Gender differences in employees' sponsorship-linked attitudes and OCBs

Based on theory and evidence that males and females differ in the processing of marketing messages and norms governing gender roles, this study examines whether male/female employee attitudes and behaviour differ in response to their employer's sponsorship program. Attitudes covered both specific attitudes towards the sponsorship and attitudes toward the employer, as well organisational citizenship behaviours. Analysis of 246 responses to an online survey confirmed differences in most attitude constructs, but fewer behaviour differences. Both differences and similarities point to the need for employers who engage in sponsorship to consider gender and probably other sub group differences in their internal marketing communications strategy development.