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The raising of corporate sponsorship: A behavioral study

journal contribution
posted on 2012-07-01, 00:00 authored by L Brennan, Wayne Binney, E Brady
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.

History

Journal

Journal of nonprofit and public sector marketing

Volume

24

Issue

3

Pagination

222 - 237

Publisher

Routledge

Location

Abingdon, Eng.

ISSN

1540-6997

eISSN

1540-6997

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal; C Journal article

Copyright notice

2012, Taylor & Francis

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