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Impo an Objec i es and Impo an
Conside a ions in Objec i e Se ing o Spo
Sponso ship by Indian Companies
Gu pa ap Singh
1
Gian Jyo i Ins i u e o Managemen and Technology, Sec o 54, Mohali-
160054, India
Ambika Bha ia
PURCITM, Sec o 61, Mohali, India
Abs ac
We now commonly see ha spo s sponso ship is used by companies as pa
o hei ma ke ing e o s. The ques ion ha comes o mind is: why should he
companies be in e es ed in sponso ship? One iew is ha i spo s sponso ship
is done p ope ly, i can p o ide good oppo uni ies o dis inc ma ke ing and
compe i i e ad an ages, and also showing suppo o he e en . I is also
conside ed as one o he communica ion ehicles a ailable, which is capable o
helping o o m a long- e m ela ionship wi h he consume s. B and building is
ano he objec i e o using spo s sponso ship. I is na u al ha di e en
companies will no ha e simila objec i es o spo s sponso ship. Academic
esea ch in a numbe o coun ies has ied o unde s and he a ious easons and
objec i es o spo s sponso ship. Howe e , in India, academic esea ch on
spo s sponso ship is ha d o come by. The e o e, o his pape , a ious
objec i es o spo s sponso ship and ela ed aspec s we e p ima ily iden i ied
on he basis o e iew o a ailable li e a u e om o he coun ies. A ques ionnai e
was designed con aining Like - ype s a emen s abou spo sponso ship
managemen while se ing he objec i es as well as impo ance a ached o
a ious iden i ied objec i es. Responses ecei ed om 248 esponden s we e
analyzed and desc ibed using means and s anda d de ia ion. S a emen s abou
‘s eng hening/al e ing he company image as an objec i e’ and ‘likely bene i s
o be de i ed om sponso ship’ ha e been ound o be mo e impo an . The
s a emen s on ‘mone a y p o i due o sponso ship’ and ‘u ili y o objec i e
se ing o measu e sponso ship e ec i eness’ a e su p isingly lowe down he
o de . Sponso ship objec i es which u ned ou o be mos impo an belong o
1
Co esponding au ho ’s email: p o .gu pa[email p o ec ed]
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h ee ca ego ies namely, media co e age, objec i es ela ed o
p oduc /se ice/b and, and gene al co po a e objec i es.
Keywo ds: Spo s sponso ship, objec i e se ing, Indian companies.
Ci e his a icle: Singh, G., & Bha ia, A. (2015). Impo an Objec i es and Impo an
Conside a ions in Objec i e Se ing o Spo Sponso ship by Indian Companies. In e na ional
Jou nal o Managemen , Accoun ing and Economics, 2(7), 646-655.
In oduc ion
Fo a sponso ship con ac o be success ul om a co po a e pe spec i e, i is impo an
o in eg a e he sponso ship wi h o he pa s o he communica ions mix, ma ke ing mix
and b oade co po a e objec i es (Fa elly e al, 1997). Se ing clea objec i es o he
sponso ship p og amme can help in his in eg a ion p ocess, p o ide ocus o ac i i ies
ela ed o managing he sponso ship, and o m he basis o e alua ion o he
sponso ship’s success. Chadwick & Thwai es (2004) also eel ha sponso ship objec i es
a e impo an because hey can se e as a basis o e alua ing sponso ship e ec i eness,
can p o ide a ocal poin o managing and le e aging associa ed ac i i ies, and ensu e
in eg a ion be ween elemen s o he communica ion mix, ma ke ing mix and b oade
co po a e objec i es. In his con ex , an a emp has been made in his pape o ind ou
he impo ance a ached, by companies sponso ing spo s in India, o selec ed s a emen s
abou spo sponso ship managemen while se ing he objec i es as well as impo ance
a ached o a ious iden i ied spo sponso ship objec i es.
Objec i es
Thus he objec i es o his pape a e:
1. To ind ou he impo ance a ached by companies sponso ing spo s in India, o
selec ed s a emen s abou spo sponso ship managemen while se ing he objec i es; and
2. To unde s and he impo ance a ached by companies sponso ing spo s in India, o
a ious iden i ied spo sponso ship objec i es.
Re iew o Li e a u e
Se e al objec i es ha e been iden i ied by di e en au ho s and esea che s in he
exis ing li e a u e. Meenaghan (1983), in his pionee ing s udy on spo sponso ship,
di ides sponso ship objec i es in ela ion o a ge ma ke s in o co po a e objec i es and
b and objec i es, such as b oad co po a e objec i es, p oduc ela ed objec i es, sales
objec i es, media co e age, gues hospi ali y and pe sonal objec i es.
