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dc.contributor.authorAngell, RJ
dc.contributor.authorGorton, M
dc.contributor.authorBottomley, P
dc.contributor.authorWhite, J
dc.date.accessioned2016-04-06T21:15:50Z
dc.date.available2016-04-06T21:15:50Z
dc.date.issued2016-03-21
dc.identifier.issn1618-4742
dc.identifier.issn1746-031X
dc.identifier.urihttp://hdl.handle.net/10026.1/4479
dc.description.abstract

Research question: What factors determine fans’ responses to the sponsor of a rival team? To what extent does higher in-group fan identification, more positive prior attitudes to the sponsor and a more congruent fit between the sponsor and club, cause denigration or mitigate negative outcomes for the sponsor? Research methods: 300 questionnaires were collected from fans of English Premier League football teams Newcastle United and Sunderland allowed us to test our model of sponsorship responses. Structural equation modelling was used to evaluate each hypothesis. Results and findings: Brands will gain greater benefits from sponsorships deemed to be congruent with the rival team and where a higher pre-sponsorship attitude exists. More highly identified fans tend to pay greater attention to the sponsor of their rival team. We find that schadenfreude is a better predictor of affective and behavioural responses than fan identification, despite its popularity in recent research involving rival fans. Implications: Brand managers concerned about the size and scope of out-groups can employ our findings to more effectively configure sponsorship activities.

dc.format.extent190-213
dc.languageen
dc.language.isoen
dc.publisherInforma UK Limited
dc.subjectperceived fit
dc.subjectstructural equation modelling
dc.subjectschadenfreude
dc.subjectrival fans
dc.subjectSponsorship
dc.titleUnderstanding fans' responses to the sponsor of a rival team
dc.typejournal-article
dc.typeArticle
plymouth.author-urlhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000373818600005&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=11bb513d99f797142bcfeffcc58ea008
plymouth.issue2
plymouth.volume16
plymouth.publisher-urlhttp://dx.doi.org/10.1080/16184742.2015.1135975
plymouth.publication-statusPublished
plymouth.journalEUROPEAN SPORT MANAGEMENT QUARTERLY
dc.identifier.doi10.1080/16184742.2015.1135975
plymouth.organisational-group/Plymouth
plymouth.organisational-group/Plymouth/Faculty of Arts, Humanities and Business
plymouth.organisational-group/Plymouth/Faculty of Arts, Humanities and Business/Plymouth Business School
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA/UoA17 Business and Management Studies
plymouth.organisational-group/Plymouth/Users by role
plymouth.organisational-group/Plymouth/Users by role/Academics
dcterms.dateAccepted2015-12-17
dc.rights.embargodate2017-9-21
dc.identifier.eissn1746-031X
dc.rights.embargoperiodNot known
rioxxterms.versionofrecord10.1080/16184742.2015.1135975
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/all-rights-reserved
rioxxterms.licenseref.startdate2016-03-21
rioxxterms.typeJournal Article/Review


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