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

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https://ir.library.oregonstate.edu/concern/articles/05741x48j

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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 identified fans formed evaluations based on message characteristics, such that strong arguments were evaluated more favorably than weak arguments, independent of sponsorship affiliation. Overall, the study confirmed that strong social identities influence information processing in ways that are favorable for in-group associations and unfavorable for out-group associations. The implications for both consumers and marketing communications practitioners are discussed.
  • Keywords: sponsorship, rivalry, advertising, social identity, argument strength
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Citation
  • Bee, C., & Dalakas, V. (2013). Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages. Journal of Marketing Communications. doi:10.1080/13527266.2013.828768
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  • 21
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  • 6
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  • Financial support from the College of Business at Oregon State University is gratefully acknowledged.
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