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The use of intuition in the sponsorship decision-making process


Delaney, D and Guidling, C and McManus, L, The use of intuition in the sponsorship decision-making process, Contemporary Management Research, 10, (1) pp. 33-58. ISSN 1813-5498 (2014) [Refereed Article]


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DOI: doi:10.7903/cmr.10174


This study examines the use of intuition in sponsorship decision-making and seeks to identify factors affecting intuitionís 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.

Item Details

Item Type:Refereed Article
Keywords:sponsorship decision-making, intuition, investment decision-making, marketing strategy, trust, risk
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing research methodology
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Delaney, D (Dr Deborah Delaney)
UTAS Author:McManus, L (Professor Lisa McManus)
ID Code:131814
Year Published:2014
Deposited By:TSBE
Deposited On:2019-04-08
Last Modified:2020-06-09
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