CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive

Rifon, Nora J.; Choi, Sejung Marina; Trimble, Carrie S; Li, Hairong

doi:10.1080/00913367.2004.10639151

Cited by 771 publications

(760 citation statements)

References 52 publications

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“…Basing on earlier literature (Bendapudi et al 1996;Martin 1994, Rifon 2004, we thereby conceptualize ulterior motives as perception of the supplier's motives as being ultimately concerned with increasing the supplier's own welfare. Benevolent motives, in contrast, have the perceived goal of enhancing the welfare of the person who receives the benefit (Bendapudi et al 1996;Martin 1994).…”

Section: Antecedents Of Gratitude and Indebtednessmentioning

confidence: 99%

“…Ulterior Motives (adapted from Rifon et al 2004) (SUPPLIER) provides the (NAME) program to persuade me to sell their products 0.80 (SUPPLIER) provides the (NAME) program because ultimately they only care about their own profits 0.84 (SUPPLIER) provides the (NAME) program mostly because they want to increase their sales 0.86…”

Section: Constructs Gratitude Indebtednessmentioning

confidence: 99%

“…Benevolent Motives (adapted from Rifon et al 2004) (SUPPLIER) provides the (NAME) program because ultimately they care about their resellers 0.92 (SUPPLIER) has a genuine concern for the welfare of their resellers 0.93 (SUPPLIER) provides the (NAME) program because they truly want to support their resellers …”

Section: Constructs Gratitude Indebtednessmentioning

confidence: 99%

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B2B Channel Partner Programs: Disentangling Indebtedness from Gratitude

Pelser

Ruyter

Wetzels

et al. 2015

Journal of Retailing

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This is the accepted version of the paper.This version of the publication may differ from the final published version. Many suppliers invest heavily in channel partner programs that incentivize selling and learning. Permanent repository linkThe authors conduct a multi-wave field study to investigate the roles of indebtedness and gratitude in transforming these investments into returns. The results show that indebtedness has negative effects on commitment to the supplier, as well as the reseller's sales effort. Gratitude however attenuates the effects of indebtedness on sales effort and commitment, and thus offers a buffer against indebtedness' negative effects. Indebtedness and gratitude thus play key roles in channel partner programs. In addition, the results highlight the importance of perceived motives as they differentially predict these two states.Benevolent motives are found to increase gratitude, though ulterior motives do not detract from it.Ulterior motives do however increase indebtedness. Finally, the results also reveal how entitlement negatively impacts channel partner programs: It decreases the positive effect of perceived program value on partner gratitude while increasing the effect of ulterior motives on indebtedness. This study thus assesses the simultaneous yet contrasting role of gratitude and indebtedness, as well as the complexity 2 associated with realizing the full benefits of channel partner programs. The findings have implications for suppliers, marketers, and further research.

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Section: Antecedents Of Gratitude and Indebtednessmentioning

confidence: 99%

Section: Constructs Gratitude Indebtednessmentioning

confidence: 99%

See 1 more Smart Citation

B2B Channel Partner Programs: Disentangling Indebtedness from Gratitude

Pelser

Ruyter

Wetzels

et al. 2015

Journal of Retailing

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“…In marketing literature, this theory helps explain consumers' responses to product failures (Folkes, 1984;Dawar and Pillutla, 2000) and their evaluations of companies that engage in social sponsorship (Rifon et al, 2004) or cause-related marketing (Ellen et al, 2000;Dean, 2003;Sjovall and Talk, 2004), two forms of CSR engagements. As in previous literature, Heider's (1944) When consumers observe that a company communicates about its CSR engagement but have no other information about the firm, they probably attribute this communication to the current sustainability trend, which is an extrinsic motive.…”

Section: Attribution Theory Sustainability Ratings and Company's Pementioning

confidence: 99%

“…As the central variable for evaluations of corporate communications, intrinsic motives have positive effects on corporate brand evaluation. Klein and Dawar (2004) (Rifon et al, 2004) and causerelated marketing (Dean, 2004). As Rifon and colleagues (2004) provide in their analysis of the impact of sponsor and brand congruence on consumers' responses, we validate the mediating role of a company's intrinsic motives on the effect of CSR communication on corporate brand evaluation.…”

Section: Theoretical Managerial and Societal Implicationsmentioning

confidence: 99%

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

2011

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ABSTRACT. Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion encourages "greenwashing" and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter "greenwashing" and encourage virtuous firms to persevere in their CSR practices.

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