حمایت های مالی ورزشی بحث برانگیز
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حمایت های مالی ورزشی بحث برانگیز

عنوان فارسی مقاله: حمایت های مالی ورزشی بحث برانگیز: تاثیرات تناسب اخلاقی حامی و ارتباط تیم خودی بر تیم های حمایت شده و درک مزایای خارجی
عنوان انگلیسی مقاله: Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions
مجله/کنفرانس: مجله تحقیقات کسب و کار-Journal of Business Research
رشته های تحصیلی مرتبط: مدیریت، اقتصاد
گرایش های تحصیلی مرتبط: مدیریت مالی، اقتصاد مالی
کلمات کلیدی فارسی: حمایت مالی ورزشی، حمایت مالی بحث برانگیز، تناسب اخلاقی حامی، ارتباط تیم خودی، پیامدهای بیرونی حمایت مالی
کلمات کلیدی انگلیسی: Sports sponsorship، Controversial sponsorship، Sponsor moral appropriateness، Self-team connection، Sponsorship externalities
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus – Master Journals List – JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2019.01.068
دانشگاه: Department of Management and Economics, University of Salento, Ecotekne Campus, Via per Monteroni, 73100 Lecce, Italy
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 5.352 در سال 2018
شاخص H_index: 158 در سال 2019
شاخص SJR: 1.684 در سال 2018
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 13
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E12198
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1. Introduction


2. Controversial sports sponsorships


3. The present research


4. Study 1


5. Study 2


6. General discussion


Funding


Acknowledgements


Declaration of interest


Appendix A. Questions and stimuli for Study 1


Appendix B. Questions for Study 2


References

نمونه متن انگلیسی مقاله

Abstract


Controversial sports sponsorships—namely those in which the sponsoring company is involved in ethically questionable activities—is a relevant area of research. Currently, there is a limited understanding about how controversial sports sponsorships affect sponsored teams and their perceived impact on local communities (e.g., the home city experiencing a surge in popularity). This article presents two studies that examine the interplay between sponsor moral appropriateness and self-team connection. The obtained results showed that a controversial sponsorship’s lower moral appropriateness does not influence the propensity to support the team among consumers with higher levels of self-team connection, but it is critical for those with a lower self-team connection. When confronted with sponsors that are perceived as less morally appropriate, consumers with a lower self-team connection exhibit a lower propensity to support the sponsored teams and have a reduced perception that such teams might produce positive externalities for local communities.


Introduction


Among all marketing communication instruments, sponsorship is one of the most common in practice. Indeed, global sponsorship spending has grown consistently in the last five years (International Events Group, 2018): With an annual growth rate higher than 4%, total spending has exceeded USD 65 billion in 2018. Sports sponsorships encompass a substantial portion of this total spending: In North America, for instance, 70% of sponsorship investments involve sports (International Events Group, 2018). The fact that sports receive the most sponsorship investments (Dees, Bennett, & Villegas, 2008) is likely due to their wider visibility, audience, and media coverage compared to other activities (Gwinner & Swanson, 2003; Plewa, Carrillat, Mazodier, & Quester, 2016). The literature typically understands sponsorship as an investment in an activity (whether in cash or in kind) in return for access to the exploitable commercial potential associated with that activity (Meenaghan, 1991; Roy & Cornwell, 2003). Prior academic research has mainly focused on the effects of sponsorship in two domains: the sponsoring company itself, in terms of corporate image and reputation (Cornwell & Maignan, 1998; Grohs & Reisinger, 2014; Meenaghan, 2001; Rifon, Choi, Trimble, & Li, 2000); and the company’s brands, in terms of brand awareness (Miloch & Lambrecht, 2006; Walliser, 2003), purchase intention and loyalty (Biscaia, Correla, Rosado, Ross, & Maroco, 2013; Sirgy, Lee, Johar, & Tidwell, 2008; Speed & Thompson, 2000), and word of mouth (Alexandris, Tsaousi, & James, 2007). While most empirical studies to date have investigated sponsorship from a sponsor’s perspective, very little is known about how sponsorship affects consumers’ perception of the sponsored activity.

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