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Type: Journal article
Title: Collaborative communication in sponsor relations
Author: Farrelly, F.
Quester, P.
Mavondo, F.
Citation: Corporate Communications, 2003; 8(2):128-138
Publisher: Emerald
Issue Date: 2003
ISSN: 1356-3289
Statement of
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
RMID: 0020031501
DOI: 10.1108/1356328031047571
Appears in Collections:Business School publications

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