The Role of Fan Benefits in Shaping Responses to Sponsorship Activation

Jan Dreisbach; David M. Woisetschläger; Christof Backhaus; T. Bettina Cornwell

doi:10.1016/j.jbusres.2018.11.041

The Role of Fan Benefits in Shaping Responses to Sponsorship Activation

Jan Dreisbach, David M. Woisetschläger, Christof Backhaus, T. Bettina Cornwell

Research output: Contribution to journal › Article › peer-review

Abstract

As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-oriented activation campaigns affect consumer evaluations. Based on a benefit typology derived from real-world sponsorship activations, a conceptual framework is developed that links financial, symbolic and social benefit dimensions to consumer inferred activation motives and subsequent sponsor outcomes. An experimental field study of 1,356 soccer fans employing three activation scenarios and a control group tests the framework. Results of a structural equation model show that altruistic motives are key in determining sponsorship outcomes, and that activation campaigns designed for symbolic or social benefits are most effective in inducing inference of altruistic motives.

Original language	English
Pages (from-to)	780-789
Number of pages	10
Journal	Journal of Business Research
Volume	124
Early online date	30 Nov 2018
DOIs	https://doi.org/10.1016/j.jbusres.2018.11.041
Publication status	Published - Jan 2021

Bibliographical note

Keywords

sports
leverage
activation
motives
financial incentives
sponsorship fit

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10.1016/j.jbusres.2018.11.041

The_Role_of_Fan_Benefits_in_Shaping_Responses_to_Sponsorship_Activation
© 2018, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Accepted author manuscript, 339 KBLicence: CC BY-NC-ND 3.0

Cite this

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title = "The Role of Fan Benefits in Shaping Responses to Sponsorship Activation",

abstract = "As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-oriented activation campaigns affect consumer evaluations. Based on a benefit typology derived from real-world sponsorship activations, a conceptual framework is developed that links financial, symbolic and social benefit dimensions to consumer inferred activation motives and subsequent sponsor outcomes. An experimental field study of 1,356 soccer fans employing three activation scenarios and a control group tests the framework. Results of a structural equation model show that altruistic motives are key in determining sponsorship outcomes, and that activation campaigns designed for symbolic or social benefits are most effective in inducing inference of altruistic motives.",

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note = "{\textcopyright} 2018, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/",

year = "2021",

month = jan,

doi = "10.1016/j.jbusres.2018.11.041",

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T1 - The Role of Fan Benefits in Shaping Responses to Sponsorship Activation

AU - Dreisbach, Jan

AU - Woisetschläger, David M.

AU - Backhaus, Christof

AU - Cornwell, T. Bettina

PY - 2021/1

Y1 - 2021/1

N2 - As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-oriented activation campaigns affect consumer evaluations. Based on a benefit typology derived from real-world sponsorship activations, a conceptual framework is developed that links financial, symbolic and social benefit dimensions to consumer inferred activation motives and subsequent sponsor outcomes. An experimental field study of 1,356 soccer fans employing three activation scenarios and a control group tests the framework. Results of a structural equation model show that altruistic motives are key in determining sponsorship outcomes, and that activation campaigns designed for symbolic or social benefits are most effective in inducing inference of altruistic motives.

AB - As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-oriented activation campaigns affect consumer evaluations. Based on a benefit typology derived from real-world sponsorship activations, a conceptual framework is developed that links financial, symbolic and social benefit dimensions to consumer inferred activation motives and subsequent sponsor outcomes. An experimental field study of 1,356 soccer fans employing three activation scenarios and a control group tests the framework. Results of a structural equation model show that altruistic motives are key in determining sponsorship outcomes, and that activation campaigns designed for symbolic or social benefits are most effective in inducing inference of altruistic motives.

KW - sports

KW - leverage

KW - activation

KW - motives

KW - financial incentives

KW - sponsorship fit

UR - https://www.sciencedirect.com/science/article/pii/S0148296318305976?dgcid=raven_sd_search_email

U2 - 10.1016/j.jbusres.2018.11.041

DO - 10.1016/j.jbusres.2018.11.041

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SN - 0148-2963

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SP - 780

EP - 789

JO - Journal of Business Research

JF - Journal of Business Research

ER -

The Role of Fan Benefits in Shaping Responses to Sponsorship Activation

Abstract

Bibliographical note

Keywords

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