Abstract
This study examines employees of Australian firms engaged in sports sponsorship activity. Where the employee is aware of that sponsorship, we consider the ways in which the general beliefs and attitudes of employees towards sponsorship link to their specific attitudes towards the sponsorship activity of their employer and whether these attitudes may influence their behaviour within the organisation. A model linking employees’ attitudes towards their employers’ sponsorship activity, the creation of favourable attitudes towards working for that employer and behaviours that can benefit the employing organisation is tested and supported. Implications of results include: a stronger focus on using sports sponsorship for internal marketing purposes; involvement of employees in determining the sponsored activity or organisation; and reassessing the overall benefits that derive from sports sponsorship.
Original language | English |
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Pages (from-to) | 279-300 |
Number of pages | 22 |
Journal | International Journal of Sports Marketing & Sponsorship |
Volume | 14 |
Issue number | 4 |
Publication status | Published - 2013 |