Citizen preferences for the corporate sponsorship of public-sector park and recreation organizations

Andrew J. Mowen, Gerald T. Kyle, Mick Jackowski

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5 Scopus citations

Abstract

Corporate sponsorship of public-sector organizations is becoming more commonplace. However, few studies have examined citizen attitudes toward sponsorship of public-sector organizations. Using parks and recreation as the study context, this research assessed general citizen support for corporate sponsorship as well as preferences for specific sponsorship promotional activities and contractual conditions. Given that previous research has linked sponsorship attitudes to individual and contextual factors, relationships between socio-demographic, park use characteristics, and sponsorship support were also examined. A mail survey of 578 citizens in the Harrisburg-Lebanon-Carlisle, Pennsylvania MSA indicated that a majority supported corporate sponsorship of park and recreation agencies. Sponsorships by local businesses and sponsorships that provided free products received the most favorable evaluations. Sponsorships involving naming rights, exclusivity, and user fees were evaluated least favorably. However, older adults, minority citizens, and park userswere less likely to favor a number of specific sponsorship activities and conditions. Implications for sponsorship program design and future citizen-based research are discussed.

Original languageEnglish (US)
Pages (from-to)93-118
Number of pages26
JournalJournal of Nonprofit and Public Sector Marketing
Volume18
Issue number2
DOIs
Publication statusPublished - Jan 1 2007

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All Science Journal Classification (ASJC) codes

  • Marketing

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