What Drives Renewal of Sponsorship Principal/Agent Relationships?
Francis Farrelly Monash University Pascale G. Quester The University of Adelaide
There is a notable lack of research, be it conceptual or empirical, into the mechanics of the focal sponsorship relationship (that is, that between a property such as The New York Yankees, the IOC, or Manchester United and any of their sponsors). More particularly, how both parties work jointly to generate value from the relationship remains unclear. Similarly, there have been few attempts at considering sponsorship from a...