Differences In Effects of Sport and Non-Sport Sponsorship on Sponsor’s Employees

Aila Khan; John Stanton

doi:10.1007/978-3-319-24184-5_142

Differences In Effects of Sport and Non-Sport Sponsorship on Sponsor’s Employees

Aila Khan
, John Stanton

School of Business

Western Sydney University

Research output: Chapter in Book / Conference Paper › Chapter › peer-review

Abstract

Corporate sponsorship has long been regarded as a growing communication tool (Olson 2010), with worldwide spending reportedly exceeding $48 billion in 2011 alone (IEG 2012). Corporate sponsorship is differentiated from other forms of organisational altruism, as it is defined as “an investment in cash or kind in an event, team or person, in order to secure sponsor’s access to the commercial potential associated with that selection“ (Meenaghan 1983; p.9). Thus, the definition implies the expectation of a benefit or a return to the sponsor.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	560-563
Number of pages	4
DOIs	https://doi.org/10.1007/978-3-319-24184-5_142
Publication status	Published - 2016

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2016, Academy of Marketing Science.

Keywords

Civic Virtue
Corporate Social Responsibility Program
Internal Audience
Online Panel
Organisational Citizenship Behaviour

Access to Document

10.1007/978-3-319-24184-5_142

Cite this

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Differences In Effects of Sport and Non-Sport Sponsorship on Sponsor’s Employees. / Khan, Aila; Stanton, John.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2016. p. 560-563 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book / Conference Paper › Chapter › peer-review

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ER -

Differences In Effects of Sport and Non-Sport Sponsorship on Sponsor’s Employees

Abstract

Publication series

Bibliographical note

Keywords

Access to Document

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Cite this