Strategic sport sponsorship management – A scale development and validation

Konstantinos Koronios, Demetris Vrontis and Alkis Thrassou

Journal of Business Research, 2021, vol. 130, issue C, 295-307

Abstract: Despite the significant increment in sport sponsorship and the affirmation of its strategically vital nature, extant research has confined its focus to narrow strategic goals, which organizations plan to accomplish from their sponsorship actions. Consequently, truly little attention has been paid to sponsorship’s viability as a vehicle for wider strategic aims and contexts. However, efficiently resourced sponsorships can generate a lasting competitive advantage in the “market” for sponsorships, which naturally bestows a competitive advantage and higher performance in product markets. The aim of this research is to develop and validate the Strategic Sport Sponsorship Scale (SSSES) and, towards this, a sum of 3,434 questionnaires were gathered and examined by means of SPSS and AMOS. The reliability and validity of the developed dimensions of sponsorship efficacy were substantiated by the practical examination of a theoretical model identifying the structural correlation between the proposed variables.

Keywords: Strategy; Marketing; Sponsorship; Sports; Football; Scale development (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296321001934
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:130:y:2021:i:c:p:295-307

DOI: 10.1016/j.jbusres.2021.03.031

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().