yet in a multiple sponsorship sport event context. Hence, the purpose of this study was to analyze the impact of commercial sponsorships on the intention to purchase sponsor products in relation to brand image and brand attachment. Furthermore, this researcher analyzed the relationships between a sponsor (adidas), an event (2006 FIFA Soccer World Cup Germany), a team (French National Soccer Team) and a top player (Zinédine Zidane). Structural equation modeling was used to conduct this research. The crucial results revealed that a multiple sponsorship arrangement creates interactions between the sponsor and the sponsees brands cognitive and affective stages. Secondly, the model demonstrated that multiple sponsorship activates brand behavioral dimensions (i.e., cognitive, affective and conative) according to the hierarchy of effects model (Lavidge & Steiner, 1961).
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Roy, Donald P., and Timothy R. Graeff. "Influences on Consumer Responses to Winter Olympics Sponsorship." International Journal of Sports Marketing and Sponsorship 4, no. 4 (2003): 67–87. http://dx.doi.org/10.1108/ijsms-04-04-2003-b006.
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Perceived fit between a sponsoring brand and an event is considered to be a key sponsorship requirement, but little is known about the variables that are related to perceived fit. Coca - Cola's sponsorship of the 2002 Salt Lake City Winter Olympics is examined to assess relationships between attitude toward the brand, attitude toward the event, and attitude toward sponsorships and brand/event fit. A telephone survey was used to contact 448 consumers. Results indicate that attitude toward the brand is moderately related to brand/event fit and attitude toward sponsorships is significantly related to brand/event fit.
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Chanavat, Nicolas, Michel Desbordes, and Geoff Dickson. "Sponsorship networks: toward an innovative model." Sport, Business and Management: An International Journal 6, no. 4 (2016): 424–39. http://dx.doi.org/10.1108/sbm-12-2015-0041.
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Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other. Design/methodology/approach This conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior. Findings Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels. Originality/value This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.
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Hessling, Victoria, Malin Åsberg, and Tommy Roxenhall. "Relationship commitment and value creation in sponsorship relationships." Journal of Business-to-Business Marketing 25, no. 2 (2018): 137–60. http://dx.doi.org/10.1080/1051712x.2018.1454646.
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Farrelly, Francis. "Not Playing the Game: Why Sport Sponsorship Relationships Break Down." Journal of Sport Management 24, no. 3 (2010): 319–37. http://dx.doi.org/10.1123/jsm.24.3.319.
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This paper provides a critical assessment of the sponsorship relationship by examining relationship-related causes of termination. Based on a comprehensive investigation of major sport organizations and their sponsors spanning four years, the findings reveal partners at cross-purposes due to changing perceptions of value, opportunity, and responsibility. Related problems involving strategic versus tactical intent, commitment asymmetry, and sponsorship capability gap are identified. The research develops our understanding of the interfirm dynamics of sport sponsorship relationships including how they should be managed to avoid termination. Recommendations to prevent sponsorship termination and improve relationship outcomes, and directions for future research are provided.
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Daellenbach, Kate, John Davies, and Nicholas J. Ashill. "Understanding sponsorship and sponsorship relationships—multiple frames and multiple perspectives." International Journal of Nonprofit and Voluntary Sector Marketing 11, no. 1 (2006): 73–87. http://dx.doi.org/10.1002/nvsm.39.
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Blake, Julian, Sonja Fourie, and Michael Goldman. "The relationship between sports sponsorships and corporate financial returns in South Africa." International Journal of Sports Marketing and Sponsorship 20, no. 1 (2019): 2–25. http://dx.doi.org/10.1108/ijsms-12-2016-0088.
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Purpose Sponsorship is a major contributor to income in the South African sports arena, and is a critical component allowing sports unions to remain financially viable and sustainable. Sports sponsoring companies, however, have long questioned the financial returns generated from these ventures. The purpose of this paper is to understand whether financial returns of companies with sports sponsorship in South Africa are significantly different to those without. This research was conducted on Johannesburg Stock Exchange (JSE) listed companies that sponsored sport consistently between 2000 and 2015 for a period of two years. A quantitative methodology was employed whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. Design/methodology/approach A quantitative methodology was employed, whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. South Africa is an emerging market and a member of the BRICS Forum ranked 14th in the sport sponsorship market globally (Sport Marketing Frontiers, 2011), becoming increasingly dominant in the global sports industry (Goldman, 2011). The population consisted of JSE-listed Main Board and alternative exchange companies that participated in any form of consistent sports sponsorship in the given time frame: 2000-2015, where the company’s share price, revenue and earnings per share (EPS) data for the period were available from the INET BFA database. The JSE is ranked 17th in terms of market capitalisation (over $1 trillion) in the world, being the largest stock exchange on the African continent with over $30bn being traded on average monthly. Multiple journals today publish research done on the JSE, for example the International Journal of Sports Marketing and Sponsorship, Investment Analysts Journal and the South African Journal of Accounting Research. This stock exchange is 125 years old and has over 400 listed companies of which 358 are domestic (Kruger et al., 2014). Findings Results show that companies involved in sports sponsorship during the period analysed did not experience enhanced share price or revenue growth in excess of those companies not involved in sports sponsorship. As a whole, sports sponsoring companies did however experience greater income growth (EPS) than those companies not involved in sports sponsorship. Enhanced revenue growth was found in the consumer services sector, indicating that sport sponsorship in this sector drives brand image and recall resulting in enhanced revenues. These results though indicate that a multitude of differing objectives may exist for companies engaging with sports sponsorship, with increased sales not the singular objective. In general it is concluded that sports sponsorship is considered to achieve a broad spectrum of outcomes that are likely to contribute to increased profitability. Research limitations/implications The relatively small size of 40 firms on the JSE in the South African sports sponsorship market is a limitation for this research. The purely quantitative approach limited the ability to gain the required level of insight into those sectors with small samples, which a qualitative study would reveal. SABMiller as example could not be analysed against its sector peers, given that it is one of the most prominent and consistent sports sponsors in South Africa across all major sporting codes. The telecommunications sector was represented entirely by companies that were involved in sports sponsorship and, hence, no in-depth comparison could be conducted within this sector. Vodacom, a major sponsor of sport in South Africa, could not be compared with its peers utilising purely financial and statistical methods. Cell C is one of the most prominent sponsors of rugby in South Africa, through its title sponsorship of the Cell C Sharks, and was not included in this study as it is not listed on the JSE. It is suggested that such companies should be included in a qualitative study approach. Practical implications The results of the Mann-Whitney U test for the consumer services and financial sectors confirm no significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix to those that do not. The consumer services sector has seen above-average revenue growth from sports