An Empirical Study on the Effects of Sport Sponsorship : Focusing on the Organizational Members of J-League Clubs’ Sponsoring Firms

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  • スポーツ・スポンサーシップの効果に関する実証的研究 : J リーグクラブのスポンサー企業の組織成員に対する効果に注目して
  • スポーツ ・ スポンサーシップ ノ コウカ ニ カンスル ジッショウテキ ケンキュウ : Jリーグクラブ ノ スポンサー キギョウ ノ ソシキ セイイン ニ タイスル コウカ ニ チュウモク シテ

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Abstract

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The purpose of this study is to elucidate the effects of sport sponsorship on the organizational members of the companies that implement them. Compared to Europe and the U.S., there has been little research on the impact of sport sponsorship on the organizational members of companies in Japan. In this study, we collected data from the organizational members of companies that sponsor J1 and J2 J-League clubs, and found that the degree to which they disclose information on sport sponsorship promotes their work motivation by mediating their sense of community contribution and pride in their organization.

Journal

  • 企業研究

    企業研究 (41), 13-39, 2022-08-31

    企業研究所

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