Investigating the Influence of a Joint Sponsorship of Rival Teams on Supporter Attitudes and Brand Preferences

Davies, Fiona Margaret; Veloutsou, Cleopatra; Costa, Andrew P.

doi:10.1080/13527260500264574

Cited by 64 publications

(50 citation statements)

References 20 publications

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“…A study showed that highly identified fans tend to demonstrate negative reactions regarding the sponsor of their team's rival, resulting in a negative effect in their purchase intentions of products of the sponsoring brand, even when the value proposition is recognizably good (Torres & Andrade, 2012). It was also observed that the fans that identify the most with the team are the ones that are least likely to accept the sponsor when it is shared with its rival (Davies, Veloutsou, & Costa, 2006). BAR, Rio de Janeiro, v. 12, n. 1, art.…”

Section: Introductionmentioning

confidence: 99%

“…Thus, the social identity of individuals is derived from the social categories they belong to, whether they are a demographically delimited group or, for example, the employees of an organization (Ashfort & Mael, 1989). In the sports marketing context, a series of studies have been using SIT to explain different levels of fan identification with a specific sport (Gwinner & Bennett, 2008), a sports event (Deitz, Myers, & Stafford, 2012) or with a team (Davies et al, 2006;Gwinner, Larson, & Swanson, 2009;Sutton, McDonald, Milne, & Cimperman, 1997;Wann & Branscombe, 1993).…”

Section: Social Identity Theorymentioning

confidence: 99%

“…According to Davies, Veloutsou and Costa (2006), by sponsoring two local rival teams, the sponsor affects fans differently, given that fans who are more involved with each team tend to develop a resistance to the sponsor because they are against sharing it with their rival.…”

Section: Simultaneous Sponsorship Of Rival Teams: a Trade Offmentioning

confidence: 99%

“…The study's main theoretical references are (a) the Social Identity Theory (Tajfel & Turner, 1979); (b) the Schema Theory (Singer, 1968) and (c) the Associative Network Theories (Collins & Loftus, 1975), both about the functioning of the human memory; and (d) customer-based brand equity (Keller, 1993). Research was conducted in Porto Alegre, RS, a Brazilian city where rival football (soccer) teams Grêmio and Internacional share their main sponsors, Banrisul and Unimed, since 2001 and 2002, respectively, a rare context that was previously studied only once before (Davies, Veloutsou, & Costa, 2006). The valid sample comprised 2,000 fans of both teams.…”

mentioning

confidence: 99%

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The effect of simultaneous sponsorship of rival football teams

Amorim¹,

Almeida²

2015

BAR, Braz. Adm. Rev.

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The present study investigated the impact of team identification and team-sponsor fit on the sponsor's brand equity. The study's main theoretical references are (a) the Social Identity Theory (Tajfel & Turner, 1979); (b) the Schema Theory (Singer, 1968) and (c) the Associative Network Theories (Collins & Loftus, 1975), both about the functioning of the human memory; and (d) customer-based brand equity (Keller, 1993). Research was conducted in Porto Alegre, RS, a Brazilian city where rival football (soccer) teams Grêmio and Internacional share their main sponsors, Banrisul and Unimed, since 2001 and 2002, respectively, a rare context that was previously studied only once before (Davies, Veloutsou, & Costa, 2006). The valid sample comprised 2,000 fans of both teams. The sample was non-probabilistic with equal gender and team quotas. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA); and the reliability, convergent, discriminant and nomological validity of the constructs were verified. To test the substantive hypotheses, Structural Equation Modeling (SEM) using the ADF technique was applied. The empirical results suggest that, in the studied context, the sponsor's brand equity is more influenced by teamsponsor fit than by team identification, which is different from a non-rivalry sponsorship context.

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Section: Introductionmentioning

confidence: 99%

Section: Social Identity Theorymentioning

confidence: 99%

Section: Simultaneous Sponsorship Of Rival Teams: a Trade Offmentioning

confidence: 99%

mentioning

confidence: 99%

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The effect of simultaneous sponsorship of rival football teams

Amorim¹,

Almeida²

2015

BAR, Braz. Adm. Rev.

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“…Fans of the respective rival had greater awareness of the sponsor but also the attitude towards the sponsor was negatively influenced [32]. Moreover, rivalries are an attractive platform to place advertising [33].…”

Section: Foundations Of Rivalrymentioning

confidence: 99%

Your Smartphone, my Smartphone - How Smartphone Ownership determines Social Group Affiliation

Diel

Buck

Eymann

2018

Proceedings of the 51st Hawaii International Conference on System Sciences

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Effects of social identity and schadenfreude on attitude toward brand sponsoring an instant replay review: The moderating role of rivalry and suspense

Kim

2018

J of Consumer Behaviour

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Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport spectators to stay focused on the screen, no study has examined how viewer perception of and attitude toward an ad or brand tied to IRV are formed or how such formations might vary in different circumstances. Applying social identity theory and the concept of schadenfreude (i.e., the experience of joy when observing another's misfortune), the current study examined sport fan perceptions of an IRV‐sponsoring ad and its sponsoring brand. Results from an experiment using a 2 (rivalry level: high vs. low) × 2 (suspense level: high vs. low) between‐subjects design revealed that the positive emotion induced by a negative instant replay outcome for the opposing team (i.e., schadenfreude) led to positive attitude toward the ad (Aad‐IRV) and the sponsoring brand (Ab‐IRV). Importantly, the results indicate that the effects of schadenfreude on Aad‐IRV were greater when the level of rivalry was higher. Participants exposed to the high rivalry game condition showed a stronger relationship between schadenfreude and Aad‐IRV than the low rivalry game group. In addition, when the participants felt high suspense during the game, the schadenfreude resulting from a negative outcome of the rivalry team produced a significantly positive effect on Aad‐IRV. However, no such schadenfreude effect was observed in the low suspense situations. Theoretical and managerial implications are discussed.

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Investigating the Influence of a Joint Sponsorship of Rival Teams on Supporter Attitudes and Brand Preferences

Cited by 64 publications

References 20 publications

The effect of simultaneous sponsorship of rival football teams

The effect of simultaneous sponsorship of rival football teams

Your Smartphone, my Smartphone - How Smartphone Ownership determines Social Group Affiliation

Effects of social identity and schadenfreude on attitude toward brand sponsoring an instant replay review: The moderating role of rivalry and suspense

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