Are you with us or against us? The role of threat and anger in sport sponsorship

Colleen Bee, Jesse King and Jason Stornelli

Journal of Business Research, 2021, vol. 124, issue C, 698-707

Abstract: Identification with a sports team can represent an important component of a person's self-concept. Through sponsorship, brands attempt to leverage their affiliation with sports teams to transfer positive associations from the property to the brand. However, because of the competitive nature of sports - brands may enter into a sponsorship with a rival team. The current research considers the cognitive and emotional mechanisms through which fans respond to such sponsorships. Results indicate that highly identified fans experience threat in response to the sponsorship of a rival, this threat leads to anger which negatively influences attitudes towards the sponsorship and reduces purchase intentions. Practical and theoretical implications of these findings are discussed.

Keywords: Sponsorship; Cognition; Emotion; Threat; Anger; Rival (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319301389
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:124:y:2021:i:c:p:698-707

DOI: 10.1016/j.jbusres.2019.02.048

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().