Conceptualizing Legitimacy in the Context of Sport Sponsorship: The Role of Social Capital

This study examines the impacts of legitimacy on the planning and decision making in the context of sport sponsorship. Three types of legitimacy, including regulatory, moral and cognitive (Suchman, 1995; Zimmerman and Zeitz, 2002), are used as a lens to form the basis of our theoretical foundation. Based on this lens, a qualitative case study has been conducted to collect and analyse empirical insights from existing sponsors, potential sponsors,...