Examination of the effects of corporate sponsorship on employees of the sponsor

Aila Khan, John Stanton

    Research output: Chapter in Book / Conference PaperConference Paperpeer-review

    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 languageEnglish
    Title of host publicationDoing More with Less: Proceedings of the 2010 Australia and New Zealand Marketing Academy Conference (ANZMAC 2010), Christchurch, New Zealand, 29 November - 1 December 2010
    PublisherUniversity of Canterbury
    Number of pages9
    ISBN (Print)9780473178208
    Publication statusPublished - 2010
    EventAustralian & New Zealand Marketing Academy. Conference -
    Duration: 3 Dec 2012 → …

    Conference

    ConferenceAustralian & New Zealand Marketing Academy. Conference
    Period3/12/12 → …

    Fingerprint

    Dive into the research topics of 'Examination of the effects of corporate sponsorship on employees of the sponsor'. Together they form a unique fingerprint.

    Cite this