Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/276065 
Erscheinungsjahr: 
2019
Quellenangabe: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 36 [Issue:] 6 [Year:] 2019 [Pages:] 44-51
Verlag: 
Thexis Verlag, St.Gallen
Zusammenfassung: 
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.
Dokumentart: 
Article

Datei(en):
Datei
Größe





Publikationen in EconStor sind urheberrechtlich geschützt.