“I support your team, support me in turn!”: The driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship leveraging activities

Jean-Luc Herrmann (), Mathieu Kacha () and Christian Derbaix
Additional contact information
Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Christian Derbaix: LACC - Laboratoire d 'Analyse du Comportement du Consommateur - FUCAM - Facultés Universitaires Catholiques de Mons

Post-Print from HAL

Abstract: The sponsorship literature has only briefly examined the combined effects of leveraging activities with sponsorship. Although consumers' responses to sports sponsorship are expected to depend on the type of audience, no prior research has investigated the "driving" role of consumers' affiliation with the sponsored entity to explain the combined effects of leveraging activities with sponsorship. Drawing on social identity theory, this research – based on an experiment involving 2540 subjects – shows that a sponsor's sales-oriented leveraging activity (i.e. a promotional direct mail) containing an explicit statement of its sponsorship link with a sponsored sports entity, increases fans as well as non-fans' awareness of that link. However subsequent patronizing behaviors of the sponsor's stores and purchases in these stores are restricted to fans of the sponsored entity.

Keywords: Sponsorship; Sales-oriented leveraging activities; Behavioral effects; Consumers' affiliation with the sponsored entity (search for similar items in EconPapers)
Date: 2016-02
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Published in Journal of Business Research, 2016, 69 (2), pp.604 - 612. ⟨10.1016/j.jbusres.2015.05.016⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01692835

DOI: 10.1016/j.jbusres.2015.05.016

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().