Particularly, higher guarantee brands commonly last for much longer when you look at the sponsoring relationship


Particularly, higher guarantee brands commonly last for much longer when you look at the sponsoring relationship

From the character regarding influential reasons for having discontinuing a sponsoring relationships, Jensen and Cornwell had been the first one to class their conclusions into the three factorial groups: exterior activities, sponsor-related situations and you will sponsee-related products. The initial classification consists of economic conditions, eg a nation’s rising prices rates or their monetary growth, which can be important issues in making a choice with the discontinuance out of a supporting relationships. In terms of mentor-relevant things, new collateral from a brand name (Aaker, 1996) possess an impact on the new discontinuation out of a romance. Sponsee-related affairs become insufficient uniqueness inside a supporting matchmaking (sponsoring disorder), indicating the odds of dissolution goes up to your amount of sponsors involved that have a football entity.

Concluding the fresh new literary works comment, earlier research has shown that there are significant positive effects regarding supporting affairs towards the each other sponsors and you can sponsees. To possess communities and you may recreations services to benefit from the good-sized self-confident outcomes, there should be a definite knowledge of how figure out of sponsoring matchmaking performs and you can just what important affairs on the discontinuation of sponsoring relationships are present. Yet not, in the reviewing the relevant literature for the exploration from sponsorship dissolution, a certain scarcity of research has already been identified. Hence, the objective of so it papers will be to sign up to this new minimal level of sense to your sponsor–sponsee discontinuation and also to stick to the recent phone call because of the Jensen and Cornwell (2017) for more explorative search into the support discontinuation.

step three. Methodology

Sponsorship discontinuation are a highly untreated search community. Ergo, we realize a keen explorative look method that is appropriate to analyze a below-examined arena of focus that lacks steeped and you can strong idea (Eisenhardt, 1989; Yin, 2017). Inside perspective, in-depth interview were used.

Regardless if exploratory research can apply to help you just eight respondents (McCracken, 1988; Gibbert and you may Ruigrok, 2010), the objective of this study are the usage of a high amount of participants and watch as much means as you are able to to examine sponsorship discontinuation. Overall, twenty four historical cases were utilized and you may have been complemented because of the 19 from inside the-depth interview (Dining tables II and you can III). Information on the fresh historical cases was created by identifying all of the sponsorships which were terminated ranging from 2000 and you can 2013 in the Dutch Eredivisie. That with both, the fresh new LexisNexis databases and also the large internet sites ecosystem, (newspaper) stuff were seemed considering a combination of the fresh sponsors and you can sponsees’ names (see Dining table AI toward recommendations out-of stuff obtained from the new LexisNexis). In addition, large terms instance “support cancellation” and you may “sponsorship discontinuation” were utilized to locate other associated support discontinuation instances throughout these offer. Respondents was in fact chose based on its engagement from inside the an earlier ended sponsorship relation. The fresh respondents get into about three groups: sponsees, sponsors and you will mediators. The second class contains football marketers doing work for providers one to mediate the partnership ranging from mentor and sponsee. All respondents were contacted via unlock supply contact info as well as the interview happened face-to-face.

Likewise, this new imagined brand match ranging from a good organizations brand and the fresh sporting events entity (congruence) stands for a relevant factor that affects the decision away from whether or never to keep a support matchmaking, suggesting that a weak brand fit can increase the possibilities of end a romance

To alter theory inductively in order to create respondents adequate independence, semi-prepared interview have been chose (Eisenhardt and you will Graebner, 2007). People personal information was got rid of in order to remind respondents to respond to easily, hence increased new validity away from lookup. The fresh survey contains three parts: questions regarding the brand new respondent, questions relating to sponsorship and you will questions regarding discontinuation. Elaboration (to incorporate additional info) and you will clarification (to find need) probing were utilized to guarantee the identity of every root reasons (Rubin and Rubin, 1995; King and you can Horrocks, 2010).


Please enter your comment!
Please enter your name here

Website này sử dụng Akismet để hạn chế spam. Tìm hiểu bình luận của bạn được duyệt như thế nào.