Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/1179
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DC Field | Value | Language |
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dc.contributor.author | Farrelly, F. | - |
dc.contributor.author | Quester, P. | - |
dc.contributor.author | Mavondo, F. | - |
dc.date.issued | 2003 | - |
dc.identifier.citation | Corporate Communications: an international journal, 2003; 8(2):128-138 | - |
dc.identifier.issn | 1356-3289 | - |
dc.identifier.uri | http://hdl.handle.net/2440/1179 | - |
dc.description | © Emerald Group Publishing Limited | - |
dc.description.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. | - |
dc.description.statementofresponsibility | Francis Farrelly, Pascale Quester, Felix Mavondo | - |
dc.language.iso | en | - |
dc.publisher | Emerald | - |
dc.source.uri | http://dx.doi.org/10.1108/1356328031047571 | - |
dc.subject | Collaboration | - |
dc.subject | Commitment | - |
dc.subject | Communication | - |
dc.subject | Market orientation | - |
dc.subject | Sponsorship | - |
dc.subject | Trust | - |
dc.title | Collaborative communication in sponsor relations | - |
dc.type | Journal article | - |
dc.identifier.doi | 10.1108/1356328031047571 | - |
pubs.publication-status | Published | - |
dc.identifier.orcid | Quester, P. [0000-0001-6872-6973] | - |
Appears in Collections: | Aurora harvest 2 Business School publications |
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