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Filtering by: Creator Dalakas, Vassilis Date issued sim 2013-10-07

Rivalries and Sponsor Affiliation: Examining the Effects of Social Identity and Argument Strength on Responses to Sponsorship-related Advertising Messages

Creator:

Bee, Colleen and Dalakas, Vassilis

Abstract:

This study examines how social identities and message characteristics influence the processing of sponsorship associations and persuasive messages. Using an experimental approach we found that sponsor affiliation with a rival team results in a negative response by highly identified fans, even when message characteristics include strong, favorable arguments. Conversely, less...

Resource Type:

Article