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 journalArticlepeer-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 languageEnglish
    JournalJournal of Business Research
    Early online date30 Nov 2018
    DOIs
    Publication statusE-pub ahead of print - 30 Nov 2018

    Bibliographical note

    © 2018, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

    Keywords

    • sports
    • leverage
    • activation
    • motives
    • financial incentives
    • sponsorship fit

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