Date

4-2021

Department

Graduate School of Business

Degree

Doctor of Business Administration (DBA)

Chair

Emily Knowles

Keywords

Corporate Sponsorship Allocation, Corporate Sponsorship Processes, Sponsorship Evaluation, Sponsorship Measurement, Sponsorship ROI

Disciplines

Marketing

Abstract

This dissertation explored the inefficient allocation of marketing budgets and the misallocation of corporate sponsorships. The researcher opened by discussing the foundation of the study and the underlying lack of understanding and measure of corporate sponsorships in corporate marketing. The study used a flexible multiple-case study design to explore corporate sponsorship allocations and measurements. The researcher provided two research questions to guide the study, along with underlying assumptions, limitations, and delimitations that may impact the study, before concluding the first section with a literature review. The review summarized the current practices of corporations for allocating and measuring sponsorships and revealed gaps in the processes of organizations who render sponsorship. Next, the study transitions to the second section to highlight the researcher’s responsibilities as the sole instrument of the study. The section contains a deeper explanation of why the lack of statistical data for and informal processes in corporate sponsorship require a flexible multiple-case study design. The researcher discusses the purposeful sampling technique used to select information-rich cases from the accessible population before closing the section with the data collection and analysis techniques and the procedures established to ensure transferability, dependability, and confirmability. The dissertation concludes with the third section as the researcher presents the study’s findings after a study overview and predictions. After collecting data from three cases, return and potential need fulfillment, budget reliance, preferred sponsee type, and corporate social responsibility emerged as the primary themes used by firms to make sponsorship decisions and validate them within their budgets. The study revealed a reliance on informal allocation processes and a lack of sponsorship review, and the researcher recommends standardized allocation and measurement processes, more defined corporate policies, and clear sponsorship expectations.

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