Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context

• Main Authors: Mohamad-Noor Salehhuddin Sharipudin,, Nurzihan Hassim,, Suffian Hadi Ayub,, Fam, Kim-Shyan, Nusanee Meekaewkunchorn,
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2023
• Online Access: http://journalarticle.ukm.my/22212/1/jk-10.pdf; http://journalarticle.ukm.my/22212/; https://ejournal.ukm.my/mjc/issue/view/1584

In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape. Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises unc...