Taeahn Kang and Hirotaka Matsuoka

This research aimed to examine (1) the effect of domain overlap between CSR activity and Corporate Social Irresponsibility (CSI) (i.e., CSR strongly or weakly associated with CSI) on attitude toward the sponsor via CSR perception of sponsor and (2) the moderating effects of perceived firm-serving motive for CSR activity. The authors conducted two experiment studies: Study 1 tested the mediation model; Study 2 assessed the moderated mediation model. Participants reported a less positive attitude toward the sponsor when CSR was strongly associated with CSI (i.e., in the high CSR-CSI domain...Read more

Koo Yul Kim
Joris Drayer

To overcome the negative stigma due to their association with ticket fraud and price inflation, research has suggested secondary ticket market companies partner with professional sport leagues and teams. Moreover, such a partnership can increase revenues of the ticket market companies. However, additional research is needed to explore how official partnerships influence consumers’ attitudes and purchase intentions. Relevant findings clarify the mechanism through which official partnerships affect secondary ticket providers’ financial success and provide insight into consumers’ attitudes...Read more

Greg Greenhalgh
Tiesha Martin
and Allison Smith

Professional niche sports are tremendously reliant on the resources received via corporate sponsorship as they are unlikely to attract substantial revenue via media contracts, ticket sales, or merchandise sales, especially when compared to mainstream sports. Furthermore, niche sports are vying for the same corporate support as their more established mainstream counterparts. However, niche sports have been found to have the ability to provide sponsors with a more specific demographic of fans compared to mainstream sports. If that demographic aligns with a corporation’s target market, the...Read more

Sanghak Lee

Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how...Read more

Pritha Chakravarti and Felix Boronczyk

This study quantifies the negative effects of corruption on sponsors of the Indian Premier League (IPL) and presents unbiased sponsor-linked outcomes as its results. The event study methodology was used for the purpose of measuring the reaction of the Indian shareholders to the unexpected event that was the decision of the Supreme Court of India to ban two teams and several officials from cricketing affairs for life in response to the discovery of corruption. The results of this study show there is an immediate loss in firm value for sponsors that are linked to events and teams proved to...Read more

David S. Martin
Kyle M. Townsend
Yun Wang
and Gopikrishna Deshpande

This research examines a phenomenon the authors have entitled “directional-contamination,” which is a consumer’s response to advertising branded with a rival team after advertising branded with the home team has been shown. Utilizing functional magnetic resonance imaging (fMRI), the authors exposed two groups of respondents, seven who identify as fans of a specific football team and eight who are not fans to marketing and promotional material that corporate sponsors currently use in their branding efforts. The authors compared the neural responses of the participants (n=15) to three...Read more

Canan Eryigit and Mehmet Eryigit

The purpose of this study is to investigate the effect of sponsorship announcements on the returns of sponsee stocks by using event study methodology. The study sample includes 25 sponsorship announcements of four major sports clubs listed in Borsa Istanbul for the time period 2011–2015. Statistical significance of the abnormal returns, cumulative abnormal returns, average abnormal returns, and cumulative abnormal returns are tested by t-test. Mann Whitney U tests were performed to check the differences in abnormal returns based on sponsors’ home countries and form of sponsorship....Read more

Thomas M. Hickman

This study surveyed fans of a college football team and found that nonprofit organizations are positioned to benefit from sponsorship through increased positive word of mouth and donations by fans of the team. Specifically, fan identification, favorability toward the sponsorship, and perception of quality of the nonprofit organization were all predictive of higher levels of positive word of mouth. Cumulatively, these variables led to respondents selecting the sponsoring nonprofit versus a similar non-sponsoring nonprofit in the donation choice phase of the study. This article also examines...Read more

Eric Brownlee
T. Christopher Greenwell
and Anita Moorman

One of the benefits of being an official sponsor is the right to use the term “official sponsor” to differentiate a company’s association with a property from other companies (non-sponsors). Official sponsors may pay a premium for those designations; however, there is uncertainty as to whether or not those designations are effective. This study utilizes scenarios simulating official Major League Baseball (MLB) team sponsorship, official MLB sponsorship, and no official association with MLB or the team to assess the effect of these statuses on purchase intentions. Results from a sample of...Read more

Abdullah Demirel
Janet Fink
and Steve McKelvey

Today, sponsorship is a widely-used marketing communications tool. While consumers’ responses to sponsorship have been extensively studied, little research has been conducted on employees’ responses to a sponsorship. Based in social identity theory, this study addresses this gap by examining sponsorship from the perspective of employees of an organization that sponsors a National Football League (NFL) team. A structural model was developed and tested to examine the relationship between team identification, sponsorship related factors (i.e., perceived fit, sincerity, and benefits to the...Read more

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