And now, goodbye: consumer response to sponsor exit

Julie A. Ruth and Yuliya Strizhakova

While most sponsorship research focuses on the initiation and maintenance of properties and the brands that sponsor them, little is known about how brands fare when they terminate sponsorship relationships.

And now, goodbye: consumer response to sponsor exit

Julie A. Ruth and Yuliya Strizhakova

Rutgers University

Introduction

‘Great is the art of beginning, but greater is the art of ending.’ (Henry Wadsworth Longfellow)

With annual spending at $46 billion worldwide (IEG 2010), sponsorship continues to be an important marketing communications tool (Walliser 2003; Cornwell et al.2005; Cornwell 2008). Sponsorship is defined as an exchange between a property (e.g. sports, arts, or cultural organisation or event) that receives compensation from a brand that obtains rights to promote their association with the property (Cornwell & Maignan 1998). Much...

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