Measuring event sponsorship effects in a government-to-business (G2B) relationship domain

Stokes, Robyn (2005). Measuring event sponsorship effects in a government-to-business (G2B) relationship domain. In: Sharon Purchase, ANZMAC 2005 Conference Proceedings: Broadening the Boundaries. Australia and New Zealand Marketing Academy Conference (ANZMAC, 2005), Fremantle, WA, Australia, (168-173). 5 -7 December 2005.

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Name Description MIMEType Size Downloads
Author Stokes, Robyn
Title of paper Measuring event sponsorship effects in a government-to-business (G2B) relationship domain
Conference name Australia and New Zealand Marketing Academy Conference (ANZMAC, 2005)
Conference location Fremantle, WA, Australia
Conference dates 5 -7 December 2005
Proceedings title ANZMAC 2005 Conference Proceedings: Broadening the Boundaries
Place of Publication Perth, Australia
Publisher University of Western Australia
Publication Year 2005
Sub-type Fully published paper
ISBN 9780646455464
064645546X
Editor Sharon Purchase
Start page 168
End page 173
Total pages 6
Collection year 2005
Language eng
Formatted Abstract/Summary
Within the marketing literature, an untapped context for investigating event sponsorship effects (based on dollar or in-kind support) is that of government-to-business (G2B) marketing. Government strategies to attract or build relationships with inter-state or off-shore corporate investors sit within this domain. Investor-directed marketing strategies, not unlike a company's B2B marketing, can benefit from mega-event sponsorship, most especially when this sponsorship is accompanied by a well-planned relationship leveraging strategy. Given the rising public pressure for governments to be accountable for events investment, the measurement of market-related sponsorship effects by government entities represents an interesting, but unexplored research topic. This paper outlines a proposed framework for measuring event sponsorship effects within a government's investor relationship portfolios using an Australian state government's involvement in Rugby World Cup (RWC) 2003 as a case.
Subjects 15 Commerce, Management, Tourism and Services
1505 Marketing
1506 Tourism
1599 Other Commerce, Management, Tourism and Services
1503 Business and Management
1502 Banking, Finance and Investment
Keyword Government to business
Marketing
Tourism strategy
Q-Index Code E1
Q-Index Status Provisional Code
Institutional Status Non-UQ

 
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Created: Thu, 12 Nov 2009, 14:32:15 EST by Rosalind Blair on behalf of Faculty of Business, Economics & Law