Suzan Burton | Western Sydney University (original) (raw)
Papers by Suzan Burton
Journal of Business Research, 2015
Academy of Management Perspectives, Jun 3, 2023
Tobacco control, Jan 8, 2016
To assess retailer compliance with a licensing scheme requiring tobacco retailers to list their b... more To assess retailer compliance with a licensing scheme requiring tobacco retailers to list their business details with the government, to examine whether listed retailers are more likely to comply with a point-of-sale (POS) display ban and other in-store retailing laws and to explore variations in compliance between different retailer types and locations. An audit of 1739 retailers in New South Wales, Australia, was used to assess compliance with tobacco retailing legislation. Auditors actively searched for and audited unlisted retailers and all listed retailers in 122 metropolitan and regional postcodes. Multivariate generalised linear regression models were used to examine associations between compliance and retailer type, remoteness and demographic characteristics (socioeconomic level, proportion of population under 18 years and proportion born in Australia). One unlisted tobacco retailer was identified for every 12.6 listed tobacco retailers. Unlisted retailers were significantly...
Tobacco control, Jan 9, 2016
There is evidence that wide distribution of cigarettes contributes to smoking, and multiple comme... more There is evidence that wide distribution of cigarettes contributes to smoking, and multiple commentators have called for a review of tobacco retailing. This study analyses retailers who stop selling cigarettes, why they do so, and discusses the implications for tobacco control. An audit of tobacco retailers in the Australian state of NSW was used to identify retailers who had stopped selling tobacco, and they were then compared with current retailers to determine how many, and what types of outlets stop selling tobacco. Attempts were made to contact and interview all former tobacco retailers identified in three audited regions. In-depth interviews were conducted with 13 ex-tobacco retailers, or 31% of the subset of ex-tobacco retailers. Low-volume outlet types were over-represented as a proportion of retailers exiting the market, and some had resumed selling within 18 months of the audit. Low profits were often cited as a contributor to stopping; however, in all but one case, the de...
The Journal of adolescent health : official publication of the Society for Adolescent Medicine, 2018
There is considerable literature on the relative advantages and disadvantages of e-cigarettes/ele... more There is considerable literature on the relative advantages and disadvantages of e-cigarettes/electronic nicotine delivery systems (hence ''e-cigarettes'') [1−4]. Proponents have argued that e-cigarettes are a safer alternative to traditional smoked tobacco [5]. Conversely, opponents have argued that they can encourage nonsmokers to begin smoking tobacco and/or expose nonsmokers (and potentially, those nearby) to the risks associated with inhaling e-cigarette vapour, with uncertain long-term consequences [6−8]. The first argument-that e-cigarettes can promote smoking cessation-positions these devices as a quitting aid. This approach corresponds with marketing e-cigarettes as relatively more advantageous than smoked tobacco due to lower health risks. The argument also implies that e-cigarettes should be marketed with information on how users can decrease nicotine intake over time to facilitate nicotine withdrawal, devoid of glamourised promotion. Conversely, marketing e-cigarettes with glamour, youthful images, and reference to multiple flavours weakens their position as a quitting aid and strengthens their position as a lifestyle device. This approach potentially increases the interest of nonsmokers and/or young people, who are likely to be exposed to the risks associated with e-cigarettes, without benefiting from reduced tobacco-smoking. Consistent with the different potential methods of marketing e-cigarettes discussed above, how e-cigarettes are marketed is likely to change their relative risks and benefits. If e-cigarettes are marketed as a lifestyle device, with the potential to attract the interest of nonsmokers and/or young people, the associated risks are likely to increase. Conversely, if e-cigarettes are largely marketed as a quitting aid, this can minimise the associated risks by not encouraging their use among nonsmokers. Among e-cigarettes, JUUL recently achieved prominence due to its rapid increase in market share, high-levels of brand recognition and use among adolescents [9]. With only moderate marketing expenditure, JUUL was transformed from a littleknown brand to the largest retail e-cigarette brand in the United States. This followed innovative, engaging, and widereaching campaigns on Twitter, Instagram, and YouTube [10]. The rapid growth of JUUL, largely due to social media promotion, makes JUUL particularly problematic, since non-smoking adolescents who use JUUL or other e-cigarettes would be exposed to the associated risks, without any benefit from reduced tobacco-smoking.
