Index Catalog // ScholarsArchive@OSU

Start Over

Filtering by: Creator Dalakas, Vassilis Creator Dalakas, Vassilis

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

Full Text:

@bus.oregonstate.edu Vassilis Dalakas California State University San Marcos College of Business