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|Title:||Collaborative communication in sponsor relations|
|Citation:||Corporate Communications, 2003; 8(2):128-138|
|Francis Farrelly, Pascale Quester, Felix Mavondo|
|Abstract:||Despite increasing attention in the marketing literature devoted to market orientation and relationship marketing issues, the sponsorship relationship has not been examined according to these perspectives. In this study, a number of propositions linking market orientation, collaborative communications, trust and commitment are developed and examined empirically in a sponsorship context. The findings suggest that market orientation and collaborative communication are both important determinants of sponsorship commitment, defined as a sponsor’s preparedness to leverage the association. Results concerning trust are somewhat more ambiguous. The implications of these findings are discussed in conclusion, along with directions for future research.|
|Keywords:||Collaboration; Commitment; Communication; Market orientation; Sponsorship; Trust|
|Description:||© Emerald Group Publishing Limited|
|Appears in Collections:||Business School publications|
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