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Media type:
E-Article
Title:
Sponsorship Linked Internal Marketing (SLIM): A Strategic Platform for Employee Engagement and Business Performance
Contributor:
Farrelly, Francis;
Greyser, Stephen;
Rogan, Matt
Published:
Human Kinetics, 2012
Published in:
Journal of Sport Management, 26 (2012) 6, Seite 506-520
Language:
Not determined
DOI:
10.1123/jsm.26.6.506
ISSN:
0888-4773;
1543-270X
Origination:
Footnote:
Description:
This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity development and employee performance. Sport (by way of an investment in sponsorship) provides a rich opportunity to build employee identification with corporate identity; to establish a fit between how the identity of the firm is positioned internally and externally; and to inspire employee engagement to drive business performance. Moreover, it helps to foster a collaborative culture. The research furthers our understanding of the value of sport sponsorship, sponsorship fit, and sponsorship leveraging.