Farrelly, Francis; Quester, Pascale; Mavondo, Felix - In: Corporate Communications: An International Journal 8 (2003) 2, pp. 128-138
propositions linking market orientation, collaborative communications, trust and commitment are developed and examined empirically … determinants of sponsorship commitment, defined as a sponsor’s preparedness to leverage the association. Results concerning trust … in a sponsorship context. The findings suggest that market orientation and collaborative communication are both important …