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Corporate or brand positioning-related objec-
tives are predominant goals in sponsorship arrange-
ments because they directly relate to the alignment
with the image of the sponsorship property (Fahy,
Farrelly & Quester, 2004). Sponsorship is par-
ticularly useful in attaining brand awareness and
brand attitude/image objectives as suggested by
(Meenaghan, 1983). Hoek et al. (1997). K. P. Gwin-
ner and Eaton (1999) also support this statement;
they stated that sponsorship can enhance or change
companies' reputation and brand image. Adjust-
ment and strengthening image is what that makes
company wants to be involved in sponsorship (Abi-
odun, 2011). For example, Coca-cola sponsored the
Helsinki Cup to reinforce its relationship to youth.
Amis et al. (1999) pointed out that a sponsor-
ship should produce an outcome that matches well
with the image that the sponsor is trying to con-
vey. Any sponsorship should therefore produce an
image which is so superior that it clearly differenti-
ates the firm from its competitors.
designed and distributed personally to the CEOs,
managers or personnel in charge of sport sponsor-
ship of the corporate bodies that has already spon-
sored sport events or currently involved in any level
of sports event sponsorship in Kuala Lumpur will
be chosen for data collection using convenience
sampling technique. A total of valid respondents
will be gathered and analyzed using Statistical
Package for Social Science.
4
FINDINGS AND DISCUSSION
4.1 Corporate objectives
The aim of this paper is to gain a thorough under-
standing on companies' sponsorship selection crite-
ria of sports events. Numerous research (Abiodun,
2011); Amis et al. (1999); (Mullin et al., 2007; Ver-
ity, 2002) have identified most important corporate
objectives when choosing a sponsorship.
Corporate objectives are the main priority why
companies have an intention to sponsor sport-
ing events and eventually involve in sponsorship
relationship (Dolphin, 2003). Initial literature
analysis suggested that corporate involvement in
sport sponsorship is growing. Public awareness,
corporate image and community involvement were
mostly listed in the top five importance ratings of
sponsorship selection criteria and objectives of
previous finding and results studies (Hartland,
Skinner & Griffiths, 2005). Most sponsors are
more interested to sponsor events that can increase
their companies as well as products and services
awareness to the public, enhancing its company
image in addition to increasing involvement of the
community in that particular event. The sponsors
expected that sponsorship activities will manage to
deliver its corporate objectives.
In contrast, previous studies listed marketing
objectives and personal objectives among other
sponsorship objectives (Ivarsson & Johansson,
2004). However, both objectives are listed as less
important than corporate objectives. The data
analysis will reveal the most important and the
most influential corporate objective among the
three dimensions that will create an intention to
sponsor sports events. The study will also reveal
Malaysia's corporate profile in sports events spon-
sorship such as sports mostly sponsored and its
sports events sponsorship histories.
2.4 Community involvement
Community involvement has been stated as an
important corporate objective. Sponsors involve
themselves in improving the life of the community,
either at local or national level in order to show their
manner of good citizenship (Meenaghan, 1983).
Organizations that participate in sponsorship deals
with the aims of revolving around community sup-
port, and will give back to the public that supports
them (Walker, 2007) and it is an excellent mechanism
that will boost the community involvement (Mack,
1999). David (2001) stated that another way of intro-
ducing products and services directly to the market is
through sponsorship and continuously talking about
the improvement of community involvement.
Mullin et al. (2007) have also listed community
involvement amongst the corporate objectives.
David (2001) stated that companies get involved
in sponsorship because of social responsibility.
Companies' reputation in its community may be
increased through sponsorship. Eventually, cus-
tomers will perceived the image of the company
as a caring and socially responsible. This is also
supported by IEG (2008) who listed that showcase
community responsibility is one of the reasons why
companies sponsor. In fact, customers are willing
to spent on the company's products and services
based on corporate citizenship.
3 METHODOLOGY
5 CONCLUSION
A descriptive design using a quantitative research
approach through cross-sectional study will be
used. A self-administered questionnaire will be
Overall, this study is assumed to reveal that all
companies have their own corporate objective in
selecting a sponsorship. However, it is revealed
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