In particular, high collateral brands commonly stay longer during the supporting relationships
On character of influential reasons for discontinuing a supporting relationship, Jensen and you can Cornwell was indeed the first to team its conclusions with the about three factorial classes: additional things, sponsor-associated items and you may sponsee-related affairs. The initial category include fiscal conditions, such a nation’s inflation rate or its financial gains, being important activities to make a choice into the discontinuance away from a sponsoring relationships. In terms of mentor-associated situations, brand new equity out-of a brandname (Aaker, 1996) has an effect on brand new discontinuation away from a romance. Sponsee-relevant issues were insufficient exclusivity in this a supporting dating (supporting clutter), indicating your likelihood of dissolution rises toward number of sponsors involved having a football organization. (mais…)