An examination of the impact of player transgressions on sponsorship b2b relationships
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2008
Abstract
This study examines the impact of transgressions committed by team members in professional sport on the sports organisation's relationship with its sponsors. In-depth interviews were conducted with sporting administrators to identify potential moderators and responses that may occur as a result of different types of player transgressions. The conceptual model that was developed assimilates our qualitative results with the latest cross-disciplinary transgression literature to frame a model uniquely contextualised for player transgressions.
Keywords
Citation
Westberg, K., Stavros, C. and Wilson, B. (2008), "An examination of the impact of player transgressions on sponsorship b2b relationships", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 2, pp. 52-61. https://doi.org/10.1108/IJSMS-09-02-2008-B007
Publisher
:Emerald Group Publishing Limited
Copyright © 2008 by Winthrop Publications Limited