The Role of Fan Benefits in Shaping Responses to Sponsorship Activation

Dreisbach, Jan, Woisetschläger, David M., Backhaus, Christof and Cornwell, T. Bettina (2018). The Role of Fan Benefits in Shaping Responses to Sponsorship Activation. Journal of Business Research ,


As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-oriented activation campaigns affect consumer evaluations. Based on a benefit typology derived from real-world sponsorship activations, a conceptual framework is developed that links financial, symbolic and social benefit dimensions to consumer inferred activation motives and subsequent sponsor outcomes. An experimental field study of 1,356 soccer fans employing three activation scenarios and a control group tests the framework. Results of a structural equation model show that altruistic motives are key in determining sponsorship outcomes, and that activation campaigns designed for symbolic or social benefits are most effective in inducing inference of altruistic motives.

Publication DOI:
Divisions: Aston Business School > Marketing & strategy research group
Additional Information: © 2018, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Uncontrolled Keywords: sports,leverage,activation,motives,financial incentives,sponsorship fit
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Related URLs: https://www.sci ... sd_search_email (Publisher URL)
Published Online Date: 2018-11-30
Authors: Dreisbach, Jan
Woisetschläger, David M.
Backhaus, Christof
Cornwell, T. Bettina



Version: Accepted Version

Access Restriction: Restricted to Repository staff only until 30 May 2020.

License: Creative Commons Attribution Non-commercial No Derivatives

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