Article2005

The Balance Theory Domino: How Sponsorships May Elicit Negative Consumer Attitudes

104 citations0/0 files storedACR North American Advances

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Previous research has shown that fan identification with an entity contributes to a positive attitude toward companies that associate with that entity. In this study, we examine if sponsorship of an entity they dislike may actually alienate consumers and make them look at the sponsoring company in a less favorable manner. We surveyed NASCAR fans and found that, while there is a strong positive connection between attitude toward their favorite driver and attitude toward that driver’s sponsor, the reverse was true as well. That is, respondents’ attitudes for brands that sponsor their least favorite driver appear to be negatively impacted.

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References

1958The Psychology of Interpersonal Relations.1997The Psychology of Attitudes 1993Sports fans: Measuring degree of identification with their team.2001Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship 2000The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products

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2005Defining Scandal in Sports: Media and Corporate Sponsor Perspectives 2017The influence of sport sponsorship on brand equity and purchase behavior 2015When donating is liberating: The role of product and consumer characteristics in the appeal of cause‐related products 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 2015Drivers of brand image improvement in sports-event sponsorship 2014Fans’ resistance to naming right sponsorships 2016Understanding fans’ responses to the sponsor of a rival team

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