Plewa, C.Quester, P.2009-11-232009-11-232008Asia Pacific Journal of Marketing and Logistics, 2008; 20(2):211-2261355-58551758-4248http://hdl.handle.net/2440/53668Purpose – This dyadic study aims to analyses the influence of champions, particularly their personal engagement and experience, on relationships that cross different sectors and working environments. Design/methodology/approach – Based on an extensive literature review and initial qualitative research, a conceptual dyadic model is presented and tested using structural equation modelling methods. Findings – Path analysis results show a surprisingly weak effect of champions. However, personal experience influenced engagement, which, in turn, impacted on commitment. Furthermore, a positive influence of trust and commitment on satisfaction is confirmed. Research limitations/implications – The results are limited by the small dyadic sample size and a potential bias towards positive relationships. Originality/value – Based on relationship and services marketing theory, this paper provides much needed insights on university–industry relationships, analysing the influence of personal engagement and experience on the relationship characteristics trust and commitment and, in turn, on satisfaction.enMathematical modellingRelationship marketingStrategic alliancesUniversitiesJournal article002008496510.1108/135558508108645602-s2.0-849860382122-s2.0-7996077391140401Plewa, C. [0000-0002-4570-0065]Quester, P. [0000-0001-6872-6973]