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https://hdl.handle.net/2440/17588
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Type: | Journal article |
Title: | Investigating large scale sponsorship relationships as co-marking alliances |
Author: | Farrelly, F. Quester, P. |
Citation: | Business Horizons, 2005; 48(1):55-62 |
Publisher: | Elsevier Inc. |
Issue Date: | 2005 |
ISSN: | 0007-6813 |
Statement of Responsibility: | Francis Farrelly and Pascale Quester |
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. |
Keywords: | Sponsorship Co-marketing Alliances Sports |
Description: | Copyright © Elsevier Inc. |
DOI: | 10.1016/j.bushor.2004.10.003 |
Description (link): | http://www.elsevier.com/wps/find/journaldescription.cws_home/620214/description#description |
Published version: | http://dx.doi.org/10.1016/j.bushor.2004.10.003 |
Appears in Collections: | Aurora harvest 6 Business School publications |
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