Examining important relationship quality constructs of the focal sponsorship exchange

Abstract

Few studies have considered sponsorship from a relationship perspective. This is despite evidence that sponsors and sport entities engage in long-term, mutually beneficial, relationships where the role of trust and commitment is likely to be pivotal. This study examines empirically the effects of trust and commitment on two critical relationship outcomes, namely, economic and noneconomic satisfaction. Based on a comprehensive survey of the Australian Football League (AFL) and its protected sponsors, the paper demonstrates that commitment, measured by leverage investments, is a key antecedent of economic satisfaction, while trust is antecedent of both economic and noneconomic satisfaction.