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Exploring Market Orientation and Satisfaction of Partners in the Sponsorship Relationship

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  • Farrelly, Francis
  • Quester, Pascale
  • Clulow, Val

Abstract

In an empirical study of both sides of the sponsorship dyad, a number of key antecedents to sponsors’ renewal intentions were examined. The study involved all sponsors and clubs of a leading Australian sport property. Sponsors’ market orientation was found to be a positive factor: it influenced non-economic satisfaction which, in turn, determined sponsors’ renewal intentions. On the other hand, and as expected, properties’ market orientation exerted a negative influence on economic satisfaction as well as, more directly, on renewal. Unlike non-economic satisfaction, economic satisfaction did not explain sponsors’ renewal intentions. The results are discussed in relation to sponsorship and more broadly in relation to other marketing relationships.

Suggested Citation

  • Farrelly, Francis & Quester, Pascale & Clulow, Val, 2008. "Exploring Market Orientation and Satisfaction of Partners in the Sponsorship Relationship," Australasian marketing journal, Elsevier, vol. 16(2), pages 51-66.
    • Handle: RePEc:eee:aumajo:v:16:y:2008:i:2:p:51-66
    DOI: 10.1016/S1441-3582(08)70014-4
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    References listed on IDEAS

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    Cited by:

    1. Morgan, Ashlee & Taylor, Tracy & Adair, Daryl, 2020. "Sport event sponsorship management from the sponsee’s perspective," Sport Management Review, Elsevier, vol. 23(5), pages 838-851.

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