Article1997

Integrating sports sponsorship into the corporate marketing function: an international comparative study

Francis John Farrelly · Pascale G. Quester · Richard Burton

118 citations0/0 files storedInternational Marketing Review

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

While sports sponsorship has attracted strong interest and increasing investment from marketing professionals, the literature seldom investigates empirically the process by which sports sponsorship decisions are made. Using a survey of sponsorship decision makers in North America and Australia, presents a number of interesting differences with respect to the sponsorship practices of the two samples. Examines the manner in which corporations integrate sponsorship into the broader marketing function at different levels of the organizational structure, and their inclination to do so. Considers managerial implications and the directions which future research in this area should take.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 118 citations exist upstream.

References

1991The Role of Sponsorship in the Marketing Communications Mix 1983Commercial Sponsorship 1991Sponsorship – Legitimising the Medium 1997Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects 1991The Links Between Objectives and Function in Organizational Sponsorship

Cited by

2001Case study: The network approach to international sport sponsorship arrangement 2013Leveraging sponsorship: The activation ratio 2011Managers’ Perceptions of the Impact of Sport Sponsorship on Brand Equity: Which Aspects of the Sponsorship Matter Most?2000Sponsorship as relationships and networks: implications for research 2007Investigating the moderating role of fit on sports sponsorship and brand equity 2005A Social Identities Perspective on the Effects of Corporate Sport Sponsorship on Employees 2003What Drives Renewal of Sponsorship Principal/Agent Relationships?2006Beyond Sponsorship: Re-Framing Corporate-Sport Relationships

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.