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

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2013Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages72 cited
2015Attenuation of negative sponsorship effects in the context of rival sports teams’ fans66 cited
2014Fans’ resistance to naming right sponsorships59 cited
2015Drivers of brand image improvement in sports-event sponsorship59 cited
2016Understanding fans’ responses to the sponsor of a rival team58 cited
2016Leveraged marketing communications: a framework for explaining the effects of secondary brand associations

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2016Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship49 cited

2019The company you keep: Brand image transfer in concurrent event sponsorship46 cited

2010Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework46 cited

2019Schadenfreude, rivalry antecedents, and the role of perceived sincerity in sponsorship of sport rivalries41 cited

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2022Brands in the eye of the storm: navigating political consumerism and boycott calls on social media40 cited

2018The role of fan benefits in shaping responses to sponsorship activation38 cited