Identifying associations between sport sponsorship decision-making variables
South African Journal of Economic and Management Sciences
| Field | Value | |
| Title | Identifying associations between sport sponsorship decision-making variables | |
| Creator | Van Heerden, CH du Plessis, PJ | |
| Description | Sport sponsorship spending in South Africa has increased steadily. This paper discusses the findings of an exploratory study into key sponsorship decision-areas, namely the setting of sponsorship objectives, the integration of marketing communication variables into sponsorship to create a leverage effect, and the measurement of sponsorship success. It is argued that for a sponsorship to be successful certain associations should exist between these key decision-making areas and also among elements internal to each of these areas. The main findings are that the respondents indicated a bias towards setting media related objectives that will subsequently enable the sponsors to use media-related measurement tools. It is recommended that sponsors should develop alternative methods to measure the effectiveness of their sponsorships. | |
| Publisher | AOSIS Publishing | |
| Date | 2004-04-08 | |
| Identifier | 10.4102/sajems.v7i3.1352 | |
| Source | South African Journal of Economic and Management Sciences; Vol 7, No 3 (2004); 427-439 2222-3436 1015-8812 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajems.org/index.php/sajems/article/view/1352/505
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