The sum of all fears: stakeholder responses to sponsorship alliance risk

Johnston, Margaret A. (2015) The sum of all fears: stakeholder responses to sponsorship alliance risk. Tourism Management Perspectives, 15 91-104. doi:10.1016/j.tmp.2015.03.011

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Author Johnston, Margaret A.
Title The sum of all fears: stakeholder responses to sponsorship alliance risk
Journal name Tourism Management Perspectives   Check publisher's open access policy
ISSN 2211-9736
Publication date 2015-07
Year available 2015
Sub-type Article (original research)
DOI 10.1016/j.tmp.2015.03.011
Volume 15
Start page 91
End page 104
Total pages 14
Place of publication Amsterdam, Netherlands
Publisher Elsevier
Collection year 2016
Language eng
Abstract This study examines how event managers and corporate sponsors conceptualize and respond to risk when establishing new sponsorship alliances. Findings are based on 36 semi-structured interviews with sponsorship managers in Australia, as well as qualitative text analysis of 298 sponsorship policies worldwide. Three motivational responses towards sponsorship risk emerge. Chiefly, promotion-focused managers appear adventurous and outward-looking, whereas their prevention-focused colleagues seem more risk averse and inward-looking. Alternatively, managers who adopt a problem-solving focus seem to rely more on cognitive and affective behaviors when addressing risk. This research makes several contributions to the emergent dialogue on sponsorship risk. First, it advances a new, grounded definition of sponsorship risk. Second, it proposes a novel typology of stakeholder risk responses. Third, it presents a conceptual framework abstracted from the themes identified in the study to enhance sponsorship decision-making and promote new avenues for research on sponsorship risk.
Keyword Sponsorship decision-making
Risk definition
Risk evaluation
Risk response
Risk orientation
Leisure event managment
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
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Created: Fri, 01 May 2015, 15:13:46 EST by Karen Morgan on behalf of UQ Business School