Regarding the identification out of important reasons for having discontinuing a supporting matchmaking, Jensen and you will Cornwell was indeed the first to party their findings to your three factorial groups: outside facts, sponsor-relevant products and you will sponsee-related points. The original class includes economic climates, particularly a country’s inflation speed otherwise its monetary progress, which can be important affairs in making a choice on the discontinuance regarding a supporting dating. With regards to recruit-related activities, the newest security out-of a brand name (Aaker, 1996) have an impact on the brand new discontinuation away from a relationship. Sponsee-relevant facts were lack of exclusivity within a supporting relationship (supporting mess), suggesting your odds of dissolution goes up towards quantity of sponsors engaged which have an activities entity.

Concluding the latest literary works comment, early in the day research has shown there are significant positive effects away from sponsoring connections for the one another sponsors and sponsees. For organizations and sporting events services to benefit because of these reasonable self-confident outcomes, there must be a clear knowledge of the way the character away from sponsoring relationships work and you may exactly what important items from the discontinuation from supporting relations exist. Although not, in the evaluating the appropriate literary works when you look at the mining of sponsorship dissolution, a particular deficiency of studies have become identified. Ergo, the objective of so it paper is to try to contribute to the brand new minimal amount of sense towards the mentor–sponsee discontinuation and also to proceed with the recent name from the Jensen and you will Cornwell (2017) for lots more explorative research with the support discontinuation.

step three. Strategy

Sponsorship discontinuation are a heavily untreated search field. Therefore, i pursue an explorative research approach which is appropriate to study a below-examined realm of interest you to definitely does not have rich and you may powerful concept (Eisenhardt, 1989; Yin, 2017). Inside perspective, in-depth interviews was in fact held.

Even if exploratory browse can apply so you’re able to as few as eight participants (McCracken, 1988; Gibbert and Ruigrok, 2010), the objective of this research try the usage a top amount of respondents and watch as much means to in order to view support discontinuation. In total, twenty-four historical instances were utilized and you can was complemented of the 19 inside the-breadth interviews (Dining tables II and you may III). Information about this new historical circumstances are made by distinguishing every sponsorships which were terminated anywhere between 2000 and you can 2013 regarding the Dutch Eredivisie. That with each other, the fresh LexisNexis databases while the wide internet sites ecosystem, (newspaper) blogs have been searched according to a combination of the fresh sponsors and you may sponsees’ brands (get a hold of Table AI towards records away from stuff taken from the fresh new LexisNexis). In addition, greater key terms such as for instance “support termination” and you may “sponsorship discontinuation” were utilized to find almost every other related sponsorship discontinuation cases throughout these provide. Participants was selected according to the involvement for the a previously ended sponsorship loved ones. The participants fall into about three classes: sponsees, sponsors and you can mediators. Aforementioned class include recreations advertisers working for companies that mediate the partnership anywhere between sponsor and you may sponsee. All of the participants were called via discover source email address in addition to interview taken place face-to-face.

Additionally, the latest perceived brand name complement ranging from a good https://datingranking.net/foot-fetish-dating/ businesses brand and the latest football organization (congruence) is short for another factor that impacts the option regarding whether or not or never to remain a support relationship, suggesting you to definitely a faltering brand match can increase the likelihood of ending a relationship

To switch concept inductively and make it respondents enough self-reliance, semi-organized interviews had been selected (Eisenhardt and Graebner, 2007). People personal information is got rid of so you can remind participants to respond to easily, and therefore improved brand new authenticity away from look. The latest survey consisted of three pieces: questions relating to the brand new respondent, questions relating to support and you will questions about discontinuation. Elaboration (to add details) and you may clarification (to seek need) probing were used to be sure the personality of any fundamental factors (Rubin and you can Rubin, 1995; King and you can Horrocks, 2010).