What drives renewal of sponsorship principal/agent relationships?

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...

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