sponsorship compared with its sector peers; however, the sector was unable to convert this increased revenue growth into increased profits, suggesting that the cost of sponsoring, as well as the operating costs associated with sports sponsorship, counteract any growth in revenue. Social implications The sample of sports-sponsoring companies experienced a larger annual mean EPS growth rate of 30.6 per cent compared to the remaining JSE Main Board companies which grew EPS annually at 27.4 per cent. The results of the Mann-Whitney U test confirm a significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix. From a practical interpretive perspective, this result reveals that those companies in South Africa involved in sports sponsorship consistently attain greater than market-related profit growth. This poses some interesting points for discussion, given that revenue growth was not statistically different, which suggests that many sponsors are utilising the sponsorships for purposes other than sales growths that result in a profitable outcome. The potential range of options is large but would likely comprise the creation of stronger supplier relationships, resulting in optimised business inputs. Sponsors might be utilising sponsorships to improve corporate social status, which assists them in creating regulatory compliance, in some instances. Additionally, these sponsorships may be utilised to maintain key client relationships that provide the highest levels of profitability, and whilst this might not grow revenue through new business acquisition, it may result in higher profitability as a result of a loyal and stable customer base. Originality/value Much of the available research focusses on the sponsorship of specific sporting events and the share price impact thereof at specific occasions like the announcement, renewal and termination. Where research is conducted across a multitude of sporting events and codes, this predominantly focusses on share price performance only, with varying and somewhat inconclusive results. There is little research focussing on wider, more comprehensive sets of sponsored events and sporting codes, and that seeks to provide an understanding of financial returns for sponsoring properties. In a study of more than 50 US-based corporations it was found that, as a group, corporations which consistently invested in sports sponsorships outperformed market averages, and that those with higher sponsorship spend achieved higher returns (Jensen and Hsu, 2011). The study utilised descriptive statistics. More analysis, utilising detailed statistical analysis, is required to better understand the effects of sponsorship on the wider set of variables analysed. In this case, a five-year compound annual growth rate was calculated for stock price appreciation, total revenue, net income and EPS, and analysed descriptively with only means and standard deviation. Measurement of such variables assists with an understanding of the materialized results of sponsorship as opposed to much of the work in this field, which analyses market reactions to sponsorship announcements.
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Good Gingrich, Luann, and Thea Enns. "A Reflexive View of Refugee Integration and Inclusion: A Case Study of the Mennonite Central Committee and the Private Sponsorship of Refugees Program." Refuge 35, no. 2 (2019): 9–23. http://dx.doi.org/10.7202/1064816ar.
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Through a qualitative case study with Mennonite Central Committee (MCC) sponsorship groups and former refugee newcomers, we adopt a reflexive, relational, and systemic lens (Bourdieu) to analyze the institutional and interpersonal relationships in the Private Sponsorship of Refugees (PSR) Program, and more specifically, the ways in which MCC Ontario’s sponsorship program invigorates or frustrates dynamics of social inclusion. We situate the institutional relations of the PSR Program as nested social fields and sub-fields, revealing complementary and competing systems of capital that direct explicit and implicit visions for “success” in MCC sponsorships. A peculiar Mennonite/MCC social field and structure of capital generates institutional and social tensions, yet an ambivalent disposition or divided habitus presents possibilities for seeing, understanding, and challenging dynamics of social exclusion.
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Farrelly, Francis, Pascale Quester, and Rick Burton. "Changes in sponsorship value: Competencies and capabilities of successful sponsorship relationships." Industrial Marketing Management 35, no. 8 (2006): 1016–26. http://dx.doi.org/10.1016/j.indmarman.2006.05.006.
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van Rijn, Mark, Samuel Kristal, and Jörg Henseler. "Why do all good things come to an end? An inquiry into the discontinuation of sport sponsor–sponsee relationships." International Journal of Sports Marketing and Sponsorship 20, no. 2 (2019): 224–41. http://dx.doi.org/10.1108/ijsms-01-2018-0010.
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Purpose The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a sponsorship dissolution, research on this topic is rather scarce. Design/methodology/approach The paper relies on an analysis of 24 historical cases and 19 in-depth interviews focusing on the Dutch soccer league. Several sponsorship disruptors are identified and clustered into four categories. Findings The four categories for sponsorship dissolution are the following: sponsor-related factors, sponsee-related factors, inter-relational factors and external factors. In total, ten sponsorship disruptors are identified: insufficient value creation, objectives achieved, sports results, signal to society, exclusivity, negativity, personal relationship, changed marketing strategy, financial situation and legislation and regulation. Research limitations/implications This study primarily investigates soccer sponsorship cases. Future research could investigate other sponsorship areas, which could yield different reasons for sponsorship termination. Practical implications Practitioners are advised to view the sponsorship relationship as a strategic alliance, rather than a resource, from the beginning of the sponsorship. A solid relational framework is needed, which is built around the elements of trust, commitment and collaborative communication. If such a foundation does not exist or has eroded, the sponsorship relationship is fragile and can be endangered by various factors. Originality/value This study uses inductive reasoning to devise a framework that enables sponsees to anticipate when sponsors are likely to discontinue their sponsorship such that the sponsees can take actions accordingly. Apart from validating existing reasons for sponsorship dissolution, this research also presents novel and previously undiscovered sponsorship disruptors.
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Sparrowe, Raymond T., and Robert C. Liden. "Two Routes to Influence: Integrating Leader-Member Exchange and Social Network Perspectives." Administrative Science Quarterly 50, no. 4 (2005): 505–35. http://dx.doi.org/10.2189/asqu.50.4.505.
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We develop and test a model of the relational antecedents of members' influence in organizations that is based on an integration of leader-member exchange (LMX) and social network perspectives on individuals in organizations. We focus on how the relationships between LMX and members' centrality in the advice network and influence depend on two factors: the extent to which members share ties with their leaders in the organization's trust network, which we define as sponsorship, and the centrality of their leaders in the advice network. Our model seeks to explain how sponsorship and leaders' centrality shape the influence members gain by virtue of their LMX relationships and their centrality in advice networks. Longitudinal data gathered from two organizations, using survey and network measures, offer strong support for a nuanced model of the relational antecedents of influence. Both LMX and members' advice centrality are related to influence, but those relationships in turn depend on sponsorship and leaders' centrality. When leaders are high in centrality, sharing ties in the trust network is beneficial: the relationship between members' own advice centrality and influence is positive among members who are high in sponsorship. But when leaders are low in centrality, sharing trust ties is detrimental: the relationship between advice centrality and influence is negative among members who are high in sponsorship and positive among members who are low in sponsorship.
