Articlegreen2020

Sport event sponsorship management from the sponsee’s perspective

Ashlee Morgan · Tracy Lynn Taylor · Douglass Adair

42 citations0/0 files storedSport Management Review

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Highlights• Structural and relational considerations are critical for sponsorship management• Brand and strategic compatibility are valued by the sponsee• Trustworthy relationships are instrumental in managing sponsors• Staff turnover impacts asset-specific knowledge and inter-firm social bonds

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1984Case Study Research: Design and Methods 1998The Relational View: Cooperative Strategy and Sources of Interorganizational Competitive Advantage 1989Designing qualitative research 2000Learning and protection of proprietary assets in strategic alliances: building relational capital 2001Social capital, knowledge acquisition, and knowledge exploitation in young technology‐based firms 1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing 2007The evolution of cooperation in strategic alliances: Initial conditions or learning processes?1999The leveraging of interfirm relationships as a distinctive organizational capability: a longitudinal study

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2024Navigating the Digital Frontier: Inherent Mechanisms, Challenges, and Strategies for Sports Consumption Upgrade in the Digital Economy 2022Image congruity in the love triangle among mega sport event organizer, sponsor, and consumers: the moderating effects of product involvement and consumer awareness 2021Can Sports Sponsorship Affect Consumers’ Motivation for Sports Consumption?2023Pengaruh Gaya Kepemimpinan Situasional Terhadap Kinerja Karyawan Melalui Keterlibatan Karyawan di UD Sukinem

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