Assessing the dissolution of horizontal marketing relationships: The case of corporate sponsorship of sport

Jonathan A. Jensen and T. Bettina Cornwell

Journal of Business Research, 2021, vol. 124, issue C, 790-799

Abstract: Despite the theoretical and practical importance of marketing relationships, the factors influencing their dissolution are under-researched. Thus, this study investigates the causes of the dissolution of horizontal marketing partnerships, utilizing survival analysis modeling to analyze a longitudinal dataset of 136 U.S.-based title sponsorships. Several predictors of either the dissolution or persistence of such relationships were identified, including regional proximity of the sponsor and the sponsorship level offered. From the perspective of the sponsoring brand, a business-to-business perspective caused a statistically significant reduction in the probability of dissolution, whereas the presence of high technology increased the probability the relationship would be dissolved. Contrary to past research, neither congruence or brand equity were influential. This research furthers understanding of conditions that may contribute to the dissolution of sponsorship-related horizontal marketing partnerships, allowing for these factors to be monitored prior to and during what is intended to be a long-term, mutually beneficial relationship.

Keywords: Commercial sponsorship; Relationship marketing; Title sponsorships; Survival analysis modeling; Business-to-business (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:124:y:2021:i:c:p:790-799

DOI: 10.1016/j.jbusres.2018.10.029

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