Abstract: Over the period, corporate sponsorship has evolved as a critical aspect of marketing communication. Currently, the “sponsorship-associated internal marketing” element has obtained interest from academia, considering how sponsorship can enhance a firm’s identity and create worker involvement. However, present literature about the influence of sponsorship is still rare, despite the position that workers’ sponsorship activity may affect workers’ perception of their firm and their behavior within the firm. This study is a response to requests to look into the strategic administration of sponsorship within a company. Founded in the Signaling theory and previous sponsorship studies, we created and empirically tested a sponsorship potency framework among workers in consumer goods companies. Our results postulate that greater levels of environmental, sports, and cultural sponsorship quality and a greater level of environmental, sports, and cultural quantity positively influence workers’ brand commitment and behavior via their viewpoint of the brand image and understanding. Additionally, the influence of sponsorship quantity is relatively stronger than sponsorship quality. Management is called upon to consider and involve employees when designing sponsorship deals.
Keywords: brand image, brand behavior, brand commitment, corporate sponsorship, sponsorship-associated internal marketing.
Title: Building Workers' Brand Behavior through Corporate Sponsorship
Author: Benard Korankye, Leslie Afotey Odai, Omane Abigail
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 12, Issue 1, April 2024 - September 2024
Page No: 118-135
Research Publish Journals
Website: www.researchpublish.com
Published Date: 26-July-2024
