Sponsorship: An Important Component of the Promotions Mix

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Abstract
Four surveys were conducted to investigate sponsorships from the perspectives of all participants in the sponsorship system. Respondents were drawn from the following populations: 1) corporations (i.e., actual and prospective sponsors), 2) channel members (i.e., distributors of sponsored and unsponsored brands), 3) the public (i.e., private individuals) and 4) sponsored organizations (i.e., cultural institutions). Questionnaires were used to assess perceptions of sponsorships, knowledge of sponsored events, attitudes towards sponsors, forecasts about the future of sponsorships, and behavior in response to sponsorships. Findings examine the inter-relationships of the views of the different system members, and provide insight into the relationship of sponsorship to other aspects of promotion.

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