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The effect of negative sponsor information and team response on identification levels and consumer attitudes

Parker, Heidi M
http://rave.ohiolink.edu/etdc/view?acc_num=osu1180025349

Abstract Details

2007, Doctor of Philosophy, Ohio State University, Physical Activity and Educational Services.
Grounded in social identity theory and balance theory this study employed an experimental design to extend previous research on sport teams, sport sponsors, and sport consumers. Specifically, this research examined the impact negative sponsor behavior has on consumer attitudes toward the sponsor and consumer levels of team identification while also taking into consideration the team response to the negative event. Four treatment groups—negative information/no response, negative information/continue response, negative information/terminate response, irrelevant information (control)—were utilized to test the hypotheses The data were analyzed using ANOVA and MANOVA. Results revealed that sponsor behavior and team response (continuing or terminating the sponsor relationship) was a non-factor in team identification levels; however, bad sponsor behavior and team response had a marked influence on consumers, in particular highly identified fans, attitude toward the sponsor. That is, highly identified fans reported more favorable attitudes toward a sponsor regardless of the sponsor behavior. Additionally, an identification x treatment group interaction was noted such that highly identified fans reported more favorable attitudes toward the badly behaving sponsor when the team continued the relationship with the sponsor compared to when the team terminated the relationship with the sponsor. This research holds a practical significance, as results provide insight on how consumers respond to the occurrence of negative events by a sponsor including what type of team response is best received by consumers of the team, as well as theoretical significance as it examined and tested tenants of social identity and balance theory relative to fans and sponsors.
Janet Fink (Advisor)
119 p.
sponsorship; team identification; social identity theory; balance theory; negative sponsor behavior

Recommended Citations

Citations

  • Parker, H. M. (2007). The effect of negative sponsor information and team response on identification levels and consumer attitudes [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1180025349

    APA Style (7th edition)

  • Parker, Heidi. The effect of negative sponsor information and team response on identification levels and consumer attitudes. 2007. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1180025349.

    MLA Style (8th edition)

  • Parker, Heidi. "The effect of negative sponsor information and team response on identification levels and consumer attitudes." Doctoral dissertation, Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=osu1180025349

    Chicago Manual of Style (17th edition)

osu1180025349
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© 2007, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.