What drives renewal of sponsorship principal/agent relationships?
Francis Farrelly and Pascale G. Quester
The relationship between advertising agencies and their clients has been the subject of some research, including studies conceptualizing it from an agency theory perspective.
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...
