Make Corporate Sponsorship More Effective with Promotional Support

Kuzma, John; Shanklin, William L.; McCally, John F.

doi:10.1300/j057v01n03_07

Cited by 15 publications

(11 citation statements)

References 0 publications

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“…The main streams relate to the definition of sponsorship (Meenaghan, 1983;Gardner and Shuman, 1988;Otker, 1998), the description of its evolution in a particular country or industry (Meerabeau et al, 1991;Asimakopoulos, 1993;Thwaites et al, 1997;McCarville et al, 1998), and the understanding of sponsoring company objectives (Meenaghan, 1991(Meenaghan, , 1998Kuzma et al, 1992;Irwin and Sutton, 1995). Lee et al (1997) have stated that earlier bodies of research focused on investigating sponsorship from the sponsor's perspective, with emphasis on the measurement of 'the effects and effectiveness of sponsorship' with minimal attempt to understand the nature of sponsorship relations, or how they form and develop (Olkkonen et al, 2000).…”

Section: The Domain Of Sponsorship Researchmentioning

confidence: 99%

Understanding sponsorship and sponsorship relationships—multiple frames and multiple perspectives

Daellenbach

Davies

Ashill

2006

J of Philanthropy and Mktg

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*It is widely recognized that many arts, sports and charitable organizations rely heavily on income from sponsorship. This paper selectively discusses the literature examining sponsorship, following the approach of Lynall et al. (2003) and the life cycle literature, following Quinn and Cameron (1983). The paper adopts a meta-framework making use of multiple framing to develop complementary theoretic views and perspectives of the nature of sponsorship relationships in the non-profit sector. Using a New Zealand arts sponsorship as an illustration, we suggest that insights about the nature of the sponsorship relationship can be better understood through the employment of multiple frames and the development of multiple theoretical perspectives. A future research agenda is also proposed.

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Section: The Domain Of Sponsorship Researchmentioning

confidence: 99%

Understanding sponsorship and sponsorship relationships—multiple frames and multiple perspectives

Daellenbach

Davies

Ashill

2006

J of Philanthropy and Mktg

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“…advertising, public relations, sales promotion and personal selling) be used in conjunction with each other. Studies have empirically proven that a sponsorship is more effective when supported by other communication mix elements (Kuzma, Shanklin and McCally Jr., 1992;Hoek, Gendall and Sanders, 1993;Cornwell, Maignan and Irwin, 1997). This reinforces the fact that sponsorship is less effective as a sole communication tool.…”

Section: Integration Of Sponsorship In the Communications And Marketimentioning

confidence: 99%

Sponsorship - A Confirmed Weapon in the Promotional Armoury

Tripodi

2001

International Journal of Sports Marketing and Sponsorship

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“…In contrast, those sponsors who failed to leverage their Olympic investments experienced more pronounced effects of ambush marketing. Other past studies have also empirically proven that sponsorships in general, not just Olympic associations, are more effective when supported by other promotional mediums (Kuzma, Shanklin, & McCally, 1992;Hoek, Gendall & Sanders, 1993;Cornwell, Maignan, & Irwin, 1997).…”

Section: Ambush Marketingmentioning

confidence: 93%