Beyond the game: perceptions and practices of sports sponsorship in German SMEs

Datson, Peter, Ozuem, Wilson ORCID: https://orcid.org/0000-0002-0337-1419 , Howell, Kerry and Lancaster, Geoff (2021) Beyond the game: perceptions and practices of sports sponsorship in German SMEs. Qualitative Market Research: An International Journal, 24 (5). pp. 632-652.

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Abstract

Sponsorship has evolved from short-term philanthropic activities to long-term strategic alliances involving billions of dollars of global annual spending. Sponsor, sponsee and dyadic antecedents have increased in both sophistication and complexity, resulting in expected positive consumer outcomes as the justification for such marketing communication investments. The conceptual framework model developed from this study is the first theoretical construct to provide a holistic view of the dynamics between sponsor, sponsee and consumer within a regional context forming the operating environment. This empirical study contributes to the literature through findings from German respondents and a critical evaluation of literature relating to the impact of sports sponsorship, principally on SMEs and a few large companies within local German communities.

Item Type:	Article
Journal / Publication Title:	Qualitative Market Research: An International Journal
Publisher:	Emerald
ISSN:	1352-2752
Departments:	Institute of Business, Industry and Leadership > Business
Depositing User:	Insight Administrator
Date Deposited:	08 Jul 2021 13:44
Last Modified:	13 Jan 2024 12:45
URI:	https://insight.cumbria.ac.uk/id/eprint/6167

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