Assessing the dissolution of horizontal marketing relationships: The case of corporate sponsorship of sport
Abstract
Despite the theoretical and practical importance of marketing relationships, the factors influencing their dissolution are under-researched. Thus, this study investigates the causes of the dissolution of horizontal marketing partnerships, utilizing survival analysis modeling to analyze a longitudinal dataset of 136 U.S.-based title sponsorships. Several predictors of either the dissolution or persistence of such relationships were identified,...
Paper Details
Title
Assessing the dissolution of horizontal marketing relationships: The case of corporate sponsorship of sport
Published Date
Jan 1, 2021
Journal
Volume
124
Pages
790 - 799
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History