The Role of Fan Benefits in Shaping Responses to Sponsorship Activation

Abstract

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: https://doi.org/10.1016/j.jbusres.2018.11.041
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: © 2018, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Uncontrolled Keywords: sports,leverage,activation,motives,financial incentives,sponsorship fit
Publication ISSN: 1873-7978
Last Modified: 20 May 2024 07:26
Date Deposited: 03 Dec 2018 08:47
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Related URLs: https://www.sci ... sd_search_email (Publisher URL)
PURE Output Type: Article
Published Date: 2021-01
Published Online Date: 2018-11-30
Accepted Date: 2018-11-22
Authors: Dreisbach, Jan
Woisetschläger, David M.
Backhaus, Christof (ORCID Profile 0000-0003-1520-7939)
Cornwell, T. Bettina

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