Controversial sports sponsorships: effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions

Alessandro M. Peluso, Cristian Rizzo, Giovanni Pino

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    Abstract

    Controversial sports sponsorships—namely those in which the sponsoring company is involved in ethically questionable activities—is a relevant area of research. Currently, there is a limited understanding about how controversial sports sponsorships affect sponsored teams and their perceived impact on local communities (e.g., the home city experiencing a surge in popularity). This article presents two studies that examine the interplay between sponsor moral appropriateness and self-team connection. The obtained results showed that a controversial sponsorship's lower moral appropriateness does not influence the propensity to support the team among consumers with higher levels of self-team connection, but it is critical for those with a lower self-team connection. When confronted with sponsors that are perceived as less morally appropriate, consumers with a lower self-team connection exhibit a lower propensity to support the sponsored teams and have a reduced perception that such teams might produce positive externalities for local communities.
    Original languageEnglish
    Pages (from-to)339-351
    Number of pages13
    JournalJournal of Business Research
    Volume98
    Early online date19 Feb 2019
    DOIs
    Publication statusPublished - 1 May 2019

    Keywords

    • Sports sponsorship
    • Controversial sponsorship
    • Sponsor moral appropriateness
    • Self-team connection
    • Sponsorship externalities

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