I win and Asimakopoulos (1992) summa ise b oad sponso ship objec i es as ei he
co po a e o p oduc /b and- ela ed. Co po a e Objec i es include, inc ease public
awa eness o he company and i s se ices, enhance company image, al e public
pe cep ion, inc ease communi y in ol emen , build business/ ade ela ions and
goodwill, and enhance s a /employees’ ela ions and mo i a ion. P oduc /B and- ela ed
Objec i es include, inc ease in a ge ma ke awa eness, iden i y/build image wi hin
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a ge ma ke (posi ioning), inc ease sales and ma ke sha e, and block/p e-emp
compe i ion.
Sandle and Shani (1993) iden i y h ee b oad ca ego ies o sponso ship objec i e,
namely, b oad co po a e objec i es (image based), ma ke ing objec i es (b and
p omo ion, sales inc ease) and media objec i es (cos e ec i eness, eaching a ge
ma ke s). Acco ding o Schmade and Jackson (1997), a company can bene i om
sponso ship in many ways, such as enhancing image/shaping consume a i udes, d i ing
sales, and c ea ing posi i e publici y/heigh ening isibili y. Pope (1998) and Dolphin
(2003) obse ed ha media objec i es, co po a e objec i es, ma ke ing objec i es and
pe sonal objec i es a e ou b oad ca ego ies o sponso ship objec i es ha ha e been
commonly acknowledged and accep ed in he li e a u e on spo ma ke ing.
No Indian esea ch s udies could be ound o know abou objec i es kep in mind by
Indian companies while deciding abou spo sponso ship. Gup a, Naik and A o a (2013)
a e also o he opinion ha sponso ships ha e no been subjec ed o ex ensi e esea ch in
an eme ging economy like India, ill da e, which is conside ed i gin in e ms o
sponso ship esea ch. Howe e , om a newspape a icle, by P abhaka (2012), a numbe
o objec i es could be iden i ied. These included: use as a sales ool, o es ablish an
emo ional connec wi h cus ome s, o suppo ad e ising, and g ea e b and isibili y.
On he basis o he li e a u e e iew, ce ain s a emen s ela ed o spo sponso ship
managemen while se ing he objec i es, we e iden i ied and inco po a ed in he
ques ionnai e o know abou he opinions o esponden s (Table 1). The possible
objec i es we e clubbed in o i e g oups, namely, Gene al Co po a e Objec i es,
Objec i es ela ed o p oduc /se ice/b and, Sales ela ed Objec i es, Media Co e age
Objec i es, and Gues hospi ali y Objec i es (Table 3).
Me hodology
As indica ed abo e, he s udy has been conduc ed wi h he help o a ques ionnai e. The
ques ionnai e p ima ily con ained a numbe o Like - ype s a emen s abou spo
sponso ship managemen while se ing he objec i es as well as impo ance a ached o
a ious objec i es iden i ied on he basis o li e a u e e iew. Fi e-poin Like scale was
used wi h 1 deno ing ‘No impo an ’ and 5 deno ing ‘Ve y impo an ’ in case o
s a emen s abou spo sponso ship managemen while se ing he objec i es, and 1
deno ing ‘Ve y less’ and 5 deno ing ‘To a la ge ex en ’ in case o he impo ance a ached
o a ious spo sponso ship objec i es while deciding abou sponso ship.
The s udy is based on a sample o 248 companies om all o e he coun y who
esponded o he ques ionnai e. Responses ecei ed om 248 esponden s ha e been
analysed and desc ibed using means and s anda d de ia ion. The da a ob ained by Like -
scales is o dinal in na u e. S a is ical ex s a e clea ha o o dinal da a one should
employ he median o mode as he measu e o cen al endency (Clegg, 2010). Howe e ,
ha would no ha e se ed ou pu pose. We wan ed o ank a ious s a emen s in e ms
o impo ance a ached o hem by esponden s. This would ha e been possible only by
calcula ing he means and hen a anging in descending o de . Also, as pe Seka an and
Bougie (2012), Like scales a e gene ally ea ed as in e al scales. The e o e, a i hme ic
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mean and s anda d de ia ion ha e been used as measu es o cen al endency and
dispe sion espec i ely.
Table 1 Impo ance a ached o s a emen s abou Spo Sponso ship Managemen while
se ing he objec i es
S a emen s
Impo ance
(Mean)
S.D.
