Success factors in managing the sponsor–sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany

  • PurposeThe purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.Design/methodology/approachQualitative and quantitative data from Germany are analyzed in a case study approach using fuzzy-set qualitative comparative analysis (Fs/QCA)—an analytic method relevant for describing configurational patterns of causal factors.FindingsThe case study of sponsorships from state-owned enterprises in Germany reveals four alternative configurations of top-management support, sponsee prominence, standardized processes, and sponsorship leverage explaining sponsor satisfaction.Originality/valueThe paper combines two underrepresented but important aspects of sponsorship research, i.e. sponsorship management in state-owned enterprises, in an empirical study. Further, present study adds to sponsorship literature by pointing to fuzzy-set Fs/QCA as a relatively novel method that can capture the phenomenon of complex causality.

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Metadaten
Author:Bjoern Ivens, Florian Riedmueller, Peter van Dyck
DOI:https://doi.org/10.1108/IJSMS-09-2019-0102
ISSN:1464-6668
Parent Title (English):International Journal of Sports Marketing and Sponsorship
Publisher:Emerald
Document Type:Article
Language:English
Reviewed:Begutachtet/Reviewed
Release Date:2025/02/10
Volume:21
Issue:4
Pagenumber:20
First Page:577
Last Page:596
institutes:Fakultät Betriebswirtschaft
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