20.500.12556/RUL-176387 From corporate motives to the impacts of sports sponsorship on employees a systematic review Od korporativnih motiva do utjecaja sportskoga sponzoriranja na zaposlenike This paper reviews the common motives and major impacts of sports sponsorships undertaken by sponsoring organisations. Following a systematic review of 72 relevant articles, seven key motives for engaging in sports sponsorship were identified. Marketing, customer retention, and brand equity emerged as the most frequently studied, while the sponsorship of emerging sports associations for brand promotion was the least examined. Regarding impacts on employees, findings from 28 articles indicated that high retention and brand identification were the most researched topics, with no studies addressing potential negative effects. The study contributes to the existing literature by highlighting overlooked motives and effects of sports sponsorships. We recommend that future research focuses on the less-studied motives and investigates potential negative impacts on employees within sponsoring organisations. management sports sponsorship sports sponsorship motives impacts on employees marketing employee retention management šport sponzorstvo true false false Angleški jezik Slovenski jezik Članek v reviji 2025-11-28 15:05:51 2025-11-28 15:09:12 2025-12-20 04:12:50 0000-00-00 00:00:00 2024 0 0 Str. 389-410 iss. 3 Vol. 33 2024 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.3 1330-0288 10.5559/di.33.3.03 216448771 di165_03mlakar.pdf di165_03mlakar.pdf 1 E3F1D099EE9A35F862F4619963C6D810 0c2c49cb103162a5964f374c5215432b643d532b4aa7108ee4b8f3f8510c34d8 48d78f52-cc63-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=222711 https://hrcak.srce.hr/en/clanak/466480 0 40036349-cc63-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=222710 Ekonomska fakulteta 0 0 0