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| Author: | Chadwick, S. Thwaites, D. |
| Title: | Commitment in sponsorship relationships |
| Journal: | Journal of General Management
2008 : AUTUMN, VOL. 34:1, p. 71-90 |
| Index terms: | markets industries companies commitment sponsorship |
| Freeterms: | relationships partnerships |
| Language: | eng |
| Abstract: | There are three key determinants of commitment (here as: cmmt.) in sponsorship relationships (hereafter as: sps. r-ship/s.) identified: i. perceived benefits of a sps. r-ship., ii. the values shared by sps. partners and iii. the tendency towards opportunistic behaviour possibly displayed by a partner. Based on these determinants, identified are four sps. cmmt. types, that is, 'Calculators and Commercials', 'Carers and Communals', 'Cynics and Short-Termers' and 'Innocents and Indifferents'. Highlighted are also three stages (or phases) (here as: s.) through which cmmt. develops: the engagement s., the retention s. and the dissolution s. Using the ERD model phases, the nature of each cmmt. type is considered. |
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