Decision-making processes surrounding sponsorship activities

The rationale behind sponsoring is as varied as the definitions of sponsorship itself. A logical approach to sponsorship decision making would dictate that firms should have clear targets and goals for sponsorship.

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...

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