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Are rival team fans a curse for home team sponsors? The moderating effects of fit, oppositional loyalty, and league sponsoring
11 references·6 citing·52 second hop
Are rival team fans a curse for home team sponsors? The moderating effects of fit, oppositional loyalty, and league sponsoring (2017)Are rival team fans a curse for home team…“I support your team, support me in turn!” (2015)“I support your team, support…Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions (2013)Sport Sponsorship: The Relati…Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages (2013)Rivalries and sponsor affilia…The Flipside of the Sponsorship Coin (2012)The Flipside of the Sponsorsh…Explaining and Articulating the Fit Construct in Sponsorship (2011)Explaining and Articulating t…Does sponsorship work in the same way in different sponsorship contexts? (2010)Does sponsorship work in the …Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising (2009)Sponsorship effect metric: as…Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty (2008)Brand Communities and New Pro…How Event Sponsors Are Really Identified: A (Baseball) Field Analysis (2006)How Event Sponsors Are Really…The Balance Theory Domino: How Sponsorships May Elicit Negative Consumer Attitudes (2005)The Balance Theory Domino: Ho…Sports fans: Measuring degree of identification with their team. (1993)Sports fans: Measuring degree…Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty (2023)Avoidance or trash talk: the …Unlocking the black box of sponsorship in participant-based sport (2022)Unlocking the black box of sp…Sponsorship in focus: a typology of sponsorship contexts and research agenda (2020)Sponsorship in focus: a typol…Comparing consumers’ in-group-favor and out-group-animosity processes within sports sponsorship (2020)Comparing consumers’ in-group…Analyzing Price Premiums In International Sponsorship Exchange (2020)Analyzing Price Premiums In I…Are you with us or against us? The role of threat and anger in sport sponsorship (2019)Are you with us or against us…The psychology of interpersonal relations. (1958)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)An Integrative Theory of Intergroup Conflict (2000)Understanding fans’ responses to the sponsor of a rival team (2016)Effective influencer marketing: A social identity perspective (2022)The influence of storytelling on the consumer–brand relationship experience (2022)Building Brand Image Through Event Sponsorship: The Role of Image Transfer (1999)An international review of sponsorship research: extension and update (2003)The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs (2007)Attenuation of negative sponsorship effects in the context of rival sports teams’ fans (2015)Enemies with benefits: the dual role of rivalry in shaping sports fans’ identity (2016)A National Customer Satisfaction Barometer: The Swedish Experience (1992)Dimensions of Brand Personality (1997)Sponsorship-linked marketing: research surpluses and shortages (2019)Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure (2020)Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer (2021)Advances in Consumer Research (2025)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Dimensions of Consumer Expertise (1987)The partial least squares approach for structural equation modeling. 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(1999)Measuring Sponsorship Performance: Challenge and Direction (2013)Predicting Return on Investment In Sport Sponsorship (2014)More than a Feeling: Emotional Contagion Effects in Persuasive Communication (2015)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)The theory of planned behavior (1991)Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions (2017)The influence of sport sponsorship on brand equity and purchase behavior (2017)Marketing sustainability through sport: testing the sport sustainability campaign evaluation model (2019)Confirmation, disconfirmation, and information in hypothesis testing. (1987)Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction (1993)Affective Intensity and Sponsor Identification (2010)The role of sponsorship fit for changing brand affect: A latent growth modeling approach (2013)Dynamic Effects of Sponsoring: How Sponsorship Awareness Develops Over Time (2014)Handbook of Social Cognition (2014)Alumni and their alma mater: A partial test of the reformulated model of organizational identification (1992)Brand Community (2001)Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities (2010)Managing brands and customer engagement in online brand communities (2013)Networked Narratives: UnderstandingWord-of-Mouth Marketing in Online Communities (2014)Diffusion of Innovations 1 (2019)The Psychology of Interpersonal Relations. (1958)The Psychology of Attitudes (1997)Defining Scandal in Sports: Media and Corporate Sponsor Perspectives (2005)When donating is liberating: The role of product and consumer characteristics in the appeal of cause‐related products (2015)From Social to Political Identity: A Critical Examination of Social Identity Theory (2001)The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport (2001)Neural Responses to Ingroup and Outgroup Members' Suffering Predict Individual Differences in Costly Helping (2010)
this work references cited by second hop

References

  • 1993Sports fans: Measuring degree of identification with their team.1,063 cited
  • 2008Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty426 cited
  • 2013Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions296 cited
  • 2011Explaining and Articulating the Fit Construct in Sponsorship196 cited
  • 2010Does sponsorship work in the same way in different sponsorship contexts?190 cited
  • 2009Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising120 cited
  • 2005The Balance Theory Domino: How Sponsorships May Elicit Negative Consumer Attitudes104 cited
  • 2006How Event Sponsors Are Really Identified: A (Baseball) Field Analysis94 cited
  • 2012The Flipside of the Sponsorship Coin75 cited
  • 2013Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages72 cited
  • 2015“I support your team, support me in turn!”51 cited

Cited by

  • 2020Sponsorship in focus: a typology of sponsorship contexts and research agenda30 cited
  • 2019Are you with us or against us? The role of threat and anger in sport sponsorship23 cited
  • 2020

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Comparing consumers’ in-group-favor and out-group-animosity processes within sports sponsorship
19 cited
  • 2022Unlocking the black box of sponsorship in participant-based sport18 cited
  • 2023Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty16 cited
  • 2020Analyzing Price Premiums In International Sponsorship Exchange13 cited