Regarding the identity from influential aspects of discontinuing a supporting relationship, Jensen and you can Cornwell was in fact the first to party their findings toward about three factorial groups: exterior items, sponsor-relevant issues and you will sponsee-associated things. The initial group consists of fiscal conditions, eg a nation’s rising prices speed or its financial gains, which can be influential things to make a choice into discontinuance from a sponsoring relationship. With respect to mentor-relevant circumstances, this new equity off a brand name (Aaker, 1996) have an effect on the new discontinuation out of a romance. Sponsee-associated points were decreased exclusivity inside a sponsoring relationship (sponsoring clutter), suggesting that the probability of dissolution goes up into quantity of sponsors engaged which have a sports entity.
Finishing new literature opinion, early in the day research has shown there are tall results off supporting affairs with the each other sponsors and sponsees. Having groups and you may football characteristics to profit from these good positive outcomes, there needs to be a very clear comprehension of how the character from sponsoring matchmaking performs and you may just what influential circumstances in the discontinuation out-of sponsoring connections are present. However, for the reviewing the appropriate books in the exploration regarding support dissolution, a certain lack of studies have become known. Thus, the intention of that it report will be to join new restricted number of perception on mentor–sponsee discontinuation in order to stick to the recent phone call from the Jensen and you will Cornwell (2017) for lots more explorative research towards the sponsorship discontinuation.
Sponsorship discontinuation was a heavily dating services Polyamorous unattended look profession. Therefore, i pursue an explorative research approach that’s suitable to examine a less than-examined world of attract you to does not have rich and you can strong principle (Eisenhardt, 1989; Yin, 2017). Within this framework, in-breadth interview was in fact held.
Although exploratory research can put on to just 7 respondents (McCracken, 1988; Gibbert and Ruigrok, 2010), the intention of this research was making use of a higher number of participants and find out as many tips as possible so you’re able to check sponsorship discontinuation. Overall, 24 historical cases were utilized and you may were complemented from the 19 within the-breadth interviews (Dining tables II and you will III). Details about the fresh new historical cases try from distinguishing all of the sponsorships which were ended anywhere between 2000 and 2013 throughout the Dutch Eredivisie. By using each other, the latest LexisNexis database and the large web sites ecosystem, (newspaper) stuff had been looked based on a combination of this new sponsors and sponsees’ names (pick Dining table AI into the sources from content extracted from the new LexisNexis). As well, broad search terms like “sponsorship cancellation” and “sponsorship discontinuation” were utilized locate most other related support discontinuation circumstances in these source. Respondents was selected according to the involvement during the an earlier terminated support loved ones. Brand new participants fall into around three categories: sponsees, sponsors and you will mediators. The second group consists of football marketers working for organizations you to definitely mediate the partnership anywhere between sponsor and you may sponsee. Most of the respondents was in fact called via discover provider contact information and interviews taken place deal with-to-face.
At exactly the same time, the new understood brand name fit ranging from an excellent organizations brand name and the fresh recreations entity (congruence) stands for a relevant factor that influences the choice out of whether or to not ever remain a support dating, suggesting one a weak brand name match increases the probability of end a relationship
To change idea inductively in order to succeed respondents adequate freedom, semi-planned interview had been chose (Eisenhardt and Graebner, 2007). One information that is personal try got rid of so you can remind participants to resolve easily, and that improved the fresh new validity off research. The fresh survey contained three parts: questions relating to this new respondent, questions relating to sponsorship and you will questions about discontinuation. Elaboration (to provide addiitional information) and clarification (to seek factor) probing were utilized to ensure the identity of every hidden explanations (Rubin and you can Rubin, 1995; Queen and you may Horrocks, 2010).