Exploring Market Orientation and Satisfaction of Partners in the Sponsorship Relationship

Francis Farrelly, Pascale Quester and Val Clulow

Australasian marketing journal, 2008, vol. 16, issue 2, 51-66

Abstract: In an empirical study of both sides of the sponsorship dyad, a number of key antecedents to sponsors’ renewal intentions were examined. The study involved all sponsors and clubs of a leading Australian sport property. Sponsors’ market orientation was found to be a positive factor: it influenced non-economic satisfaction which, in turn, determined sponsors’ renewal intentions. On the other hand, and as expected, properties’ market orientation exerted a negative influence on economic satisfaction as well as, more directly, on renewal. Unlike non-economic satisfaction, economic satisfaction did not explain sponsors’ renewal intentions. The results are discussed in relation to sponsorship and more broadly in relation to other marketing relationships.

Keywords: Sponsorship; renewal; market orientation; economic and non-economic satisfaction (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:16:y:2008:i:2:p:51-66

DOI: 10.1016/S1441-3582(08)70014-4

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