Angell, R, Bottomley, P, Brečić, R et al. (4 more authors) (2021) Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships. European Sport Management Quarterly, 21 (4). pp. 605-624. ISSN 1618-4742
Abstract
Research question: While cross-border sport sponsorships are widespread, such partnerships introduce a notable complication – consumers in one country may dislike the sponsor’s country of origin (COO). This raises the question as to whether animosity towards a sponsor’s COO negatively affects sponsorship outcomes, and if so, how it can be addressed. For the latter, we examine holistic sponsor-object fit as well as a set of its constituent elements.
Research methods: Data collection pertained to a brand engaged in a hypothetical sponsorship. Study 1 involves a Serbian brand sponsoring the Croatia national football team and for Study 2 German sponsors of the England national football team. Survey data are analyzed using a latent modeling approach.
Results and findings: Study 1 shows that animosity reduces consumers’ attitude towards the sponsorship. However, higher perceived sponsor-object fit weakens this effect. Study 2 replicates this finding, and on a more granular level establishes the moderating properties of several sub-dimensions of fit. Congruence in color, personality and status ameliorate animosity.
Implications: We outline implications for sponsors operating in environments where their COO invokes animosity and how sponsor-object fit may mitigate this.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2020 European Association for Sport Management. This is an author produced version of a paper published in European Sport Management Quarterly. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Sponsorship, country of origin, animosity, perceived fit |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 27 May 2020 14:57 |
Last Modified: | 18 Jul 2022 09:23 |
Status: | Published |
Publisher: | Taylor & Francis |
Identification Number: | 10.1080/16184742.2020.1765828 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:161048 |