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The Flipside of the Sponsorship Coin

Do You Still Buy the Beer When the Brewer Underwrites a Rival Team?

Lars Bergkvist
DOI: 10.2501/JAR-52-1-065-073 Published 1 March 2012
Lars Bergkvist
University of Nottingham, Ningbo, China, lars.bergkvist@yahoo.se
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ABSTRACT

This study investigated whether sponsorships can have negative brand effects in some subgroups in the target market. The study focused on European football (soccer), and results showed that fans of the Stockholm team AIK transferred their dislike of the rival team Hammarby to its sponsor, the beer brand Falcon. Mean scores on brand variables were considerably lower for AIK fans than for a control group who were fans of neither AIK nor Hammarby. Researchers and managers are recommended to consider possible negative effects of sponsorships in subgroups and to evaluate the target audience's attitude toward the sponsored object.

  • © Copyright 2012 The ARF. All rights reserved.

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Vol 52 Issue 1

Journal of Advertising Research: 52 (1)
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The Flipside of the Sponsorship Coin
Lars Bergkvist
Journal of Advertising Research Mar 2012, 52 (1) 65-73; DOI: 10.2501/JAR-52-1-065-073

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The Flipside of the Sponsorship Coin
Lars Bergkvist
Journal of Advertising Research Mar 2012, 52 (1) 65-73; DOI: 10.2501/JAR-52-1-065-073
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