Sponsoring a rival has benefits too: A longitudinal study of changes in fan attitudes toward favored-and opposing-team sponsor brands

Mahar, Chris & Weeks, Clinton S. (2014) Sponsoring a rival has benefits too: A longitudinal study of changes in fan attitudes toward favored-and opposing-team sponsor brands. Advances in Consumer Research, 42, p. 817.

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Abstract

A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sponsors across time. Measurements at five timepoints showed fans’ attitudes were more positive toward their favored-team sponsors, but that attitudes improved across time toward both favored-team sponsors and opposing-team sponsors. This occurred regardless of intensity of fan identification.

Impact and interest:

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ID Code: 91031
Item Type: Journal Article
Refereed: Yes
ISSN: 0098-9258
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2014 The Association for Consumer Research
Deposited On: 07 Dec 2015 00:56
Last Modified: 08 Dec 2015 03:00

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