篇名 | The Use of Intuition in the Sponsorship Decision-Making Process |
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卷期 | 10:1 |
作者 | Deborah Delaney 、 Chris Guidling 、 Lisa McManus |
頁次 | 033-058 |
關鍵字 | Sponsorship Decision-Making 、 Intuition 、 Investment Decision-Making 、 Marketing Strategy 、 Trust 、 Risk |
出刊日期 | 201403 |
DOI | 10.7903/cmr.10174 |
This study examines the use of intuition in sponsorship decision-making and seeks to identify factors affecting intuition’s use in the process. Findings support the view that intuition plays an important role in sponsorship decision-making. Support is also provided for the expectation that sponsorship decision-making in large organisations with more formalised decision-making processes is less intuitively based. Furthermore, organisations that place high importance on a trusting relationship when entering into a sponsorship arrangement use relatively high levels of intuition. An association was also found between three aspects of risk exposure and the use of intuition in sponsorship decision-making.
This study advances our understanding of the nature of the role of intuition in sponsorship decision-making. The importance of intuition in sponsorship decisionmaking has been examined in the investment decision-making literature but not the sponsorship literature, and with recent calls for greater use of formalised analytical procedures in sponsorship decision-making, it appears there is considerable potential for decision-makers in the sponsorship area to draw on points of focus raised in this study.