Successive waves of legislation have resulted in a very large decrease in the number of smokers i... more Successive waves of legislation have resulted in a very large decrease in the number of smokers in Australia. Yet smoking remains a massive health problem for Australia, and there is evidence that progress on quitting has stalled. With promotion of cigarettes through advertising, point of sale promotion and pack display banned, and smoking removed from enclosed public places throughout Australia, it's not obvious what additional steps can be taken to make it easier for attempting quitters to permanently quit smoking. This paper argues that restrictions on tobacco retailing may provide an effective way to reduce impulse purchases by smokers and attempting quitters, and thus improve the success of quit attempts in Australia.
A research partnership has been forged between The Cancer Council of NSW (TCCN) and researchers a... more A research partnership has been forged between The Cancer Council of NSW (TCCN) and researchers at Macquarie University to investigate the influence of two relatively unexplored environmental factors on smoking behaviour in Australia: retail availability of tobacco and the presence of other people smoking in the vicinity of an individual. A diary method was used to collect what is believed to be the first publicly available detailed data on the tobacco purchase and consumption behaviour of intending quitters. The results show that after allowing for their usual level of smoking, intending quitters are more likely to smoke if there are 1) others smoking in the vicinity (with separate and additive effects for friends and/or family and other smokers) and 2) cigarettes for sale in the vicinity. The evidence generated through this research partnership will be useful in suggesting avenues for future policy and practice in the tobacco control area.
Journal of Financial Services …, 2005
... Suzan Burton is a senior lecturer in Management at Macquarie Graduate School of Management, M... more ... Suzan Burton is a senior lecturer in Management at Macquarie Graduate School of Management, Macquarie University. Greg Elliott is a professor in Management at Macquarie Graduate School of Management, Macquarie University. ...
A critical measure largely neglected in previous loyalty studies is the customer' s share of wall... more A critical measure largely neglected in previous loyalty studies is the customer' s share of wallet (SOW), or the percentage of their business that they assign to one bank. Since banks generate different profits from savings, investment products and loans, this study, based on 1,951 retail banking customers, develops separate models predicting SOW for deposits, debts and loans; and percentages of accounts and credit cards used from a customer' s main bank. The results suggest that about 25 to 65 percent of the variance in SOW can be predicted by demographic factors such as age, income and a customer' s residential location. While overall satisfaction and affective attitude have generally been found to be strong predictors of behavioral intentions in the marketing literature, they were, together with service quality, not found to be unique predictors of SOW in this study.
ABSTRACT Purpose – The loyalty literature has investigated the association between customer satis... more ABSTRACT Purpose – The loyalty literature has investigated the association between customer satisfaction and customer loyalty and revealed mixed results. Some studies have indicated that the relationship is linear, whereas others have found it to be non-linear. This study examines the nature of this association in retail banking, an issue that has not been tested empirically. Design/methodology/approach – A survey study examined bank customers' attitudes, perceptions, and behavior. Bivariate and multivariate testing was applied to develop two loyalty models: one based only on variables typically known to a bank, such as demographics and recent consumer behavior, and the other based on additional survey data. Findings – A non-linear relationship between customer satisfaction and customer loyalty was found, and a model explaining 56.9 percent of the variation in customer loyalty was developed. Predictors of loyalty beyond the attitudinal dimensions traditionally tested for their association with loyalty were found to be associated with customers' intentions to remain with their bank. In particular, market conditions such as switching costs and benefits as well as recent consumer behavior were found to add explanatory power. Further, this study contrasted a full model explaining 56.9 percent of the variation in loyalty with a model based only on variables known to banks, which explained only 8.4 percent. Profiling customers based on survey data can thus provide additional explanatory power compared to data mining models Originality/value – The models can be used by bankers to profile customers who are likely to remain loyal, allowing practitioners to implement proactive marketing action to reward such loyalty. Customers least likely to defect have high satisfaction levels, perceive switching as an unattractive option, and typically have a long-established banking relationship.
Block (or intensive) teaching is used by many management schools, but the factors that drive stud... more Block (or intensive) teaching is used by many management schools, but the factors that drive students to choose (or avoid) block subjects are not well understood. This paper reviews the research findings on intensive teaching and analyses the factors which predict student choice between different teaching formats, based on an analysis of qualitative and quantitative survey data. If studying one subject at a time, a majority of students appear to prefer a less intensive format. However the results show that three factors influence students' likelihood to choose the block format: their experience with the format, their perception of their ability in a particular subject and their concurrent subject load. There are also subject specific differences in student preferences. Implications for block scheduling and for actions to address perceived disadvantages of the block method are addressed.
