131814 - The use of intuition in the sponsorship decision-making process.pdf (141.91 kB)
The use of intuition in the sponsorship decision-making process
journal contributionposted on 2023-05-20, 02:34 authored by Delaney, D, Guidling, C, McManus, L
This study examines the use of intuition in sponsorship decision-making and seeks to identify factors affecting intuition’s use in the process. Findings support the view that intuition plays an important role in sponsorship decision-making. Support is also provided for the expectation that sponsorship decision-making in large organisations with more formalised decision-making processes is less intuitively based. Furthermore, organisations that place high importance on a trusting relationship when entering into a sponsorship arrangement use relatively high levels of intuition. An association was also found between three aspects of risk exposure and the use of intuition in sponsorship decision-making. This study advances our understanding of the nature of the role of intuition in sponsorship decision-making. The importance of intuition in sponsorship decision-making has been examined in the investment decision-making literature but not the sponsorship literature, and with recent calls for greater use of formalised analytical procedures in sponsorship decision-making, it appears there is considerable potential for decision-makers in the sponsorship area to draw on points of focus raised in this study.
Publication titleContemporary Management Research
PublisherAcademy of Taiwan Information Systems Research
Place of publicationTaiwan
Rights statementCopyright Unknown