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Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context

In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape. Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises unc...

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Main Authors: Mohamad-Noor Salehhuddin Sharipudin,, Nurzihan Hassim,, Suffian Hadi Ayub,, Fam, Kim-Shyan, Nusanee Meekaewkunchorn,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:http://journalarticle.ukm.my/22212/1/jk-10.pdf
http://journalarticle.ukm.my/22212/
https://ejournal.ukm.my/mjc/issue/view/1584
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spelling my-ukm.journal.222122023-09-19T01:55:56Z http://journalarticle.ukm.my/22212/ Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context Mohamad-Noor Salehhuddin Sharipudin, Nurzihan Hassim, Suffian Hadi Ayub, Fam, Kim-Shyan Nusanee Meekaewkunchorn, In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape. Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises uncertainty in a potential or existing sponsorship relations due to competition with other organisations for the support of targeted sponsors. The objective of this study is to understand sponsorship relations and decision making from sponsors’ point of view and to explore approaches deployed by sponsored properties in drafting their proposals. In doing so, the study implemented semi-structured interviews with thirteen (13) corporate communication and marketing managers in Malaysia who were directly associated with sponsorship or sponsorship-seeking exercises through the marketing and branding programmes of their organisations. Through a thematic analysis, our study discovered three main findings on establishing sponsorship relations which included prioritising stakeholders, upholding current policies and developing value-added collaborations for growth. The need for accountability, compliance with organisation standards and linkages to government initiatives provided sponsored properties with the awareness of the evolving B2B sponsorship and media environment. The study emphasised the significance of ethical business practices when making strategic decisions on sponsorship. Further to this, the study outlined implications from the selection of sponsored properties in the business-to-business (B2B) community to continue fostering trust and inspire confidence from the public through strategic media and enduring partnerships. Penerbit Universiti Kebangsaan Malaysia 2023 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/22212/1/jk-10.pdf Mohamad-Noor Salehhuddin Sharipudin, and Nurzihan Hassim, and Suffian Hadi Ayub, and Fam, Kim-Shyan and Nusanee Meekaewkunchorn, (2023) Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context. Jurnal Komunikasi ; Malaysian Journal of Communication, 39 (1). pp. 166-181. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1584
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape. Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises uncertainty in a potential or existing sponsorship relations due to competition with other organisations for the support of targeted sponsors. The objective of this study is to understand sponsorship relations and decision making from sponsors’ point of view and to explore approaches deployed by sponsored properties in drafting their proposals. In doing so, the study implemented semi-structured interviews with thirteen (13) corporate communication and marketing managers in Malaysia who were directly associated with sponsorship or sponsorship-seeking exercises through the marketing and branding programmes of their organisations. Through a thematic analysis, our study discovered three main findings on establishing sponsorship relations which included prioritising stakeholders, upholding current policies and developing value-added collaborations for growth. The need for accountability, compliance with organisation standards and linkages to government initiatives provided sponsored properties with the awareness of the evolving B2B sponsorship and media environment. The study emphasised the significance of ethical business practices when making strategic decisions on sponsorship. Further to this, the study outlined implications from the selection of sponsored properties in the business-to-business (B2B) community to continue fostering trust and inspire confidence from the public through strategic media and enduring partnerships.
format Article
author Mohamad-Noor Salehhuddin Sharipudin,
Nurzihan Hassim,
Suffian Hadi Ayub,
Fam, Kim-Shyan
Nusanee Meekaewkunchorn,
spellingShingle Mohamad-Noor Salehhuddin Sharipudin,
Nurzihan Hassim,
Suffian Hadi Ayub,
Fam, Kim-Shyan
Nusanee Meekaewkunchorn,
Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context
author_facet Mohamad-Noor Salehhuddin Sharipudin,
Nurzihan Hassim,
Suffian Hadi Ayub,
Fam, Kim-Shyan
Nusanee Meekaewkunchorn,
author_sort Mohamad-Noor Salehhuddin Sharipudin,
title Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context
title_short Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context
title_full Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context
title_fullStr Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context
title_full_unstemmed Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context
title_sort exploring managers’ perceptions on sponsorship relations and decision making in the malaysian b2b context
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2023
url http://journalarticle.ukm.my/22212/1/jk-10.pdf
http://journalarticle.ukm.my/22212/
https://ejournal.ukm.my/mjc/issue/view/1584
_version_ 1778162569304866816
score 13.211869

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