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Journal Article

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

01 Jan 2017-European Journal of Tourism Research (International University College)-Vol. 15, pp 143-166
TL;DR: For example, Alexandris et al. as mentioned in this paper found that event sponsorship has a positive impact on return on investment (ROI) and influences customers' awareness, firm image, goodwill and recall recognition of the sponsor.
Abstract: 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. …
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2,707 citations

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TL;DR: The Possibility of Altruism as mentioned in this paper is a book about the possibility of altruism that can be downloaded for free here by download this The Possibility Of Altruisms and save to your desktop.
Abstract: The best ebooks about The Possibility Of Altruism that you can get for free here by download this The Possibility Of Altruism and save to your desktop. This ebooks is under topic such as the possibility of altruism apa-pacific the possibility of altruism monjaligarden the possibility of altruism by thomas nagel busvoll the possibility of altruism pdf thomas nagel download the possibility of altruism, thomas nagel possibility of altruism pdf wordpress the possibility of altruism by thomas nagel sadac by concealment the possibility of altruism and exposure the possibility of altruism by thomas nagel debius motivation – john broome rolf schock prize in philosophy the possibility of altruism by thomas nagel rewil mencius and the possibility of altruism in early chinese ethics january 2004 the possibility of altruism jstor altruism in experiments university of pittsburgh altruism in experiments university of california, san diego empathy-induced altruistic motivation c daniel batson altruism 0 i society for classical studies the possibility of altruism by thomas nagel egoism, altruism, © the author(s) 2012 effective altruism and christianity: possibilities for levels of altruism portland state university the possibility of altruism by thomas nagel user manuals experimental evidence of reciprocal altruism in the pied the evolution of altruistic behavior the university of chicago greater good the possibility of altruism pdf by thomas nagel theories of human altruism: a systematic review altruism bennington college revealed altruism leeps 1 philosophical background rutgers university the ethics of altruism in clinical research project muse altruism and self-control i dklevine e a sourceforge philosophy 168: kantâ€ÂTMs ethical theory chris korsgaard altruism, cooperation, and efficiency: agricultural basis of altruism and cooperation: plausibility and the ro ots of human altruism harvard university altruism in society: evidence from a natural experiment the possibility of altruism by thomas nagel — reviews nagel, t: the possibility of altruism (ebook and paperback)

376 citations

01 Jan 2006
TL;DR: In this paper, the effect of articulation of sponsorship fit on memory for sponsor-event pairings was examined, and it was shown that memory improvements via articulation are possible for incongruent sponsor event pairings.
Abstract: 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.

249 citations

Journal ArticleDOI
TL;DR: In this paper, the authors proposed that a sponsor's social networking site (SNS) message has two components, articulation and interactivity, which are positively associated with a user's sentime.
Abstract: 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...

6 citations


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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01 Jan 2020
TL;DR: In this article, the authors conducted a case study to determine the activity of Integrated Marketing Communication (IMC) conducted by Bank Jatim in performing event sponsorship activities for the Jazz Traffic Festival 2014.
Abstract: 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.

