کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027758 942261 2011 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The impact of degenerative episodes on the sponsorship B2B relationship: Implications for brand management
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The impact of degenerative episodes on the sponsorship B2B relationship: Implications for brand management
چکیده انگلیسی

Sponsorship B2B relationships generally are entered into by sponsors seeking brand-related benefits through association with a sport entity brand. Negative incidents involving athletes representing the sport entity may threaten the brands of both the sport and sponsor and can weaken or even dissolve the partnership. The management of these episodes is critical in protecting the sport entity's brand equity, as well as the sponsor's brand, and ultimately the relationship. This study explores multiple stakeholders' perspectives on these degenerative episodes and the potential relational outcomes using a series of depth interviews with major sponsors and sport entities. We identify key constructs such as attribution of blame, societal norms, zone of tolerance and perceived severity which influence whether this behavior acts as a degenerative episode in the relationship. Factors such as existing relationship quality and episode management can affect the impact on the relationship as well as the extent of relational change.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 40, Issue 4, May 2011, Pages 603–611
نویسندگان
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