본문 바로가기
KERD
논문KCI 등재

“Why Can’t We Be Friends”? An Examination of Academic and Industry Alignment in Sport Sponsorship

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

주제분류기타예술체육

초록

The purpose of this study is to produce an analysis of content published in both academic literature and industry related publications that specifically examines the theme of sport sponsorship. Scholars suggest a gap between academia and industry, yet it is undetermined how published articles about sponsorship are aligned and why certain topics may overlap in interest where others are independent topics. While a number of other studies have examined content in academic publications, no study has yet been applied comparing industry publications. Our intention is to compare the published academic articles and what is written in industry publications to better understand the content that is being discussed across the various channels, and to see if there is a gap between industry and academia. Findings show academics focused on certain categories while industry focused on others. Within some categories there was a clear distinction in how differently they discussed certain topics. However, some categories did demonstrate balance.

Abstract

The purpose of this study is to produce an analysis of content published in both academic literature and industry related publications that specifically examines the theme of sport sponsorship. Scholars suggest a gap between academia and industry, yet it is undetermined how published articles about sponsorship are aligned and why certain topics may overlap in interest where others are independent topics. While a number of other studies have examined content in academic publications, no study has yet been applied comparing industry publications. Our intention is to compare the published academic articles and what is written in industry publications to better understand the content that is being discussed across the various channels, and to see if there is a gap between industry and academia. Findings show academics focused on certain categories while industry focused on others. Within some categories there was a clear distinction in how differently they discussed certain topics. However, some categories did demonstrate balance.

참고문헌 (56)

