Abstract
Employees are a key stakeholder group within organizations and have been target groups for sponsorships since the early years of sponsorship (Crowley 1991; Gardner and Shuman 1988). Many authors suggest that the key constructs for positive effects of sponsorship on downstream employee behaviors are employees’ organizational identification and organizational commitment (Hickman et al. 2005; Khan and Stanton 2010; Khan et al. 2013). Although researchers have identified a range of positive effects of sport sponsorship on employees, surprisingly little is known why and how sponsorship affects employees (Farrelly et al. 2012). Therefore, the goal of this study is to use literature streams related to organizational identification, internal marketing, and sponsorship effects on consumers to develop a research model of sponsorship-related drivers that influence employees’ organizational identification and commitment.
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