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Location dependency and sport sponsors : a factor analytic study

journal contribution
posted on 2002-01-01, 00:00 authored by Hans Westerbeek, Aaron Smith
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.

History

Journal

Sport marketing quarterly

Volume

11

Issue

3

Pagination

140 - 150

Publisher

College of Physical Activity & Sport Sciences, West Virginia University

Location

Morgantown, WV

ISSN

1061-6934

eISSN

1557-2528

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

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