Thesis (Ph.D.)--University of Adelaide, Dept. of Commerce, 2002. / Bibliography: leaves 231-291.

Thesis (M.S.)--West Virginia University, 1999. / Title from document title page. Document formatted into pages; contains vi, 78 p. : ill. (some col.). Vita. Includes abstract. Includes bibliographical references (p. 66-68).

Thesis (Ph. D.)--Ohio State University, 2005. / Title from first page of PDF file. Document formatted into pages; contains xiv, 116 p.; also includes graphics (some col.). Includes bibliographical references (p. 109-116). Available online via OhioLINK's ETD Center

This thesis reports findings from a study that analyzed the sponsorship strategies, objectives, and benefits of the Canadian Hockey Association's women's ice hockey support program. There has been a notable increase in recent years in the number of women sport spectators and sport participants in ice hockey, which has increased the sport's potential for sponsorship. Women's ice hockey is Canada's fastest growing sport with approximately 40,000 females registered from coast to coast - an increase of over 400% in the last 10 years. (http://www. canadianhockey.ca). Although small in size compared to the men's program, (Women= 37,700, Men= 470,714) these numbers suggest that women's hockey is a good candidate for targeted sponsorship marketing approaches such as direct marketing and relationship marketing. Relationship and direct marketing are approaches to marketing and business communications that have emerged recently in the literature and can be used to enhance the benefits of sponsorship. Relationship marketing can be described as an integrated effort to identify, maintain, and build a network with individual customers and to continuously strengthen the network for the mutual benefit of all parties involved (McDonald and Milne, 1997). Direct marketing methods can be used to help identify, build and maintain relationships with customers and prospective customers using database technologies. According to Shani (1997), database marketing is a necessary tool to implement relationship marketing and involves the collection of information about past, current, and potential customers to build a customer database. The thesis study was designed to assess the marketing and sponsorship activities of thirteen major corporate partners involved in the women's program at the premier ($500,000+), broadcaster, or associate/program ($100,000+) levels. Eight corporate partners participated in the study. Interviews were conducted, in each case, in the offices of the respective corporations. Each interview was recorded and transcripts were prepared of the tape recordings. In addition to the audio recordings and transcripts, observations were made on-site and a wide range of sponsorship-related promotional materials were collected. The data were analyzed according to the corporate objectives, strategies and benefits obtained and the marketing & sponsorship methods that were utilized. Four major sponsorship objectives were found, ranging from traditional goals such as brand (and corporate) image & awareness and community involvement to more innovative objectives in sales and integrated promotions and advertising. Nine core corporate programs offered to the sponsors by the CHA are outlined in the thesis including: the Initiation Program; Skills Development Program; Experience a Dream; Fun Days; Medals of Achievement; Schools Program; PlayRight; the Coaching Certification, Development and Rewards Program; and Women in Coaching and Role Model Seminars. The research found a number of benefits of these core programs for the sponsors, including opportunities for relationship marketing, direct marketing, and niche marketing. Although for the most part CHA sponsors were very optimistic and supportive of the women's ice hockey program, there were a number of barriers and issues that concerned them. This research shows, however, that corporate partners for the most part were able to overcome these barriers and that they felt it was important to support the women's game of ice hockey in Canada. / Education, Faculty of / Kinesiology, School of / Graduate

The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.

The Academy of Nutrition and Dietetics is the leading professional organization for registered dietitians (RDs)--globally--with over 75,000 members. Professional organizations are often overlooked in communication scholarship. However, the Academy offers a rich setting for researching occupational identities, health activism, and neoliberalism. I used semi-structured interviews to explore how taken-for-granted discourses, power relationships, and unquestioned norms are challenged, reinforced, and (re)constructed within the Academy. Specifically, this study analyzed two challenges to the Academy and the dietetics profession: claims to professional expertise and a debate surrounding the Academy's corporate sponsorship. My findings suggest that the profession, which happens to be predominantly female, is struggling with issues of marginalization. RDs described their expertise through a rhetorical turf war--in which they defined themselves against nutritionists--to help elevate their profession. Further, I found that the Academy has a sub-group of health activists that are unified through their holistic approach to nutrition. These health activists attempted to address complaints about the Academy's corporate sponsorship program but lacked a unified vision for their efforts. By researching the Academy, I hope to contribute new understandings about how professional organizations, discourses of expertise, and corporate sponsorship contribute and influence the public's understandings of health and nutrition. While my results have practical and theoretical implications for RDs and the Academy, they also have broader implications for understanding power relationships and hidden discourses within our complex, dynamic food system.

