van Rijn, Mark; Kristal, Samuel; Henseler, Jörg - In: International Journal of Sports Marketing and Sponsorship 20 (2019) 2, pp. 224-241
Purpose: The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a sponsorship dissolution, research on this topic is rather scarce. Design/methodology/approach: The paper relies...