스포츠 스폰서십 효과 분석: 보츠와나 스포츠 스폰서십 실무자들의 관점을 중심으로

학위논문 (석사)-- 서울대학교 대학원 사범대학 체육교육과,글로벌스포츠매니지먼트전공, 2017. 8. 박일혁.Sport Sponsorship Evaluation: The Perception of Sport Sponsorship Practitioners in Botswana Fredrick Seno Global Sport Management, Department of Physical Education The Graduate School Seoul National University The study of sponsorship has been the subject of many studies in recent decades especially in developed countries, with less attention has been dedicated to developing countries. Typically, sponsors pursue sponsorship association for the attainment of marketing objectives and organizations plow millions in fees yet sponsorship testing is rarely undertaken. The area of sponsorships performance is often overlooked when organizations measure the effectiveness of organizational expenditure or other elements of the marketing mix. The objective of this study is to understand sponsorship evaluation in a less developed context because while there has been rich literature as to the subject in developed contexts, little has been done as to less developed markets. In the current study the research adopts a general approach to determine the perceptions of practitioners of sponsorship and the prevailing landscape of the evaluation aspect in Botswana. Interviews were carried out with practitioners from the various industries where it was evident that the concept is still at its infancy in Botswana. Interview transcripts were coded and summarized and the findings have shown that the concept is still at its infancy stage and there is lack of expertise in the area and similar to developed countries practitioners disregard evaluation despite the huge amount of money plowed into sponsorship and where it is done it is normally very informal and traditional advertising measurement are employed. Keywords : Evaluation, Sponsorship, Sport, Sponsors Student Number : 2015-22368Chapter 1. Introduction 1 1.1. Background 1 1.2. Research Questions 8 Chapter 2. Review of Literature 9 2.1. Growth of Sport Sponsorship 9 2.2. Sponsorship evaluation 13 2.3. Return on investment (ROI) 14 2.4. Return on objectives (non-financial evaluation) 16 2.5. Return on relationships 17 2.6. Evaluation and accountability 17 2.7. Evaluative models and systems 19 2.8. Process of establishing a sponsorship 21 2.9. Implementing sponsorship and the role of evaluation 21 2.10. Sponsorship implementation 23 3.0. Sponsorship Essentials 24 3.1. Involvement 24 3.2. Leveraging 25 3.3. Exclusivity 26 3.4. Image transfer 27 4.0. Sponsorship evaluation practice 29 5.0. Studies on Sport Sponsorship Evaluation 43 6.0. Challenges in Sponsorship Evaluation 46 7.0. New challenges in sponsorship evaluation 50 8.0 Critical Analysis of Sport Sponsorship 52 Chapter 3. Methodology 56 3.1. Research Approach: Case Study 56 3.2. Case Selection 56 3.3. Data Collection 59 3.3.1. Interview 60 3.4. Data Analysis 62 Chapter 4. Findings and Discussion 64 4.1. Background - Interviews 64 4.2. Background - Sponsorship Information 67 4.3. Factors that determine Sponsorship continuation and discontinuation 67 4.4. Understanding the Sponsor-Sponsee Relationship 69 4.4.1. Sponsorship Initiation and Termination 70 4.4.2. Formal Contract 71 4.4.3. Frequency of Communication 71 4.4.4. Evidence of Sponsee Monitoring 72 4.4.5. Sponsee Compliance 73 4.4.6. Sponsor and Sponsee Objectives 74 4.4.7. The Importance of Exclusivity 76 4.4.8. The Importance of Leveraging 77 4.5. Understanding Current Practice in Sponsorship Evaluation 78 4.5.1. Experience in Sponsorship Evaluation 79 4.5.2. Frequency of Sponsorship Evaluation 80 4.5.3. Identification of sponsorship evaluation practices 81 4.5.4. Future Growth of Sponsorship Evaluation Practice 81 4.6. Sponsorship Evaluation Barriers and Benefits 83 4.6.1. Belief in sponsorship evaluation 83 4.6.2. Benefits of Evaluation 84 4.6.3. Future Funding 86 4.6.4. Barriers to effective sponsorship evaluation 87 4.6.5. Sponsor and Sponsee Support for Evaluation 89 4.7. Understanding the Timing of Evaluation 89 Chapter 5. Conclusions 92 5.1. Summary of Discussions 92 5.2. Limitations 97 5.3. Future Research 98 Bibliography 100 Appendix A. Interview Script 104 국 문 초 록 111Maste

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