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The use of intuition in the sponsorship decision-making process

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posted on 2023-05-20, 02:34 authored by Delaney, D, Guidling, C, McManus, L
This study examines the use of intuition in sponsorship decision-making and seeks to identify factors affecting intuition’s use in the process. Findings support the view that intuition plays an important role in sponsorship decision-making. Support is also provided for the expectation that sponsorship decision-making in large organisations with more formalised decision-making processes is less intuitively based. Furthermore, organisations that place high importance on a trusting relationship when entering into a sponsorship arrangement use relatively high levels of intuition. An association was also found between three aspects of risk exposure and the use of intuition in sponsorship decision-making. This study advances our understanding of the nature of the role of intuition in sponsorship decision-making. The importance of intuition in sponsorship decision-making has been examined in the investment decision-making literature but not the sponsorship literature, and with recent calls for greater use of formalised analytical procedures in sponsorship decision-making, it appears there is considerable potential for decision-makers in the sponsorship area to draw on points of focus raised in this study.

History

Publication title

Contemporary Management Research

Volume

10

Pagination

33-58

ISSN

1813-5498

Department/School

TSBE

Publisher

Academy of Taiwan Information Systems Research

Place of publication

Taiwan

Rights statement

Copyright Unknown

Repository Status

  • Open

Socio-economic Objectives

Marketing

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