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dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorPaakkonen Lasse
dc.date.accessioned2020-01-13T09:26:06Z
dc.date.available2020-01-13T09:26:06Z
dc.date.issued2019
dc.identifier.citationKarjaluoto, Heikki, Paakkonen Lasse. (2019). An empirical assessment of employer branding as a form of sport event sponsorship. <i>International Journal of Sports Marketing and Sponsorship</i>, <i>20</i>(4), 666-682. <a href="https://doi.org/10.1108/ijsms-10-2018-0103" target="_blank">https://doi.org/10.1108/ijsms-10-2018-0103</a>
dc.identifier.otherCONVID_32179713
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/67207
dc.description.abstractPurpose. The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context. Design/methodology/approach. This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete. Findings. The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context. Research limitations/implications. The sample of the study was limited to the existing personnel of one case company. The study measures the effects at a single point in time, thus the findings should be validated with longitudinal research design. Practical implications. The results propose that companies can benefit from integrating sport sponsorship with internal EB. Practitioners are advised to create sponsorship projects that involve current employees effectively. Originality/value. The study adds to the literature by being among the first empirical studies to have tested the effects of EB among current employees via a sponsorship project.en
dc.format.mimetypeapplication/pdf
dc.languageeng
dc.language.isoeng
dc.publisherEmerald Publishing Limited
dc.relation.ispartofseriesInternational Journal of Sports Marketing and Sponsorship
dc.rightsIn Copyright
dc.subject.otherorganisaatiokulttuuri
dc.subject.otherbrändäys
dc.subject.othersponsorointi
dc.subject.otherorganizational culture
dc.subject.otheremployer branding
dc.subject.otherorganizational identity
dc.subject.otheremployer attraction
dc.subject.otheremployer brand association
dc.subject.othersport sponsorship
dc.titleAn empirical assessment of employer branding as a form of sport event sponsorship
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202001131145
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.description.reviewstatuspeerReviewed
dc.format.pagerange666-682
dc.relation.issn1464-6668
dc.relation.numberinseries4
dc.relation.volume20
dc.type.versionacceptedVersion
dc.rights.copyright© 2019 Emerald Publishing Limited
dc.rights.accesslevelopenAccessfi
dc.subject.ysoorganisaatiokulttuuri
dc.subject.ysosponsorointi
dc.subject.ysotyöntekijät
dc.subject.ysorekrytointi
dc.subject.ysoyrityskuva
dc.subject.ysotyönantajat
dc.subject.ysobrändäys
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p15382
jyx.subject.urihttp://www.yso.fi/onto/yso/p1759
jyx.subject.urihttp://www.yso.fi/onto/yso/p1075
jyx.subject.urihttp://www.yso.fi/onto/yso/p478
jyx.subject.urihttp://www.yso.fi/onto/yso/p11171
jyx.subject.urihttp://www.yso.fi/onto/yso/p10580
jyx.subject.urihttp://www.yso.fi/onto/yso/p25981
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.1108/ijsms-10-2018-0103


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