S eng hening / al e ing he company image as an
objec i e
OBJ6
4.27
0.69
Likely bene i s o be de i ed om sponso ship
OBJ14
4.25
0.58
C ea ing compe i i e ad an ages
OBJ13
3.99
0.80
Pe o mance e iew o p e ious sponso ship
e o s
OBJ15
3.87
0.74
Non-mone a y gains due o spo s sponso ship
OBJ3
3.85
0.45
Balance be ween spo s sponso ship and o he
non-spo s sponso ships
OBJ16
3.79
0.75
Cong uence o sponso ship wi h he o e all
co po a e plan
OBJ8
3.75
0.92
Se ing clea and measu eable objec i es o
sponso ship
OBJ1
3.71
0.73
Alliance building wi h business/channel pa ne s
OBJ11
3.42
0.96
Mone a y p o i due o sponso ship
OBJ2
3.40
0.73
U ili y o objec i e se ing o measu e sponso ship
e ec i eness.
OBJ9
3.34
0.98
Senio Managemen / CEO’s in ol emen in he
sponso ship e o
OBJ7
2.90
0.99
Assessmen o sponso ship by compe i o s
OBJ10
2.71
0.98
Social esponsibili y objec i es o spo s
sponso ship
OBJ4
2.56
0.84
Philan h opic aspec o spo s sponso ship
OBJ5
2.08
0.85
Coun e ing ambush ma ke ing by compe i o s
OBJ12
1.86
0.83
Analysis and Discussion
In his sec ion he da a analysis has been p esen ed in he o m o ables and
obse a ions on he da a ha e been discussed on he basis o which conclusions will be
d awn.
Impo ance o he s a emen s abou spo sponso ship managemen ela ed wi h se ing
o objec i es
Table 1 shows he impo ance a ached by he esponden s o he s a emen s abou spo
sponso ship managemen ela ed wi h se ing o objec i es. Six een Like - ype i ems
ha e been shown in he able. Fo each s a emen , he mean sco e close o 5 means ha
mos o he esponden s hough ha s a emen o be “ e y impo an ”, whe eas, a mean
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sco e close o 1 means ha mos o he esponden s conside ed he s amen o be “no
impo an ”.
F om he abo e able, we can see ha wo s a emen s abou S eng hening / al e ing
he company image as an objec i e (OBJ6) and Likely bene i s o be de i ed om
sponso ship (OBJ14) had he highes means (>4.0). The s a emen s on Mone a y p o i
due o sponso ship (OBJ2) and U ili y o objec i e se ing o measu e sponso ship
e ec i eness (OBJ9) a e su p isingly lowe down he o de . The s a emen s wi h lowes
means (<3.0) included aspec s like Senio Managemen / CEO’s in ol emen in he
sponso ship e o (OBJ7), Assessmen o sponso ship by compe i o s (OBJ10), Social
esponsibili y objec i es o spo s sponso ship (OBJ4), Philan h opic aspec o spo s
sponso ship (OBJ5) and Coun e ing ambush ma ke ing by compe i o s (OBJ12).
The s anda d de ia ion can be used as a measu e o consis ency. As a ough guide, 5-
poin Like scale esponse dis ibu ions wi h sigma less han 1 could be called consis en
and wi h sigma mo e han 1, inconsis en (Sclo e, 2001). In Table 1 we can see ha all
alues o S.D. a e less han 1; which means ha esponse dis ibu ion is consis en .
Table 2 shows he s a emen s abou spo sponso ship managemen conside ed o be
mos impo an while se ing he objec i es (mean >3.50).
Table 2 The s a emen s abou Spo Sponso ship Managemen while se ing he
objec i es, conside ed o be mos impo an
S a emen s
Impo ance
(Mean)
S.D.
S eng hening / al e ing he company image as an
objec i e
OBJ6
4.27
0.69
Likely bene i s o be de i ed om sponso ship
OBJ14
4.25
0.58
C ea ing compe i i e ad an ages
OBJ13
3.99
0.80
Pe o mance e iew o p e ious sponso ship
e o s
OBJ15
3.87
0.74
Non-mone a y gains due o spo s sponso ship
OBJ3
3.85
0.45
Balance be ween spo s sponso ship and o he
non-spo s sponso ships
OBJ16
3.79
0.75
Cong uence o sponso ship wi h he o e all
co po a e plan
OBJ8
3.75
0.92
Se ing clea and measu eable objec i es o
sponso ship
OBJ1
3.71
0.73
F om Table 2, we can see ha he esponden s, on an a e age, conside ed
S eng hening / al e ing he company image as an objec i e, Likely bene i s o be de i ed
om sponso ship, C ea ing compe i i e ad an ages, Pe o mance e iew o p e ious
sponso ship e o s, Non-mone a y gains due o spo s sponso ship, Balance be ween
spo s sponso ship and o he non-spo s sponso ships, Cong uence o sponso ship wi h
he o e all co po a e plan, and Se ing clea and measu eable objec i es o sponso ship,
as ela i ely mo e impo an .
