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Sponsorship networks: toward an innovative model

Sponsorship networks: toward an innovative model PurposeSponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other.Design/methodology/approachThis conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior.FindingsBased on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels.Originality/valueThis research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport Business and Management An International Journal Emerald Publishing

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References (64)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2042-678X
DOI
10.1108/SBM-12-2015-0041
Publisher site
See Article on Publisher Site

Abstract

PurposeSponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other.Design/methodology/approachThis conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior.FindingsBased on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels.Originality/valueThis research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.

Journal

Sport Business and Management An International JournalEmerald Publishing

Published: Sep 12, 2016

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