Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages

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::

• advertising
• sponsorship
• argument strength
• social identity
• rivalry

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Corrigendum: Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship–related advertising messages

Additional information

Notes on contributors

Colleen Bee

Colleen Bee, PhD is an Assistant Professor of Marketing at Oregon State University. Her research examines consumer responses to media and marketing communications, including entertainment, advertising, and sponsorship.

Vassilis Dalakas

Vassilis Dalakas, PhD is an Associate Professor of Marketing at California State University San Marcos. His research interests focus on fan identification and its attitudinal and behavioral effects, including responses to sponsorship.