Managing Sport Sponsorship Relationship: Exploring the Impact of Degenerative Episodes

Academic Public Administration Studies

Managing Sport Sponsorship Relationship: Exploring the Impact of Degenerative Episodes

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dc.contributor.author Westberg, Kate
dc.contributor.author Wilson, Brad
dc.contributor.author Stavros, Constantino
dc.date.accessioned 2010-07-05T10:36:06Z
dc.date.available 2010-07-05T10:36:06Z
dc.date.issued 2010-07-05
dc.identifier.uri http://www.apas.admpubl.snspa.ro/handle/2010/229
dc.description.abstract Sponsorship relationships generally are entered into by sponsors seeking brand-related benefits through association with a sport entity brand. However, negative player behavior can serve as a degenerative episode in the relationship and weaken or even dissolve the relationship. This study explores multiple stakeholders’ perspectives on these degenerative episodes and relational outcomes using a series of depth-interviews with sponsors and sport entities. A model is posited that includes key constructs, such as attribution of blame, societal norms, zone of tolerance and perceived severity, which influence whether negative player behavior acts as a degenerative episode. Moderators, such as relationship quality, media impact and episode management are also included en_US
dc.language.iso en en_US
dc.publisher 8-th International Congress of the International Association on Public and Nonprofit Marketing "New Approaches in Public and Nonprofit Marketing Research & Practice", Valencia, 17-19 June 2009
dc.subject Sports Marketing en_US
dc.subject Sponsorship en_US
dc.subject Degenerative episode en_US
dc.title Managing Sport Sponsorship Relationship: Exploring the Impact of Degenerative Episodes en_US
dc.type Article en_US


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