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Type: Journal article
Title: Investigating large scale sponsorship relationships as co-marking alliances
Author: Farrelly, F.
Quester, P.
Citation: Business Horizons, 2005; 48(1):55-62
Publisher: Elsevier Inc.
Issue Date: 2005
ISSN: 0007-6813
Statement of
Francis Farrelly and Pascale Quester
Abstract: In this research, the sport sponsorship relationship between a sponsor and sports entity is analysed as a form of co-marketing alliance. A rationale is provided and factors deemed critical to alliance success, including strategic compatibility, goal convergence, commitment, and satisfaction, are defined and explored through a series of depth interviews. While sponsorship partners believe that the relationship can function as a co-marketing alliance, their interpretations differ and this appears to stifle the relationship. The results also reveal, however, that approaching the sponsorship relationship provides valuable managerial insights and can have a positive effect on performance.
Keywords: Sponsorship
Description: Copyright © Elsevier Inc.
DOI: 10.1016/j.bushor.2004.10.003
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Appears in Collections:Aurora harvest 6
Business School publications

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