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Morgan, Ashlee, Daryl Adair, Tracy Taylor, and Antoine Hermens. "Sport sponsorship alliances: relationship management for shared value." Sport, Business and Management: An International Journal 4, no. 4 (2014): 270–83. http://dx.doi.org/10.1108/sbm-12-2013-0044.
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Purpose – Using a case study of an international sport event, the purpose of this paper is to examine the inter-organisational relationship between a sport event property and its corporate sponsors. Design/methodology/approach – Interviews were conducted with personnel from the national sport organisation responsible for the delivery of this major event, and from four of its corporate sponsorship partners. Findings – The findings indicated that both formal and informal governance were critical to the relationships underpinning these sponsorship alliances. From a dyadic perspective, it was found that the satisfaction of sponsorship partners had two key elements: tangible commercial benefits from the sponsor-sponsee alliance, and the less tangible but nonetheless valuable relationship support within the partnership. In short, partner satisfaction and alliance stability stemmed from relational constructs and the balance of formal governance mechanisms. Originality/value – This paper explores the variables that generate value and maintain alliance stability for improved sponsorship governance. These findings, while focused on a single case study, have implications for research in the field of sponsorship and to the area of business-to-business relationships more broadly.
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Thomas, Robert James. "An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Union." Journal of Product & Brand Management 23, no. 4/5 (2014): 304–21. http://dx.doi.org/10.1108/jpbm-03-2014-0533.
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Purpose – The aim of this study is to evaluate rugby fans’ attitudes toward financial sponsorship, specifically event sponsorship and Dove Men+Care and its association with the Welsh Rugby Union. The study examines four issues: How do rugby fans perceive event sponsorship? How does such sponsorship affect consumption choices? Do fans engage in long-term relationships with the event’s sponsoring brand? Are relationships affected by the event sponsor’s engagement with other international teams and rugby events? Design/methodology/approach – This paper is a theory-building, exploratory study that utilised a qualitative framework. Data were collected over a 12-month period, incorporating the autumn internationals of 2012 and 2013, with 198 fans participating in focus groups before and after games. Findings – The results reveal a distinct lack of brand awareness on the part of the participants, a collective perception of the sponsor as incongruent given the event and a demonstration of enmity arising from rival sponsorships by the sponsoring brand. Additionally, the findings reveal a reluctance to consume the sponsoring brand in either the short or long term given its incongruence, lack of functionality, pre-existing schematic frameworks and obdurate brand preferences. Research limitations/implications – Given that autumn internationals are held every season by several of the international rugby board (IRB) ranked teams, the findings of this research have an immediate and direct application for brand managers involved or implementing sponsorship programs. The research outlines both short and long term mistakes made by the sponsor as perceived by the fans’ themselves, and suggests that those brands considering becoming involved in sport and event sponsorship instigate a more informed, strategic approach to their sponsorship activities. However, the work is context driven and therefore not generalisable. Practical implications – The findings enable marketing brand managers to effectively evaluate events against the backdrop of strategic fit, as well as fan/consumer expectations, their needs and wants and willingness to engage. Originality/value – Despite rugby union’s growing global presence, little or no research has examined sponsorship within the context of rugby union and none exists that has evaluated event sponsorship, and been driven by fans’ perspectives. This paper fills that void. The research delineates fans attitudes, opinions and brand conceptualisations relating to event sponsorship, incorporating evaluations of identity, congruence and fit. Moreover, the paper highlights what to avoid from a strategic and brand building perspective when considering event sponsorship in a rugby union context.
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Mićović, Miodrag. "Finansiranje sporta i sponzorstvo." Zbornik radova Pravnog fakulteta u Splitu 56, no. 2 (2019): 321–31. http://dx.doi.org/10.31141/zrpfs.2019.56.132.321.
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Sponsorship, especially when it comes to professional sports, has a special significance for financing this kind of sporting activities. Namely, sponsorship is in the function of efficient satisfaction of sponsor's interests, which is reflected in maximization of his presence and public recognition through the interconnection with the carrier of some sporting content. At the same time, thanks to sponsorship, sponsored party acquire the ability to achieve better and more prestigious results than others. Since sponsorship has its own specificities, which clearly distinguish it from other contractual relationships, author pointed out: the concept of sports sponsorship; the importance of the sponsored party’s image and the right to use the image, which the sponsor acquires upon conclusion of the contract; the relationship between individual and collective image; limitations for establishing and implementing sponsorship.
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Kim, Yukyoum, Hyun-Woo Lee, Marshall J. Magnusen, and Minjung Kim. "Factors Influencing Sponsorship Effectiveness: A Meta-Analytic Review and Research Synthesis." Journal of Sport Management 29, no. 4 (2015): 408–25. http://dx.doi.org/10.1123/jsm.2014-0056.
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Sponsorship is a significant element of today’s marketing communication. Nevertheless, managers and researchers lack of systematic and integrative understanding of key factors that influence sponsorship outcomes and the contexts in which the relationships between sponsorship effectiveness antecedents and outcomes are stronger or weaker. The authors attempt to address this gap by providing a systematic meta-analytic review of sponsorship effectiveness that incorporates (1) cognitive, affective, and conative consumer-focused sponsorship outcomes; (2) sponsor-related, dyadic, and sponsee-related antecedents to consumer-focused sponsorship outcomes; and (3) sponsorship-related and methodological moderators of the relationships between the three antecedent categories and three outcome categories. Our findings help assess the validity and robustness of the predictive capability of the antecedents, and they also offer a more generalizable and empirically established set of factors that are vital to the achievement of key sponsorship outcomes. Several of our results afford noteworthy implications for improving the effectiveness of sponsorship research and practice.
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Cousens, Laura, Kathy Babiak, and Cheri L. Bradish. "Beyond Sponsorship: Re-Framing Corporate-Sport Relationships." Sport Management Review 9, no. 1 (2006): 1–23. http://dx.doi.org/10.1016/s1441-3523(06)70017-1.
