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The Raising of Corporate Sponsorship: A Behavioral Study

機(jī)譯：提升企業(yè)贊助：行為研究

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Research was conducted in order to define a "buyer behavior" process for the purchase of sponsorship at a corporate level. A series of interviews was carried out with a number of organizations that are currently involved in sponsorship of varying kinds. A consideration was made to include a balance of sponsorship types-small and large-as well as arts, sports, and events, although no attempt was made to identify how the process differs across sponsorship type. Our results show that while sponsorship and fundraising are flipsides of the same coin from the nonprofit sponsorship-seekeru27s perspective, the sponsorship provider sees the act of sponsorship as a commercial profit-making venture. This is a conundrum that has wide-reaching consequences for the sector. © 2012 Copyright Taylor and Francis Group, LLC.
機(jī)譯：進(jìn)行了研究，以便在企業(yè)一級界定購買贊助的“買方行為”過程。一系列采訪是與目前涉及不同種類贊助的組織?？紤]到包括贊助類型的余額 - 小而大的和藝術(shù)，體育和活動，盡管沒有嘗試確定該過程在贊助類型的不同之處。我們的研究結(jié)果表明，雖然贊助和籌款是來自非營利性贊助的尋求者的同一硬幣的錄像，但贊助商提供了贊助的行為作為商業(yè)盈利創(chuàng)業(yè)。這是一個對該部門的廣泛后果的難題。 ?2012版權(quán)所有Taylor和Francis Group，LLC。

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