Schafraad, Pytrik; Verhoeven, Joost W.M. - In: International Journal of Sports Marketing and Sponsorship 20 (2019) 3, pp. 538-552
Purpose: The purpose of this paper is to investigate the effects of a crisis situation in a sports team on the credibility of their sponsor and how the sponsor’s use of various crises response strategies may repair the damage done to their credibility. Design/methodology/approach: A scenario...