Collaborative communication in sponsor relations

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.

[1]  J. Maule,et al.  Modelling Sport Sponsorship Selection Decisions , 1997 .

[2]  S. Lindskold.  Trust development, the GRIT proposal, and the effects of conciliatory acts on conflict and cooperation. , 1978 .

[3]  J. Amis,et al.  Sport sponsorship as distinctive competence , 1999 .

[4]  Bernard J. Jaworski,et al.  Market orientation: Antecedents and consequences , 1993 .

[5]  Robert E. Cole,et al.  Quality, Participation, and Competitiveness , 1993 .

[6]  A. Diamantopoulos,et al.  Narver and Slater, Kohli and Jaworski and the market orientation construct: integration and internationalization , 1995 .

[7]  Shankar Ganesan.  Determinants of Long-Term Orientation in Buyer-Seller Relationships , 1994 .

[8]  James M. Sinkula,et al.  The synergistic effect of market orientation and learning orientation on organizational performance , 1999 .

[9]  Fred Langerak,et al.  Effects of market orientation on the behaviors of salespersons and purchasers, channel relationships, and performance of manufacturers , 2001 .

[10]  F. Farrelly,et al.  Brand Association and Memory Decay Effects of Sponsorship: the Case of the Australian Formula One Grand Prix , 1998 .

[11]  P. Quester,et al.  Advertising and Promotion Leverage on Arts Sponsorship Effectiveness , 2001, Journal of Advertising Research.

[12]  J. Nunnally.  Psychometric Theory (2nd ed), New York: McGraw-Hill. , 1978 .

[13]  J. Steenkamp,et al.  A Meta-Analysis of Satisfaction in Marketing Channel Relationships , 1999 .

[14]  T. Meenaghan.  Ambush Marketing ¿ A Threat to Corporate Sponsorship , 1996 .

[15]  Jakki J. Mohr,et al.  Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control , 1996 .

[16]  Kathy Babiak,et al.  Adopting A Relationship Marketing Paradigm: The Case of the National Basketball Association , 2001 .

[17]  Isabelle Maignan,et al.  An International Review of Sponsorship Research , 1998 .

[18]  Martin Christopher,et al.  Relationship Marketing: Bringing Quality, Customer Service and Marketing Together , 1993 .

[19]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[20]  E. Gummesson.  The new marketing—Developing long-term interactive relationships , 1987 .

[21]  P. M. Ginter,et al.  Competitive advantage and internal organizational assessment , 1998 .

[22]  Evert Gummesson,et al.  Relationship marketing and imaginary organizations: a synthesis , 1996 .

[23]  Robert E. Widing,et al.  The Antecedents and Consequences of Market Orientation in Australia , 2000 .

[24]  Colin Camerer,et al.  Not So Different After All: A Cross-Discipline View Of Trust , 1998 .

[25]  The Australian Cricket Board (ACB): mapping corporate relations , 1998 .

[26]  G. Zaltman,et al.  Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations , 1992 .

[27]  Sponsorship: An Evaluation of Management Assumptions and Practices , 1999 .

[28]  David T. Wilson,et al.  A Longitudinal Study of the Impact of Market Structure, Firm Structure, Strategy, and Market Orientation Culture on Dimensions of Small-Firm Performance , 1996 .

[29]  Gregory T. Gundlach,et al.  The Structure of Commitment in Exchange , 1995 .

[30]  Judy A. Siguaw,et al.  Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective , 1998 .

[31]  F. Mavondo,et al.  Measuring Market Orientation: Are There Differences Between Business Marketers and Consumer Marketers? , 2000 .

[32]  John C. Narver,et al.  The Effect of a Market Orientation on Business Profitability , 1990 .

[33]  F. Farrelly,et al.  Integrating sports sponsorship into the corporate marketing function: an international comparative study , 1997 .

[34]  S. Hunt,et al.  The Comparative Advantage Theory of Competition , 1995 .

[35]  A. Andreasen,et al.  Profits for nonprofits: find a corporate partner. , 1996, Harvard business review.

[36]  L. Pitt,et al.  Corporate Objectives in Sports Sponsorship , 1987 .

[37]  Daniel S. Mason.  What is the sports product and who buys it? The marketing of professional sports leagues , 1999 .

[38]  S. Balakrishnan,et al.  Benefits of customer and competitive orientations in industrial markets , 1996 .

[39]  T. Meenaghan.  Current developments & future directions in sponsorship , 1998 .

[40]  J. Farley,et al.  Beyond market orientation: When customers and suppliers disagree , 2000 .

[41]  R. Sitgreaves.  Psychometric theory (2nd ed.). , 1979 .

[42]  R. Olkkonen.  Case study: The network approach to international sport sponsorship arrangement , 2001 .

[43]  F. Selnes.  Antecedents and consequences of trust and satisfaction in buyer‐seller relationships , 1998 .

[44]  Philip Gendall,et al.  Sponsorship Management and Evaluation , 1993 .

[45]  Barton A. Weitz,et al.  The Use of Pledges to Build and Sustain Commitment in , 1992 .