The Graduate School of Management at Macquarie University has been offering post-graduate courses... more The Graduate School of Management at Macquarie University has been offering post-graduate courses by an intensive (five day), or 'block' format, and also by a more traditional weekly format for over ten years. The format is so successful that it has been copied by most business schools in Australia for their local and/or offshore programs. However block teaching has received
![Research paper thumbnail of Student Perceptions Following Assessment: An Investigation of the Effort-Reward Relationship and its Impact on Efficacy Cognitions [Electronic Version]](https://attachments.academia-assets.com/46477893/thumbnails/1.jpg)
](Sydney: The Centre for Professional Development and …, 2002
Assessment plays a significant role in the learning process, with both positive and negative feed... more Assessment plays a significant role in the learning process, with both positive and negative feedback providing useful information for students. In the case of positive feedback students are comforted in their quality and direction of their study efforts, whereas negative feedback can encourage a reassessment of study strategies and effort. However, the relationship between negative feedback and future performance is a complex one that must take into consideration the cognitions of students about the feedback process. Specifically how a student thinks about their assessment will influence their response. In this exploratory study, using post-graduate business students, we examine how assessment results influence fairness perceptions and the consequences for selfefficacy beliefs regarding future performance. Implications for teaching are also discussed.
Successive waves of legislation have resulted in a very large decrease in the number of smokers i... more Successive waves of legislation have resulted in a very large decrease in the number of smokers in Australia. Yet smoking remains a massive health problem for Australia, and there is evidence that progress on quitting has stalled. With promotion of cigarettes through advertising, point of sale promotion and pack display banned, and smoking removed from enclosed public places throughout Australia, it’s not obvious what additional steps can be taken to make it easier for attempting quitters to permanently quit smoking. This paper argues that restrictions on tobacco retailing may provide an effective way to reduce impulse purchases by smokers and attempting quitters, and thus improve the success of quit attempts in Australia.
Tobacco control, 2014
Since price is both a key determinant of smoking and one of the few remaining marketing strategie... more Since price is both a key determinant of smoking and one of the few remaining marketing strategies available in countries without point-of-sale tobacco display, this study examines cigarette price variations in the Australian market and assesses whether those variations are consistent with price being used to increase or maintain smoking among price-sensitive groups. An audit of 1739 tobacco retailers was used to collect variations in the price of the best-selling Australian cigarette brand, as well as record retailer compliance with tobacco retailing legislation. We examined variation in pricing across outlet type, demographic variations (socioeconomic level, % in the area under 18 and % born in Australia), remoteness and retailer compliance with tobacco retailing legislation. Multipacks were offered by 27.8% of retailers, with the average pack price in a twin pack $1.32 (or 7.3%) cheaper than a single pack. Prices were significantly lower in some outlet types, in lower socioeconom...
Australasian Marketing Journal (AMJ), 2011
Despite a variety of long-standing tobacco control policies in most countries, smoking remains a ... more Despite a variety of long-standing tobacco control policies in most countries, smoking remains a source of considerable economic and health costs, resulting in ongoing discussion of potential policy changes. The contribution of retail tobacco distribution to prompting, facilitating and normalising smoking has received increasing attention, but the effect of retail outlets on tobacco consumption is relatively under-researched. In particular, there
There is evidence from many product categories that the level of retail distribution is associate... more There is evidence from many product categories that the level of retail distribution is associated with sales . However the extent to which widespread distribution of tobacco contributes to its use is unclear. Any effect is likely to be greatest for certain types of smokers (e.g. those attempting to quit) but there is no publicly available data on this aspect
Journal of Business Research, 2015
Academy of Management Perspectives, Jun 3, 2023
Tobacco control, Jan 8, 2016
To assess retailer compliance with a licensing scheme requiring tobacco retailers to list their b... more To assess retailer compliance with a licensing scheme requiring tobacco retailers to list their business details with the government, to examine whether listed retailers are more likely to comply with a point-of-sale (POS) display ban and other in-store retailing laws and to explore variations in compliance between different retailer types and locations. An audit of 1739 retailers in New South Wales, Australia, was used to assess compliance with tobacco retailing legislation. Auditors actively searched for and audited unlisted retailers and all listed retailers in 122 metropolitan and regional postcodes. Multivariate generalised linear regression models were used to examine associations between compliance and retailer type, remoteness and demographic characteristics (socioeconomic level, proportion of population under 18 years and proportion born in Australia). One unlisted tobacco retailer was identified for every 12.6 listed tobacco retailers. Unlisted retailers were significantly...
