The impact of degenerative episodes on the sponsorship B2B relationship: Implications for brand management |
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Authors: | Kate Westberg [Author Vitae] Constantino Stavros [Author Vitae] Bradley Wilson [Author Vitae] |
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Institution: | a School of Economics, Finance and Marketing, RMIT University, Level 12, 239 Bourke Street, GPO Box 2476, Melbourne, Victoria 3001, Australiab School of Media and Communication, RMIT University, GPO Box 2476, Melbourne, Victoria 3001, Australia |
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Abstract: | Sponsorship B2B relationships generally are entered into by sponsors seeking brand-related benefits through association with a sport entity brand. Negative incidents involving athletes representing the sport entity may threaten the brands of both the sport and sponsor and can weaken or even dissolve the partnership. The management of these episodes is critical in protecting the sport entity's brand equity, as well as the sponsor's brand, and ultimately the relationship. This study explores multiple stakeholders' perspectives on these degenerative episodes and the potential relational outcomes using a series of depth interviews with major sponsors and sport entities. We identify key constructs such as attribution of blame, societal norms, zone of tolerance and perceived severity which influence whether this behavior acts as a degenerative episode in the relationship. Factors such as existing relationship quality and episode management can affect the impact on the relationship as well as the extent of relational change. |
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Keywords: | B2B brand management Sponsorship Degenerative episode Relationship management |
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