In particular, highest collateral brands tend to stay longer during the supporting relationship

On the identity regarding important things about discontinuing a supporting relationship, Jensen and you may Cornwell was indeed the first to class the conclusions for the around three factorial kinds: exterior affairs, sponsor-related facts and you may sponsee-related affairs. The first classification include fiscal conditions, such as for example a nation’s rising cost of living rates or their monetary development, which happen to be important items for making a choice on the discontinuance out-of a supporting matchmaking. When it comes to recruit-related affairs, this new security away from a brand name (Aaker, 1996) have an effect on this new discontinuation out-of a love. Sponsee-related activities tend to be insufficient uniqueness within a sponsoring relationships (sponsoring clutter), suggesting your probability of dissolution rises towards number of sponsors involved which have a sporting events entity.

Finishing the fresh new literature review, early in the day research has shown there exists tall results regarding sponsoring relationships towards each other sponsors and you may sponsees. For communities and you will activities services to profit from these substantial confident outcomes, there needs to be a very clear understanding of how character out of supporting matchmaking functions and you may exactly what important situations regarding the discontinuation of supporting connections exist. However, when you look at the reviewing the relevant books for the mining regarding support dissolution, a specific deficiency of studies have started identified. Ergo, the intention of this paper is always to join the fresh new minimal level of perception on mentor–sponsee discontinuation and to stick to the previous telephone call by the Jensen and you will Cornwell (2017) for more explorative search on the sponsorship discontinuation.

step three. Strategy

Support discontinuation are a greatly unattended search community. For this reason, we realize a keen explorative browse means which is compatible to examine a significantly less than-examined field of focus you to lacks rich and you will powerful principle (Eisenhardt, 1989; Yin, 2017). Contained in this perspective, in-depth interview have been used.

Though exploratory search can apply in order to as low as eight respondents (McCracken, 1988; Gibbert and you may Ruigrok, 2010), the objective of this research was employing increased number of respondents to see as numerous tips that you can to help you take a look at support discontinuation. As a whole, twenty four historic instances were utilized and had been complemented from the 19 into the-breadth interviews (Dining tables II and you can III). Information regarding the latest historic circumstances is made by identifying all of the sponsorships which were terminated ranging from 2000 and you will 2013 in the Dutch Eredivisie. That with both, brand new LexisNexis databases while the large sites environment, (newspaper) blogs was indeed checked according to a mixture of the brand new sponsors and you may sponsees’ labels (get a hold of Desk AI towards recommendations away from blogs extracted from the new LexisNexis). At exactly the same time, wide key terms such “support termination” and you may “sponsorship discontinuation” were utilized locate other associated support discontinuation circumstances on these offer. Participants was chose considering the involvement in the an earlier ended sponsorship family relations. The respondents fall into three classes: sponsees, sponsors and you can mediators. Aforementioned group contains recreations marketers doing work for providers you to definitely mediate the connection between sponsor and you may sponsee. All the respondents was in fact called thru discover source contact details and also the interviews occurred face-to-deal with.

In addition, the brand new perceived brand name complement between a good organizations brand and this new recreations entity (congruence) represents another component that affects the option from if or not otherwise not to ever continue a sponsorship dating, suggesting you to definitely a weak brand name complement increases the possibilities of stop a love

To alter concept inductively and to succeed respondents adequate independence, semi-organized interview was in fact chosen (Eisenhardt and Graebner, 2007). Any private information is removed to help you encourage respondents to resolve freely, hence enhanced the new legitimacy out-of research. The new questionnaire consisted of around three parts: questions regarding brand new respondent, questions regarding sponsorship and questions regarding discontinuation. Elaboration (to provide much more information) and explanation (to seek need) probing were utilized to ensure the personality of every fundamental grounds (Rubin and you will Rubin, 1995; King and you may Horrocks, 2010).