Doing Qualitative Research

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The possibility of altruism

Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor‐event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued‐recall experiments, the effect of articulation of sponsorship fit on memory for sponsor‐event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor‐event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

Sponsorship-linked marketing: The role of articulation in memory

Research Question: The study proposes that a sponsor’s social networking site (SNS) message has two components, articulation and interactivity, which are positively associated with a user’s sentime...

‘The tweeting sponsor’: effect of a sponsor’s SNS message articulation/interactivity on consumers’ online response

This study aims to determine the activity of Integrated Marketing Communication (IMC) conducted by Bank Jatim in performing event sponsorship activities for the Jazz Traffic Festival 2014. This study is a qualitative research using the case study method. The data collection uses in depth interviews of four informants from Bank Jatim’s analyst team of proposal and scheme proposals. Other data and has been obtained from the court records originating from the secretarial staff of Bank Jatim. The results showed that the underlying decision-making process in Bank Jatim, the criteria to fund an activity, was determined by four aspects, namely; the credibility of the organisers, the benefit to the firms, the suitability of the target market and company, and the cost of sponsorship. Bank Jatim’s activities for the Traffic Jazz Festival was to spend a relatively large amount, because the cost was huge in the beginning, and then minimize the risk of the sponsorship activities of Bank Jatim by adding aspects of the event history to analyse the bid proposal sponsorship activities.

The Decision-Making Process of IMC Activities in the Sponsorship Bidding of Bank Jatim for the 2014 Jazz Traffic Festival Event

IntroductionSponsorship is one of the most rapidly growing areas of modern marketing (Delia and Armstrong, 2015). According to figures from Sponsorship Outlook in 2013, more than 53.3 billion dollars were spent on sponsorship worldwide (www.Sponsorship.com). One important reason for this growth in sponsorship seems to be that traditional marketing channels such as television, radio and magazine advertisements are becoming less effective than others, including sponsorship. Clearly, it is important to understand motives to the decision to sponsor (Smith et al., 2016).Consequently, an increasing number of firms see sponsorship as a natural and important part of their marketing mix. As a result, sponsorship for some firms constitutes the largest proportion of their total budget for marketing communication. For example, in Norway, sponsorship has become the thirdlargest communication channel (Thj0m0e, 2010). In line with this, Alexandris et al. (2012) state that sponsorship may be a more effective communication strategy than traditional advertising. Moreover, Helgesen (2004) observes that the primary goal of sponsorship is to strengthen companies' market positions on the long run. Clearly, sponsorship is a powerful medium for communicating and forming relationships with a specific target group (Bowdin et al., 2011; Collett and Fenton, 2011).In recent years, there has been a growth in the number of firms that sponsor events. Today, many events have sponsors, and these occasions give firms opportunities to make their business visible to many spectators. Consequently, firms find event sponsorship to be a powerful forum in which to communicate and build their brands (Thj0m0e, 2010). In addition, it is not surprising that event sponsorship is one of the most common sources of funding for performance events. Indeed, events are becoming increasingly dependent on sponsorship.Sponsorship has been defined as the "provision of assistance, either financial or in kind, to an activity by a commercial organization for the purpose of achieving commercial objectives" (Meenaghan, 1983). A review of sponsorship reveals that most previous studies have to a large extent focused on firm sponsorship in relationship to external outcome variables. These outcome variables have generally been restricted to aspects related to customers.Specifically, most research has focused on how and in what way sponsorship is able to form relationships with a firm's customers, and the extent to which it directly or indirectly affects the firm's sales. In a review of the literature by Madill and O'Reilly (2010) the authors reveal more than 50 objectives related to sponsorships. Moreover, previous research has found that sponsorship has a positive impact on return on investment (ROI) (e.g., Harvey, 2001) and influences customers' awareness, firm image, goodwill and recall recognition of the sponsor (Nielsen, 1990; Rifon et al., 2004) and achievement of media exposure (Crompton, 2004). Sponsorship has also been linked to corporate social responsibility (CSR) (e.g., Plewa and Quester, 2011). Sponsorship affects customers' brand loyalty (Sirgy et al., 2008) and attitudes towards an event (Bhat, 2012). It also increases customers' intentions to purchase the sponsor's product (Ngan et al., 2011), and sponsorship of particular events has a positive impact on effectiveness of sponsorship in general (see Alexandris et al., 2012; Cornwell et al., 2006; Gwinner and Bennett, 2008; Miloch and Lambrecht, 2006; Kotler and Keller, 2009; Slâtten et al., 2014a; Skinner and Rukavina, 2003; Walraven et al., 2012).This review reveals that previous research on firm sponsorship has primarily taken a customer perspective focused on external outcome variables related to a target group (e.g., firm sales or image). Although this is clearly a critical area of research, it also reveals that research that takes an organisational perspective has generally been neglected. …

Cathrine Bexrud

Papers

The Sponsorship Motive Matrix (SMM): A Framework for Categorising Firms’ Motives for Sponsoring Sports Events