Tobacco control, Jan 9, 2016
There is evidence that wide distribution of cigarettes contributes to smoking, and multiple comme... more There is evidence that wide distribution of cigarettes contributes to smoking, and multiple commentators have called for a review of tobacco retailing. This study analyses retailers who stop selling cigarettes, why they do so, and discusses the implications for tobacco control. An audit of tobacco retailers in the Australian state of NSW was used to identify retailers who had stopped selling tobacco, and they were then compared with current retailers to determine how many, and what types of outlets stop selling tobacco. Attempts were made to contact and interview all former tobacco retailers identified in three audited regions. In-depth interviews were conducted with 13 ex-tobacco retailers, or 31% of the subset of ex-tobacco retailers. Low-volume outlet types were over-represented as a proportion of retailers exiting the market, and some had resumed selling within 18 months of the audit. Low profits were often cited as a contributor to stopping; however, in all but one case, the de...
The Journal of adolescent health : official publication of the Society for Adolescent Medicine, 2018
There is considerable literature on the relative advantages and disadvantages of e-cigarettes/ele... more There is considerable literature on the relative advantages and disadvantages of e-cigarettes/electronic nicotine delivery systems (hence ''e-cigarettes'') [1−4]. Proponents have argued that e-cigarettes are a safer alternative to traditional smoked tobacco [5]. Conversely, opponents have argued that they can encourage nonsmokers to begin smoking tobacco and/or expose nonsmokers (and potentially, those nearby) to the risks associated with inhaling e-cigarette vapour, with uncertain long-term consequences [6−8]. The first argument-that e-cigarettes can promote smoking cessation-positions these devices as a quitting aid. This approach corresponds with marketing e-cigarettes as relatively more advantageous than smoked tobacco due to lower health risks. The argument also implies that e-cigarettes should be marketed with information on how users can decrease nicotine intake over time to facilitate nicotine withdrawal, devoid of glamourised promotion. Conversely, marketing e-cigarettes with glamour, youthful images, and reference to multiple flavours weakens their position as a quitting aid and strengthens their position as a lifestyle device. This approach potentially increases the interest of nonsmokers and/or young people, who are likely to be exposed to the risks associated with e-cigarettes, without benefiting from reduced tobacco-smoking. Consistent with the different potential methods of marketing e-cigarettes discussed above, how e-cigarettes are marketed is likely to change their relative risks and benefits. If e-cigarettes are marketed as a lifestyle device, with the potential to attract the interest of nonsmokers and/or young people, the associated risks are likely to increase. Conversely, if e-cigarettes are largely marketed as a quitting aid, this can minimise the associated risks by not encouraging their use among nonsmokers. Among e-cigarettes, JUUL recently achieved prominence due to its rapid increase in market share, high-levels of brand recognition and use among adolescents [9]. With only moderate marketing expenditure, JUUL was transformed from a littleknown brand to the largest retail e-cigarette brand in the United States. This followed innovative, engaging, and widereaching campaigns on Twitter, Instagram, and YouTube [10]. The rapid growth of JUUL, largely due to social media promotion, makes JUUL particularly problematic, since non-smoking adolescents who use JUUL or other e-cigarettes would be exposed to the associated risks, without any benefit from reduced tobacco-smoking.
Successive waves of legislation have resulted in a very large decrease in the number of smokers i... more Successive waves of legislation have resulted in a very large decrease in the number of smokers in Australia. Yet smoking remains a massive health problem for Australia, and there is evidence that progress on quitting has stalled. With promotion of cigarettes through advertising, point of sale promotion and pack display banned, and smoking removed from enclosed public places throughout Australia, it's not obvious what additional steps can be taken to make it easier for attempting quitters to permanently quit smoking. This paper argues that restrictions on tobacco retailing may provide an effective way to reduce impulse purchases by smokers and attempting quitters, and thus improve the success of quit attempts in Australia.
