Sponsorship selections: corporate culture, beliefs and motivations

Leonard Vance; Maria Raciti; Meredith A Lawley

doi:10.1108/CCIJ-11-2015-0072

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Sponsorship selections: corporate culture, beliefs and motivations

Journal article

Open access

Peer reviewed

Sponsorship selections: corporate culture, beliefs and motivations

Leonard Vance, Maria Raciti and Meredith A Lawley

Corporate Communications: An International Journal, Vol.21(4), pp.483-499

2016

DOI: https://doi.org/10.1108/CCIJ-11-2015-0072

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Abstract

corporate culture

sponsorship

sponsorship selection

Purpose - Sponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While research into the outcomes of sponsorship is extensive, the practices involved in sponsorship selections have been largely ignored. Today, sponsorship selection in large corporations is recommended to be a formal process involving evaluation criteria aligned to corporate policy and strategic priorities. Yet, in reality, corporate culture influences sponsorship selection, as do sponsorship managers' beliefs about sponsorship types and motivations. The purpose of this paper is to explore sponsorship selection practices and to consider the interplay between corporate culture and sponsorship managers' beliefs about sponsorship types and their motivations. The findings provide not only new interpretation of the literature but also reveal a detailed picture of sponsorship selection. Design/methodology/approach - This exploratory qualitative study comprises in-depth interviews with senior sponsorship managers from eight large Australian companies that use sponsorship as a strategic marketing tactic. Findings - This study concludes that the sponsorship selection process is strongly influenced by corporate culture as well as the sponsorship manager's beliefs about sponsorship types and their motivations. Originality/value - This study contributes to the sponsorship management research stream by providing important insights into under-researched factors that influence the sponsorship selection process.

Details

Title: Sponsorship selections: corporate culture, beliefs and motivations
Authors: Leonard Vance (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Meredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Publication details: Corporate Communications: An International Journal, Vol.21(4), pp.483-499
Publisher: Emerald Group Publishing Ltd.
Date published: 2016
DOI: 10.1108/CCIJ-11-2015-0072
ISSN: 1356-3289
Copyright note: Copyright © 2016 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Organisation Unit: School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
Language: English
Record Identifier: 99450357502621
Output Type: Journal article

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