Stieler, Maximilian; Germelmann, Claas Christian; … - In: Marketing Review St.Gallen 36 (2019) 6, pp. 44-51
In this article, we investigate how rationality and emotionality influence sponsorship negotiations and relationships between sponsors and sponsees. A total of 33 semi-structured interviews with sponsors, sponsees and sponsorship agencies shed light on these processes from three different...