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

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.



Citation:

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.

Authors

Julie Ruth, Rutgers University, USA
Yuliya Strizhakova, Rutgers University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More

Featured

The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors

Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada

Read More

Featured

D3. Social Exclusion and WOM about Past versus Future Experiences

Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.