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Mazodier, Marc, Conor M. Henderson, and Joshua T. Beck. "The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance." Journal of Marketing 82, no. 6 (2018): 28–48. http://dx.doi.org/10.1177/0022242918807673.
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Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside a team’s home market. This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness. The authors posit that such isolation increases the desire to affiliate with the team community, which can increase preferences for team-linked brands. However, the effect of isolation on sponsor performance depends on the strength of fan identification. Isolation increases strong fans’ desire to affiliate with the team community, thereby enhancing sponsorship performance; by contrast, isolation causes weak fans to avoid team-linked brands. Two field studies and four quasi experiments conducted across three countries (N = 1,412) confirm these predictions. Isolated strong fans exhibit increased recall, attitudes, purchase intentions, and word of mouth for sponsors, while isolated weak fans display the opposite effects. For brand managers, the proposed framework reveals whether isolated fans provide the best or worst returns on their sponsorships.
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Eales, Alison C. "‘One bourbon, one scotch, one beer’: alcohol sponsorship at Glasgow Jazz Festival, 1987–2001." Popular Music 35, no. 2 (2016): 231–44. http://dx.doi.org/10.1017/s0261143016000064.
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AbstractThis article examines the relationship between music and sponsorship by drinks companies. Glasgow Jazz Festival has taken place annually since 1987 and is the city's longest running music festival. In its early years, the Festival enjoyed both cash and in-kind sponsorship from a wide range of organisations, including breweries and distilleries along with companies specialising in non-alcoholic drinks. In 2015 sponsorship was more difficult to secure, with cash sponsorship proving to be particularly elusive. The article focuses on cash sponsorship from drinks companies from 1987 to 2001, arguing that the decline in this form of sponsorship is a result of a shifting commercial and cultural landscape. Changes in Glasgow's festival calendar have resulted in a crowded marketplace which not only makes it harder for arts organisations to secure funds, but also makes relationships with sponsors more challenging to manage. Meanwhile, legislative and social changes have meant that the role of alcohol in the city's cultural life has been subject to adjustment throughout the Festival's history.
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Farrelly, Francis, and Pascale G. Quester. "What Drives Renewal of Sponsorship Principal/Agent Relationships?" Journal of Advertising Research 43, no. 4 (2003): 353–60. http://dx.doi.org/10.2501/jar-43-4-353-360.
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Olkkonen, Rami, Henrikki Tikkanen, and Kimmo Alajoutsijärvi. "Sponsorship as relationships and networks: implications for research." Corporate Communications: An International Journal 5, no. 1 (2000): 12–19. http://dx.doi.org/10.1108/13563280010317532.
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Zaharia, Noni, Kurt C. Mayer Jr., Eric Hungenberg, Dianna Gray, and David Stotlar. "Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India." International Journal of Marketing Studies 8, no. 3 (2016): 43. http://dx.doi.org/10.5539/ijms.v8n3p43.
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<p>This study sought to develop and test a cross-national sport sponsorship model. Sponsorship and Hofstede’s cultural dimensions theories were utilized for the theoretical framework for this study. A survey was conducted with 522 Chelsea FC soccer club’s fans from the United States, the United Kingdom, and India in the area of sponsorship through a jersey sponsorship. Single and multiple-group confirmatory factor analysis and structural equation modeling were used to analyze the global sport sponsorship model. The results acknowledged the measurement and structural invariance of a global model for five sport sponsorship outcomes (i.e., sponsorship awareness, sponsorship fit, attitude toward the sponsor, gratitude, and purchase intentions), controlling for age, gender, education, household income and the household’s decision maker. The statistical analyses indicated that structural relationships among the analyzed sponsorship outcomes were invariant among all three countries. The effect of sponsorship fit predicted the presence of purchase intentions, while the attitude toward the sponsor was the strongest predictor of purchase intentions.</p>
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Evans, Robert D., George D. Deitz, Daniel L. Sherrell, and Richard A. Rocco. "DO INVESTORS PREFER NEW OR EXISTING SPONSORSHIP RELATIONSHIPS: EVIDENCE FROM SPONSORSHIP INTERORGANIZATIONAL RELATIONSHIP FORMATION AND MAINTENANCE ON FIRM STOCK RETURNS." Journal of Marketing Theory and Practice 26, no. 4 (2018): 329–38. http://dx.doi.org/10.1080/10696679.2018.1487768.
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Ryan, Annmarie, and Keith Blois. "Assessing the risks and opportunities in corporate art sponsorship arrangements using Fiske’s Relational Models Theory." Arts and the Market 6, no. 1 (2016): 33–51. http://dx.doi.org/10.1108/aam-02-2014-0010.
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Purpose – The purpose of this paper is to address a particular tension in arts marketing, that is, the ongoing search for balance between achieving artistic excellence and financial stability, while keeping work accessible and satisfying a range of stakeholders, public and private. Design/methodology/approach – Using Fiske’s (1992) relational models theory as a framework to categorize different modes of exchange between a sponsor and an arts organization, this paper focusses on the varied nature of interactions between parties. Findings – Drawing on data from a longitudinal case study, the authors evaluate the many opportunities and risks associated with sponsorship arrangements and to explore how these become manifest and potentially resolved within the relational structure over time. Moreover, the authors examine how an arts marketer can employ particular relational models of exchange to mitigate the risks of another model which is operational within the sponsorship. Research limitations/implications – The aim of this paper is to consider the variety of exchange ongoing in long-term sponsorship arrangements, and in using Fiske’s RM theory, to identify the risk and opportunities associated with these exchanges. The case study examined here is, of course, idiosyncratic in terms of people, time and place. However, what is general, and what the authors wish to draw attention to, is how managers can employ different models of exchange to mitigate risks arising out of the dominance of any one model in the sponsorship relationship. Practical implications – For executives involved in the management of sponsorship relationships, a rich understanding of their risks and opportunities is important. For example, rather than assuming that market-based considerations or social bonds to be either wholly positive or negative, in this paper the authors have demonstrated that each can have an important role in the dynamic of sponsorship relationships. Therefore, for example, while strong social bonds will mitigate the risks of market-based mechanisms, the risks of social bonds themselves can be balanced through appropriate intermittent recourse to market-based mechanisms. In any specific sponsorship arrangement it will become a matter of balance, and a development of understanding of the role of market, hierarchical, reciprocal and communal dimensions associated with long-term relationships. Originality/value – In this regard, the authors offer six propositions, which capture the mitigation and enhancement of risks and opportunities, respectively, as well as considerations for relationship dynamics arising from the analysis.
