Die Beendigung von Sponsoringengagements und die Valenz von Sponsoringinformationen: Effekte auf die Einstellung der Konsumenten gegenüber der Sponsorenmarke

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Abstract

This dissertation deals with the effects of different sponsorship information on the consumers’ attitudes toward the sponsor brand. Previous studies have focused on the effects of positive or negative sponsorship information before or during a sponsorship engagement. This dissertation investigates within the team sport context how the information about a sponsorship ending affect the consumers’ evaluation of the disengaging sponsor. On top of that, the effects of asymmetrical information about the sponsored property on the consumers’ attitudes toward the sponsor are also analyzed.
Different conditions are derived under which sponsors end their sponsorship engagement. The effects of these conditions on the consumers’ attitudes show that they evaluate the sponsor negatively depending on certain circumstances. Based on this knowledge, this dissertation further empirically shows how to manage a sponsorship termination in a way that reduces negative effects on the sponsor brand. Moreover, this dissertation provides an explanation about how consumers evaluate a sponsor based on positive as well as simultaneously negative sponsorship information.
This dissertation provides important knowledge about the effects of different sponsorship information on consumers’ attitudes toward the sponsor brand. Hence, it contributes to the literature as also provides suggestions for practitioners.
Original languageGerman
Place of PublicationKöln
PublisherDeutsche Sporthochschule Köln
Number of pages104
Publication statusPublished - 2021

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