Examining important relationship quality constructs of the focal sponsorship exchange

Few studies have considered sponsorship from a relationship perspective. This is despite evidence that sponsors and sport entities engage in long-term, mutually beneficial, relationships where the role of trust and commitment is likely to be pivotal. This study examines empirically the effects of tr...

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Bibliographic Details
Published inIndustrial marketing management Vol. 34; no. 3; pp. 211 - 219
Main Authors Farrelly, Francis J., Quester, Pascale G.
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.04.2005
Elsevier Sequoia S.A
Subjects
American Football League
Australian football
Business management
Commitment
Corporate sponsorship
Industrial economics
Industrial management
Leisure economics
Marketing
Professional soccer
Relationship
Relationship marketing
Satisfaction
Sponsorship
Sports
Sports marketing
Studies
Trust
U.S.A
Australia
Sponsorship
Commitment
Trust
Relationship
Satisfaction
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Summary:Few studies have considered sponsorship from a relationship perspective. This is despite evidence that sponsors and sport entities engage in long-term, mutually beneficial, relationships where the role of trust and commitment is likely to be pivotal. This study examines empirically the effects of trust and commitment on two critical relationship outcomes, namely, economic and noneconomic satisfaction. Based on a comprehensive survey of the Australian Football League (AFL) and its protected sponsors, the paper demonstrates that commitment, measured by leverage investments, is a key antecedent of economic satisfaction, while trust is antecedent of both economic and noneconomic satisfaction.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2004.09.003