Expressing Identity and Shaping Image: The Relationship Between Corporate Mission and Corporate Sponsorship

Cunningham, Stephanie, Cornwell, T. Bettina and Coote, Leonard V. (2009) Expressing Identity and Shaping Image: The Relationship Between Corporate Mission and Corporate Sponsorship. Journal of Sport Management, 23 1: 65-86.


Author Cunningham, Stephanie
Cornwell, T. Bettina
Coote, Leonard V.
Title Expressing Identity and Shaping Image: The Relationship Between Corporate Mission and Corporate Sponsorship
Journal name Journal of Sport Management   Check publisher's open access policy
ISSN 0888-4773
1543-270X
Publication date 2009-01-01
Year available 2009
Sub-type Article (original research)
Open Access Status Not yet assessed
Volume 23
Issue 1
Start page 65
End page 86
Total pages 22
Editor R. Wolfe
Place of publication Champaign, Ill
Publisher Human Kinetics Inc
Language eng
Subject C1
1505 Marketing
910402 Management
Abstract Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identitysponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies’ online sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed.
Keyword Organizational identity
Social-responsibility
Brand Equity
Impact
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 29 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 35 times in Scopus Article | Citations
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Created: Wed, 01 Jul 2009, 00:37:47 EST by Karen Morgan on behalf of UQ Business School