التفاصيل البيبلوغرافية
| العنوان: |
Expressing Identity and Shaping Image: The Relationship Between Corporate Mission and Corporate Sponsorship. |
| المؤلفون: |
Cunningham, Stephanie1, Cornwell, T. Bettina2, Coote, Leonard V.1 |
| المصدر: |
Journal of Sport Management. Jan2009, Vol. 23 Issue 1, p65-86. 22p. 1 Diagram, 4 Charts. |
| مصطلحات موضوعية: |
*CORPORATE sponsorship, *SPORTS sponsorship, *CORPORATE culture, *SOCIAL responsibility of business, CONTENT analysis, SOCIOLOGY of corporations |
| مستخلص: |
Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identity-sponsorship 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. [ABSTRACT FROM AUTHOR] |
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Copyright of Journal of Sport Management is the property of Human Kinetics Publishers, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Business Source Index |
