The authors would like to thank many of their colleagues for their helpful suggestions on the development of this research. We are indebted to the late Dr. Sean Egan, and to Terry Kell and Kelly Rudan for their support, as well as to the 14 expert practitioners and the many associates who gave generously of their time and expertise; without this assistance the research would not have been possible. The authors also wish to acknowledge the financial support of the organizations involved in the sponsorship: Carleton University, Ryerson University, the Institute of Sport Marketing at Laurentian University, and the Telfer School of Management, University of Ottawa. Finally, the authors would like to thank Ryan Rahinel for his helpful comments on a previous version of the manuscript.
The Development of a Process for Evaluating Marketing Sponsorships
Article first published online: 11 JUN 2011
Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd.
Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration
Volume 29, Issue 1, pages 50–66, March 2012
How to Cite
O'Reilly, N. and Madill, J. (2012), The Development of a Process for Evaluating Marketing Sponsorships. CAN J ADM SCI, 29: 50–66. doi: 10.1002/cjas.194
- Issue published online: 13 MAR 2012
- Article first published online: 11 JUN 2011
- agency theory;
- performance measurement
- théorie de l'agence;
- mesure de la performance
Despite the increasing resources being allocated from marketing budgets to sponsorship, effective evaluation is relatively rare, and sponsorship evaluation methods are often proprietary in nature. This paper reports on a research project designed to develop a process model for evaluating sponsorships. An initial version was conceived from agency theory, the evaluation literature, and sponsorship writings. This draft was then assessed by sponsorship experts during a series of 14 in-depth interviews. Based on these analyses, a final version of the process model was proposed. The revised version was then adopted to evaluate—as a demonstrative example—a specific sponsorship. Results of this case and recommendations for future research and practice in sponsorship evaluation are presented. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd.
Malgré les ressources croissantes affectées des budgets de marketing aux commandites, l'évaluation effective de ces dernières est relativement rare, et les méthodes d'évaluation utilisées sont souvent intrinsèquement patrimoniales. Cet article est un compte-rendu d'un projet de recherche destiné à concevoir un modèle de processus d'évaluation des commandites. Une version initiale dudit modèle avait été conçue à partir de la théorie de l'agence, des publications sur l'évaluation et des écrits sur les commandites. Des experts en commandite l'avaient alors évaluée pendant une série de 14 interviews approfondis. La version définitive du modèle de processus proposé ici est basée sur les analyses de ces interviews. Elle est adoptée pour évaluer- en guise de démonstration- un cas particulier de commandite. L'article présente les résultats de ce cas et propose des pistes de recherche et de pratique future. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd.