“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.


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.


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


NA - Advances in Consumer Research Volume 36 | 2009

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