Sponsorship's Internal Audience: Does Sponsorship Affect the Brand Behavior of Employees?

摘要

Since its beginnings in the 1980s, sponsorship has become an important part of the communications mix of companies (Schwaiger, Sarstedt, and Taylor 2010; Wakefield, Becker-Olsen, and Corn well 2007). While in 1982 worldwide sponsorship expenditure was estimated at USD 0.5 billion (Nick-ell, Corn well, and Johnston, 2011), by 2012, thirty years later, it had reached USD 51.1 billion and, today, continues to grow (International Events Group 2013).