Investigating large scale sponsorship relationships as co-marking alliances

Date

2005

Authors

Farrelly, F.
Quester, P.

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Journal article

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Business Horizons, 2005; 48(1):55-62

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Francis Farrelly and Pascale Quester

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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.

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Copyright © Elsevier Inc.

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