Decision-making Processes Surrounding Sponsorship Activities
Hans Mathias ThjømøeNorwegian School of ManagementErik L. OlsonNorwegian School of ManagementandPeggy Simcic BrønnNorwegian School of Management
Despite the impressive growth in sponsorship spending, there is much that remains to be learned about how sponsorship works and what makes it effective (Cornwell and Maignan, 1998; Speed and Thompson, 2000). The current study attempts to provide some insight into the decision-making process of managers responsible for sponsorship activities by examining how they define sponsorship, how sponsoring fits into their strategic planning...