Managing Sport Sponsorship Relationship: Exploring the Impact of Degenerative Episodes

Constantino Stavros, Kate Westberg and Brad Wilson

No 212, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Sponsorship relationships generally are entered into by sponsors seeking brand-related benefits through association with a sport entity brand. However, negative player behavior can serve as a degenerative episode in the relationship and weaken or even dissolve the relationship. This study explores multiple stakeholders' perspectives on these degenerative episodes and relational outcomes using a series of depth-interviews with sponsors and sport entities. A model is posited that includes key constructs, such as attribution of blame, societal norms, zone of tolerance and perceived severity, which influence whether negative player behavior acts as a degenerative episode. Moderators, such as relationship quality, media impact and episode management are also included

Keywords: Degenerative episode; Sponsorship; Sports Marketing (search for similar items in EconPapers)
Date: 2010-07-05
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