Article2012

The Flipside of the Sponsorship Coin

75 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

ABSTRACT This study investigated whether sponsorships can have negative brand effects in some subgroups in the target market. The study focused on European football (soccer), and results showed that fans of the Stockholm team AIK transferred their dislike of the rival team Hammarby to its sponsor, the beer brand Falcon. Mean scores on brand variables were considerably lower for AIK fans than for a control group who were fans of neither AIK nor Hammarby. Researchers and managers are recommended to consider possible negative effects of sponsorships in subgroups and to evaluate the target audience9s attitude toward the sponsored object.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 75 citations exist upstream.

References

2007The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer 2003An international review of sponsorship research: extension and update 1995The Effects of Team Loyalty and Selected Stadium Factors on Spectator Attendance 2009Tailor-made single-item measures of doubly concrete constructs 2010Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes 2010Does sponsorship work in the same way in different sponsorship contexts?2008The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products

Cited by

2016Enemies with benefits: the dual role of rivalry in shaping sports fans’ identity 2013Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages 2015Attenuation of negative sponsorship effects in the context of rival sports teams’ fans 2014Did You Get It? Factors Influencing Subjective Comprehension of Visual Metaphors in Advertising

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.