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The nature and effectiveness of sponsorship performance measurement systems
Citation
Delaney, D and McManus, L and Lamminmaki, D, The nature and effectiveness of sponsorship performance measurement systems, Australasian Marketing Journal, 24 pp. 29-37. ISSN 1441-3582 (2016) [Refereed Article]
Copyright Statement
Crown Copyright © 2016
DOI: doi:10.1016/j.ausmj.2015.12.001
Abstract
Sponsorship represents a unique component of an organisation’s integrated marketing strategy. There
is increasing pressure from senior management to account for the contribution made by sponsorship to
firm performance. This study examines the nature of sponsorship performance measurement systems
(PMS) and antecedents’ factors that may contribute to its effectiveness. An empirical study is conducted
using survey data collected from 57 public companies in Australia. The results show that senior management support the adoption of formal sponsorship performance measurement systems comprising
financial and non-financial performance measures but that "intuition" and "trust" were used in 98% of
organisations. The antecedent variables of relational marketing strategy and size were found to have a
relationship with the sponsorship performance measurement system. This underscores the importance
of directing attention to sponsorship investment via the formalisation of the measurement process and
the value of sponsorship PMSs in the eyes of senior management.
Item Details
Item Type: | Refereed Article |
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Keywords: | marketing strategy; performance measurement systems; sponsorship |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Accounting, auditing and accountability |
Research Field: | Management accounting |
Objective Division: | Expanding Knowledge |
Objective Group: | Expanding knowledge |
Objective Field: | Expanding knowledge in commerce, management, tourism and services |
UTAS Author: | Delaney, D (Dr Deborah Delaney) |
ID Code: | 138289 |
Year Published: | 2016 |
Web of Science® Times Cited: | 4 |
Deposited By: | Accounting and Accountability |
Deposited On: | 2020-03-31 |
Last Modified: | 2022-07-12 |
Downloads: | 0 |
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