Inferring corporate motives:how deal characteristics shape sponsorship perceptions


Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In the context of sports, the authors examine how sponsorship deal characteristics affect consumer inferences, attitudes, and behavioral intentions toward a sponsor and a sport property in a partnership. The authors develop a conceptual framework that links a holistic set of sponsorship deal characteristics (i.e., contract length, regional proximity of the sponsor, sponsorship fee, and sponsorship type) to individual consumer perceptions. Study 1 tests the framework in a field study of 2,787 consumers across 44 different sponsorships. Study 2 largely confirms the findings of the field study in an experimental field study. Overall, the results show that regionally proximate and long-term partnerships benefit as consumers make positive inferences about partnership fit and sponsor motives. In contrast, consumers associate high sponsorship fees, international sponsors, and naming-rights relationships with calculative motives and perceive these factors negatively. For managers, finding that sponsorship deal characteristics matter is important, not only for sponsor–property relationships but also for relationships between the sponsoring brands and consumers.

Publication DOI:
Divisions: College of Business and Social Sciences > Aston Business School
College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: *
Uncontrolled Keywords: sponsorship,sports marketing,motives,multilevel field study,field experiment,Business and International Management,Economics and Econometrics,Marketing
Publication ISSN: 1547-7185
Last Modified: 15 Apr 2024 07:22
Date Deposited: 31 Aug 2017 14:10
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2017-09-01
Accepted Date: 2017-05-15
Authors: Woisetschläger, David M.
Backhaus, Christof (ORCID Profile 0000-0003-1520-7939)
Cornwell, T. Bettina



Version: Accepted Version

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