Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions

Alessandro M. Peluso, Cristian Rizzo and Giovanni Pino

Journal of Business Research, 2019, vol. 98, issue C, 339-351

Abstract: Controversial sports sponsorships—namely those in which the sponsoring company is involved in ethically questionable activities—is a relevant area of research. Currently, there is a limited understanding about how controversial sports sponsorships affect sponsored teams and their perceived impact on local communities (e.g., the home city experiencing a surge in popularity). This article presents two studies that examine the interplay between sponsor moral appropriateness and self-team connection. The obtained results showed that a controversial sponsorship's lower moral appropriateness does not influence the propensity to support the team among consumers with higher levels of self-team connection, but it is critical for those with a lower self-team connection. When confronted with sponsors that are perceived as less morally appropriate, consumers with a lower self-team connection exhibit a lower propensity to support the sponsored teams and have a reduced perception that such teams might produce positive externalities for local communities.

Keywords: Sports sponsorship; Controversial sponsorship; Sponsor moral appropriateness; Self-team connection; Sponsorship externalities (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:98:y:2019:i:c:p:339-351

DOI: 10.1016/j.jbusres.2019.01.068

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