The University of Southampton
University of Southampton Institutional Repository

Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships

Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships
Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships

Research question: While cross-border sport sponsorships are widespread, such partnerships introduce a notable complication–consumers in one country may dislike the sponsor’s country of origin (COO). This raises the question as to whether animosity towards a sponsor’s COO negatively affects sponsorship outcomes, and if so, how it can be addressed. For the latter, we examine holistic sponsor-object fit as well as a set of its constituent elements. Research methods: Data collection pertained to a brand engaged in a hypothetical sponsorship. Study 1 involves a Serbian brand sponsoring the Croatia national football team and for Study 2 German sponsors of the England national football team. Survey data are analyzed using a latent modeling approach. Results and findings: Study 1 shows that animosity reduces consumers’ attitude towards the sponsorship. However, higher perceived sponsor-object fit weakens this effect. Study 2 replicates this finding, and on a more granular level establishes the moderating properties of several sub-dimensions of fit. Congruence in color, personality and status ameliorate animosity. Implications: We outline implications for sponsors operating in environments where their COO invokes animosity and how sponsor-object fit may mitigate this.

animosity, United Kingdom, perceived fit, Sponsorship
1618-4742
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Bottomley, Paul
ad338c33-07bf-41db-af5d-71fb5dc9b335
Brečić, Ružica
3beb5bef-aa4a-4c90-8b4f-10213119671d
Filipović, Jelena
4b4476ff-a9f9-40a3-8cdf-5ba2250eae7c
Gorton, Matthew
233f8c2f-220a-4e46-a3c2-d0c2253b4606
Logkizidou, Maria
64bc11a7-e378-4af0-b133-4bb71a834ce8
White, John
50cc41db-8570-4875-bf9c-5bc59825c4f2
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Bottomley, Paul
ad338c33-07bf-41db-af5d-71fb5dc9b335
Brečić, Ružica
3beb5bef-aa4a-4c90-8b4f-10213119671d
Filipović, Jelena
4b4476ff-a9f9-40a3-8cdf-5ba2250eae7c
Gorton, Matthew
233f8c2f-220a-4e46-a3c2-d0c2253b4606
Logkizidou, Maria
64bc11a7-e378-4af0-b133-4bb71a834ce8
White, John
50cc41db-8570-4875-bf9c-5bc59825c4f2

Angell, Robert, Bottomley, Paul, Brečić, Ružica, Filipović, Jelena, Gorton, Matthew, Logkizidou, Maria and White, John (2020) Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships. European Sport Management Quarterly. (doi:10.1080/16184742.2020.1765828).

Record type: Article

Abstract

Research question: While cross-border sport sponsorships are widespread, such partnerships introduce a notable complication–consumers in one country may dislike the sponsor’s country of origin (COO). This raises the question as to whether animosity towards a sponsor’s COO negatively affects sponsorship outcomes, and if so, how it can be addressed. For the latter, we examine holistic sponsor-object fit as well as a set of its constituent elements. Research methods: Data collection pertained to a brand engaged in a hypothetical sponsorship. Study 1 involves a Serbian brand sponsoring the Croatia national football team and for Study 2 German sponsors of the England national football team. Survey data are analyzed using a latent modeling approach. Results and findings: Study 1 shows that animosity reduces consumers’ attitude towards the sponsorship. However, higher perceived sponsor-object fit weakens this effect. Study 2 replicates this finding, and on a more granular level establishes the moderating properties of several sub-dimensions of fit. Congruence in color, personality and status ameliorate animosity. Implications: We outline implications for sponsors operating in environments where their COO invokes animosity and how sponsor-object fit may mitigate this.

Text
Configuring fit to mitigate consumer animosity (R5) - Accepted Manuscript
Download (149kB)

More information

Accepted/In Press date: 4 May 2020
e-pub ahead of print date: 20 May 2020
Published date: 20 May 2020
Keywords: animosity, United Kingdom, perceived fit, Sponsorship

Identifiers

Local EPrints ID: 441180
URI: http://eprints.soton.ac.uk/id/eprint/441180
ISSN: 1618-4742
PURE UUID: cc7da726-5412-4bcd-ac72-f60b8b6a1cf7
ORCID for Robert Angell: ORCID iD orcid.org/0000-0001-8554-2092

Catalogue record

Date deposited: 04 Jun 2020 16:30
Last modified: 28 Apr 2022 06:38

Export record

Altmetrics

Contributors

Author: Robert Angell ORCID iD
Author: Paul Bottomley
Author: Ružica Brečić
Author: Jelena Filipović
Author: Matthew Gorton
Author: Maria Logkizidou
Author: John White

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×