In the present study, event sponsorship and event marketing are identified as two distinct event-related marketing communications tools. As a research field, sponsorship and event sponsorship has experienced continuous research interest for the last four decades. This in clear contrast to event marketing, which only within the last 10 years has attracted research interest from marketing scholars. However, little research has been carried out in the field of (event-) sponsorship from an organisational perspective. Thus, to the author s knowledge, the present study is the first of its kind investigating both event formats, event sponsorship and event marketing, from an organisational perspective in one study. A literature review that spans the domains of branding, signalling theory and hedonic consumption helped to differentiate between the two event formats, and to provide a theoretical grounding of the two event formats. The present study evaluates the impact of event sponsorship and event marketing on the brand and performance dimensions of brand awareness, brand attitude, brand performance and financial performance. Furthermore, brand orientation and organisational innovativeness moderate the relationship between independent and dependent variables. Moreover, this research study was undertaken from an organisational perspective. There is little evidence within the field of event sponsorship and event marketing as to how organisations evaluate the performance impact of event sponsorship and event marketing. Similarly, the more established sponsorship outcomes of brand awareness and brand attitude have yet to receive research attention within an organisational research setting. This research study follows a cross-sectional research design. A conceptual model is developed on the basis of the literature review, and is tested through confirmatory factor analysis and structural equation modelling. The data for this study was collected via an online survey which resulted in 226 responses. The findings indicate a negative relationship between event sponsorship and brand performance. Furthermore, organisational innovativeness was identified as moderating the event sponsorship brand performance relationship, whereas brand orientation is found to moderate the event marketing financial performance relationship.

It is generally accepted that innovation of product, services and/or technologies, whether gradual or radical, is a source of competitive advantage for new and existing businesses. Adapting to changes in a volatile global market environment is a prerequisite for the sustainability of any business. The primary objective of this study is to explore the relationship between the cognitive, affective, lateral and vertical dimensions of interpersonal trust and organisational innovativeness within the Sasol Polymers, Chlor Alkali Business. In order to achieve the abovementioned objective, a literature review was conducted and a quantitative study undertaken using a target group of 189 individuals within the business. Primary data collection was undertaken in the form of a questionnaire which was compiled using items from standardised questionnaires published by previous researchers. Interpretation of the data revealed that the respondents are only moderately positive about the levels of interpersonal trust and organisational innovativeness within the business. In addition to this, although no causal relationship is implied, the research results revealed a practically significant positive correlation between the overall lateral, vertical, cognitive and affective-based trust constructs and the overall organisational innovativeness construct. The recommendation of this study centres on reinforcing all three facets of the trustworthiness construct mentioned in Meyer et al.’s (1995) model by constantly reminding people of the importance of “living” the Sasol Values. In addition to trustworthiness, the concept is further bolstered by firstly, ensuring that the competency and skills set gaps are identified and rectified, secondly, by continuously demonstrating caring behaviours and, thirdly, by ensuring that all interactions are governed by a set of accepted ethical behaviours. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013

It is generally accepted that innovation of product, services and/or technologies, whether gradual or radical, is a source of competitive advantage for new and existing businesses. Adapting to changes in a volatile global market environment is a prerequisite for the sustainability of any business. The primary objective of this study is to explore the relationship between the cognitive, affective, lateral and vertical dimensions of interpersonal trust and organisational innovativeness within the Sasol Polymers, Chlor Alkali Business. In order to achieve the abovementioned objective, a literature review was conducted and a quantitative study undertaken using a target group of 189 individuals within the business. Primary data collection was undertaken in the form of a questionnaire which was compiled using items from standardised questionnaires published by previous researchers. Interpretation of the data revealed that the respondents are only moderately positive about the levels of interpersonal trust and organisational innovativeness within the business. In addition to this, although no causal relationship is implied, the research results revealed a practically significant positive correlation between the overall lateral, vertical, cognitive and affective-based trust constructs and the overall organisational innovativeness construct. The recommendation of this study centres on reinforcing all three facets of the trustworthiness construct mentioned in Meyer et al.’s (1995) model by constantly reminding people of the importance of “living” the Sasol Values. In addition to trustworthiness, the concept is further bolstered by firstly, ensuring that the competency and skills set gaps are identified and rectified, secondly, by continuously demonstrating caring behaviours and, thirdly, by ensuring that all interactions are governed by a set of accepted ethical behaviours. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013