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Thomas, Robert James, Gareth Reginald Terence White, and Anthony Samuel. "Exploring children’s reactions to sponsorship transition: a study of interpersonal and pro-social demands." Young Consumers 21, no. 4 (2020): 419–33. http://dx.doi.org/10.1108/yc-06-2020-1174.
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Purpose The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for Manchester City Football Club (MCFC) in July 2019. Design/methodology/approach A sample of 368 children, between 7 and 16 years of age were recruited for the study. Using electronic diaries, 1,577 diary entries were captured between February 2019 and March 2020. Findings Data reveals that children conceptualise sponsorship as a social exchange, with sponsoring brands seen as human entities and interaction with them reflecting the dynamism of social and familial relationships. Consequently, children in this study demanded prosocial and interpersonal behaviours from sponsors and sponsee during the transition period. Research limitations/implications The research has an immediate and direct application for brand managers and the sponsee when considering terminating long-term sponsorship. Both the departing and incoming sponsors can maximise their relationships with these younger fans through an orchestrated departure, arrival and dedicated handover. Practical implications The findings enable marketing brand managers to effectively evaluate sponsor transition to maximise opportunities to maintain, and indeed start, brand relationships with younger fans. Originality/value This is the first study that has examined sponsorship children’s responses to sponsorship transition.
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Alonso Dos Santos, Manuel, Francisco Rejón Guardia, and Ferran Calabuig Moreno. "Sponsorship image transfer theory in virtual brand communities." Industrial Management & Data Systems 118, no. 6 (2018): 1287–302. http://dx.doi.org/10.1108/imds-08-2017-0349.
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Purpose The purpose of this paper is to assess the influences and efficiency of a sports sponsorship in an online brand community. Design/methodology/approach The study was conducted through interviews with 609 social network users of a Spanish first league soccer team. The partial least squares (PLS) methodology was applied with a posteriori segmentation (PLS prediction-oriented segmentation (POS)). Findings The attitude toward the sponsor helps to assess the efficiency of sponsorships between companies. This variable is particularly relevant for evaluating sponsorship efficiency in online brand communities. Improving trust and assessing the sense of membership directly improves attitudes toward the team and the sponsored brands. The attitude toward the sponsor has a direct and positive impact on the purchase intentions. The use of a posteriori segmentation with the PLS–POS technique helps discriminate between groups. Research limitations/implications Among the limitations encountered, further study would require using a sample of various sports disciplines and cultures. Practical implications Specific actions and communication strategies are defined for each segment and in general to adapt communication strategies that improve identification with virtual brand communities. The study has revealed involvement-related differences resulting from the impact that engagement with the sponsored team may have on the assessed relationships. Originality/value The study of the effects of sponsorship and the use of a posteriori variables user segmentation in an online brand community are used.
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Caemmerer, Barbara, and Raluca Mogos Descotes. "Achieving Relational Objectives Through Sponsorship." Journal of Applied Business Research (JABR) 30, no. 6 (2014): 1767. http://dx.doi.org/10.19030/jabr.v30i6.8892.
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With growing awareness of the importance of establishing good relationships with immediate stakeholder groups the scope of sponsorship broadens. Management objectives concerning sponsorship are now often either commercial or relational in nature. As most studies focus on the assessment of the economic effectiveness of sponsorship activities this research investigates how sponsorship can aid in the achievement of a relational objective, specifically the development of citizen commitment towards a public authority. Questionnaire data from 237 spectators of a publicly sponsored sports event were collected and analysed. The findings suggest a rational model of sponsorship effectiveness and support congruence theoretical considerations. The strongest determinants of commitment towards the sponsor are positive attitudes towards the sponsorship activity, the belief that public sponsorship is seen as beneficial for the region. Further, positive attitudes towards the sponsorship depend on whether citizens perceive the sponsorship activity to be a waste of financial resources. This corroborates the idea that sponsorship activities with relational objectives are elaborated on the normative belief whether tax money should be used to sponsor an event. Public sector bodies should also pay attention to explicitly communicate the reasons and benefits of the sponsorship activity in order to enhance perceived event-sponsor congruence. This study explains the dynamics in the sponsorship model that impact on the achievement of relational objectives and identifies managerial implications on how to manage sponsorship activities in a public sector context.
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Biscaia, Rui, Abel Correia, Antonio Fernando Rosado, Stephen D. Ross, and João Maroco. "Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions." Journal of Sport Management 27, no. 4 (2013): 288–302. http://dx.doi.org/10.1123/jsm.27.4.288.
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Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand the reactions to abstract sponsors. This study examines the relationships between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Data were collected among fans of a professional soccer team, and the results of a structural equation model provide evidence that attitudinal loyalty impacts the attitude toward both sponsors and purchase intentions. Behavioral loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. Sponsorship awareness influences significantly the attitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions. These findings highlight the importance of examining actual sponsors and suggest managerial implications, such as the need for sponsors to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.
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Cornwell, T. Bettina, and Michael S. Humphreys. "Memory for Sponsorship Relationships: A Critical Juncture in Thinking." Psychology & Marketing 30, no. 5 (2013): 394–407. http://dx.doi.org/10.1002/mar.20614.
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Farrelly, Francis, and Pascale Quester. "Investigating large-scale sponsorship relationships as co-marketing alliances." Business Horizons 48, no. 1 (2005): 55–62. http://dx.doi.org/10.1016/j.bushor.2004.10.003.
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Zaharia, Noni, Rui Biscaia, Dianna Gray, and David Stotlar. "No More “Good” Intentions: Purchase Behaviors in Sponsorship." Journal of Sport Management 30, no. 2 (2016): 162–75. http://dx.doi.org/10.1123/jsm.2015-0347.
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The growth of sport sponsorship has led to an increase in the number of studies measuring sponsorship outcomes in different sport settings. Most studies, however, have focused on understanding the factors leading to purchase intentions. A more accurate assessment of sponsorship effectiveness would come through measuring actual purchase behaviors. The purpose of this study was to examine a sport sponsorship model that included awareness, fit, attitude toward the sponsor, past purchases, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States. The results of a structural equation model provided evidence that the relationships among the analyzed sponsorship outcomes did not have a significant effect on actual purchase behaviors. The discussion includes questions about the impact of sponsorship variables such as awareness, fit, attitude toward the sponsor, purchase intentions, and past purchases on actual purchase behaviors.
