The role of sports sponsorship in negative new stories about a brand: Approach the halo effect

This study examines whether a company’s sports sponsorship plays a buffering role that mitigates negative consumer perceptions of the company or its brands. The study highlights the necessity of examining how congruence between a sports event and a sponsoring brand is related to brand image or brand...

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Autores principales:	Ge-Qi Cui, Jung-Yong Lee, Chang-Hyun Jin
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	negative effect corporate brand image sport sponsorship halo effect purchase intention congruence effect Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/6c63469c66314ae1a45f662db55e2c1f
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id	oai:doaj.org-article:6c63469c66314ae1a45f662db55e2c1f
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spelling	oai:doaj.org-article:6c63469c66314ae1a45f662db55e2c1f2021-12-02T18:31:21ZThe role of sports sponsorship in negative new stories about a brand: Approach the halo effect2331-197510.1080/23311975.2019.1699284https://doaj.org/article/6c63469c66314ae1a45f662db55e2c1f2019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1699284https://doaj.org/toc/2331-1975This study examines whether a company’s sports sponsorship plays a buffering role that mitigates negative consumer perceptions of the company or its brands. The study highlights the necessity of examining how congruence between a sports event and a sponsoring brand is related to brand image or brand attitude formation. An experimental design was used to test the hypotheses. To prevent leakage of information about the experimental stimulus, two experiments were implemented in different places at the same time. There was no exposure to either experimental stimulus in advance. A random sampling scheme was used for group allocation. The results indicated that attitude and image formation changed considerably when sports sponsorship was strongly related to a company’s corporate image. In general, consumers experience amicable and favorable reactions and evaluations of a company that sponsors sports events that are highly congruent with the company’s corporate image. Consumers evaluate a company or product more favorably when a sports event is congruent with the company or product image. As indicated in the experimental results, sports sponsorship affects corporate brand attitude and purchase intention.Ge-Qi CuiJung-Yong LeeChang-Hyun JinTaylor & Francis Grouparticlenegative effectcorporate brand imagesport sponsorshiphalo effectpurchase intentioncongruence effectBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	negative effect corporate brand image sport sponsorship halo effect purchase intention congruence effect Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	negative effect corporate brand image sport sponsorship halo effect purchase intention congruence effect Business HF5001-6182 Management. Industrial management HD28-70 Ge-Qi Cui Jung-Yong Lee Chang-Hyun Jin The role of sports sponsorship in negative new stories about a brand: Approach the halo effect
description	This study examines whether a company’s sports sponsorship plays a buffering role that mitigates negative consumer perceptions of the company or its brands. The study highlights the necessity of examining how congruence between a sports event and a sponsoring brand is related to brand image or brand attitude formation. An experimental design was used to test the hypotheses. To prevent leakage of information about the experimental stimulus, two experiments were implemented in different places at the same time. There was no exposure to either experimental stimulus in advance. A random sampling scheme was used for group allocation. The results indicated that attitude and image formation changed considerably when sports sponsorship was strongly related to a company’s corporate image. In general, consumers experience amicable and favorable reactions and evaluations of a company that sponsors sports events that are highly congruent with the company’s corporate image. Consumers evaluate a company or product more favorably when a sports event is congruent with the company or product image. As indicated in the experimental results, sports sponsorship affects corporate brand attitude and purchase intention.
format	article
author	Ge-Qi Cui Jung-Yong Lee Chang-Hyun Jin
author_facet	Ge-Qi Cui Jung-Yong Lee Chang-Hyun Jin
author_sort	Ge-Qi Cui
title	The role of sports sponsorship in negative new stories about a brand: Approach the halo effect
title_short	The role of sports sponsorship in negative new stories about a brand: Approach the halo effect
title_full	The role of sports sponsorship in negative new stories about a brand: Approach the halo effect
title_fullStr	The role of sports sponsorship in negative new stories about a brand: Approach the halo effect
title_full_unstemmed	The role of sports sponsorship in negative new stories about a brand: Approach the halo effect
title_sort	role of sports sponsorship in negative new stories about a brand: approach the halo effect
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/6c63469c66314ae1a45f662db55e2c1f
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The role of sports sponsorship in negative new stories about a brand: Approach the halo effect

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