FROM CORPORATE MOTIVES TO THE IMPACTS OF SPORTS SPONSORSHIP ON EMPLOYEES : A SYSTEMATIC REVIEW

被引：0

作者：

Mlakar, Marko ^{[1
]}

Cater, Tomaz ^{[1
]}

Kase, Robert ^{[1
]}

机构：

[1] Univ Ljubljana, Sch Econ & Business, Kardeljeva Ploscad 17, Ljubljana 10000, Slovenia

来源：

DRUSTVENA ISTRAZIVANJA | 2024年 / 33卷 / 03期

关键词：

sports sponsorship; motives; impacts on employees; marketing; employee retention; SOCIAL-RESPONSIBILITY; TURNING EMPLOYEES; BRAND COMMITMENT; IDENTIFICATION; EQUITY; ENGAGEMENT; CHALLENGES; BEHAVIOR; BELIEFS; CONTEXT;

D O I：

10.5559/di.33.3.03

中图分类号：

D58 [社会生活与社会问题]; C913 [社会生活与社会问题];

学科分类号：

摘要：

This paper reviews the common motives and major impacts of sports sponsorships undertaken by sponsoring organisations. Following a systematic review of 72 relevant articles, seven key motives for engaging in sports sponsorship were identified. Marketing, customer retention, and brand equity emerged as the most frequently studied, while the sponsorship of emerging sports associations for brand promotion was the least examined. Regarding impacts on employees, findings from 28 articles indicated that high retention and brand identification were the most researched topics, with no studies addressing potential negative effects. The study contributes to the existing literature by highlighting overlooked motives and effects of sports sponsorships. We recommend that future research focuses on the less-studied motives and investigates potential negative impacts on employees within sponsoring organisations.

引用

页码：389 / 410

页数：22

共 50 条

[31] Amputees and Sports A Systematic Review
Bragaru, Mihail
Dekker, Rienk
Geertzen, Jan H. B.
Dijkstra, Pieter U.
SPORTS MEDICINE, 2011, 41 (09) : 721 - 740
[32] How does corporate social performance affect (prospective) employees? A systematic literature review of experimental studies
Kruse, Nils
REVIEW OF MANAGERIAL SCIENCE, 2024, 18 (11) : 3085 - 3140
[33] Motives for the use of serotonergic psychedelics: A systematic review
Basedow, Lukas A.
Kuitunen-Paul, Soren
DRUG AND ALCOHOL REVIEW, 2022, 41 (06) : 1391 - 1403
[34] Employees' Retention: A Systematic Literature Review
Meirinhos, Viviana
Abrunhosa, Sara
Martins, Dora
VISION 2020: SUSTAINABLE ECONOMIC DEVELOPMENT, INNOVATION MANAGEMENT, AND GLOBAL GROWTH, VOLS I-IX, 2017, 2017, : 4126 - 4134
[35] Managing employees with dementia: a systematic review
Thomson, L.
Stanyon, M.
Dening, T.
Heron, R.
Griffiths, A.
OCCUPATIONAL MEDICINE-OXFORD, 2019, 69 (02): : 89 - 98
[36] Pharmaceutical industry sponsorship and research outcome and quality: systematic review
Lexchin, J
Bero, LA
Djulbegovic, B
Clark, O
BMJ-BRITISH MEDICAL JOURNAL, 2003, 326 (7400): : 1167 - 1170B
[37] From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship
Szymkowiak, Andrzej
Garczarek-Bak, Urszula
Fratczak, Agnieszka
Metelski, Adam
INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, 2025, 26 (01): : 141 - 161
[38] Mortality Risk from Neurodegenerative Disease in Sports Associated with Repetitive Head Impacts: Preliminary Findings from a Systematic Review and Meta-Analysis
Javier S. Morales
Pedro L. Valenzuela
Gonzalo Saco-Ledo
Adrián Castillo-García
Cristina S. Carabias
Paul McCrory
Alejandro Santos-Lozano
Alejandro Lucia
Sports Medicine, 2022, 52 : 835 - 846
[39] Mortality Risk from Neurodegenerative Disease in Sports Associated with Repetitive Head Impacts: Preliminary Findings from a Systematic Review and Meta-Analysis
Morales, Javier S.
Valenzuela, Pedro L.
Saco-Ledo, Gonzalo
Castillo-Garcia, Adrian
Carabias, Cristina S.
McCrory, Paul
Santos-Lozano, Alejandro
Lucia, Alejandro
SPORTS MEDICINE, 2022, 52 (04) : 835 - 846
[40] A systematic review of adolescents sports gambling
Kape, Christopher
Hamelin, Nicolas
Abraham, Christopher
INTERNATIONAL JOURNAL OF ADVANCED AND APPLIED SCIENCES, 2023, 10 (05): : 155 - 165

← 1 2 3 4 5 →