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Rodriguez-Sanchez, Carla, and Franco Manuel Sancho-Esper. "Alcohol regulation, communication strategies and underage alcohol consumption in Spain." Journal of Social Marketing 6, no. 4 (2016): 390–411. http://dx.doi.org/10.1108/jsocm-08-2015-0056.
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Purpose The purpose of this paper is twofold. First, it examines the communication strategies pursued by firms related to alcohol beverages in Spain during a decade with major changes in alcohol marketing regulations. Second, it analyzes the relationship between these strategies and underage alcohol consumption before and after 2007. Design/methodology/approach Panel data methodology is implemented using data from ESTUDES national survey (average sample size 26,000 interviews, 2004-2010) and INFOADEX (nationwide advertising expenditure, 1999-2013). Findings The results show that, under a restrictive alcohol marketing framework, firms related to alcohol beverages adapt their communication strategies: budget deviation from advertising to sponsorship. Regarding alcohol quantity and frequency models, the relationship between alcohol advertising expenditure and underage alcohol consumption after 2007 is very small but still positive and significant. However, contrary to expectations, in the case of alcohol sponsorship, the relationship between expenditure and underage alcohol consumption has not been affected by the observed budget deviation from advertising to sponsorship after 2007. Research limitations/implications Changes in alcohol advertising and sponsorship regulation lead firms related to alcohol beverages to change their communication strategies to overcome new regulatory restrictions and to reach their target group. Overall, despite the relationships between both advertising and sponsorship expenditure and underage alcohol consumption diminish between periods, they still remain positive and significant. Closer and updated monitoring of alcohol communication strategies pursued by firm is needed to keep controlling the alcohol advertising and sponsorship exposure to under age people. Originality/value This is a pioneer study in analyzing communication strategies within the Spanish alcohol beverages sector and in proposing a model to analyze the dynamic effect of such strategies on underage alcohol consumption.
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KELLY, ROBERT E., LISA J. COHEN, RANDYE J. SEMPLE, et al. "Relationship between drug company funding and outcomes of clinical psychiatric research." Psychological Medicine 36, no. 11 (2006): 1647–56. http://dx.doi.org/10.1017/s0033291706008567.
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Background. Pharmaceutical industry funding of psychiatric research has increased significantly in recent decades, raising the question of a relationship between pharmaceutical company funding of clinical psychiatric studies and the outcomes of those studies. This study examines this relationship.Method. Abstracts of articles from 1992 and 2002 in four peer-reviewed psychiatric journals were examined. Drug outcomes (n=542) for clinical studies were evaluated and then compared across sponsorship source. Outcome raters were blind to source of sponsorship. The percentage of these studies sponsored by drug companies in 2002 v. 1992 was also compared. In a secondary analysis, the contribution of a series of potentially mediating variables to the relationship between sponsorship source and study outcome was assessed via logistic regression.Results. The percentage of studies sponsored by drug companies increased from 25% in 1992 to 57% in 2002. Favorable outcomes were significantly more common in studies sponsored by the drug manufacturer (78%) than in studies without industry sponsorship (48%) or sponsored by a competitor (28%). These relationships remained after controlling for the effects of journal, year, drug studied, time since FDA drug approval, diagnosis, sample size, and selected study design variables.Conclusions. These data indicate an association between pharmaceutical industry funding of clinical studies and positive outcomes of those studies. Further research is needed to elucidate the mechanisms underlying this relationship.
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Urriolagoitia, Lourdes, and Marcel Planellas. "Sponsorship relationships as strategic alliances: A life cycle model approach." Business Horizons 50, no. 2 (2007): 157–66. http://dx.doi.org/10.1016/j.bushor.2006.10.001.
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Otto, Felix, and Christopher Rumpf. "Animation intensity of sponsorship signage." Sport, Business and Management: An International Journal 8, no. 2 (2018): 177–94. http://dx.doi.org/10.1108/sbm-05-2017-0029.
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Purpose Visual animation of sponsorship signage has become a frequently used technique at televised sports with the aim to increase viewer attention. The purpose of this paper is to investigate the impact of animation intensity of sponsorship signage on sport viewers’ attention and to examine viewers’ visual confusion as a reaction to increasing animation intensity. Design/methodology/approach Based on a lab experiment, eye-tracking methodology was applied to analyze the participants’ visual attention to animated sponsorship signage. The stimulus films showed a highlight video clip of a tennis match and included five different intensity levels of animated signage. The hypothesized causal relationships were tested by using linear regression analysis and structural equation modeling. Findings The results demonstrate that animation intensity of sponsorship signage positively influences sport viewers’ attention. The findings also reveal that animation intensity has no significant effect on sport viewers’ visual confusion. Practical implications The findings suggest the use of higher animation intensity levels for effective sponsorship communication in sports broadcasts. Furthermore, there is still more potential to improve sponsorship communication at televised tennis events as viewer confusion was not affected by animation intensity. Originality/value This research contributes to the body of knowledge by taking into account different intensity levels of animated sponsorship signage in a tennis event context. It is the first study that demonstrates the impact of animation intensity to improve sponsorship communication at televised sporting events.
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Kim, Jin Woo, Evan Morgan, and Brendan Nyhan. "Treatment versus Punishment: Understanding Racial Inequalities in Drug Policy." Journal of Health Politics, Policy and Law 45, no. 2 (2019): 177–209. http://dx.doi.org/10.1215/03616878-8004850.
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Abstract Context: Many observers believe that the policy response to the opioid crisis is less punitive than the crack scare and that the reason is that victims are (stereotypically) white. Methods: To assess this conjecture, we compile new longitudinal data on district-level drug-related deaths and (co)sponsorship of legislation on drug abuse in the House of Representatives over the past four decades. Using legislator fixed effects models, we then test how changes in drug-related death rates in legislators' districts predict changes in (co)sponsorship of treatment-oriented or punitive legislation in the subsequent year and assess whether these relationships vary by race of victim or drug type. Findings: Policy makers were more likely to introduce punitive drug-related bills during the crack scare and are more likely to introduce treatment-oriented bills during the current opioid crisis. The relationship between district-level drug deaths and subsequent sponsorship of treatment-oriented legislation is greater for opioid deaths than for cocaine-related deaths and for white victims than for black victims. By contrast, district-level drug deaths are not significantly related to sponsorship of punishment-oriented bills. Conclusions: These results suggest that the racial inequalities and double standards of drug policy still persist but in different forms.
