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The Raising of Corporate Sponsorship: A Behavioral Study

机译：提升企业赞助：行为研究

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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.
机译：进行了研究，以便在企业一级界定购买赞助的“买方行为”过程。一系列采访是与目前涉及不同种类赞助的组织。考虑到包括赞助类型的余额 - 小而大的和艺术，体育和活动，尽管没有尝试确定该过程在赞助类型的不同之处。我们的研究结果表明，虽然赞助和筹款是来自非营利性赞助的寻求者的同一硬币的录像，但赞助商提供了赞助的行为作为商业盈利创业。这是一个对该部门的广泛后果的难题。 ©2012版权所有Taylor和Francis Group，LLC。

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