Risky business: An investigation of sponsorship marketing risk

This paper examines the characteristics of sponsorship risk in order to better understand the potential pitfalls that may arise for firms contemplating sponsorship-linked marketing. A content analysis of the online sponsorship information provided by 117 listed companies was performed using Leximancer software to gain insights about the corporate conceptualisation of sponsorship risk. Next, in-depth interviews were conducted with 20 sponsorship marketing managers and the managers of 20 sponsored organisations to understand risk in terms of sponsorship practice. Central components of sponsorship risk were identified. Strategies for managing sponsorship risk are proposed in order to enhance sponsorship practice in the future.

An examination of the effect of sponsorship stimuli on consumer perceptions of concrete and abstract brand attributes

A Solomon four-group experiment, controlling for order effects, examined the effect of a sponsorship stimulus on consumers’ perceptions of concrete and abstract brand attributes. Results for this study suggested that consumers who are aware of an association between an event sponsorship and a brand demonstrate more favorable perceptions of abstract brand attributes than those who are unaware of such an association. The same favourable perceptions were not found for concrete brand attributes.

Determinants of sponsorship fit:a multilevel analysis

Sponsorship fit is frequently mentioned and empirically examined as a success factor of sponsorship. While sponsorship fit has been considered as a determinant of sponsorship success, little knowledge exists about the antecedents of sponsorship fit. In the present paper, individual and firm-level antecedents of sponsorship fit are examined in a single hierarchical linear model. Results show that sponsorship fit is influenced by the perception of benefits, the firm’s regional identification, sincerity, relatedness to the sponsored activity, and its dominance. On a partnership level, results show that contract length contributes to sponsorship fit while contract value is found to be unrelated.

To what extent do currently accepted for-profit new project development success factors apply in the small nonprofit context in the UK?

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Nonprofits and business:toward a subfield of nonprofit studies

Although the field of nonprofit studies now encompasses a substantial body of literature on the relationship between governmental and nonprofit organizations, the relationship between the business and nonprofit sectors has been less addressed by specialist nonprofit scholars. This Research Note aims to encourage further studies by nonprofit scholars of the business-nonprofit sector relationship. It looks at descriptive evidence to date, proposes a tentative resource-based framework for understanding how nonprofits and business relate to each other in practice and suggests some initial directions for developing a subfield within nonprofit studies. © The Author(s) 2012.

Organizational challenges of community associations:applying nonprofit research to real-world problems

Can voluntary and nonprofit research be helpful for local community associations (CAs) seeking to respond to organizational challenges and problems? This paper builds on a study of an organizational crisis in an English CA to explore this question. The events which precipitated and prolonged the crisis seemed inexplicable to outside observers. Yet the study found that much of what occurred could be explained in the light of earlier theories and research. The paper concludes that voluntary and nonprofit scholarship, as well as generic organizational theories, has the potential to be helpful for community association members and activists in anticipating and responding to organizational problems. But scholars need to do more to disseminate existing research findings; to make them accessible and to adapt them to the distinctive needs and real world problems of community associations.