The raising of corporate sponsorship: a behavioral study

Brennan, Linda, Binney, Wayne and Brady, Erica 2012, The raising of corporate sponsorship: a behavioral study, Journal of nonprofit and public sector marketing, vol. 24, no. 3, pp. 222-237, doi: 10.1080/10495142.2012.705181.

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Title The raising of corporate sponsorship: a behavioral study
Author(s) Brennan, Linda
Binney, Wayne
Brady, Erica
Journal name Journal of nonprofit and public sector marketing
Volume number 24
Issue number 3
Start page 222
End page 237
Total pages 16
Publisher Routledge
Place of publication Abingdon, Eng.
Publication date 2012-07
ISSN 1049-5142
Keyword(s) corporate sponsorship
nonprofit fundraising
nonprofit sponsorship
social responsibility
sponsor-linked marketing
Summary Research was conducted in order to define a "buyer behavior" process for the purchase of sponsorship at a corporate level. A series of interviews was carried out with a number of organizations that are currently involved in sponsorship of varying kinds. A consideration was made to include a balance of sponsorship types-small and large-as well as arts, sports, and events, although no attempt was made to identify how the process differs across sponsorship type. Our results show that while sponsorship and fundraising are flipsides of the same coin from the nonprofit sponsorship-seeker's perspective, the sponsorship provider sees the act of sponsorship as a commercial profit-making venture. This is a conundrum that has wide-reaching consequences for the sector. © 2012 Copyright Taylor and Francis Group, LLC.
Language eng
DOI 10.1080/10495142.2012.705181
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2012, Taylor & Francis
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Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Business School
Department of Marketing
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