Is Breaking Up Hard to Do?: an Investigation of Consumer Response to Sponsor Exit

Julie Ruth, Rutgers University, USA
Yuliya Strizhakova, Rutgers University, USA
Building on sponsorship research and relationship theory, this research investigates conditions affecting consumer response to a brand terminating a sponsorship. Results of two experiments show that exit generally harms consumer attitudes toward the departing brand. However, a brand well-liked prior to exit can be protected through consumer perceptions of the brand’s motives, sponsorship duration, and number of remaining sponsors.
[ to cite ]:
Julie Ruth and Yuliya Strizhakova (2011) ,"Is Breaking Up Hard to Do?: an Investigation of Consumer Response to Sponsor Exit", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 609-610.