Conceptual foundations of sponsorship research

Johnston, Margaret A. and Spais, George S. (2015) Conceptual foundations of sponsorship research. Journal of Promotion Management, 21 3: 296-312. doi:10.1080/10496491.2015.1021504

Author Johnston, Margaret A.
Spais, George S.
Title Conceptual foundations of sponsorship research
Journal name Journal of Promotion Management   Check publisher's open access policy
ISSN 1540-7594
Publication date 2015
Sub-type Article (original research)
DOI 10.1080/10496491.2015.1021504
Open Access Status Not yet assessed
Volume 21
Issue 3
Start page 296
End page 312
Total pages 17
Place of publication Philadelphia, PA, States
Publisher Routledge
Collection year 2016
Language eng
Abstract This study maps the semantic evolution of sponsorship research to develop a richer understanding of how the field has evolved. Using Leximancer text-analytics software, we conduct a content analysis of 841 sponsorship article abstracts from over 150 scholarly journals (1980–2012). We map the semantic evolution of the sponsorship concept and formulate a new definition of sponsorship research. Four foundational pillars of sponsorship research are identified: (1) intellectual, (2) strategic, (3) behavioral, and (4) relational. Sponsorship research is theorized to involve the investigation of the delivery of value to companies arising from the strategic implementation of their sponsorship marketing objectives.
Keyword Leximancer software
Sponsorship definition
Sponsorship review
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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Citation counts: Scopus Citation Count Cited 1 times in Scopus Article | Citations
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