Abstract
![CDATA[This paper examines the argument that positive employee attitudes towards their employers’ corporate sponsorship activities can have a positive impact on employee behaviour. The conceptual model and its sources are briefly explained, followed by the research design that uses survey responses from Australian employees and analysis employing structural equation modelling. The argument is supported leading to a discussion of implications that include the need to involve employees in determining sponsored activity, the opportunities for internal marketing using sponsorship activity and the benefits of sponsorship activity.]]
Original language | English |
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Title of host publication | Doing More with Less: Proceedings of the 2010 Australia and New Zealand Marketing Academy Conference (ANZMAC 2010), Christchurch, New Zealand, 29 November - 1 December 2010 |
Publisher | University of Canterbury |
Number of pages | 9 |
ISBN (Print) | 9780473178208 |
Publication status | Published - 2010 |
Event | Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → … |
Conference
Conference | Australian & New Zealand Marketing Academy. Conference |
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Period | 3/12/12 → … |