Year: 2008
Type: article
Study design: Observational Study
Abstract: In this paper the role of sponsorship in achieving the managerial goals of a firm is studied. In \naddition, it is examined whether sponsorship can be attributed to the Public Relation Theory and \nPractice. A survey is conducted and a questionnaire was distributed to consumers living in Athens in \norder to examine whether firms, which use sponsorship as a strategic tool aiming to form relationships \nwith the consumers, actually achieve their goal. The questionnaires which were distributed to the \nconsumers were statistically processed using SPSS. Various aspects which may affect a firm’s \nmanagerial decision in undertaking sponsorships are analyzed. The obtained results are also used to \ninvestigate whether there is a connection between the organizational goals (related to sponsorship) and \nconsumers’ behavioral/purchasing intentions.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2963383975