A research partnership has been forged between The Cancer Council of NSW (TCCN) and researchers a... more A research partnership has been forged between The Cancer Council of NSW (TCCN) and researchers at Macquarie University to investigate the influence of two relatively unexplored environmental factors on smoking behaviour in Australia: retail availability of tobacco and the presence of other people smoking in the vicinity of an individual. A diary method was used to collect what is believed to be the first publicly available detailed data on the tobacco purchase and consumption behaviour of intending quitters. The results show that after allowing for their usual level of smoking, intending quitters are more likely to smoke if there are 1) others smoking in the vicinity (with separate and additive effects for friends and/or family and other smokers) and 2) cigarettes for sale in the vicinity. The evidence generated through this research partnership will be useful in suggesting avenues for future policy and practice in the tobacco control area.
Journal of Financial Services …, 2005
... Suzan Burton is a senior lecturer in Management at Macquarie Graduate School of Management, M... more ... Suzan Burton is a senior lecturer in Management at Macquarie Graduate School of Management, Macquarie University. Greg Elliott is a professor in Management at Macquarie Graduate School of Management, Macquarie University. ...
A critical measure largely neglected in previous loyalty studies is the customer' s share of wall... more A critical measure largely neglected in previous loyalty studies is the customer' s share of wallet (SOW), or the percentage of their business that they assign to one bank. Since banks generate different profits from savings, investment products and loans, this study, based on 1,951 retail banking customers, develops separate models predicting SOW for deposits, debts and loans; and percentages of accounts and credit cards used from a customer' s main bank. The results suggest that about 25 to 65 percent of the variance in SOW can be predicted by demographic factors such as age, income and a customer' s residential location. While overall satisfaction and affective attitude have generally been found to be strong predictors of behavioral intentions in the marketing literature, they were, together with service quality, not found to be unique predictors of SOW in this study.
ABSTRACT Purpose – The loyalty literature has investigated the association between customer satis... more ABSTRACT Purpose – The loyalty literature has investigated the association between customer satisfaction and customer loyalty and revealed mixed results. Some studies have indicated that the relationship is linear, whereas others have found it to be non-linear. This study examines the nature of this association in retail banking, an issue that has not been tested empirically. Design/methodology/approach – A survey study examined bank customers' attitudes, perceptions, and behavior. Bivariate and multivariate testing was applied to develop two loyalty models: one based only on variables typically known to a bank, such as demographics and recent consumer behavior, and the other based on additional survey data. Findings – A non-linear relationship between customer satisfaction and customer loyalty was found, and a model explaining 56.9 percent of the variation in customer loyalty was developed. Predictors of loyalty beyond the attitudinal dimensions traditionally tested for their association with loyalty were found to be associated with customers' intentions to remain with their bank. In particular, market conditions such as switching costs and benefits as well as recent consumer behavior were found to add explanatory power. Further, this study contrasted a full model explaining 56.9 percent of the variation in loyalty with a model based only on variables known to banks, which explained only 8.4 percent. Profiling customers based on survey data can thus provide additional explanatory power compared to data mining models Originality/value – The models can be used by bankers to profile customers who are likely to remain loyal, allowing practitioners to implement proactive marketing action to reward such loyalty. Customers least likely to defect have high satisfaction levels, perceive switching as an unattractive option, and typically have a long-established banking relationship.
Block (or intensive) teaching is used by many management schools, but the factors that drive stud... more Block (or intensive) teaching is used by many management schools, but the factors that drive students to choose (or avoid) block subjects are not well understood. This paper reviews the research findings on intensive teaching and analyses the factors which predict student choice between different teaching formats, based on an analysis of qualitative and quantitative survey data. If studying one subject at a time, a majority of students appear to prefer a less intensive format. However the results show that three factors influence students' likelihood to choose the block format: their experience with the format, their perception of their ability in a particular subject and their concurrent subject load. There are also subject specific differences in student preferences. Implications for block scheduling and for actions to address perceived disadvantages of the block method are addressed.
