Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study

Aila M. Khan; John Stanton; Daniela Spanjaard; Sara M. Denize; Neeru Sharma

Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study

Aila M. Khan, John Stanton, Daniela Spanjaard, Sara M. Denize, Neeru Sharma

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

Studies of corporate sponsorship rarely study the effects on a sponsor's employees. This paper focuses on how sponsorship can impact on the sponsoring employees' interaction with the property (the event, organisation, person or object sponsored). SME employees' general beliefs and attitudes towards sponsorship are linked with their employer-specific attitudes, which are in turn linked with two variables measuring image of, and identification with the property. Support for the hypotheses suggests that a favourable link can be established between a sponsor's employees and the sponsored property. This is worthy of further research because of the potential benefits to the property and the sponsor in building and strengthening their relationship.

Original language	English
Title of host publication	Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.
Publisher	Promaco Conventions for the ANZAM 2008 Conference
Number of pages	8
ISBN (Print)	1863081445
Publication status	Published - 2008
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

Keywords

corporate sponsorship
employees
sponsors
strategic alliances (business)
small business
social responsibility of business

Cite this

Khan, A. M., Stanton, J., Spanjaard, D., Denize, S. M., & Sharma, N. (2008). Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study. In Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W. Promaco Conventions for the ANZAM 2008 Conference.

Khan, Aila M. ; Stanton, John ; Spanjaard, Daniela et al. / Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study. Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

@inproceedings{aabfc2350d194b3c9e4b430a27004d64,

title = "Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study",

abstract = "Studies of corporate sponsorship rarely study the effects on a sponsor's employees. This paper focuses on how sponsorship can impact on the sponsoring employees' interaction with the property (the event, organisation, person or object sponsored). SME employees' general beliefs and attitudes towards sponsorship are linked with their employer-specific attitudes, which are in turn linked with two variables measuring image of, and identification with the property. Support for the hypotheses suggests that a favourable link can be established between a sponsor's employees and the sponsored property. This is worthy of further research because of the potential benefits to the property and the sponsor in building and strengthening their relationship.",

keywords = "corporate sponsorship, employees, sponsors, strategic alliances (business), small business, social responsibility of business",

author = "Khan, {Aila M.} and John Stanton and Daniela Spanjaard and Denize, {Sara M.} and Neeru Sharma",

year = "2008",

language = "English",

isbn = "1863081445",

booktitle = "Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.",

publisher = "Promaco Conventions for the ANZAM 2008 Conference",

note = "Australian and New Zealand Marketing Academy Conference ; Conference date: 01-12-2013",

}

Khan, AM, Stanton, J, Spanjaard, D, Denize, SM & Sharma, N 2008, Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study. in Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, Australian and New Zealand Marketing Academy Conference, 1/12/13.

Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study. / Khan, Aila M.; Stanton, John; Spanjaard, Daniela et al.
Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper

TY - GEN

T1 - Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study

AU - Khan, Aila M.

AU - Stanton, John

AU - Spanjaard, Daniela

AU - Denize, Sara M.

AU - Sharma, Neeru

PY - 2008

Y1 - 2008

N2 - Studies of corporate sponsorship rarely study the effects on a sponsor's employees. This paper focuses on how sponsorship can impact on the sponsoring employees' interaction with the property (the event, organisation, person or object sponsored). SME employees' general beliefs and attitudes towards sponsorship are linked with their employer-specific attitudes, which are in turn linked with two variables measuring image of, and identification with the property. Support for the hypotheses suggests that a favourable link can be established between a sponsor's employees and the sponsored property. This is worthy of further research because of the potential benefits to the property and the sponsor in building and strengthening their relationship.

AB - Studies of corporate sponsorship rarely study the effects on a sponsor's employees. This paper focuses on how sponsorship can impact on the sponsoring employees' interaction with the property (the event, organisation, person or object sponsored). SME employees' general beliefs and attitudes towards sponsorship are linked with their employer-specific attitudes, which are in turn linked with two variables measuring image of, and identification with the property. Support for the hypotheses suggests that a favourable link can be established between a sponsor's employees and the sponsored property. This is worthy of further research because of the potential benefits to the property and the sponsor in building and strengthening their relationship.

KW - corporate sponsorship

KW - employees

KW - sponsors

KW - strategic alliances (business)

KW - small business

KW - social responsibility of business

UR - http://handle.uws.edu.au:8081/1959.7/45264

M3 - Conference Paper

SN - 1863081445

BT - Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.

PB - Promaco Conventions for the ANZAM 2008 Conference

T2 - Australian and New Zealand Marketing Academy Conference

Y2 - 1 December 2013

ER -

Khan AM, Stanton J, Spanjaard D, Denize SM, Sharma N. Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study. In Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference. 2008

Perceptions of a 'sponsored-property' by employees of the sponsor : an exploratory study

Abstract

Conference

Keywords

Other files and links

Fingerprint

Cite this