Article2013

Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sports, Gender, and Society

Abstract

Colleen Beea* & Vassilis Dalakasba College of Business, Oregon State University, 200 Bexell Hall, Corvallis, OR97331, USAb College of Business Administration, California State University San Marcos, 333 S. Twin Oaks Valley Road, San Marcos, CA92096, USAColleen Bee, PhD is an Assistant Professor of Marketing at Oregon State University. Her research examines consumer responses to media and marketing communications, including entertainment, advertising, and sponsorship.Vassilis Dalakas, PhD is an Associate Professor of Marketing at California State University San Marcos. His research interests focus on fan identification and its attitudinal and behavioral effects, including responses to sponsorship.* Corresponding author. Email: colleen.bee@bus.oregonstate.eduThis article was originally published with errors. This version has been corrected. Please see Corrigendum (http://dx.doi.org/10.1080/13527266.2013.860260).This study examines how social identities and message characteristics influence the processing of sponsorship associations and persuasive messages. Using an experimental approach we found that sponsor affiliation with a rival team results in a negative response by highly identified fans, even when message characteristics include strong, favorable arguments. Conversely, less identified fans formed evaluations based on message characteristics, such that strong arguments were evaluated more favorably than weak arguments, independent of sponsorship affiliation. Overall, the study confirmed that strong social identities influence information processing in ways that are favorable for in-group associations and unfavorable for out-group associations. The implications for both consumers and marketing communications practitioners are discussed.

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1958The psychology of interpersonal relations.2000An Integrative Theory of Intergroup Conflict 1958The Psychology of Interpersonal Relations.1989Social Identity Theory and the Organization 1989Social Identity Theory and the Organization 1990Social Identifications: A Social Psychology of Intergroup Relations and Group Processes.2025A Glance on Changing Workplace Dynamics Post Covid-19 in India: A Review of Psychological Employee Withdrawal Behavior

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