Project Management and Sponsorship

Project Management and Sponsorship
Congruence in Sponsorship, between sponsors and event organizer
"develop a theoretical framework that would eventually endorse the congruence theory between sponsors and the sponsored ones (organisers) from other points of view than marketing, branding or advertising." In other words it means NO MARKETING, BRANDING or ADVERTISING
This section (the last section of the lit.review) is the most important part to focus on in this dissertation; it will bring forward to the research design. In the end, it needs to pick a Congruence framework talks about what factors can apply to the matching, you do that at last, when you reach that point, how could different classes of factors used to be leverage congruence concepts hence sponsorships attraction
2.4.2 Congruence In Sponsorship
You are not only talking about sponsors perspective also organizer perspective, do not focus too much in brand, marketing or advertising. They are minor application.
1. Look at the both side ( sponsors and organizer ) Find literature(journals and research paper), definition of this concept:
A. Sponsors and Organizer both have motivation, when their motivation match each other, then they come together.
For example: Sponsors and organisors, both have certain motivations in hosting events, and
when there is a good match between the sponsors and the organisors motivation, that is when they come together and a sponsorship arrangement is agreed upon. This is to say there is good congruence between sponsor and organisor motivation.
NEXT
2. Explain more about the concept of congruence; find some more materials on congruence concept rather than just gone straight into examples. You have to explain the concepts first, then examples ( but examples less, CONCPETS MORE )
3. Here you discuss about how different sponsors and different organize will come together?
- Whats the motivation can bring sponsors and oragniser come together?
- What type of different motivation?
For example: Charity when they participle in an event, they are not working for profit just
want to be known, public awareness not brand reputation or brand awareness.
For example: Companies sponsors a fashion show ( pieces are from studnetes of the BA honours in Fashion and Textiles). They might want new design from the student to work for them?
Here are some points that it is good to start with. Apart from the following statements/definitions, you will need some more relevant content here, to match the above guidelines.
-Congruence in sponsorship is a dynamic variable, and must be managed as the profile of the sponsor and the event changes (Woisetschlager and Michaelis, 2012)
-Congruence requires the appearance of sincerity if it is to influence consumer perceptions (Lee and Cho, 2009)
-Congruence can benefit from direct engagement in an event context, with attendees often expecting meaningful personal engagement with sponsors at large event (Pokrywczynski et al, 2012).
 Factors affecting the congruence between sponsors and organisers
1.Elaborate and highlight other factors for and against ( pros and cons ), not only branding or marketing & advertising, they are just one of factor (There are some more other factors, such as: What factors can be go wrong in matching the sponsors and oragniser?)
(GIVES EXAMPLES, better look for some case in Hong Kong)
Here are some points that it is good to start with. Apart from the following statements/definitions, you will need some more relevant content here, to match the above guidelines.
-The ability of companies to articulate a meaningful link between their brand and an event has a strong influence on levels of congruence (Coppetti et al, 2009)
-Having a credible degree of commitment to an event, such as a long term sponsorship relationship, helps to enhance perceived levels of congruence (Rifon et al, 2004)
REMARKS: All of the above points are relevant, so yes please carry on this way, find some more material and also try and write a few paragraphs. FOCUS on the following and research these points:
1. Congruence when a company wants more customers or more people coming to know about their business
2. Congruence when there is some kind of political factor, e.g. it is not a big event but the company still sponsor the event because they are trying to get into China market, so try and please Chinese government
3. Congruence when a charity wants to spread a religion, and wants people to convert, they don't want customers or make company famous. It is a different kind of motivation
4. Congruence when a company wants good students from a university so as to hire them or engage them in projects or try and get their new /original ideas to use in designs, for example.