The Sponsorship Motive Matrix (SMM): A Framework for Categorising Firms’ Motives for Sponsoring Sports Events
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Cites background or methods from "The Sponsorship Motive Matrix (SMM)..."
...Such communications serve as consumer activation for enhanced consumer–brand interactions (Slåtten et al., 2017; Weeks et al., 2008; Wolny & Mueller, 2013)....
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...The framework of Slåtten et al. (2017) was adopted and modified to propose and measure articulation at three levels (no-focus, product/service/firm-focused and event-focused)....
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...…low-fit sponsor brands, an eventfocused articulation is likely to generate detailed inferences about their perceived affective motives, demonstrate their altruistic contribution to an otherwise unrelated event, and is more effective in generating favourable sentiment/e-WOM (Slåtten et al., 2017)....
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...…by Woisetschläger et al. (2017), sponsors’ message articulation is classified into two categories, product/service/firm-focused or eventfocused, reflecting the perceived primary motive as calculative or affective, respectively (Coppetti et al., 2009; Slåtten et al., 2017; Weeks et al., 2008)....
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6 citations
Cites background from "The Sponsorship Motive Matrix (SMM)..."
...As research done by Slatten et al. (2017) stated that most firms tend to sponsor sporting events for a sporting organisation (Slåtten et al., 2017)....
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...(2017) stated that most firms tend to sponsor sporting events for a sporting organisation (Slåtten et al., 2017)....
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References
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"The Sponsorship Motive Matrix (SMM)..." refers background in this paper
...Thus, the connection between empirical research, concepts and theory can be described as emergent (Bryman, 1988)....
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3,008 citations
"The Sponsorship Motive Matrix (SMM)..." refers background in this paper
...Opportunism corresponds with what Williamson (1975) defines as “self-interest seeking with guile” (p. 6)....
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2,707 citations
"The Sponsorship Motive Matrix (SMM)..." refers background in this paper
...As the goal was to acquire an indepth understanding of motives for sponsoring sports events, we found that it was best to let the informants communicate in their own terms and manner as much as possible (Silverman, 2000)....
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987 citations