Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions

Peluso, Alessandro M.; Rizzo, Cristian; Pino, Giovanni

doi:10.1016/j.jbusres.2019.01.068

Cited by 20 publications

(10 citation statements)

References 56 publications

(96 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Controversial sponsorships from unhealthy product categories (e.g. fast foods, alcohol, gambling and tobacco) remains relevant topic for both sponsorship and public policy literature as they have important marketing and public policy implications (Dixon et al , 2020; Peluso et al ., 2019). We use the term controversial in the present study to explicate sponsorship arrangements that might likely evoke skepticism and negative views.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Given the rise of alcohol sponsorship in collegiate athletics in the United States, there is also a heated debate among policy makers, alumni, administrators and sports fans whether it is appropriate to allow alcohol sponsorship in college sports. Controversial sponsorships and consumer responses remain relevant topic for both sponsorship and public health scholars (Dixon et al , 2020; Peluso et al , 2019). Therefore, beer sponsorship in college sports in the United States is not only controversial but also contextually relevant to test the existence of SDB in consumer responses.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

See 1 more Smart Citation

Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research

Park

Kwak

2021

IJSMS

View full text Add to dashboard Cite

PurposeThe current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a research context.Design/methodology/approachWe used an experimental approach to manipulate sponsorship situations (e.g. Beer sponsor vs Sports drink sponsor) that could potentially motivate respondents to under-report their perceptions toward the sponsor. By employing both procedural and statistical approaches, our evidence shows that responses toward the controversial sponsor were in fact contaminated by SDB.FindingsThe findings of the study provide methodological and practical implications for how sport marketing scholars and practitioners can identify, detect and control SDB in self-report data.Originality/valueWe argue that some survey research in sport marketing may be prone to SDB, but SDB has not received sufficient attention in sport marketing research. We emphasize the importance of detecting (and avoiding/controlling) SDB in sport management research.

show abstract

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research

Park

Kwak

2021

IJSMS

View full text Add to dashboard Cite

show abstract

“…sports club) and a negative perception about an associated object (e.g. sponsor), they feel a sense of imbalance (Peluso, Rizzo, & Pino, 2019;Popp et al, 2018). Following this rationale, a mismatch (i.e.…”

Section: Negative Fan Reactions To Sports Clubs' Osmc-contentmentioning

confidence: 99%

“…lack of fit or imbalance) between fan expectations concerning a club's product-and non-product related attributes (e.g. success, tradition or culture) and the content of posts on OSMCs might lead to negative reactions since unfulfilled expectations negatively influence fans' satisfaction and feelings of balance (Peluso et al, 2019;Yoon & Kim, 2000).…”

Section: Negative Fan Reactions To Sports Clubs' Osmc-contentmentioning

confidence: 99%

When sponsorship causes anger: understanding negative fan reactions to postings on sports clubs’ online social media channels

Weimar

Holthoff

Biscaia

2020

European Sport Management Quarterly

View full text Add to dashboard Cite

show abstract

“…Sponsorship is one of the most popular marketing communication instruments (Peluso et al, 2019). Brands of various types and categories engage in sponsorship, particularly in sports sponsorshipwhether they sell sporting goods or not.…”

Section: Introductionmentioning

confidence: 99%

Mediating the sport consumer behaviour model: Analysis in non-sporting brand

Dalangin

Pascua

Aquino

et al. 2020

Indonesian Journal of Communications Studies

View full text Add to dashboard Cite

In the Philippines, sports sponsorship has already found its way, as companies invest in sponsoring a team or creating their brand of league. In volleyball, a pizza chain created an entire volleyball league, even though its products are not connected with sports nor even a healthy option food. This study was conducted in a Philippines private university whose total population was 2,200 during the time of the study. Slovin’s Formula was used to select 338 respondents. Mediation analysis was done to explore the direct and indirect effects between the independent and dependent variables. Regression analysis was also conducted to test the prediction of the latent variables. Based on the result, constructs of sports consumer behaviour (Involvement, Sport Attachment, Brand Image, Word of Mouth, and Purchase Intentions) in sports sponsorship activity could be effective in the Philippine setting. It can be lauded that, sports attachment, brand image, income and educational attainment could profoundly influence word of mouth and purchase intention separately. This means that respondents who have sports attachments, perspectives on brand image, certain educational attainment levels, and middle and upper disposable income can be useful whether they are exposed to the brand as long as the sports sponsor can turn into a brand ambassador who can provide testimonials to the brand or people who can contribute to brand sales.

show abstract

Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions

Cited by 20 publications

References 56 publications

Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research

Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research

When sponsorship causes anger: understanding negative fan reactions to postings on sports clubs’ online social media channels

Mediating the sport consumer behaviour model: Analysis in non-sporting brand

Contact Info

Product

Resources

About