Turning Good Ideas into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsors’ Brand Image

Schnittka, Oliver; Sattler, Henrik; Farsky, Mario

doi:10.1007/bf03396856

Cited by 18 publications

(11 citation statements)

References 37 publications

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“…Another possible direction for future research might be the consideration of applying other techniques for measuring brand perceptions, such as techniques that investigate the network of brand associations (Keller, 1993). A particularly promising approach in this regard is the brand concept maps approach (John et al , 2006), which has been subject of recent discussions (Böger et al , 2017; Meissner et al , 2015) and which has also been applied for different brand-related research purposes (Kottemann et al , 2017; Schnittka et al , 2013). By using the brand concept maps approach, researchers might be able to investigate how a potential association transfer contributes to the corresponding (co-)brand association network structures.…”

Section: Discussionmentioning

confidence: 99%

Parent brands’ influence on co-brand’s perception: a model-based approach

Böger

Kottemann

Decker

2018

JPBM

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Purpose This paper aims to investigate what influence the perceptions of two parent brands have on the perception of a newly formed co-brand. Furthermore, it elaborates whether respondents’ evaluations of the parent brands, their familiarity towards the parent brands and their usage of the parent brands affect this influence. Design/methodology/approach Building on both cognitive consistency and information integration theory, this paper proposes a model-based approach to quantify the parent brands’ influence on the co-brand’s perception. Using an empirical study with 317 respondents collected by a professional online market research firm, this paper highlights the benefits of this model-based approach. Findings The results indicate that the perception of a co-brand arises from a weighted merge of the parent brands’ perceptions. The findings further reveal that the better (worse) a parent brand’s evaluation is in contrast to the other parent brand’s evaluation, the more (less) familiar a parent brand is in contrast to the other parent brand, and the more (less) frequent a parent brand is used in contrast to the other parent brand, the larger (smaller) is its influence on the co-brand’s perception. Originality/value The findings shed light on the formation of a co-brand’s perception which can be crucial when selecting the right co-branding partner. Additionally, by quantifying the parent brands’ influence on the perception of the co-brand, this model-based approach helps brand managers to analyze co-brand pairings beforehand and select the best pairing in accordance with their goals.

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Section: Discussionmentioning

confidence: 99%

Parent brands’ influence on co-brand’s perception: a model-based approach

Böger

Kottemann

Decker

2018

JPBM

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“…New extension products that build on an established brand activate the associative network of the parent brand as they 44 BJM 13,1 capitalize on the parent brand's name (Dwivedi et al, 2010;Pina et al, 2006). Thus, in line with the associative learning theory, consumers' evaluations of the extension product can be transferred to the established brand through parallel activation of the nodes of the established brand and the nodes of the new extension product (Anderson, 1983b;Schnittka et al, 2013). The transfer of an attitude from the parent brand to the brand extension depends on the type of information (i.e.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Development and validation of the team influence relations scale (TIReS)

Kozusżnik

Paliga

Smorczewska

et al. 2017

BJM

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Purpose-Past research about workplace promotion has focussed on factors that shape employees' perceptions for promotion. Yet, we still know little about how such undesirable factors as the fear of success (henceforth FoS) syndrome and perceived workplace discrimination affect perceived promotion and even less so how this relationship is mediated by self-efficacy and intrinsic motivation. The purpose of this paper is to propose a conceptual framework integrating these factors. Design/methodology/approach-A structural equation modelling procedure was employed to empirically test the model using data collected from employees in wide-ranging Israeli industries (n ¼ 553). Findings-The path model indicates that initially, FoS and perceived discrimination negatively affect perceived chances of promotion. When however, self-efficacy and intrinsic motivation mediate this relationship, subjects perceive their promotion chances positively. Practical implications-Self-efficacy and intrinsic motivation may be employed to attenuate the potentially adverse effects of FoS and discrimination effects. Originality/value-FoS and perceived workplace discrimination are common phenomena, yet the authors show that they may be mitigated by heightened self-efficacy and amplified intrinsic motivation that help in sustaining perceived workplace promotion.

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“…Because of its popularity, the area of sport seems to be very attractive to establish an associative link between a companies’ brand and the sponsored property, for instance a single athlete or a sport event. Research indicates that the information consumers have about the sponsored property essentially influence their evaluation of the corresponding sponsor (Schnittka et al , 2013; Simmons and Becker-Olsen, 2006). Specifically, research shows that positive information about the sponsored property leads to positive sponsorship effects, like an improved brand image (Fahy et al , 2004; Gwinner and Eaton, 1999; Simmons and Becker-Olsen, 2006) whereas negative information negatively influence consumers’ sponsorship evaluations (Cunningham et al , 2009; Schnittka et al , 2013).…”

Section: Introductionmentioning

confidence: 99%

The effect of the valence of sponsorship information on consumers’ attitudes toward the sponsor brand

Dick

2019

IJSMS

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Purpose To date, research on sponsorship considers the effects of only positive or only negative sponsorship information on consumers’ attitudes toward the sponsor brand. However, in practice, sometimes mixed information (positive and negative) is available that influences consumers’ sponsor evaluations. To mirror the information situation of the real world, the purpose of this paper is to investigate how the valence of sponsorship information (only positive vs mixed vs only negative) and the strength of sponsorship information (weak vs strong) influence the consumers’ attitudes toward the sponsor brand. Design/methodology/approach This research uses an experimental research design (n=210). Data were collected among students of a German university. Findings The results reveal that when the strength of information was weak, attitudes in the mixed information condition were not significantly worse than in the only positive condition and significantly better than in the only negative condition. In addition, when the strength of information was strong, attitudes in the mixed information condition were significantly worse than in the only positive condition and significantly better than in the only negative condition. Practical implications This study offers several practical recommendations regarding the sponsors’ evaluation of their investments and the decision to maintain or exit the sponsorship of a controversial object. Originality/value This study expands the research on the effects of available sponsorship information on consumers’ sponsor evaluation. The present research highlights the effects of different types of sponsorship information on consumers’ attitudes and considers the strength of information as a boundary condition of these effects.

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Turning Good Ideas into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsors’ Brand Image

Cited by 18 publications

References 37 publications

Parent brands’ influence on co-brand’s perception: a model-based approach

Parent brands’ influence on co-brand’s perception: a model-based approach

Development and validation of the team influence relations scale (TIReS)

The effect of the valence of sponsorship information on consumers’ attitudes toward the sponsor brand

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