Abstract:
The purposes of this study were four substances. First, to examine the effect of five variables, namely; value maximization, level of business network, risk of potential negative outcomes from scandal, congruence, and process manageability on sponsors’ intention to end sports sponsorship alliance formation. Second, to examine the effect of five variables on properties’ intention. Third, to compare the degree of the factors’ effect on intention between sponsor and property. Fourth, to compare the degree of the factors’ effect on intention between sponsor and property with direct experience in sporting industry and those without direct experience in sporting industry. This research consists of three Studies. Study 1 and study 2 were the experimental studies. 400 managers were participated in each study. The sample groups of study 1 were managers from a cross-section of industries who have at least two years working experience and do not have direct experience in sporting industry. The sample groups of study 2 were able to represent the professional sporting industry in Thailand context. Study 3 is a qualitative research employ the semi-structure interview. The informants of Study 3 were ten experienced informants from the major sponsors and sporting organizations in Thai professional sports context. The results reveal that the five variables have a significant effect on both property’s and sponsor’s intention to end sports sponsorship alliance formation. By compare the degree of the factors’ effect on intention to end sports sponsorship alliance formation between sponsor and property, the different degree of effect from two factors namely; risk of potential negative outcomes from scandal, and congruence were found from the sample group of study 2 which are managers with direct experienced involving professional sports. By compare the degree of the factors’ effect on intention to end sports sponsorship alliance formation between sponsor and property with direct experience in sporting industry and those without direct experience in sporting industry, the different degree of effect from two factors namely; value maximization, and congruence were found from the sample group of property.
