Investigating large scale sponsorship relationships as co-marking alliances

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dc.contributor.authorFarrelly, F.
dc.contributor.authorQuester, P.
dc.date.issued2005
dc.descriptionCopyright © Elsevier Inc.
dc.description.abstractIn 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.
dc.description.statementofresponsibilityFrancis Farrelly and Pascale Quester
dc.description.urihttp://www.elsevier.com/wps/find/journaldescription.cws_home/620214/description#description
dc.identifier.citationBusiness Horizons, 2005; 48(1):55-62
dc.identifier.doi10.1016/j.bushor.2004.10.003
dc.identifier.issn0007-6813
dc.identifier.orcidQuester, P. [0000-0001-6872-6973]
dc.identifier.urihttp://hdl.handle.net/2440/17588
dc.language.isoen
dc.publisherElsevier Inc.
dc.source.urihttps://doi.org/10.1016/j.bushor.2004.10.003
dc.subjectSponsorship
dc.subjectCo-marketing
dc.subjectAlliances
dc.subjectSports
dc.titleInvestigating large scale sponsorship relationships as co-marking alliances
dc.typeJournal article
pubs.publication-statusPublished

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