Sponsoring a Rival Has Benefits Too: a Longitudinal Study of Changes in Fan Attitudes Toward Favored- and Opposing-Team Sponsor Brands

Clinton S. Weeks, Queensland University of Technology, Australia
Christopher M. Mahar, Queensland University of Technology, Australia
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.
[ to cite ]:
Clinton S. Weeks and Christopher M. Mahar (2014) ,"Sponsoring a Rival Has Benefits Too: a Longitudinal Study of Changes in Fan Attitudes Toward Favored- and Opposing-Team Sponsor Brands", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 817-817.