Changes in sponsorship value: Competencies and capabilities of successful sponsorship relationships

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dc.contributor.authorFarrelly, F.
dc.contributor.authorQuester, P.
dc.contributor.authorBurton, R.
dc.date.issued2006
dc.descriptionCopyright © 2006 Elsevier Inc.
dc.description.abstractThe sponsorship relationship has evolved considerably over the past few years. As a result, the value delivered to both sponsors and the sports entities with which they form relationships needed to be redefined. While some of these partners have made the necessary leap forward, some sponsors have also been confronted with resistance on the part of sport entities to adapt to evolving perceptions of value. Based on a qualitative study aimed at canvassing the views of some of the most prominent experts in the field and spanning 4 years and four continents, we document this evolution of sponsorship value and identify those key competencies that differentiate successful sponsors from less successful ones. Our research provides insights for other inter-firm relationships, particularly those in the service sector.
dc.description.statementofresponsibilityFrancis Farrelly, Pascale Quester and Rick Burton
dc.description.urihttp://www.elsevier.com/wps/find/journaldescription.cws_home/505720/description#description
dc.identifier.citationIndustrial Marketing Management, 2006; 35(8):1016-1026
dc.identifier.doi10.1016/j.indmarman.2006.05.006
dc.identifier.issn0019-8501
dc.identifier.issn1873-2062
dc.identifier.orcidQuester, P. [0000-0001-6872-6973]
dc.identifier.urihttp://hdl.handle.net/2440/22985
dc.language.isoen
dc.publisherElsevier Science Inc
dc.source.urihttps://doi.org/10.1016/j.indmarman.2006.05.006
dc.subjectsponsorship
dc.subjectrelationship
dc.subjectvalue
dc.subjectcompetencies
dc.subjectqualitative research
dc.titleChanges in sponsorship value: Competencies and capabilities of successful sponsorship relationships
dc.typeJournal article
pubs.publication-statusPublished

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