“The Name Remains the Same For Fans” – Why Fans Oppose Naming Right Sponsorships

David M. Woisetschlaeger, University of Dortmund, Germany
Vanessa J. Haselhoff, University of Dortmund, Germany
While the fit between sponsor and sponsee is frequently mentioned and empirically examined as a success factor of sponsorship, little knowledge exists to guide the management of such companies that are in the particular situation of a low fit or even reactance of consumers. The present article contributes to the literature by examining the determinants and consequences of sponsorship fit using a qualitative and a quantitative study. Results of the two studies demonstrate that negative effects of sponsorships are especially relevant for the sponsoring company since both brand image and word-of-mouth intention are affected negatively. Based on the results, management implications are derived.
[ to cite ]:
David M. Woisetschlaeger and Vanessa J. Haselhoff (2009) ,"“The Name Remains the Same For Fans” – Why Fans Oppose Naming Right Sponsorships", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 775-776.