Rules of engagement: a discrete choice analysis of sponsorship decision making

Johnston, Margaret A. and Paulsen, Neil (2014) Rules of engagement: a discrete choice analysis of sponsorship decision making. Journal of Marketing Management, 30 7-8: 634-663. doi:10.1080/0267257X.2013.838986

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Author Johnston, Margaret A.
Paulsen, Neil
Title Rules of engagement: a discrete choice analysis of sponsorship decision making
Journal name Journal of Marketing Management   Check publisher's open access policy
ISSN 0267-257X
Publication date 2014-01-01
Year available 2013
Sub-type Article (original research)
DOI 10.1080/0267257X.2013.838986
Open Access Status Not yet assessed
Volume 30
Issue 7-8
Start page 634
End page 663
Total pages 30
Place of publication Milton Park, Abingdon, Oxon, United Kingdom
Publisher Routledge
Language eng
Subject 1408 Strategy and Management
1406 Marketing
Abstract This paper draws on exchange and utility theories to propose and test a model of sponsorship decision making using discrete choice analysis. Grounded in prior sponsorship research and current management practice, the model describes sponsorship selection as a sequence of choices about sponsorship packages of differing value. The core thesis is that managers attempt to maximise their utility when selecting sponsorships by evaluating the various pay-offs from the alternatives available. This research applies a simulated choice-based experiment with 196 sponsorship managers to assess their preferences for a set of criteria likely to shape their future decisions about sponsorship selection. While perceptions of brand-image congruence and relationship quality significantly affect sponsor preferences, contrary to some evidence, short-term business arrangements appear more desirable than longer-term sponsorships.
Keyword Sponsorship value
Marketing decision making
Sponsorship fit
Sponsorship duration
Business relationship satisfaction
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online 15 Oct 2013

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 5 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 1 times in Scopus Article | Citations
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Created: Thu, 17 Oct 2013, 19:13:27 EST by Karen Morgan on behalf of UQ Business School