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- W1567972691 abstract "Sport sponsorship spending in South Africa has increased steadily. This paper discusses the findings of an exploratory study into key sponsorship decision-areas, namely the setting of sponsorship objectives, the integration of marketing communication variables into sponsorship to create a leverage effect, and the measurement of sponsorship success. It is argued that for a sponsorship to be successful certain associations should exist between these key decision-making areas and also among elements internal to each of these areas. The main findings are that the respondents indicated a bias towards setting media related objectives that will subsequently enable the sponsors to use media-related measurement tools. It is recommended that sponsors should develop alternative methods to measure the effectiveness of their sponsorships." @default.
- W1567972691 created "2016-06-24" @default.
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- W1567972691 date "2004-04-08" @default.
- W1567972691 modified "2023-09-23" @default.
- W1567972691 title "Identifying associations between sport sponsorship decision-making variables" @default.
- W1567972691 doi "https://doi.org/10.4102/sajems.v7i3.1352" @default.
- W1567972691 hasPublicationYear "2004" @default.
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