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Spo sponso ship objec i es conside ed impo an in deciding abou sponso ship
Table 3 The ex en o which he a ious spo sponso ship objec i es a e conside ed
impo an in deciding abou sponso ship
The ex en o which he ollowing objec i es
a e conside ed impo an in deciding abou
sponso ship
Impo ance
(Mean)
S.D.
Gene al Co po a e Objec i es
Ca ego y
Mean (3.38)
A e age
S.D. (0.79)
P omo ing co po a e image
IMP1
4.61
0.56
To build/s eng hen goodwill
IMP4
4.50
0.69
Imp o ing public pe cep ion o he company
IMP3
4.32
0.64
Imp o ing public awa eness abou he
company
IMP2
4.27
0.72
Gain ad an age o e compe i o s
IMP9
3.90
0.88
Associa e company wi h he success o a
eam/e en
IMP11
3.64
1.01
To a ge speci ic co po a e associa es
IMP10
3.17
0.99
Exp essing communi y in ol emen
IMP5
2.65
0.91
To s eng hen s a ela ions
IMP7
2.09
0.74
To imp ess/ eassu e sha eholde s
IMP6
2.08
0.80
To imp o e company image among
p ospec i e employees
IMP8
1.98
0.76
Objec i es ela ed o p oduc /se ice/b and
Ca ego y
Mean (3.56)
A e age
S.D. (0.85)
To s eng hen b and p e e ence
IMP20
4.41
0.64
Image building wi hin he a ge ma ke
IMP16
4.36
0.59
Inc ease awa eness wi hin he a ge ma ke
IMP17
4.33
0.65
To p o ide suppo o p oduc /se ice
ad e ising
IMP19
4.27
0.78
To inc ease ma ke sha e
IMP18
3.62
0.90
To each ou o new ma ke segmen s
IMP13
3.51
1.08
To exploi he i / ele ance be ween he e en
and p oduc /se ice/b and
IMP12
3.48
1.06
To coincide wi h launch o new
p oduc /b and/se ice
IMP14
2.04
1.08
Sampling a /du ing he e en
IMP15
2.04
0.86
Sales ela ed Objec i es
Ca ego y
Mean (3.41)
A e age
S.D. (0.94)
S imula e sales in he long- un
IMP26
4.08
0.79
To gain new cus ome s
IMP22
3.87
0.86
S imula e sales in he sho - un
IMP25
3.49
0.85
To acili a e he p ospec ing by sales people
IMP21
3.09
0.97
To suppo he sales p omo ion d i e
IMP23
2.98
1.25
S eng hen ela ionship wi h exis ing
cus ome s
IMP24
2.96
0.95
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Media Co e age Objec i es
Ca ego y
Mean (3.81)
A e age
S.D. (0.67)
Media co e age du ing he e en
IMP28
4.65
0.53
To ge as much media co e age as possible
IMP31
4.22
0.56
To ge co e age in di e en media
IMP30
4.16
0.48
Media co e age be o e he e en
IMP27
3.96
0.83
Media co e age a e he e en
IMP29
3.79
0.64
To coun e any ad e se media epo s in he
ecen pas
IMP32
2.10
0.96
Gues hospi ali y Objec i es
Ca ego y
Mean (2.30)
A e age
S.D. (0.75)
To en e ain channel membe s/business
pa ne s/ anchisees
IMP36
2.72
0.82
To en e ain supplie / endo s
IMP35
2.46
0.76
To en e ain s a membe s
IMP37
2.16
0.66
To en e ain exis ing cus ome s/clien s
IMP33
2.09
0.78
To en e ain po en ial cus ome s/clien s
IMP34
2.08
0.74
F om Table 3, we can make he ollowing obse a ions:
• The ca ego y mean o each ca ego y o objec i es shows ha media co e age
objec i es sco ed he highes (3.81), ollowed by objec i es ela ed o
p oduc /se ice/b and (3.56), sales ela ed objec i es (3.41), gene al co po a e objec i es
(3.38) and gues hospi ali y objec i es (2.30) in ha o de .
• The Gene al Co po a e Objec i es o P omo ing co po a e image (IMP1), To
build/ s eng hen goodwill (IMP4), Imp o ing public pe cep ion o he company (IMP3),
and Imp o ing public awa eness abou he company (IMP2) sco ed > 4.0.
