MENGELOLA KEKUATAN MEREK DAN ALIANSI STRATEGIS: INOVASI DALAM PEMASARAN SPONSORSHIP PADA EVENT KUSTOM KULTURE DI INDONESIA
Keywords:
Relational Marketing, Sponsorship Marketing, Custom Culture
Abstract
The vital role of events lies in the power of sponsorship. The relationship between sponsorship (supporters) and consumer response has been a subject of marketing relationship management studies, but there has been little research from the perspective of sponsorship (sponsors). The purpose of this study is to explore, from the perspective of sponsorship, the relationship between sponsors and sponsees at custom culture events in Indonesia using the concepts of brand alliance and relationship marketing. A qualitative research method with a case study approach was used to expand the scope of knowledge of relationship management in the entertainment industry in event sponsorship and information for the event industry and professionals. The results of the study found important points regarding the effectiveness of relational marketing management, which includes event strategy, cross-organizational culture building, positive relationships between individuals, and relationship stability as attributes of successful sponsorship relationship management.
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References
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Kim, H., Lee, S., & Lee, Y. (2022). Co-branding strategies and their impact on sponsorship effectiveness. Journal of Business Research, 45(7), 89-106.
Kumar, C., & George, T. (2024). Mapping behavioral intention studies in sports marketing research: A review and future research agenda. Cogent Business & Management, 11(1), 2382920.
Latif, Nashrudin., Suharyanto & Shoimah, Siti. (2023). Brand community ritual events as a tool of custom culture reproduction and marketing. Journal of Tourism Economics and Policy, Vol. 3, No.2.,137-146
Lee, S., Kim, K., Hyun, Y. J., & Park, B. (2024). From sensation to emotion: A neuromarketing study of sport sponsorship effects. Sport Marketing Quarterly, 33(2), 99-115.
Morgan, A., Taylor, T., & Adair, D. (2020). Sport event sponsorship management from the sponsee’s perspective. Sport Management Review, 23(5), 838-851.
Stahl, N. A., & King, J. R. (2020). Expanding approaches for research: Understanding and using trustworthiness in qualitative research. Journal of Developmental Education, 44(1), 26-28.
Thomas, O., Kucza, G., & Schuppisser, S. (2022). Can sports sponsorship affect consumers’ motivation for sports consumption?. Journal of Promotion Management, 28(7), 893-922.
Tsiotsou, R. H., Alexandris, K., & Cornwell, T. B. (2014). Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship. International Journal of Advertising, 33(2), 295-327.
Tsordia, C., Papadopoulou, A., & Georgiadis, P. (2018). Brand loyalty and sponsorship: The role of event sponsorship in brand equity. Journal of Strategic Marketing, 26(6), 507-522.
Toscani, G., & Prendergast, G. (2018). Sponsees: The silent side of sponsorship research. Marketing Intelligence & Planning, 36(3), 396-408.
Varea-Calero, A. D., Rejón-Guardia, F., Ramírez-Hurtado, J. M., & Berbel-Pineda, J. M. (2025). Impact and development of sport sponsorship: A three-decade bibliometric analysis (1993–2024). Sport, Business and Management: An International Journal, 15(2), 176-203.
Waśkowski, Z. (2016). Relationship management in effective sports sponsorship. Annals of Marketing Management & Economics, 2(1), 135-144.
Wang, Q., Fuchs, S., & Bodet, G. (2024). Elite versus grassroots sports events sponsorship in China: An exploration of sponsors’ motives and objectives. International Journal of Sports Marketing and Sponsorship, 25(3), 465-482.
Brennan, R., & Tsordia, C. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85-105.
Cobbs, J. (2011). The dynamics of relationship marketing in international sponsorship networks. Journal of International Marketing, 19(3), 64-90.
Cornwell, T. B. (2020). Sponsorship in marketing: Effective partnerships in sports, arts and events. Routledge.
Dickenson, P., & Souchon, A. L. (2020). Sponsees matter! How collective responsibility judgments of sport sponsors affect sponsee equity. European Sport Management Quarterly, 20(5), 537-559.
Dyer, J. H., & Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. Academy of Management Review, 23(4), 660-679.
