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The Use of Intuition in the Sponsorship Decision-Making Process

Delaney, Deborah, Guilding, Chris and McManus, Lisa (2014). The Use of Intuition in the Sponsorship Decision-Making Process. Contemporary Management Research: an international journal,10(1):33-60.

Document type: Journal Article
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IRMA ID 84279116xPUB139
Title The Use of Intuition in the Sponsorship Decision-Making Process
Author Delaney, Deborah
Guilding, Chris
McManus, Lisa
Journal Name Contemporary Management Research: an international journal
Publication Date 2014
Volume Number 10
Issue Number 1
ISSN 1813-5498   (check CDU catalogue open catalogue search in new window)
Start Page 33
End Page 60
Total Pages 28
Place of Publication Taiwan, Republic of China
Publisher Academy of Taiwan Information Systems Research
HERDC Category C1 - Journal Article (DIISR)
Abstract 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.
Keywords Sponsorship Decision-Making
Intuition
Investment Decision-Making
Marketing Strategy
Trust
Risk
DOI http://dx.doi.org/10.7903/cmr.10174   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
Description for Link Link to publisher's version
URL http://www.cmr-journal.org/article/view/10174
 
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