Investigating large scale sponsorship relationships as co-marking alliances
Date
2005
Authors
Farrelly, F.
Quester, P.
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Journal article
Citation
Business Horizons, 2005; 48(1):55-62
Statement of Responsibility
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.