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- W3122469823 abstract "Despite increased interest in non-traditional marketing activities such as sponsorship, the ability of brand marketers to quantify the return on investment from such approaches is a continued challenge. Given their proprietary nature, investigations of sponsorship costs are particularly sparse. Therefore, this study utilizes a dataset of more than 700 sponsorships undertaken by competitors in the financial services industry to investigate the influence of a variety of factors on costs. Results indicate that costs are not simply reflective of firm size, and costs of title and naming rights sponsorships are significantly higher. Evidence of agency conflicts are found in increased costs for sponsorships of events, organizations, and venues residing within the marketers' home market. Sponsorships of sport organizations are significantly more costly than those of arts, entertainment and non-profit organizations, presenting a challenge for marketers seeking to engage today's consumer via sport sponsorships in an increasingly competitive environment." @default.
- W3122469823 created "2021-02-01" @default.
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- W3122469823 date "2016-10-01" @default.
- W3122469823 modified "2023-09-27" @default.
- W3122469823 title "Assessing Corporate Demand for Sponsorship: Marketing Costs in the Financial Services Industry" @default.
- W3122469823 hasPublicationYear "2016" @default.
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