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“I support your team, support me in turn!”: The driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship leveraging activities

Abstract : The sponsorship literature has only briefly examined the combined effects of leveraging activities with sponsorship. Although consumers' responses to sports sponsorship are expected to depend on the type of audience, no prior research has investigated the “driving” role of consumers' affiliation with the sponsored entity to explain the combined effects of leveraging activities with sponsorship. Drawing on social identity theory, this research – based on an experiment involving 2540 subjects – shows that a sponsor's sales-oriented leveraging activity (i.e. a promotional direct mail) containing an explicit statement of its sponsorship link with a sponsored sports entity, increases fans as well as non-fans' awareness of that link. However subsequent patronizing behaviors of the sponsor's stores and purchases in these stores are restricted to fans of the sponsored entity.
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https://hal.univ-lorraine.fr/hal-01692835
Contributor : Cerefige Ul <>
Submitted on : Thursday, January 25, 2018 - 2:43:36 PM
Last modification on : Monday, November 2, 2020 - 3:38:03 PM

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Jean-Luc Herrmann, Mathieu Kacha, Christian Derbaix. “I support your team, support me in turn!”: The driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship leveraging activities. Journal of Business Research, Elsevier, 2016, 69 (2), pp.604 - 612. ⟨10.1016/j.jbusres.2015.05.016⟩. ⟨hal-01692835⟩

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