Le parrainage sportif en PME PMI : de l'émergence d'un processus d'identification à l'évolution de la satisfaction au travail et l'implication organisationnelle des employés

Abstract : Over the last 40 years, research on sponsorship has been growing, and so have investments in this communication instrument. Today, worldwide sponsorship investments exceed 55 billion US Dollars (Kantar, 2014), while investments in France total more than two billion Euros (FPI, 2014). Roughly two thirds of these investments concern the area of sport making sport sponsorship one of the most dynamic fields of marketing communication. In the past, research has focused mainly on the impact of sponsorship on the external targets of the sponsor, typically analyzing large multinational companies supporting large scale events with high marketing potential (Olympic games, Soccer World championships, auto racing, etc.). Very few studies have targeted the use sponsorship by SMEs. Moreover, there is a lack of research on the internal consequences of this practice. Our study focuses on the effects of sport sponsorship on the internal public of SMEs by addressing the following question: How do employees of SMEs perceive the little-mediated sponsorship activities of their employers and how are they impacted by them? This work is structured in three parts. First, a literature review about sport sponsorship highlights the theoretical and managerial interests of the research and proposes a definition of sport sponsorship. A qualitative study conducted on 18 directors of SME confirms the managerial interest of this research and sheds light on the potential impact of sport sponsorship on the internal public of this kind of company. Second, based on a qualitative study on 16 employees of SMEs, a data-structure is developed which allows to grasp the organizational identification processes that result from sponsorship activities, and the effects of these activities in terms of job satisfaction and organizational commitment. In a third part, the existence of these effects is further analyzed through a quantitative survey upon 421 employees of 41 different SMEs sponsors. Overall, results show the lack of awareness and the quite confidential use of sport sponsorship within these organizations. From a managerial perspective, our research highlights the optimal conditions required to make effective use of sport sponsorship with minor marketing and sales potential by SMEs
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https://hal.univ-lorraine.fr/tel-01752005
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Submitted on : Thursday, March 29, 2018 - 1:30:28 PM
Last modification on : Tuesday, September 17, 2019 - 9:39:07 AM

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  • HAL Id : tel-01752005, version 1

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Julien Jouny. Le parrainage sportif en PME PMI : de l'émergence d'un processus d'identification à l'évolution de la satisfaction au travail et l'implication organisationnelle des employés. Education. Université de Lorraine, 2014. Français. ⟨NNT : 2014LORR0312⟩. ⟨tel-01752005⟩

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