Collaborative communication in sponsor relations
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 June 2003
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
Citation
Farrelly, F., Quester, P. and Mavondo, F. (2003), "Collaborative communication in sponsor relations", Corporate Communications: An International Journal, Vol. 8 No. 2, pp. 128-138. https://doi.org/10.1108/1356328031047571
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited