Sponsorship networks: toward an innovative model

Abstract

Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other. Design/methodology/approach This conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior. Findings Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels. Originality/value This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.

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