PurposeThe aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.Design/methodology/approachA self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.FindingsAttitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.Research limitations/implicationsSponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.Originality/valueThis article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.

Article history: Received: 01-06-2015 Revised: 28-10-2015 Accepted: 27-11-2015 Key words: Homosexuality, prejudice, sex, authoritarianism, dominanceEven though prejudice toward male homosexuality is one of the main reasons for discrimination in Argentina, there is no valid measure to assess it. The aim of this study was to analyze the psychometric properties of the Attitudes Toward Gay Men Scale (ATG) and to examine the influence of sex, right wing authoritarianism, and social dominance orientation on anti-gay attitudes. Data were collected with a convenience sample of 436 undergraduate students from University of Buenos Aires. Analysis of the data showed adequate psychometric properties for the ATG Scale and the moderating effect of sex, right wing authoritarianism and social dominance orientation on anti-gay attitudes. Implications of these findings were discussed. ABSTRACT Palabras clave:Homosexualidad, prejuicio, sexo, autoritarismo, dominancia.A pesar de que el prejuicio hacia la homosexualidad masculina constituye una de las principales causas de discriminación en Argentina, no existen instrumentos válidos para evaluar dicho constructo. El objetivo del presente trabajo fue analizar las propiedades psicométricas de la escala de Actitudes hacia la Homosexualidad Masculina (ATG) y examinar la influencia del sexo de los participantes, el autoritarismo del ala de derechas y la orientación a la dominancia social en las actitudes anti-gay. La muestra fue intencional y estuvo compuesta por 436 estudiantes de la Universidad de Buenos Aires. El análisis de los datos indicó adecuadas propiedades psicométricas para la escala ATG, así como el efecto moderador del sexo en las relaciones entre el autoritarismo del ala de derechas y la orientación a la dominancia social en las actitudes anti-gay. Se discuten las implicancias del presente estudio. Psychometric properties of the Attitudes Toward Gay men scale inArgentinian context: The influence of sex, authoritarianism, and social dominance orientation Propiedades psicométricas de la escala de Actitudes hacia la Homosexualidad Masculina en el contexto argentino: La influencia del sexo, el autoritarismo y la orientación a la dominancia R e s e a r c h

PurposeThe objective is to examine the influence of articulation on the effectiveness of sports sponsorship.Design/methodology/approachThis research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent) and sporting discipline (tennis, F1 and sailing).FindingsEven though the academic literature argues that articulation improves the indicators of performance, the authors have been unable to demonstrate that articulated sports posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall.Originality/valueThis is the first manuscript to use neurophysiological measures of the articulation effect. This is also the first manuscript that examines the differences in attention between articulated sponsorships based on their congruence.

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