FACTORS AFFECTING THE DECISION-MAKING OF CHOOSING SPONSORSHIP PARTNERS SUPPORTED PROFESSIONAL SPORTS IN THAILAND
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Abstract
The formation of professional sports sponsorship alliance is the establishment of a formal business relationship between the two parties: a professional sport organization or a sport club and a sponsorship manager. This research focused on how to establish relationships in terms of whether or not formal or informal / high-low according to the five factors to be analyzed. This study aims to compare the effects of factors on the decision-making of choosing partners supported professional sports in Thailand. The participants included 400 managers who had experience in professional sports sponsorship alliance. 200 managers are from 13 professional sports and 200 managers of corporate sponsors are from different industries. A quasi-experiment research using hypothetic scenarios as a treatment was applied. The data were analyzed using descriptive statistic. Research hypotheses were tested by using independent t-test. The research results were found that five variables namely; value maximization, level of business network, risk of potential negative outcomes from scandal, congruence, and process manageability had significantly affected managers decision-making of both properties and sponsors sides (p=0.05). Value maximization, level of business network, risk of potential negative outcomes from scandal, congruence, and process manageability had affected on managers decision-making when forming professional sports sponsorship alliance. The results of this quasi-experimental research confirmed that theory is currently accurate and practical. Therefore, managers of professional sports organizations or sponsoring organizations can consider using information from this research for the decision-making of choosing sponsorship partners supported professional sports appropriately.
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