Examining fan attitudes toward sponsor brands using social identity frameworks

Mahar, Chris & Weeks, Clinton S. (2013) Examining fan attitudes toward sponsor brands using social identity frameworks. In ANZMAC 2013, 1 - 4 December 2013, University of Auckland, New Zealand.

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Abstract

The majority of academic research has attempted to explain the effectiveness of sponsorship activities by focusing on individual outcomes (Cornwell, Weeks, & Roy, 2005). The current research builds upon the limited empirical studies that examine sponsorship outcomes using group behaviour theories (Cornwell & Coote, 2005; Gwinner & Swanson, 2003; Madrigal, 2000, 2001). Specifically, this study closely examines tenets of social identity theory (Brewer, 1991; Tajfel & Turner, 1979) within the context of sports sponsorship to test effects of team identification on attitudes toward associated sponsor brands. 1,840 unique surveys were collected from fans of the Queensland Maroons and New South Wales Blues rugby clubs over four timepoints during the 2012 State of Origin series. The results suggest that social identity effects were present regarding ingroup bias toward sponsor brands. Local sponsors were rated higher than non-local sponsors, suggesting that local brands may benefit more from sponsorship.

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ID Code: 67926
Item Type: Conference Paper
Refereed: No
Additional URLs:
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 [please consult the author]
Deposited On: 03 Mar 2014 01:10
Last Modified: 01 Apr 2014 11:44

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