Farrelly, F., Quester, P., & Burton, B. (2003). The relationship between sponsorship and brand equity. Journal of Marketing Management, 19(5-6), 1-24.
Grönroos, C. (2017). Relationship marketing readiness: Theoretical background and measurement directions. Journal of Services Marketing, 31(3), 218-225.
Gundolf, K., Jaouen, A., & Gast, J. (2018). Motives for strategic alliances in cultural and creative industries. Creativity and Innovation Management, 27(2), 148-160.
Hoang, T., Nguyen, H., & Tran, Q. (2022). Sponsorship management: An empirical study on sponsor-sponsee dynamics. Journal of Business & Industrial Marketing, 38(1), 22-35.
Ivens, B., Riedmueller, F., & van Dyck, P. (2020). Success factors in managing the sponsor–sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany. International Journal of Sports Marketing and Sponsorship, 21(4), 577-596.
Jia, H., Kim, D., & Kim, K. (2025). Verification of the impact of sports event service quality and host destination image on sports tourists’ behavioral intentions through meta-analytic structural equation modeling. Behavioral Sciences, 15(8), 1019.
Jensen, J. A., Cobbs, J. B., & Turner, B. A. (2016). Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage. Business Horizons, 59(2), 163-173.
Kim, H., Lee, S., & Lee, Y. (2022). Co-branding strategies and their impact on sponsorship effectiveness. Journal of Business Research, 45(7), 89-106.
Kumar, C., & George, T. (2024). Mapping behavioral intention studies in sports marketing research: A review and future research agenda. Cogent Business & Management, 11(1), 2382920.
Latif, Nashrudin., Suharyanto & Shoimah, Siti. (2023). Brand community ritual events as a tool of custom culture reproduction and marketing. Journal of Tourism Economics and Policy, Vol. 3, No.2.,137-146
Lee, S., Kim, K., Hyun, Y. J., & Park, B. (2024). From sensation to emotion: A neuromarketing study of sport sponsorship effects. Sport Marketing Quarterly, 33(2), 99-115.
Morgan, A., Taylor, T., & Adair, D. (2020). Sport event sponsorship management from the sponsee’s perspective. Sport Management Review, 23(5), 838-851.
Stahl, N. A., & King, J. R. (2020). Expanding approaches for research: Understanding and using trustworthiness in qualitative research. Journal of Developmental Education, 44(1), 26-28.
Thomas, O., Kucza, G., & Schuppisser, S. (2022). Can sports sponsorship affect consumers’ motivation for sports consumption?. Journal of Promotion Management, 28(7), 893-922.
Tsiotsou, R. H., Alexandris, K., & Cornwell, T. B. (2014). Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship. International Journal of Advertising, 33(2), 295-327.
Tsordia, C., Papadopoulou, A., & Georgiadis, P. (2018). Brand loyalty and sponsorship: The role of event sponsorship in brand equity. Journal of Strategic Marketing, 26(6), 507-522.
Toscani, G., & Prendergast, G. (2018). Sponsees: The silent side of sponsorship research. Marketing Intelligence & Planning, 36(3), 396-408.
Varea-Calero, A. D., Rejón-Guardia, F., Ramírez-Hurtado, J. M., & Berbel-Pineda, J. M. (2025). Impact and development of sport sponsorship: A three-decade bibliometric analysis (1993–2024). Sport, Business and Management: An International Journal, 15(2), 176-203.
Waśkowski, Z. (2016). Relationship management in effective sports sponsorship. Annals of Marketing Management & Economics, 2(1), 135-144.
Wang, Q., Fuchs, S., & Bodet, G. (2024). Elite versus grassroots sports events sponsorship in China: An exploration of sponsors’ motives and objectives. International Journal of Sports Marketing and Sponsorship, 25(3), 465-482.
Published
2025-10-31
How to Cite
Latif, N., Suharyanto, S., & Dwiarta, I. M. B. (2025). MENGELOLA KEKUATAN MEREK DAN ALIANSI STRATEGIS: INOVASI DALAM PEMASARAN SPONSORSHIP PADA EVENT KUSTOM KULTURE DI INDONESIA. J-MACC : Journal of Management and Accounting, 8(2), 246-261. https://doi.org/https://doi.org/10.52166/j-macc.v8i2.11065
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
