It's got to 'fit' - exploring corporate sponsorship decisions for festivals
by Wayne W. Smith; Robert E. Pitts; Stephen W. Litvin; Rhonda W. Mack
International Journal of Hospitality and Event Management (IJHEM), Vol. 1, No. 4, 2016

Abstract: The sponsorship decision criteria for a local, but significant, non-sporting event is examined via in depth interviews and a grounded theory-based qualitative methodology. Transcripts of in depth interviews of the key sponsorship decision makers at 30 sponsoring firms across a range of business categories were systematically coded to identify sponsorship decision criteria. 29 of the 30 respondents mentioned 'fit' as a key criterion in the decision to sponsor. Further probing during the interviews revealed that the concept of 'fit' takes on multiple dimensions and meanings: 1) an altruism component of community goodwill and personal linkage; 2) a marketing component of both business-to-business and business-to-consumer; 3) an internal organisation component of employee relations and employee involvement were determined to be variations in the defining of the concept. Findings are discussed and directions for future research identified.

Online publication date: Thu, 09-Feb-2017

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