An International Review of Sponsorship Research

Abstract Corporate sponsorship of sports, arts, and cultural events has increased dramatically over the past decade. Still, academic research on sponsorship as a promotional tool has been sparse. The authors offer a cross-disciplinary review of research conducted on sponsorship worldwide. Five research streams—nature of sponsorship, managerial aspects of sponsorship, measurement of sponsorship effects, strategic use of sponsorship, and legal/ethical considerations in sponsorship—are examined and critically assessed. On the basis of that analysis, theoretical frameworks are provided to guide future research.

[1]  M. Polonsky.  Small business and sport sponsorship , 1996 .

[2]  A. d’Astous,et al.  Consumer evaluations of sponsorship programmes , 1995 .

[3]  G. Hastings,et al.  Tobacco advertising and children′s smoking: a review of the evidence , 1995 .

[4]  Roz Queen.  Methods of Securing and Retaining Sponsorships , 1995 .

[5]  J. Mount,et al.  Sponsorship: An Empirical Study of Its Application to Local Business in a Small Town Setting , 1995 .

[6]  Sungsoo Pyo.  Perceived Importance of Festival Attributes and Decision Criteria by Sponsor Type , 1995 .

[7]  A. Walle.  Financing Festivals Through Sponsorships: An Orientation for Fund Raisers , 1995 .

[8]  Carolyn Crayton,et al.  The Effect of an Economic Impact Study on Sponsorship Development for a Festival: A Case Study , 1995 .

[9]  S. J. Backman,et al.  An Examination of Sponsorship Proposals in Relation to Corporate Objectives , 1995 .

[10]  Deborah L. Kerstetter,et al.  Attendee Perceptions of Sponsorship Contributions to a Regional Arts Festival , 1995 .

[11]  R. McCarville,et al.  Understanding Organizational Buying Behavior to Secure Sponsorship , 1995 .

[12]  Gary Ewen.  Retaining Sponsorship: A Recreational and Park Perspective , 1995 .

[13]  Rajshekhar G. Javalgi,et al.  Awareness of Sponsorship and Corporate Image: An Empirical Investigation , 1994 .

[14]  T. Meenaghan.  Point of view: ambush marketing: immoral or imaginative practice? , 1994 .

[15]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[16]  Ronald C. Goodstein,et al.  UPC Scanner Pricing Systems: Are They Accurate? , 1994 .

[17]  Morgan P. Miles,et al.  Corporate Sponsorship, Football Bowl Games, and the Internal Revenue Service , 1993 .

[18]  J. Crompton.  Sponsorship of Sport By Tobacco and Alcohol Companies: a Review of the Issues , 1993 .

[19]  Kevin Lane Keller.  Conceptualizing, Measuring, and Managing Customer-Based Brand Equity , 1993 .

[20]  Philip Gendall,et al.  Some Effects of Tobacco Sponsorship Advertisements on Young Males , 1993 .

[21]  V. Mitchell.  The Gravid Male: An Essay on Delivering a PhD , 1992 .

[22]  B. Crabbe,et al.  Sources of bias in health commission and tobacco industry surveys in Australia , 1992 .

[23]  D. Scott,et al.  SPONSORSHIP PRACTICES IN AUSTRALIA , 1992 .

[24]  D. Scott,et al.  Motivations for Australian Expenditure on Sponsorship—An Analysis , 1992 .

[25]  David Marshall,et al.  The Corporate (Sports) Sponsor , 1992 .

[26]  D. Stotlar.  Sport Sponsorship and Tobacco: Implications and Impact of Federal Trade Commission v. Pinkerton Tobacco Company. , 1992 .

[27]  M. Pham,et al.  Effects of Involvement, Arousal, and Pleasure on the Recognition of Sponsorship Stimuli , 1992 .

[28]  T. Meenaghan.  Sponsorship – Legitimising the Medium , 1991 .

[29]  Colin McDonald,et al.  Sponsorship and the Image of the Sponsor , 1991 .

[30]  E. Meerabeau,et al.  Sponsorship and the Drinks Industry in the 1990s , 1991 .

[31]  M. Crowley.  Prioritising the Sponsorship Audience , 1991 .

[32]  K. Parker.  Sponsorship: The Research Contribution , 1991 .

[33]  Israel D. Nebenzahl,et al.  The Effectiveness of Sponsored Events in Promoting a Country's Image , 1991 .

[34]  T. Meenaghan,et al.  The Role of Sponsorship in the Marketing Communications Mix , 1991 .

[35]  Barry J. Witcher,et al.  The Links Between Objectives and Function in Organizational Sponsorship , 1991 .

[36]  Antony Beck.  ‘BUT WHERE CAN WE FIND A HEINEKEN?’ COMMERCIAL SPONSORSHIP OF THE ARTS ON MERSEYSIDE , 1990 .

[37]  D. Reisberg,et al.  Vivid memories of emotional events: The accuracy of remembered minutiae , 1990, Memory & cognition.

[38]  William R. George,et al.  Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level , 1990 .

[39]  S. Casswell,et al.  The response of New Zealand boys to corporate and sponsorship alcohol advertising on television. , 1989, British journal of addiction.

[40]  Harris Cooper,et al.  Integrating Research: A Guide for Literature Reviews , 1989 .

[41]  R. Abratt,et al.  The Evaluation of Sports Sponsorships , 1989 .

[42]  Meryl P. Gardner,et al.  Sponsorships and Small Businesses , 1988 .

[43]  Anil Menon,et al.  Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy , 1988 .

[44]  Meryl P. Gardner,et al.  Sponsorship: An Important Component of the Promotions Mix , 1987 .

[45]  L. Pitt,et al.  Corporate Objectives in Sports Sponsorship , 1987 .

[46]  P. P. Aitken,et al.  Children's awareness of cigarette brand sponsorship of sports and games in the UK , 1986 .

[47]  H. Thomas.  Sponsorship: An Advertiser's Guide , 1985 .

[48]  C. Gratton,et al.  The economics of sport sponsorship. , 1985 .

[49]  F. Ledwith.  Does tobacco sports sponsorship on television act as advertising to children? , 1984 .

[50]  Kenneth Goody.  Arts Funding: Growth and Change Between 1963 and 1983 , 1984 .

[51]  G. Hastings.  Sponsorship Works Differently from Advertising , 1984 .

[52]  Thomas K. Srull,et al.  Person memory: Some tests of associative storage and retrieval models , 1981 .

[53]  Jerry C. Olson,et al.  Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? , 1981 .