IDEAS home Printed from https://ideas.repec.org/a/zbw/hsgmrs/276065.html
   My bibliography  Save this article

Rationality and Emotionality of Sponsorship Negotiations - Managerial Approaches to Sponsorship Decision-Making

Author

Listed:
  • Stieler, Maximilian
  • Germelmann, Claas Christian
  • Walliser, Björn

Abstract

In this article, we investigate how rationality and emotionality influence sponsorship negotiations and relationships between sponsors and sponsees. A total of 33 semi-structured interviews with sponsors, sponsees and sponsorship agencies shed light on these processes from three different perspectives. Our results indicate that managers appreciate and value emotionality inherent to sports for marketing purposes, but attempt to reduce the effect of emotions during the decision-making process.

Suggested Citation

  • Stieler, Maximilian & Germelmann, Claas Christian & Walliser, Björn, 2019. "Rationality and Emotionality of Sponsorship Negotiations - Managerial Approaches to Sponsorship Decision-Making," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(6), pages 44-51.
    • Handle: RePEc:zbw:hsgmrs:276065
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/276065/1/MRSG_2019_6_44-51.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cousens, Laura & Babiak, Kathy & Bradish, Cheri L., 2006. "Beyond Sponsorship: Re-Framing Corporate-Sport Relationships," Sport Management Review, Elsevier, vol. 9(1), pages 1-23, May.
    2. Laura Cousens & Kathy Babiak & Cheri L. Bradish, 2006. "Beyond Sponsorship: Re-Framing Corporate-Sport Relationships," Sport Management Review, Taylor & Francis Journals, vol. 9(1), pages 1-23, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sebastian Mãdãlin MUNTEANU, 2015. "Corporate Support for Sport and Organisational Performance. Case Study for Companies in Romania," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(1), pages 101-111, March.
    2. Marcos Abilio Bosquetti & Gabriela Gonçalves Silveira Fiates & Jess Ponting, 2017. "Strategic Management at Mormaii - the Brazilian Surf Industry Leader," Brazilian Business Review, Fucape Business School, vol. 14(Special I), pages 110-129, January.
    3. Gerke, Anna & Babiak, Kathy & Dickson, Geoff & Desbordes, Michel, 2018. "Developmental processes and motivations for linkages in cross-sectoral sport clusters," Sport Management Review, Elsevier, vol. 21(2), pages 133-146.
    4. Rituparna Basu & Neena Sondhi, 2015. "An Empirical Analysis of Purchase Behaviour for Football Ancillaries: An Emerging Market Perspective," Global Business Review, International Management Institute, vol. 16(5), pages 879-890, October.
    5. BALLIAUW, Matteo & VERLINDEN, Thomas & DE CROOCQ, Lisa & FOBE, Aline & VAN DEN SPIEGEL, Tomas, 2018. "A managerial approach to corporate sports hospitality: The case of Belgian football," Working Papers 2018008, University of Antwerp, Faculty of Business and Economics.
    6. Anna Gerke, 2015. "Interorganizational linkages in sport industry clusters - types, development, and motives," Post-Print hal-01167403, HAL.
    7. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    8. Doyle, Jason P. & Pentecost, Robin D. & Funk, Daniel C., 2014. "The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity," Sport Management Review, Elsevier, vol. 17(3), pages 310-323.
    9. Joe, Cobbs, 2011. "Legal battles for sponsorship exclusivity: The cases of the World Cup and NASCAR," Sport Management Review, Elsevier, vol. 14(3), pages 287-296, August.
    10. Misener, Katie & Doherty, Alison, 2014. "In support of sport: Examining the relationship between community sport organizations and sponsors," Sport Management Review, Elsevier, vol. 17(4), pages 493-506.
    11. Konstantinios Koronios & Marina Psiloutsikou & Athanasios Kriemadis & Petros Kolovos, 2016. "The effect of perceived motivation of sports sponsorship: Evidence from basketball fans," International Journal of Business and Economic Sciences Applied Research (IJBESAR), Democritus University of Thrace (DUTH), Kavala Campus, Greece, vol. 9(2), pages 33-45, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:hsgmrs:276065. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://imc.unisg.ch/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.