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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Book
08 Dec 2009
TL;DR: In this article, the authors discuss the benefits of using qualitative data in the context of quantitative research and the challenges of using quantitative data in a qualitative research setting. But, they also stress the importance of the quality of the qualitative data and the feasibility of using it in a quantitative setting.
Abstract: PART ONE: INTRODUCTION How to Use This Book What You Can (and Can't) Do with Qualitative Research Introduction Why Do Students Use Qualitative Methods? Are Qualitative Methods Always the Best? Should You Use Qualitative Methods? Concluding Remarks The Research Experience I Introduction Moira's Research Diary Sally's Research Diary Simon's Research Diary Concluding Remarks The Research Experience II Introduction Interviews Ethnographies Texts Audio Data Visual Data Multiple Methods Concluding Remarks What Counts as 'Originality'? Introduction Originality Being a 'Professional' Independent Critical Thought Concluding Remarks PART TWO: STARTING OUT Selecting a Topic Introduction Workable Research Questions Simplistic Inductivism The 'Kitchen Sink' Gambit The Grand Theorist Strategies for Simplistic Inductivists Strategies for 'Kitchen Sinkers' Strategies for Grand Theorists Strategies for All Researchers Concluding Remarks Using Theories Introduction How Theoretical Models Shape Research The Different Languages of Qualitative Research Theories, Models and Hypotheses Examples Concluding Remarks Choosing a Methodology Introduction Qualitative or Quantitative? Your Research Strategy Choosing a Methodology: A Case Study Naturally Occurring Data? Multiple Methods? Concluding Remarks Selecting a Case Introduction What Is a Case Study? Generalizing from Cases Types of Case Studies Combining Qualitative Research with Quantitative Measures of Populations Purposive Sampling Theoretical Sampling Generalizability Is Present in a Single Case Concluding Remarks Ethical Research Introduction The Standards of Ethical Research Why Ethics Matter for Your Research Ethical Guidelines in Practice Complex Ethical Issues Research Governance Conclusion: Managing Ethical Demands Writing a Research Proposal Introduction Aim for Crystal Clarity Plan before You Write Be Persuasive Be Practical Make Broader Links Concluding Remarks PART THREE: COLLECTING AND ANALYZING YOUR DATA Collecting Your Data Collecting Interview Data Collecting Ethnographic Data Concluding Remarks Developing Data Analysis Introduction Kick-Starting Data Analysis A Case Study Interviews Fieldnotes Transcripts Visual Data Concluding Remarks Using Computers to Analyze Qualitative Data - Clive Seale Introduction What CAQDAS Software Can Do For You Advantages of CAQDAS Limitations and Disadvantages Theory Building With CAQDAS Keyword Analysis Concluding Remarks Quality in Qualitative Research Introduction Validity Reliability Concluding Remarks Evaluating Qualitative Research Introduction Two Guides For Evaluating Research Four Quality Criteria Applying Quality Criteria Four Quality Issues Revisited Concluding Remarks PART FOUR: WRITING UP The First Few Pages Introduction The Title The Abstract The List of Contents The Introduction Concluding Remarks The Literature Review Chapter Recording Your Reading Writing Your Literature Review Practical Questions Principles Do You Need A Literature Review Chapter? Concluding Remarks The Methodology Chapter Introduction What Should The Methodology Chapter Contain? A Natural History Chapter? Concluding Remarks Writing Your Data Chapters Introduction The Macrostructure The Microstructure Tightening Up Concluding Remarks Your Final Chapter Introduction The Final Chapter as Mutual Stimulation What Exactly Should Your Final Chapter Contain? Confessions And Trumpets Theorizing As Thinking Through Data Writing For Audiences Why Your Final Chapter Can Be Fun Concluding Remarks PART FIVE: GETTING SUPPORT Making Good Use of Your Supervisor Introduction Supervision Horror Stories Student And Supervisor Expectations The Early Stages The Later Stages Standards Of Good Practice Concluding Remarks Getting Feedback Introduction Writing Speaking The Art Of Presenting Research Feedback From The People You Study Concluding Remarks PART SIX: REVIEW Effective Qualitative Research Introduction Keep It Simple Take Advantage Of Using Qualitative Data Avoid Drowning In Data Avoid Journalism Concluding Remarks PART SEVEN: THE AFTERMATH Surviving an Oral Examination Introduction Viva Horror Stories Preparing For Your Oral Doing The Oral Outcomes Revising Your Thesis After The Oral A Case Study Concluding Remarks Getting Published Introduction The Backstage Politics Of Publishing Strategic Choices What Journals Are Looking For Reviewers' Comments How To Write A Short Journal Article Concluding Remarks Audiences Introduction The Policy-Making Audience The Practitioner Audience The Lay Audience Concluding Remarks Finding a Job Introduction Learning About Vacancies Getting On A Shortlist The Job Interview Concluding Remarks

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Book
01 Jan 1988
TL;DR: The debate about quantitative and qualitative research which took root in the 1960s, although many of the central themes go back centuries, has been studied in many disciplines which make up the social sciences, especially sociology, social psychology, education research, organization studies, and evaluation research.
Abstract: This book focuses upon the debate about quantitative and qualitative research which took root in the 1960s, although many of the central themes go back centuries. The basic terms of the debate have been felt in many of the disciplines which make up the social sciences, especially sociology, social psychology, education research, organization studies, and evaluation research.

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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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01 Jan 1975
TL;DR: In this paper, the authors consider the transaction to be the ultimate unit of microeconomic analysis, and define hierarchical transactions as ones for which a single administrative entity spans both sides of the transaction, some form of subordination prevails and, typically, consolidated ownership obtains.
Abstract: This study analyzes organization of economic activity within and between markets and hierarchies. It considers the transaction to be the ultimate unit of microeconomic analysis, and defines hierarchical transactions as ones for which a single administrative entity spans both sides of the transaction, some form of subordination prevails and, typically, consolidated ownership obtains. Discusses the advantages of the transactional approach by examining three issues: price discrimination, insurance, and vertical integration. Develops the concept of the organizational failure framework, and demonstrates why it is always the combination of human with environmental factors, not either taken by itself, that causes transactional problems. The study also describes each of the transactional relations of interest, and presents the advantages of internal organization with respect to the transactional condition. The analysis explains why primary work groups of the peer group and simple hierarchy types arise. The same transactional factor which impede autonomous contracting between individuals also impede market exchange between technologically separable work groups. Peer groups can be understood as an internal organizational response to the frictions of intermediate product markets, while conglomerate organization can be seen as a response to failures in the capital market. In both contexts, the same human factors, such as bounded rationality and opportunism, occur. Examines the reasons for and properties of the employment relation, which is commonly associated with voluntary subordination. The analysis attempts better to assess the employment relation in circumstances where workers acquire, during the course of the employment, significant job-specific skills and knowledge. The study compares alternative labor-contracting modes and demonstrates that collective organization is helpful in enhancing the acquisition of idiosyncratic knowledge and skills by the work force. The study then examines more complex structures -- the movement from simple hierarchies to the vertical integration of firms, then multidivisional structures, conglomerates, monopolies and oligopolies. Discusses the market structure in relation to technical and organizational innovation. The study proposes a systems approach to the innovation process. Its purpose is to permit the realization of the distinctive advantages of both small and large firms which apply at different stages of the innovation process. The analysis also examines the relation of organizational innovation to technological innovation. (AT)

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"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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Journal ArticleDOI

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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01 Jan 1970
TL;DR: In this paper, the authors defend a conception of ethics and a related conception of human nature, according to which altruism is included among the basic rational requirements on desire and action.
Abstract: Just as there are rational requirements on thought, there are rational requirements on action. This book defends a conception of ethics, and a related conception of human nature, according to which altruism is included among the basic rational requirements on desire and action.

987 citations