Rules of engagement: A discrete choice analysis of sponsorship decision making |
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Authors: | Margaret A Johnston Neil Paulsen |
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Institution: | 1. UQ Business School, The University of Queensland, Australiam.johnston@business.uq.edu.au;3. UQ Business School, The University of Queensland, Australia |
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Abstract: | AbstractThis paper draws on exchange and utility theories to propose and test a model of sponsorship decision making using discrete choice analysis. Grounded in prior sponsorship research and current management practice, the model describes sponsorship selection as a sequence of choices about sponsorship packages of differing value. The core thesis is that managers attempt to maximise their utility when selecting sponsorships by evaluating the various pay-offs from the alternatives available. This research applies a simulated choice-based experiment with 196 sponsorship managers to assess their preferences for a set of criteria likely to shape their future decisions about sponsorship selection. While perceptions of brand-image congruence and relationship quality significantly affect sponsor preferences, contrary to some evidence, short-term business arrangements appear more desirable than longer-term sponsorships. |
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Keywords: | sponsorship value marketing decision making sponsorship fit sponsorship duration business relationship satisfaction discrete choice analysis |
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