Title

Negative Sponsor Behaviour, Team Response and How This Impacts Fan Attitudes

Document Type

Article

Publication Date

2010

Publication Title

International Journal of Sports Marketing & Sponsorship

Abstract

This research examines the fan-team-sponsor relationship. It focuses on how the sports team’s response to negative sponsor behaviour affects fan/spectator attitudes towards the sponsor. Results indicate that highly identified fans have significantly more positive attitudes towards the team sponsor than fans who are lower in identification. Highly identified fans informed of a negative action by a team sponsor felt more favourably towards the sponsor if the team continued, rather than terminated, their relationship with the sponsor

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