The relationship between sponsorship characteristics and sponsorship price : an investigation across sponsorship levels and categories

Wishart, Taryn L. (2006). The relationship between sponsorship characteristics and sponsorship price : an investigation across sponsorship levels and categories Honours Thesis, School of Business, The University of Queensland.

       
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Author Wishart, Taryn L.
Thesis Title The relationship between sponsorship characteristics and sponsorship price : an investigation across sponsorship levels and categories
School, Centre or Institute School of Business
Institution The University of Queensland
Publication date 2006
Thesis type Honours Thesis
Total pages 105
Language eng
Subjects 1503 Business and Management
Formatted abstract       As the use of sponsorship as a viable marketing tool increases, managerial decision makers experience numerous problems surrounding the selection of viable sponsorship opportunities, namely the need for justification of expenditure to corporate stakeholders. Currently, there is little guidance outlined within extant literature for decision makers, as such the sponsorship selection process is viewed as subjective and conjectural in nature, often detem1ined by the whims of managerial self interest. However, this form of decision making does not provide sufficient justification to corporate stakeholders, as no reasoning behind the allocation of resources is provided. Therefore a selection guide is needed which provides sufficient justification, reducing the subjectivity within the sponsorship selection process. This study aims to reduce the subjectivity within managerial decisions by suggesting the use of an evidence-based management tool within the selection process. The study will examine the relationship between sponsorship characteristics and rights fee price across sponsorship levels and categories. Findings can be used by managers as a guide for the selection of sponsorship proposals that meet the criteria outlined within the corporate sponsorship policy. Findings indicate minor differences between sponsorship categories and sponsorship levels, with an overarching trend through out the analyses being the popularity of sponsorship characteristics which generate high levels of impressions. Interestingly, however is the negative relationship evident across categories and sponsorship levels between rights fee price and heart of action characteristics such as 11ighly visible logo placement, company announcements, presentation of awards and branding on people. This implies these characteristics are not highly sought by managerial decision makers. A suggested reason for this is the perception by consumers of such characteristics being an unwarranted invasion into event proceedings. These findings have the potential to aid sponsorship decision makers by tailoring the corporate sponsorship policy to meet corporate objectives. Managerial decision makers may then guide the selection of proposals based on the criteria of the corporate sponsorship policy.

 
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Created: Wed, 03 Nov 2010, 12:14:28 EST by Muhammad Noman Ali on behalf of The University of Queensland Library