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Despite the increasing resources being allocated from marketing budgets to sponsorship, effective evaluation is relatively rare, and sponsorship evaluation methods are often proprietary in nature. This paper reports on a research project designed to develop a process model for evaluating sponsorships. An initial version was conceived from agency theory, the evaluation literature, and sponsorship writings. This draft was then assessed by sponsorship experts during a series of 14 in-depth interviews. Based on these analyses, a final version of the process model was proposed. The revised version was then adopted to evaluate—as a demonstrative example—a specific sponsorship. Results of this case and recommendations for future research and practice in sponsorship evaluation are presented. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd. Resume Malgre les ressources croissantes affectees des budgets de marketing aux commandites, l'evaluation effective de ces dernieres est relativement rare, et les methodes d'evaluation utilisees sont souvent intrinsequement patrimoniales. Cet article est un compte-rendu d'un projet de recherche destine a concevoir un modele de processus d'evaluation des commandites. Une version initiale dudit modele avait ete concue a partir de la theorie de l'agence, des publications sur l'evaluation et des ecrits sur les commandites. Des experts en commandite l'avaient alors evaluee pendant une serie de 14 interviews approfondis. La version definitive du modele de processus propose ici est basee sur les analyses de ces interviews. Elle est adoptee pour evaluer- en guise de demonstration- un cas particulier de commandite. L'article presente les resultats de ce cas et propose des pistes de recherche et de pratique future. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd. |
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