  1. Amis, J., "Promoting critical and innovative approaches to the study of sport management", Journal of Sport Management, 19(4), pp.355~366 (2005)[DOI]
  2. Bae, S., "A content analysis of sales and marketing job description requirements in the sport business industry: What should students be prepared for?", International Journal of Sport Management, 12, pp.379~392 (2011)
  3. Barker, A., "An academic’s observations from a sabbatical at Google", Communications of the ACM, 61(9), pp.31~33 (2018)
  4. Baruch, Y., "The academic career: A model for future careers in other sectors?", Journal of Vocational Behavior, 64, pp.241~262 (2004)
  5. Berg, B. L, "Qualitative research methods" (2007), Pearson Education, Inc
  6. Boucher, R. L., "Toward achieving a focal point for sport management : A binocular perspective", Journal of Sport Management, 12(1), pp.76~85 (1998)[DOI]
  7. Bowers, M. T., ""Let the marketplace be the judge" : The founders reflect on the origins and trajectory of NASSM", Journal of Sport Management, 28, pp.565~587 (2014)[DOI]
  8. Brown, M. T., "An analysis on online marketing in the sport industry : User activity, communication objectives, and perceived benefits", Sport Marketing Quarterly, 12, pp.48~55 (2003)
  9. Chalip, L., "Toward a distinctive sport management discipline", Journal of Sport Management, 20(1), pp.1~21 (2006)
  10. Ciomaga, B., "Sport management : A bibliometric study on central themes and trends", European Sport Management Quarterly, 13(5), pp.557~578 (2013)[DOI]
  11. Cole, F. L., "Content analysis : Process and application", Clinical Nurse Specialist, 2, pp.53~57 (1988)[DOI]
  12. Cornwell, T. B., "Sponsorship-linked marketing : Research surpluses and shortages", Journal of the Academy of Marketing Science, 48, pp.607~629 (2020)[DOI]
  13. Cornwell, T. B., "An international review of sponsorship research", Journal of Advertising, 27(1), pp.1~21 (1998)
  14. Costa, C. A., "The status and future of sport management : A Delphi study", Journal of Sport Management, 19, pp.117~142 (2005)
  15. Creswell, J. W, "Qualitative inquiry and research design: Choosing among five approaches" (2013), Sage
  16. Danylchuk, K. E., "The future of sport management as an academic discipline", International Journal of Sport Management, 4, pp.281~300 (2003)
  17. Downe-Wamboldt, B., "Content analysis : Method, applications, and issues", Health Care for Women International, 13, pp.314~ (1992)[DOI]
  18. Fink, J. S., "Theory development in sport management : My experience and other considerations", Sport Management Review, 16(1), pp.17~21 (2013)[DOI]
  19. Frisby, W., "The good, the bad, and the ugly : Critical sport management research", Journal of Sport Management, 19(1), pp.1~12 (2005)[DOI]
  20. Glick, W. H., "Making a life in the field of organization science", Journal of Organizational Behavior, 28, pp.817~835 (2007)
  21. Gwinner, K. P., "Building brand image through event sponsorship : The role of image transfer", Journal of Advertising, 28(4), pp.47~57 (1999)
  22. Hums, M. A., "The conscience and commerce of sport management : One teacher’s perspective", Journal of Sport Management, 24(1), pp.1~9 (2010)[DOI]
  23. Irwin, R. L., "Get real : Using engagement with practice to advance theory transfer and production", Sport Management Review, 16, pp.12~16 (2013)[DOI]
  24. Johnston, M. A., "Conceptual foundations of sponsorship research", Journal of Promotion Management, 21(3), pp.296~312 (2015)
  25. Kim, Y. K., "Factors influencing sponsorship effectiveness : A meta-analytic review and research synthesis", Journal of Sport Management, 29(4), pp.408~425 (2015)
  26. "Can academic research help sports industry?" (2013)[URL]
  27. Kumar, V., "The role of university research centers in promoting research", Journal of the Academy of Marketing Science, 45(4), pp.438~458 (2017)[DOI]
  28. Laursen, K., "Searching high and low : What types of firms use universities as a source of innovation", Research Policy, 33, pp.1201~1215 (2004)[DOI]
  29. Lough, N., "Past editors’ retrospective : Twenty years of sport marketing quarterly", Sport Marketing Quarterly, 20, pp.203~208 (2011)
  30. Madrigal, R., "The influence of social alliances with sports teams on intentions to purchase corporate sponsors’ products", Journal of Advertising, 29(4), pp.13~24 (2000)
  31. Mahony, D. F., "Research outlets in sport marketing : The need for increased specialization", Journal of Sport Management, 12(4), pp.259~272 (1998)
  32. Newman, J. I., "Sport without management", Journal of Sport Management, 28, pp.603~615 (2014)[DOI]
  33. "Constitution of the North American Society for Sport Management" (2013)[URL]
  34. Ottesen, G. G., "Exploring the dynamics of market orientation in turbulent environments : A case study", European Journal of Marketing, 38(8), pp.956~973 (2004)
  35. Parks, J. B., "Scholarship : The other"bottom line"in sport man lgement", Journal of Sport Management, 6(3), pp.220~229 (1992)
  36. Pedersen, P., "Investigating the body of knowledge in sport management : A content analysis of the Sport Marketing Quarterly", The Chronicle of Physical Education in Higher Education, 12(3), pp.8~9 (2001)
  37. Peetz, T. B., "A content analysis of Sport Marketing Quarterly : 1992-2011", Sport Marketing Quarterly, 20, pp.209~218 (2011)
  38. Pitts, B. G., "Sport management at the millennium : A defining moment", Journal of Sport Management, 15(1), pp.1~9 (2001)[DOI]
  39. Slack, T., "Sport management : Some thoughts on future directions", Journal of Sport Management, 5(2), pp.95~99 (1991)[DOI]
  40. Slack, T., "From the locker room to the board room : Changing the domain of sport management", Journal of Sport Management, 10(1), pp.97~105 (1996)[DOI]
  41. Slack, T., "Is there anything unique about sport management", European Journal for Sport Management, 5, pp.21~29 (1998)
  42. Slack, T., "Is there anything unique about sport management", European Journal for Sport Management, 5, pp.21~29 (1998)
  43. Stewart, B., ""Sport without management" : A response", Journal of Sport Management, 28(6), pp.616~620 (2014)[DOI]
  44. Stone, G., "An exploratory study on the use of sports celebrities in advertising : A content analysis", Sport Marketing Quarterly, 10, pp.35~42 (2003)
  45. Stotlar, D. K., "Sponsorship evaluation : Moving from theory to practice", Sport Marketing Quarterly, 13(1), pp.61~64 (2004)
  46. Stotlar, D. K., "Critical essays in sport management: Exploring and achieving a paradigm shift", pp.71~83 (2012), Holcomb Hathaway
  47. Sutton, W. A., "Critical essays in sport management: Exploring and achieving a paradigm shift", pp.115~124 (2012), Holcomb Hathaway
  48. Thibault, L., "Globalization of sport : An inconvenient truth", Journal of Sport Management, 23(1), pp.1~20 (2009)[DOI]
  49. Tucker, P., "The influence of parents and the home environment on preschoolers’ physical activity behaviours: A qualitative investigation of childcare providers’ perspectives", BMC Public Health, 11 (2011)
  50. Wakefield, K. L., "European advances in consumer research, Vol. 7", pp.136~140 (2007), Association for Consumer Research
  51. Wakefield, L., "Understanding sponsorship : A consumer-centric model of sponsorship effects", Journal of Advertising, 49(3), pp.320~343 (2020)[DOI]
  52. Walliser, B., "An international review of sponsorship research : Extension and update", International Journal of Advertising, 22(1), pp.5~40 (2003)
  53. Welsh, R., "Close enough but not too far : Assessing the effects of university-industry research relationships and the rise of academic capitalism", Research Policy, 37, pp.1854~1864 (2008)[DOI]
  54. Zaharia, N., "Bridging the gap : U. S. sport managers on barriers to industry-academia research collaboration", Journal of Sport Management, 30(3), pp.248~264 (2016)
  55. Zeigler, E. F., "Sport management : Past, present, future", Journal of Sport Management, 1(1), pp.4~24 (1987)[DOI]
  56. Zeigler, E. F., "Sport management must show social concern as it develops tenable theory", Journal of Sport Management, 21, pp.297~318 (2007)

관련 논문AI추천

The Effect of Sponsor’s Brand on Consumer–Brand Relationship in Sport SponsorshipChang-Hyun Jin, Jung-Yong Lee사람과세계경영학회 · Global Business and Finance Review2019 · 제24권 제1호Unveiling the power of brand equity in sports business: A comprehensive review and pathways for future researchCrouch Nathan, Mak Jennifer Y., Metzler Dekota, Ruth Gavin한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2025 · 제35권 제3호The relationship between sponsorship objectives and sport team reputation among sponsor companies: An exploratory study focusing on sponsors of a Japanese professional women’s volleyball clubShohei Takamatsu한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2022 · 제32권 제2호Gender Matters: The Moderating Effect of Gender on Sports Sponsorship OutcomesKhaled Hamad Almaiman사람과세계경영학회 · Global Business and Finance Review2024 · 제29권 제11호Not All Desirable Companies are Good Sponsors: Consumers' Perceptions of the Transfer of Sponsorship of Their Sports TeamKibaek Kim(김기백), Seongyeon Shin(신성연)국민체육진흥공단 한국스포츠과학원 · IJASS(International Journal of Applied Sports Sciences)2025 · 제37권 제1호Sport marketing and media research: contributions from the global network of scholars in sport management김기한, Jeffrey James한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2013 · 제23권 제1호

이 간행물의 다른 논문 (13건)