The Graduate School of Management at Macquarie University has been offering post-graduate courses... more The Graduate School of Management at Macquarie University has been offering post-graduate courses by an intensive (five day), or 'block' format, and also by a more traditional weekly format for over ten years. The format is so successful that it has been copied by most business schools in Australia for their local and/or offshore programs. However block teaching has received
Sydney: The Centre for Professional Development and …, 2002
Assessment plays a significant role in the learning process, with both positive and negative feed... more Assessment plays a significant role in the learning process, with both positive and negative feedback providing useful information for students. In the case of positive feedback students are comforted in their quality and direction of their study efforts, whereas negative feedback can encourage a reassessment of study strategies and effort. However, the relationship between negative feedback and future performance is a complex one that must take into consideration the cognitions of students about the feedback process. Specifically how a student thinks about their assessment will influence their response. In this exploratory study, using post-graduate business students, we examine how assessment results influence fairness perceptions and the consequences for selfefficacy beliefs regarding future performance. Implications for teaching are also discussed.
Successive waves of legislation have resulted in a very large decrease in the number of smokers i... more Successive waves of legislation have resulted in a very large decrease in the number of smokers in Australia. Yet smoking remains a massive health problem for Australia, and there is evidence that progress on quitting has stalled. With promotion of cigarettes through advertising, point of sale promotion and pack display banned, and smoking removed from enclosed public places throughout Australia, it’s not obvious what additional steps can be taken to make it easier for attempting quitters to permanently quit smoking. This paper argues that restrictions on tobacco retailing may provide an effective way to reduce impulse purchases by smokers and attempting quitters, and thus improve the success of quit attempts in Australia.
Tobacco control, 2014
Since price is both a key determinant of smoking and one of the few remaining marketing strategie... more Since price is both a key determinant of smoking and one of the few remaining marketing strategies available in countries without point-of-sale tobacco display, this study examines cigarette price variations in the Australian market and assesses whether those variations are consistent with price being used to increase or maintain smoking among price-sensitive groups. An audit of 1739 tobacco retailers was used to collect variations in the price of the best-selling Australian cigarette brand, as well as record retailer compliance with tobacco retailing legislation. We examined variation in pricing across outlet type, demographic variations (socioeconomic level, % in the area under 18 and % born in Australia), remoteness and retailer compliance with tobacco retailing legislation. Multipacks were offered by 27.8% of retailers, with the average pack price in a twin pack $1.32 (or 7.3%) cheaper than a single pack. Prices were significantly lower in some outlet types, in lower socioeconom...
Australasian Marketing Journal (AMJ), 2011
Despite a variety of long-standing tobacco control policies in most countries, smoking remains a ... more Despite a variety of long-standing tobacco control policies in most countries, smoking remains a source of considerable economic and health costs, resulting in ongoing discussion of potential policy changes. The contribution of retail tobacco distribution to prompting, facilitating and normalising smoking has received increasing attention, but the effect of retail outlets on tobacco consumption is relatively under-researched. In particular, there
There is evidence from many product categories that the level of retail distribution is associate... more There is evidence from many product categories that the level of retail distribution is associated with sales . However the extent to which widespread distribution of tobacco contributes to its use is unclear. Any effect is likely to be greatest for certain types of smokers (e.g. those attempting to quit) but there is no publicly available data on this aspect
Corporate sponsorship is often used to develop positive attitudes towards a brand or a firm, amon... more Corporate sponsorship is often used to develop positive attitudes towards a brand or a firm, among its customers and/or potential customers. Depending on the size of the organisation, corporate sponsorship may involve high-profile entities (such as the Olympics), or smaller local groups or individuals, but the prominence of large entities means that sponsorships by large organisations attract most media and research attention. A less commonly studied effect of sponsorship is the effect on the attitudes of the sponsoring organisations’ own employees. In this area, as with consumer-focused sponsorship, large organisations are likely to have substantial advantages. Large firms have the resources to leverage their sponsorship both internally and externally. Large organisations also have the expertise to effectively communicate their sponsorship-relationship to internal audiences. Yet smaller organisations may also be successful in engaging employees by sponsoring local entities at far lower cost, and providing opportunities for employee participation in the sponsorship. This research compares sponsorship-linked attitudes of 405 employees at small and medium-sized enterprises (SMEs) and large organisations. Despite large organisations’ bigger budgets, sponsorship-linked attitudes were not significantly lower among SME employees. For one measure, sponsorship-linked organisational identification, SME employees rated significantly higher than employees of large organisations. The findings suggest that sponsorship can result in positive employee attitudes, even in SMEs—and may in fact be even more cost-effective for SMEs. These results may be due to increased communication within SMEs, or because SME employees may have stronger affiliations with sponsored entities. Implications for research and practice are discussed.