• In case o Objec i es ela ed o p oduc /se ice/b and; To s eng hen b and
p e e ence (IMP20), Image building wi hin he a ge ma ke (IMP16), Inc ease
awa eness wi hin he a ge ma ke (IMP17), and To p o ide suppo o p oduc /se ice
ad e ising (IMP 19) sco ed > 4.0.
• In case o Sales ela ed Objec i es, only S imula e sales in he long- un (IMP26)
managed o sco e > 4.0.
• Media Co e age Objec i es o Media co e age du ing he e en (IMP28), To
ge as much media co e age as possible (IMP31), and To ge co e age in di e en media
(IMP30) sco ed > 4.0.
• E en one Gues hospi ali y objec i e did no manage o c oss a sco e o 3.0.
• Some o he lowes sco es among all ca ego ies o objec i es appea ed o
objec i es like ‘To en e ain s a membe s’ (IMP37), ‘To coun e any ad e se media
epo s in he ecen pas ’ (IMP32), ‘To s eng hen s a ela ions’ (IMP7), ‘To en e ain
exis ing cus ome s/ clien s’ (IMP33), ‘To en e ain po en ial cus ome s/clien s’ (IMP34),
‘To imp ess/ eassu e sha eholde s’ (IMP6), ‘To coincide wi h launch o new
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p oduc /b and/se ice (IMP14), ‘Sampling a /du ing he e en ’ (IMP15), and ‘To
imp o e company image among p ospec i e employees’ (IMP8).
Ou o all he spo sponso ship objec i es in Table 3 abo e, he mos impo an (wi h
mean sco e 4.0) ha e been p esen ed in Table 4.
Table 4 The Spo Sponso ship Objec i es conside ed o be mos impo an (in o de o
impo ance)
Spo Sponso ship Objec i e
Mean
S.D.
Media co e age du ing he e en
IMP28
4.65
0.53
P omo ing co po a e image
IMP1
4.61
0.56
To build/s eng hen goodwill
IMP4
4.50
0.69
To s eng hen b and p e e ence
IMP20
4.41
0.64
Image building wi hin he a ge ma ke
IMP16
4.36
0.59
Inc ease awa eness wi hin he a ge ma ke
IMP17
4.33
0.65
Imp o ing public pe cep ion o he company
IMP3
4.32
0.64
Imp o ing public awa eness abou he company
IMP2
4.27
0.72
To p o ide suppo o p oduc /se ice ad e ising
IMP19
4.27
0.78
To ge as much media co e age as possible
IMP31
4.22
0.56
To ge co e age in di e en media
IMP30
4.16
0.48
S imula e sales in he long- un
IMP26
4.08
0.79
Ele en ou o he wel e objec i es which u ned ou o be mos impo an belong o
h ee ca ego ies namely, media co e age objec i es, objec i es ela ed o
p oduc /se ice/b and, and gene al co po a e objec i es. Thus, we can assume ha he
esponden s gene ally ga e mo e impo ance o objec i es ela ed o hese h ee
ca ego ies.
Conclusion
We can conclude ha Indian companies while deciding abou spo sponso ship a ach
mo e impo ance o ‘s eng hening/al e ing he company image’ and ‘likely bene i s o be
de i ed om sponso ship’. ‘Mone a y p o i due o sponso ship’ and ‘u ili y o objec i e
se ing o measu e sponso ship e ec i eness’, a e su p isingly gi en lowe impo ance.
On an a e age, senio managemen /CEO’s in ol emen in he sponso ship, assessmen
o sponso ship by compe i o s, social esponsibili y and philan h opic aspec o spo s
sponso ship, and coun e ing ambush ma ke ing by compe i o s, a e also conside ed o be
less impo an .
Ou o he a ious objec i es o spo sponso ship included in he su ey, he ollowing
we e conside ed o be mo e impo an in he gi en o de : Media co e age du ing he
e en , P omo ing co po a e image, To build/s eng hen goodwill, To s eng hen b and
p e e ence, Image building wi hin he a ge ma ke , Inc ease awa eness wi hin he a ge
ma ke , Imp o ing public pe cep ion o he company, Imp o ing public awa eness abou
he company, To p o ide suppo o p oduc /se ice ad e ising, To ge as much media
co e age as possible, To ge co e age in di e en media, and S imula e sales in he long-
un. Objec i es ela ed o h ee ca ego ies namely, media co e age objec i es, objec i es
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 7, July, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
654
ela ed o p oduc /se ice/b and, and gene al co po a e objec i es, we e gi en mo e
impo ance.
O cou se, all he companies canno be expec ed o gi e same o high impo ance o
a ious objec i es. Fu he esea ch can be conduc ed o know he easons o low
impo ance gi en o ce ain objec i es.
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