The role of sports sponsorship in negative new stories about a brand: Approach the halo effect

Cui, Ge-Qi; Lee, Jung‐Yong; Jin, Chang-Hyun

doi:10.1080/23311975.2019.1699284

Cited by 6 publications

(8 citation statements)

References 65 publications

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“…Thereby, this study extends Weeks et al (2008) by showing that sponsors' activations can also lead to negative consequences for the sponsor. It was confirmed that negative information about sponsors leads to negative consumer evaluations (Cui et al, 2019), and consumers express their unfavorable feelings actively by talking negatively about the brand (Azer and Alexander, 2020;van Doorn et al, 2010). This finding supports Crompton's (2015) assertion that there are certain risks associated to sport sponsorship that can lead to negative publicity damaging the sponsors' reputation.…”

Section: Discussion and Contributionsupporting

confidence: 59%

“…Crompton, 2015;Kelly et al, 2016). Negative information about a sponsor leads consumers to form a negative brand image, negative attitudes toward the sponsor and lesser degrees of purchase intentions (Cui et al, 2019). Moreover, sponsor-related posts distributed through sponsees' social media channels elicit the most negative reactions from fans after posts about game defeats (Weimar et al, 2022).…”

Section: Sport Sponsors' Activationsmentioning

confidence: 99%

“…, 2016). Negative information about a sponsor leads consumers to form a negative brand image, negative attitudes toward the sponsor and lesser degrees of purchase intentions (Cui et al. , 2019).…”

Section: Sport Sponsors' Activationsmentioning

confidence: 99%

“…Therefore, at least some studies have given attention to negative reactions of sport consumers following sponsorship exposure (e.g. Cui et al, 2019;Weimar et al, 2022). However, to the best of the authors' knowledge, no study to date has examined the relationship of sponsorship activations and customer engagement in general and the potential negative effects of activations in particular.…”

Section: Introductionmentioning

confidence: 99%

“…Therefore, at least some studies have given attention to negative reactions of sport consumers following sponsorship exposure (e.g. Cui et al. , 2019; Weimar et al.…”

Section: Introductionmentioning

confidence: 99%

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Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude

Schönberner

Woratschek²

2022

IJSMS

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PurposeIn marketing research, it is widely acknowledged that customer engagement leads to higher reputation, lower costs and increased revenues for firms. However, there are still open questions on how sport sponsorship can drive customer engagement. It is hypothesized that sponsors' activations correlate with customer engagement toward the sponsor. Specifically, the roles of sponsorship authenticity and attitudes toward the sponsor have received little attention in this context. Accordingly, this study aims to test the effects of sponsors' activations on customer engagement disposition (CED) and customer engagement behavior (CEB) by considering the roles of sponsorship authenticity and attitudes toward the sponsor.Design/methodology/approachAn online experiment with a factorial between-subjects design with 529 total participants was conducted. Data were analyzed through analysis of covariance (ANCOVA) and binary regression analysis.FindingsSponsors' activations can lead to positive or negative CEB, depending on how sport consumers evaluate the activation. Sponsorship authenticity reduces or enhances CEB following a sponsor's activation. Moreover, consumers' prior attitudes toward the sponsor influence the relationship between sponsors' activations and CED. The findings further showed that CED leads to CEB.Originality/valueThis research contributes to the sport sponsorship literature by empirically proving that sponsors' activations increase customer engagement toward the sponsors. Moreover, this is the first study testing consequences of sponsors' activations in relation to sponsorship authenticity and consumers' attitudes. Furthermore, the authors enrich the customer engagement literature by discussing the sponsors' activations as a marketing strategy to increase customer engagement and consequently firms' performance.

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Section: Discussion and Contributionsupporting

confidence: 59%

Section: Sport Sponsors' Activationsmentioning

confidence: 99%

Section: Sport Sponsors' Activationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…Therefore, at least some studies have given attention to negative reactions of sport consumers following sponsorship exposure (e.g. Cui et al. , 2019; Weimar et al.…”

Section: Introductionmentioning

confidence: 99%

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Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude

Schönberner

Woratschek²

2022

IJSMS

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From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship

Szymkowiak,

Garczarek-Bąk,

Frątczak

et al. 2024

IJSMS

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PurposeThis study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.Design/methodology/approachStudy 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).FindingsThe study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.Originality/valueThis research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.

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The Impact of Sports Event Sponsorship Marketing on Corporate Brand Image in the Social Media Era

Liao

2023

Mod Econ Manag Forum

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Sports sponsorship marketing in the social media era has an important impact on corporate brand image. It can enhance brand awareness, build brand association and identity, increase customer trust and loyalty, and convey brand values. However, companies also need to deal with negative communication, fierce market competition and evolving consumer expectations. Therefore, understanding the impact of sports sponsorship marketing on corporate brand image, setting clear objectives and strategies, choosing the right partners, and building authentic and meaningful connections with consumers, is crucial for companies to maintain a competitive edge in the age of social media.

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The role of sports sponsorship in negative new stories about a brand: Approach the halo effect

Cited by 6 publications

References 65 publications

Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude

Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude

From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship

The Impact of Sports Event Sponsorship Marketing on Corporate Brand Image in the Social Media Era

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