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...

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...

There is little empirical research that examines the effects of marketing orientation on the two most important relationship marketing concepts, namely trust and commitment. In this paper, the sponsorship relationship is the focus of an empirical investigation aimed at uncovering the potential...