Identification with a sports team can represent an important component of a person's self-concept. Through sponsorship, brands attempt to leverage their affiliation with sports teams to transfer ...positive associations from the property to the brand. However, because of the competitive nature of sports - brands may enter into a sponsorship with a rival team. The current research considers the cognitive and emotional mechanisms through which fans respond to such sponsorships. Results indicate that highly identified fans experience threat in response to the sponsorship of a rival, this threat leads to anger which negatively influences attitudes towards the sponsorship and reduces purchase intentions. Practical and theoretical implications of these findings are discussed.
We extend the extant research on neutral recommendation agents (RAs) to those that lack recommendation neutrality and are biased toward sponsors. We first investigate the effects of recommendation ...neutrality on users’ trust and distrust in RAs by comparing a biased RA with sponsorship disclosure with a neutral RA. We then apply a contingency approach to examine the effects of sponsorship disclosure on users’ trust and distrust in
biased
RAs, with explanations for organic recommendations as a contingent factor. A laboratory experiment was conducted in the United States. We determine that users’ trust in the biased RA with sponsorship disclosure is lower and that their distrust is higher than that in the neutral RA. Results also show that user
trust
in a biased RA increases only when explanations for organic recommendations and sponsorship disclosure are both provided. Users’ perceived psychological contract violations of an RA have been verified as a key mediator of the examined effects. However, explanations for organic recommendations, sponsorship disclosure, or their combination fail to significantly lower users’
distrust
in a biased RA. A second experiment conducted in Hong Kong confirms the major findings of the experiment conducted in the United States. Theoretical contributions and practical implications for e-commerce RAs are discussed.
This paper was accepted by Anandhi Bharadwaj, information systems.
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In the context of sports, the authors examine how sponsorship deal characteristics affect consumer ...inferences, attitudes, and behavioral intentions toward a sponsor and a sport property in a partnership. The authors develop a conceptual framework that links a holistic set of sponsorship deal characteristics (i.e., contract length, regional proximity of the sponsor, sponsorship fee, and sponsorship type) to individual consumer perceptions. Study 1 tests the framework in a field study of 2,787 consumers across 44 sponsorships. Study 2 largely confirms the findings of the field study in an experimental study. Overall, the results show that regionally proximate and long-term partnerships benefit as consumers make positive inferences about partnership fit and sponsor motives. In contrast, consumers associate high sponsorship fees, international sponsors, and naming-rights relationships with calculative motives and perceive these factors negatively. For managers, finding that sponsorship deal characteristics matter is important not only for sponsor-property relationships but also for relationships between the sponsoring brands and consumers.
Social media influencers (SMIs) are increasingly involving in influencer marketing to promote products. However, there are both opportunities and issues with influencer marketing. SMIs’ narrative ...strategies can be of great value as high-quality eWOM content is vital to maintain influencer marketing effectiveness. This paper adopts the stimulus-organism-response (S-O-R) framework to explore the value of SMIs’ narrative strategies to overcome potential influencer marketing issues within the context of China’s luxury market. A qualitative approach is applied to explore Chinese consumer perceptions toward capabilities of three SMIs’ narrative strategies (brand attribute evaluation, brand love inspiration, self-identity construction) to deal with the issues of cultural barriers, commercial–personal tension, and sponsorship disclosure in SMIs’ eWOM. Based on the research findings, this paper develops a conceptual model to illustrate how SMIs’ narrative strategies benefit the cultivation of influencer marketing on social media.
This study investigates the influence of MPs' co-sponsorship activities on their agenda-setting success. It analyses the strategic choices open to MPs who engage in co-sponsorship, the resulting ...centralities in the co-sponsorship network, and the effects on the success of parliamentary proposals. MPs can develop their co-sponsorship efforts within their party family ('bonding') or beyond it ('bridging'), and they can use co-sponsorship both to receive political support ('support-seeking') and to provide it ('support-providing'). The success of these different co-sponsorship strategies is empirically assessed here by investigating the acceptance or refusal of parliamentary proposals introduced in the Swiss Parliament from 2003 to 2015. The bridging/support-seeking strategy that pro-actively recruits co-sponsors across party families is the most rewarding. This holds especially for MPs belonging to pole parties, who overall appear as more sensitive to centrality-related effects than MPs of moderate right parties.
It gives us great pleasure to announce that the Siam Physics Congress 2020 (SPC2020) held on 4-5 June 2020 through online hubs at www.spc2020.org was a resounding success. Even with the COVID-19 ...situation that prohibited the conventional face-to-face meeting, there were still 197 participants from Thailand and other countries attended the conference. In the SPC2020, unique opportunities had been provided for experts, academics, and educators to exchange knowledge and build friendships. The meeting consisted of plenary lectures, invited speaker sessions, and a number of contributed oral and poster presentations. Resulting from the success of SPC2020, there are qualified full research articles from presentations, which have been reviewed and compiled in IOP's Journal of Physics: Conference Series. It is our sincere hope that these articles will contribute to advancing our understanding of Physics knowledge and applications and serve as initiators for even greater achievements in the field. Lastly but most importantly, on behalf of the organizers (Mahidol University, Prince of Songkla University and Thai Physics Society), we would like to express our gratitude for the support received from National Astronomical Research Institute of Thailand (NARIT), Institute for the Promotion of Teaching Science and Technology (IPST), Thailand Institute of Nuclear Technology (TINT), National Research Council of Thailand (NRCT), PTT Exploration and Production Public Company Limited (PTTEP), Fortis Trading Company Limited, and Professional Vacuum Partners Company Limited as well as other corporate sponsors whose generous contributions made the SPC2020 a successful and noteworthy meeting. List of titles The SPC2020 Editorial Team are available in this Pdf.
Official sport event sponsors are increasingly confronted with companies that try to create an association with the event without paying sponsorship fees (“ambush marketers”). This study explores if, ...why, and when official event sponsors can gain from disclosing ambush marketing activities with negative communication frames (“name & shame” disclosure). Three experiments show that with name & shame disclosure, ambush marketers perform worse than brands with no link with the event. In addition, event sponsors benefit from name & shame disclosure. Results indicate, however, that name & shame disclosure is effective only if disclosure information is highly accessible in consumers' mind. Implications of these findings for sponsorship research, event organizers, event sponsors, and ambush marketers are discussed.
•Name & shame disclosure of ambushers is effective.•With name & shame, ambushers perform worse than brands with no event link.•With name & shame disclosure, sponsors perform better than without disclosure.•However, all the effects occur only if disclosure information is highly accessible.
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