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https://hdl.handle.net/2440/1179
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Type: | Journal article |
Title: | Collaborative communication in sponsor relations |
Author: | Farrelly, F. Quester, P. Mavondo, F. |
Citation: | Corporate Communications: an international journal, 2003; 8(2):128-138 |
Publisher: | Emerald |
Issue Date: | 2003 |
ISSN: | 1356-3289 |
Statement of Responsibility: | 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 |
DOI: | 10.1108/1356328031047571 |
Published version: | http://dx.doi.org/10.1108/1356328031047571 |
Appears in Collections: | Aurora harvest 2 Business School publications |
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