Strategic sport sponsorship management – A scale development and validation

Konstantinos Koronios, Demetris Vrontis, Alkis Thrassou

    Research output: Contribution to journalArticlepeer-review


    Despite the significant increment in sport sponsorship and the affirmation of its strategically vital nature, extant research has confined its focus to narrow strategic goals, which organizations plan to accomplish from their sponsorship actions. Consequently, truly little attention has been paid to sponsorship's viability as a vehicle for wider strategic aims and contexts. However, efficiently resourced sponsorships can generate a lasting competitive advantage in the “market” for sponsorships, which naturally bestows a competitive advantage and higher performance in product markets. The aim of this research is to develop and validate the Strategic Sport Sponsorship Scale (SSSES) and, towards this, a sum of 3,434 questionnaires were gathered and examined by means of SPSS and AMOS. The reliability and validity of the developed dimensions of sponsorship efficacy were substantiated by the practical examination of a theoretical model identifying the structural correlation between the proposed variables.

    Original languageEnglish
    Pages (from-to)295-307
    Number of pages13
    JournalJournal of Business Research
    Publication statusPublished - Jun 2021


    • Football
    • Marketing
    • Scale development
    • Sponsorship
    • Sports
    • Strategy


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