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Article Dans Une Revue Marketing Review St. Gallen Année : 2019

Rationality and Emotionality of Sponsorship Negotiations. Managerial Approaches to Sponsorship Decision-Making

Résumé

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 sport for marketing purposes, but attempt to reduce the effect of emotions during the decision-making process.
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Dates et versions

hal-02981426 , version 1 (28-10-2020)

Identifiants

  • HAL Id : hal-02981426 , version 1

Citer

Bjorn Walliser, Claas Christian Germelmann. Rationality and Emotionality of Sponsorship Negotiations. Managerial Approaches to Sponsorship Decision-Making. Marketing Review St. Gallen, 2019, 36 (6), pp.44-51. ⟨hal-02981426⟩
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