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

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.



Citation:

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.

Authors

David M. Woisetschlaeger, University of Dortmund, Germany
Vanessa J. Haselhoff, University of Dortmund, Germany



Volume

NA - Advances in Consumer Research Volume 36 | 2009



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

Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature

Seth Ketron, East Carolina University
Nancy Spears, University of North Texas

Read More

Featured

Trusting the data, the self and “the other” in self tracking practices

Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

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.