ABSTRACT This report is a study into the corporate sponsorship of art as is evident in South Africa today. Starting with a history of patronage in the West, it leads to South Africa and the role currently being played by South African companies in the art world. Through an examination of South African patronage by the government and direct interviews with individuals involved in government and corporate sponsorship of the arts, this report endeavours to show how and why organisations such as Absa Bank and Hollard Insurance have chosen to involve themselves in the art world. I will then follow on to discuss the effect that this corporate sponsorship has on the value of art – financially, socially and culturally. The end result will be study on the relationship that exists between the benefactor and the beneficiary of corporate sponsorship in South Africa and the resulting impact this has on the perceived value of art.

Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.

Bibliography: leaves 231-291. / xiv, 291 leaves : ill. ; 30 cm. / Title page, contents and abstract only. The complete thesis in print form is available from the University Library. / This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis. / Thesis (Ph.D.)--University of Adelaide, Dept. of Commerce, 2002

I dagens konkurrensintensiva affärsvärld är företagets varumärke, som innefattar sin identitet, image och rykte, en central faktor för pålitliga och hållbara relationer mellan företaget och deras intressenter. Sponsring har blivit ett användbart arbetssätt som kan förbättra konsumenternas association till företag som traditionell reklam saknar. I tiden ligger också att arbeta med hållbar utveckling, därav används sponsring som ett verktyg inom CSR främst bland börsnoterade svenska företag. Syftet med studien är att öka förståelsen om vad som gör sponsring inom arbetet gällande hållbarhet framgångsrikt. Hur sponsring i företagandet blir ett verktyg i arbetet mot hållbar utveckling. Studien är baserad på fyra börsnoterade företag i Sverige som är verksamma inom olika branscher. Tillvägagångssättet var en multipel fallstudie av kvalitativ karaktär. Som teknik för insamling och bearbetning av data var sekundäranalys. En abduktiv ansats används då mer teori efter bearbetning av data behövdes.Vi anser att det idag finns begränsat med forskning som berör den svenska marknaden gällande hur arbetet med CSR-relaterad sponsring bör bedrivas. Därför var vår avsikt att bidra med mer kunskap som kan användas till framtida forskning inom ämnet sponsring. Vårt arbete skulle kunna ligga till grund till företag i Sverige som vill utveckla sitt hållbarhetsarbete via sponsring.Slutsatsen blev en modell som vi anser innehåller de viktigaste faktorerna för att lyckas med sponsring som ett verktyg inom hållbarhetsarbete. Modellen kan både fungera som en vägvisare för verksamheter som vill tillämpa CSR-relaterad sponsring eller som en analysmall när arbetet skall utvärderas. / In today's highly competitive business society, the company brand, which stands for its identity, image and reputation, function as a key factor for reliable and durable relationships between the company and its stakeholders. Sponsorship has become a useful approach that can improve the consumers association to companies that conventional advertising can´t. Working with sustainable development is very much in style at the moment. Sponsorship is therefore commonly used as a tool for CSR among listed Swedish companies. The purpose of this study is to increase the understanding to what makes CSR-related sponsorship successful. How sponsorship can be used as a tool while working towards sustainable development. The study is based on four listed companies in Sweden that operates in different industries. The approach we have chosen to take is a multiple-case study design using a qualitative perspective. We have also chosen to collect and process data using the technique of secondary analysis. An abductive reasoning was applied since more theory was needed to process the data collected.We feel that the studies available on the Swedish market today was very limited on the subject regarding how CSR-related sponsorship should be conducted. Therefore our main purpose was to provide more knowledge to be used in future research regarding the area of sponsorship. Our study could function as a guide to companies that want to develop their sustainability efforts through sponsorship.Our conclusion resulted in a model that we believe contain the most important factors to succeed in sponsorship as a tool of sustainability. The model can both act as a guide for companies that want to apply CSR-related sponsorship as well as an analysis template for evaluating existing work.