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Location dependency and sport sponsors : a factor analytic study

Westerbeek, Hans and Smith, Aaron 2002, Location dependency and sport sponsors : a factor analytic study, Sport marketing quarterly, vol. 11, no. 3, pp. 140-150.

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Title Location dependency and sport sponsors : a factor analytic study
Author(s) Westerbeek, Hans
Smith, Aaron
Journal name Sport marketing quarterly
Volume number 11
Issue number 3
Start page 140
End page 150
Publisher College of Physical Activity & Sport Sciences, West Virginia University
Place of publication Morgantown, WV
Publication date 2002
ISSN 1061-6934
1557-2528
Keyword(s) sports sponsorship
location analysis
corporate sponsorship
advertising
marketing strategy
sports
sponsors
T-test (statistics)
Summary Theories explaining the mechanics of sport sponsorship relationships arc underdeveloped (Gilbert, 1 988; Hock, Gendall, & West, 1990; Pope, 1 998), bolstered by studies lacking systematic methods (Kuzma, Shanklin, & McCall, 1993) and tending toward broad, descriptive, macro-level analysis (Sandler & Shani, 1993). This paper attempts to redress this empirical chasm in a small way by examining an element of the sponsorship relationship. Specifically this paper explores the importance of one particular mode of sponsorship delivery: the location of a venue containing sponsor affiliations or what has been named location dependency. Location dependency of sport sponsors has been shown to be a pivotal determinant when devising sponsorship proposals or when assessing the attractiveness of a sponsorship opportunity (Wester- beek, 2000). Factor analysis was used to determine if sponsors' response patterns would deliver a number of constructs that could be related to the concept of location dependency. Factor analysis revealed five factors that principally reinforced the notion of location dependency of sponsorship. T-tests delivered significant differences between location dependent and location independent sponsors on some of the factors. The results of this study suggest that appreciating the concept of location dependency may assist companies in the effective discharge of their sponsorship decisions.
Language eng
Field of Research 150399 Business and Management not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30001558

Document type: Journal Article
Collection: School of Management and Marketing
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