The path to global sport sponsorship success : an event history analysis modeling approach / Jonathan A. Jensen

Jensen, Jonathan A.

Edité par [s.n.]. [Etats-unis] - 2015

Sport organizations rely on sponsorship as an important funding mechanism to finance its continued operations. Utilizing the lens of the relationship marketing literature, it is evident that the relationship between the sponsoring firm and a sponsored property is intended to be a long-term, mutually beneficial partnership. However, despite the importance of a sponsorship’s duration to both sides of the relationship, it is not well–understood whether certain factors or conditions can jeopardize these cooperative, business-to-business partnerships. Therefore, this study intended to further understanding of the relationship between sponsorship sellers and buyers by investigating factors that may predict the dissolution of such partnerships. From a theoretical standpoint, the study represents an important extension of the relationship marketing paradigm to better understand the dynamics of the sponsorship business-to-business relationship.

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Historical evolution of Olympic commercialism : the evolution of attitudes towards commercialism within the American Olympic Movement : a historical perspective / Jonathan A. Jensen | Jensen, Jonathan A.

Historical evolution of Olympic commercialism : the evolution of attitudes towards commercialism within the American Olympic Movement : a historical perspective / Jonathan A. Jensen

Jensen, Jonathan A.

[s.n.]. [Etats-unis] - 2015

The uneasy relationship between the long-standing amateur ideals of the Olympic Games and commercialism, including sponsorship, licensing, and television, is spotlighted via this historical perspective spanning 100 years of the Ol...

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