Cooke, Lorraine (2013) Sports Sponsorship: Does Team-Sponsor Pairing Affect Consumer's Attitude? Honours thesis, University of Southern Queensland. (Unpublished)
Abstract
Sports sponsorship provides crucial revenue that benefits sporting participants at all levels, sports teams and the wider community. It also provides a unique and effective marketing medium, with Australian sports sponsors spending $600 million per year in the expectation of improved consumer attitude towards their brand. However, negative publicity is frequent in sports and the fear that it may spill-over and damage the sponsor’s most valuable asset, their brand, may result in the termination of sponsorship alliances. Despite the vast sums and potential risks, there is almost no sports sponsorship-specific research examining how the choice, and behaviour, of one sponsorship partner affects consumer attitude towards the other partner. Therefore, two experimental studies examined the effect of positive, negative and neutral team-sponsor pairings on consumer attitude towards both sponsorship partners. The results of the main study (N = 214) and replication study (N = 340) demonstrate that (1) attitude towards positive partners became more negative after pairing with negative partners, particularly for teams, and (2) attitude towards negative partners became more positive after pairing, regardless of partner attributes. These robust experimental results provide the first evidence that sponsorship pairing affects attitude, however further research in real-world scenarios is vital to assist decision-making for teams and sponsors.
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| Item Type: | Thesis (Non-Research) (Honours) |
|---|---|
| Item Status: | Live Archive |
| Additional Information: | Current UniSQ staff and students can request access to this thesis. Please email research.repository@unisq.edu.au with a subject line of SEAR thesis request and provide: Name of the thesis requested and Your name and UniSQ email address |
| Faculty/School / Institute/Centre: | Historic - Faculty of Health, Engineering and Sciences - School of Psychology, Counselling and Community (1 Jul 2013 - 31 Dec 2014) |
| Supervisors: | Michael Ireland |
| Qualification: | Bachelor of Science (Honours) |
| Date Deposited: | 02 Oct 2025 00:40 |
| Last Modified: | 02 Oct 2025 00:40 |
| Fields of Research (2008): | 17 Psychology and Cognitive Sciences > 1799 Other Psychology and Cognitive Sciences > 179999 Psychology and Cognitive Sciences not elsewhere classified |
| Fields of Research (2020): | 52 PSYCHOLOGY > 5299 Other psychology > 529999 Other psychology not elsewhere classified |
| URI: | https://sear.unisq.edu.au/id/eprint/52227 |
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