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Crompton, John L. "Potential negative outcomes from sports sponsorship." International Journal of Sports Marketing and Sponsorship 16, no. 3 (2015): 20–34. http://dx.doi.org/10.1108/ijsms-16-03-2015-b003.
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While substantial literature has addressed the benefits that sponsors seek from linking with a sports property, relatively little attention has been given to the potential costs businesses risk from such relationships. This paper suggests that beyond ambushing there are eight risks companies are likely to consider. Four can be controlled relatively easily: liability exposure; insensitivity to public sentiment to changing established rules or formats, the name of a facility or team or a team's uniform; insensitivity to the prevailing societal and political environment; and opposition from workers or stockholders. Companies have less control over: poor presentation of the event; poor performance by either the sponsored team/player or the company's products if the event is being used as a demonstration platform; association with disreputable behaviour; and trauma to performers.
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Fabbri, Alice, Swestika Swandari, Edith Lau, Agnes Vitry, and Barbara Mintzes. "Pharmaceutical Industry Funding of Health Consumer Groups in Australia: A Cross-sectional Analysis." International Journal of Health Services 49, no. 2 (2019): 273–93. http://dx.doi.org/10.1177/0020731418823376.
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Relationships between consumer organizations and pharmaceutical manufacturers are the focus of transparency efforts in some jurisdictions, including Australia. This study describes the frequency and nature of industry sponsorship of Australian health consumer organizations and examines the link between sponsorship of the most highly funded organizations and manufacturers’ requests for public reimbursement of products for related health conditions. We downloaded 130 transparency reports covering the period January 2013 to December 2016 from the website of Medicines Australia and carried out a descriptive analysis. For the most heavily funded organizations and their sponsors, we examined Public Summary Documents of the Pharmaceutical Benefits Advisory Committee to identify relevant products under consideration for public reimbursement over the study period. Thirty-four pharmaceutical companies provided 1,482 sponsorships to 230 organizations, spending a total of AU$34,507,810. The top clinical areas in terms of amount of funding received were cancer, eye health, and nervous system disorders. The sponsors of the most highly funded groups were companies that in most cases had drugs under review for public reimbursement for conditions covered by these organizations. Interactions between the pharmaceutical industry and consumer organizations are common and require careful management to prevent biases that may favor sponsors’ interests above those of patients and the public.
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Wang, Michael Chih-Hung. "Investigating the different congruence effects on sports sponsor brand equity." International Journal of Sports Marketing and Sponsorship 18, no. 2 (2017): 196–211. http://dx.doi.org/10.1108/ijsms-05-2017-089.
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Purpose The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived congruence on sponsor brand identification and sponsor credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity; and third, the mediating effect of sponsor brand identification and sponsor credibility on the relationship that self-congruity and perceived congruence each have with sponsor brand equity. Design/methodology/approach A field study was conducted in Taiwan, where 410 questionnaires were collected from baseball fans of the Chinese Professional Baseball League (the local professional baseball league). Findings The findings support all of the hypotheses and reveal that self-congruity and perceived congruence leverage sponsor brand equity through sponsor brand identification and sponsor credibility, respectively. Both sponsor brand identification and sponsor credibility partially mediate the relationship that self-congruity and perceived congruence each have with sponsor brand equity. Practical implications The findings of this study can assist sponsorship managers in realising how to leverage a sponsor brand equity. Originality/value The conceptual model investigated both direct and indirect (i.e. mediated) effects by providing different theoretical explanations to explore how self-congruity and perceived congruence leverage sponsor brand equity in the Asian sports sponsorship context.
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Ryan, Annmarie, and Keith Blois. "The emotional dimension of organisational work when cultural sponsorship relationships are dissolved." Journal of Marketing Management 26, no. 7-8 (2010): 612–34. http://dx.doi.org/10.1080/0267257x.2010.485868.
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Westberg, Kate, Constantino Stavros, and Bradley Wilson. "An examination of the impact of player transgressions on sponsorship b2b relationships." International Journal of Sports Marketing and Sponsorship 9, no. 2 (2008): 52–61. http://dx.doi.org/10.1108/ijsms-09-02-2008-b007.
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Mpolokeng Sephapo, Catherine. "Sponsorship investments: do they deliver brand awareness for all sponsors?" Management & Marketing 12, no. 1 (2017): 103–23. http://dx.doi.org/10.1515/mmcks-2017-0007.
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Abstract Sponsorship as a marketing communications tool is well adopted in South Africa across various areas such as sports and entertainment. Although world markets have experienced economic turmoil in the last few years, the sponsorship market may be considered to be thriving as companies use this marketing communication tool as a vehicle to create and maintain relationships. The purpose of this study was to explore which sponsors of the South African National Rugby team are sports consumers aware of as a result of the sponsorship. Literature states that awareness also influences the judgments about brands in the consideration set, even without any brand associations in the consumer’s mind. In low involvement decision; where consumers do not need to search extensively for information in order to make a decision; minimal brand awareness levels may be enough to convince the consumer to make their final choice. The study is exploratory in nature however provides a South African perspective on how effective the sponsorship of the Springbok is with regards to creating awareness of the sponsors among sports consumers. The study made use of a qualitative approach whereby primary data was collected by means of focus groups and naïve sketches. Data collected was analyzed by means of content analysis. The findings suggest that participants were predominantly aware of the key sponsors of the Springboks; these were sponsors who had their branding on the Springbok jersey worn during rugby matches. The factors that participants mentioned to contribute to their awareness of the sponsors were the branding on the Springbok playing jersey as well as television adverts along with other promotional tools. This study urges sponsors to not only rely on the sponsorship initiative to create awareness but rather leverage the sponsorship with tools that are relevant to their target audience. This study contributes to sponsorship literature relating to the effectiveness of sponsorship; particularly from a South African perspective.
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Rutter, Richard, John Nadeau, Ulf Aagerup, and Fiona Lettice. "The Olympic Games and associative sponsorship." Internet Research 30, no. 1 (2019): 85–107. http://dx.doi.org/10.1108/intr-07-2018-0324.
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Purpose The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality. Design/methodology/approach The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant brand personality traits of the brands relative to each other. Findings The results show the Olympic Games is communicating excitement as a leading brand personality dimension. Sponsors of the Olympics largely take on its dominant brand dimension, but do not adapt their whole brand personality to that of the Olympics and benefit by adding excitement without losing their individual character. The transference is more pronounced for long-running sponsors. Practical implications Sponsorship of the Olympic Games does give brands the opportunity to capture or borrow the excitement dimension alongside building or reinforcing their own dominant brand personality trait or to begin to subtly alter their brand positioning. Originality/value This study is the first to examine how the sponsor’s brand aligns with the event being sponsored as a basis for developing a strong shared image and associative dimensions complimentary to the positioning of the brand itself.
