文章基本信息

标题：The Importance ofInvestment and Sponsorshipin Sport and its Impact on Organizational Success
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作者：Seyed Hossein Mousavi ; Hossein Allahyari ; Zabihollah Tarasi 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2011
卷号：1
期号：3
页码：488-492
出版社：Human Resource Management Academic Research Society
摘要：Sponsorship in sport has become a prominent promotional tool for many companies across the world. Although many studies have suggested elements necessary for successful sponsorships, the lack of emphasis on measurement has the potential for employees to view their firm's sponsorship initiatives as executive ego enhancers. This study highlights the relationship between sport sponsorship, organizational culture, and employee behavioral benefits. By reviewing literature on member identity and people focused components of organizational culture; we propose that when employees are highly identified with their organization, via sport sponsorship, a people focused decision-making culture may result in numerous employee benefits
关键词：investment; sponsorship; organizational culture