Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/17588
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dc.contributor.author | Farrelly, F. | - |
dc.contributor.author | Quester, P. | - |
dc.date.issued | 2005 | - |
dc.identifier.citation | Business Horizons, 2005; 48(1):55-62 | - |
dc.identifier.issn | 0007-6813 | - |
dc.identifier.uri | http://hdl.handle.net/2440/17588 | - |
dc.description | Copyright © Elsevier Inc. | - |
dc.description.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. | - |
dc.description.statementofresponsibility | Francis Farrelly and Pascale Quester | - |
dc.description.uri | http://www.elsevier.com/wps/find/journaldescription.cws_home/620214/description#description | - |
dc.language.iso | en | - |
dc.publisher | Elsevier Inc. | - |
dc.source.uri | http://dx.doi.org/10.1016/j.bushor.2004.10.003 | - |
dc.subject | Sponsorship | - |
dc.subject | Co-marketing | - |
dc.subject | Alliances | - |
dc.subject | Sports | - |
dc.title | Investigating large scale sponsorship relationships as co-marking alliances | - |
dc.type | Journal article | - |
dc.identifier.doi | 10.1016/j.bushor.2004.10.003 | - |
pubs.publication-status | Published | - |
dc.identifier.orcid | Quester, P. [0000-0001-6872-6973] | - |
Appears in Collections: | Aurora harvest 6 Business School publications |
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