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Lau, Edith, Alice Fabbri, and Barbara Mintzes. "How do health consumer organisations in Australia manage pharmaceutical industry sponsorship? A cross-sectional study." Australian Health Review 43, no. 4 (2019): 474. http://dx.doi.org/10.1071/ah17288.
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Objective The aim of this study was to investigate how health consumer organisations manage their relationships with the pharmaceutical industry in Australia. Methods We identified 230 health consumer organisations that received pharmaceutical industry support from 2013 to 2016 according to reports published by Medicines Australia, the industry trade association. A random sample of 133 organisations was selected and their websites assessed for financial transparency, policies governing corporate sponsorship and evidence of potential industry influence. Results In all, 130 of the 133 organisations evaluated received industry funding. Of these 130, 68 (52.3%; 95% confidence interval (CI) 43.4–61.1%) disclosed this funding. Nearly all (67; 98.5%) reported the identity of their industry donors, followed by uses (52.9%), amount (13.2%) and proportion of income from industry (4.4%). Less than one-fifth (24/133; 18.0%; 95% CI 11.9–25.6%) had publicly available policies on corporate sponsorship. Six organisations (7.2%; 95% CI 2.7–15.1%) had board members that were currently or previously employed by pharmaceutical companies, and 49 (36.8%; 95% CI 28.6–45.6%) had company logos, web links or advertisements on their websites. Conclusion Industry-funded health consumer organisations in Australia have low transparency when reporting industry funding and few have policies governing corporate sponsorship. Relationships between health consumer organisations and the industry require effective actions to minimise the risks of undue influence. What is known about this topic? Pharmaceutical industry funding of health consumer organisations is common in the US and Europe, yet only a minority of such organisations publicly disclose this funding and have policies regulating their relationships with industry. What does this paper add? Industry-funded health consumer organisations in Australia have inadequate financial transparency and rarely have policies addressing corporate funding. Organisations that have received more industry funding are more likely to report it publicly. What are the implications for practitioners? Robust policies addressing corporate sponsorship and increased transparency are needed to maintain the independence of health consumer organisations. Governments may also consider regulating non-profit organisations to ensure public reporting of funding sources.
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Vandagriff, Rachel S. "Perspectives and the Patron: Paul Fromm, Benjamin Boretz and Perspectives of New Music." Journal of the Royal Musical Association 142, no. 2 (2017): 327–65. http://dx.doi.org/10.1080/02690403.2017.1361175.
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ABSTRACTOne of the less studied aspects of post-war musical life is private sponsorship of American modernist composers, such as that by the Fromm Music Foundation (FMF) established in 1952. Using unpublished letters and documents from the FMF archives at Harvard and interviews with people who worked with the founder, Paul Fromm, this article discusses how Fromm's involvement in his foundation led to ventures that were influential on the development of American contemporary music and its relationship to academia. Unlike the Ford or Rockefeller foundations, Fromm sought the role of patron, fostering close relationships with composers and accepting their advice. Yet composers in Fromm's network often had aesthetic visions that were different from his. This article discusses Fromm's sponsorship of the Princeton Seminar in Advanced Musical Studies and the journal Perspectives of New Music, and how the different, complex and contradictory visions held by Fromm and his advisers were representative of those in the larger American music scene.
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Wang, Jerred Junqi, James J. Zhang, Kevin K. Byon, Thomas A. Baker, and Zhenqiu Laura Lu. "Promoting Brand-Event Personality Fit as a Communication Strategy to Build Sponsors’ Brand Equity." International Journal of Sport Communication 9, no. 3 (2016): 294–320. http://dx.doi.org/10.1123/ijsc.2016-0016.
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Building on schema theory, the current study highlighted the role of brand-event personality fit (BEPF) in sport-event sponsorship communications and empirically examined its impact on sponsors’ consumer-based brand equity (CBBE) in the setting of American college football. Three studies were conducted to refine a sound measurement scale of BEPF and examine the structural relationships between BEPF and CBBE. Research findings confirmed the validity and reliability of the proposed BEPF measurement scale and revealed a series of positive relationships between crucial subdimensions of BEPF (i.e., responsibility fit, emotionality fit, and aggressiveness fit) and CBBE (i.e., brand awareness/association, perceived value, and brand loyalty). The findings offer brand managers specific references as to which aspects of BEPF should be prioritized in their promotional communications to build CBBE. Event marketers could also use the findings to communicate with corporations regarding potential or continued sponsorship agreements.
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Meng-Lewis, Yue, Des Thwaites, and Kishore Gopalakrishna Pillai. "Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism." International Journal of Sports Marketing and Sponsorship 15, no. 2 (2014): 30–46. http://dx.doi.org/10.1108/ijsms-15-02-2014-b004.
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This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causal relationships between consumer ethnocentrism, attitudes towards the sponsor and product judgement. Findings reveal that event involvement mediates the positive relationship between consumer ethnocentrism and attitudes towards the domestic sponsor. Attitudes towards foreign sponsors are found to be a significant mediator in the relationship between consumer ethnocentrism and judgements of the sponsors' products. Theoretical and managerial implications are discussed.
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Makkonen, Hannu, and Rami Olkkonen. "Interactive value formation in interorganizational relationships." Marketing Theory 17, no. 4 (2017): 517–35. http://dx.doi.org/10.1177/1470593117699661.
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The article builds a framework for interactive value formation (IVF) in interorganizational relationships. The framework describes IVF as interplay between resource integration and a multilevel service system, which manifests in interaction episodes accumulating into a relationship. The interplay generates outcomes in which the actors are better off (co-creation), worse off (co-destruction), or indifferent (no-creation) to value gained. The framework is demonstrated in an empirical case of a cultural sponsorship relationship where the co-destructive and no-creative interaction episodes dominated co-creative instances, finally accumulating into a relationship outcome of value no-creation for both parties. The framework and the launched novel conceptualization of value no-creation contribute to the research on service systems, resource integration for value, and failure in value co-creation. The research on failure in value co-creation, that is, value co-destruction, is scant. This article further elaborates this research stream and bridges to the research on co-creation.