Assessing the dissolution of horizontal marketing relationships: The case of corporate sponsorship of sport

2021 ◽  
Vol 124 ◽  
pp. 790-799 ◽  
Author(s):  
Jonathan A. Jensen ◽  
T. Bettina Cornwell
Keyword(s):  
Corporate Sponsorship ◽  
Marketing Relationships

Prioritizing Sponsorship Resources in Formula One Racing: A Longitudinal Analysis

2017 ◽  
Vol 31 (1) ◽  
pp. 96-110 ◽  
Author(s):  
Joe Cobbs ◽  
B. David Tyler ◽  
Jonathan A. Jensen ◽  
Kwong Chan
Keyword(s):  
Survival Analysis ◽  
Longitudinal Analysis ◽  
Resource Acquisition ◽  
Common Method ◽  
Competitive Sport ◽  
Corporate Sponsorship ◽  
Sport Organizations ◽  
Resource Based View ◽  
Institutional Dynamics ◽  
Formula One

Accessing and exploiting organizational resources are essential capabilities for competitive sport organizations, particularly those engaged in motorsports, where teams lacking resources frequently dissolve. Corporate sponsorship represents a common method for resource acquisition, yet not all sponsorships equally benefit the sponsored organization. Sponsorship utility can be dependent on institutional dynamics such as league governance that produces competitive disparities. Through this study we extend the resource-based view to assert that sponsorships vary in their propensity to contribute to team survival, warranting prioritization in sponsorship strategy based on access to different sponsor resources. To empirically investigate the influence of a variety of sponsorships, survival analysis modeling was used to examine 40 years of corporate sponsorship of Formula One racing teams. One finding from the longitudinal analysis was that sponsorships offering financial or performance-based resources enhance team survival to a greater degree than operational sponsorships. However, such prioritization is subject to team experience, changes in institutional monetary allocation, and diminishing returns.

Distribution-Free Methods of Approximating Nonlinear Marketing Relationships

1982 ◽  
Vol 19 (3) ◽  
pp. 372 ◽  
Author(s):  
Roland T. Rust ◽  
Elizabeth O. Bornman
Keyword(s):  
Distribution Free ◽  
Marketing Relationships

scholarly journals Expressing Identity and Shaping Image: The Relationship between Corporate Mission and Corporate Sponsorship

2009 ◽  
Vol 23 (1) ◽  
pp. 65-86 ◽  
Author(s):  
Stephanie Cunningham ◽  
T. Bettina Cornwell ◽  
Leonard V. Coote
Keyword(s):  
Team Sports ◽  
Empirical Support ◽  
Mission Statements ◽  
Corporate Identity ◽  
Religious Community ◽  
Mixed Method Research ◽  
Corporate Sponsorship ◽  
Multinomial Regression ◽  
Environment And Health ◽  
Health Related

Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identity-sponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies’ online sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed.

No Child Is an Island

2019 ◽  
pp. 45-74
Author(s):  
Susan Honeyman
Keyword(s):  
Young People ◽  
First Century ◽  
Corporate Sponsorship ◽  
Comic Strips ◽  
Twenty First Century

This chapter turn sattention to the shrinking territory young people are permitted to roam in the twentieth and twenty-first centuries, due to protection is teliding of participation. "Islanding" in 1920s and 1930s comic strips and later Robins on adesis contextualized with in analysis of protections. By the twenty-first century the sentimentalized suppression of youth was fascinatingly demonstrated by the popularity and corporate sponsorship of competitive teensailors attempting global circumnavigation, as well as a corresponding protectionist legal and media backlash. In the failure of Abby Sunder land's global venture (with much parent-blaming) and Laura Dekker's success (inspite of immensepersecution from child protectionists), the author considers these subtler consequences of protectionist premises.

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