Globalization and technology have expanded the reach of sports teams, giving brand sponsors new o... more Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside of a team’s home market. The present research investigates the role of fan isolation—defined as the experience of feeling separated from the team community—in shaping sponsorship effectiveness. The authors posit that such isolation increases the desire to affiliate, which can increase preferences for team-linked brands. However, the effect of isolation on sponsor performance depends on the strength of fan identification. Isolation increases strong fans’ desire to affiliate with the team community, thereby enhancing sponsorship performance. Isolated weak fans instead avoid team-linked brands. Two field studies and four quasi- experiments conducted across three countries (N = 1,412) support these predictions. Isolated strong fans exhibit increased memory, attitudes, word-of-mouth, and purchase intentions for sponsors; isolated weak fans reveal the opposite effects. For brand managers, the proposed framework reveals whether isolated fans provide the best or worst returns on their sponsorships.
This study examines how advertisement typicality influences the capacity of sponsorship to transf... more This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.
Purpose – This study aims to investigate how organizations can utilize sport sponsorship to build... more Purpose – This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits. Design/methodology/approach – A between-subjects experimental design was used, which simulated different sponsorship scenarios by varying community proximity (operationalized by property scope) and property engagement in community initiatives. Hypotheses were tested with a non-parametric bootstrapping-based procedure, using a panel sample of 400. Findings – The results show that a sporting property's proactive community engagement is conducive to an enhanced CSR image for its sponsor, especially when the property operates on the national rather than grassroots level. Further analysis also demonstrates the critical contribution of altruistic motive attributions in the process. Originality/value – This study advances knowledge on how organizations may build their CSR image while leveraging on the strong audience involvement and the mass appeal of sport sponsorship. It is the first to offer insights into the extent to which a sports property's proactive engagement in the community, rather than that of the sponsoring firm itself, enhances the CSR image of the sponsor, particularly if the property's community proximity is low. Furthermore, our results provide an in-depth understanding of the mechanisms determining the benefits that sponsors can reap from a property's activities.
Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopo... more Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust. Design/methodology/approach – An online panel of UK participants reported their perceptions of a French sponsor at three successive points (before, during and at the end of the 2012 London Olympics). Of the 903 respondents at T1, 694 remained at T2 (76.8 per cent) and 577 (63.9 per cent) remained at T3. Another 302 respondents only at T3 controlled for potential mere measurement effects. The data were analysed using LGM techniques. Findings – Due to sponsorship effects, brand affect and brand trust increased linearly over time. However, consumer ethnocentrism and animosity negatively moderated these increases. Cosmopolitanism enhanced brand affect but not brand trust. Research limitations/implications – As market globalisation exposes foreign firms to potential backlash from consumer nationalistic orientations towards their products, sponsorship strategies must consider the interplay between these nationalistic sentiments and sponsorship effects. While foreign sponsors are typically preoccupied with determining the fit between their brand and a local event, they must also consider individual-level nationalistic sentiments. The success of companies in foreign markets depends on creating favourable country-directed consumer attitudes. Originality/value – Beyond demonstrating the application of LGM to individual-level longitudinal analyses, this study extends sponsorship research by considering a previously unexplored area with key academic and managerial contributions, namely, the role of consumer nationalism in sponsorship effects. The strategic uses and outcomes of international sponsorship must be considered in conjunction with consumers’ perceptions of foreign brands from a nationalistic perspective.
Cobranding, or the use of two brand names on a single product, generally coincides with higher pu... more Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase inten- tions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand. In contrast, attitude toward the secondary brand does not relate to purchase of symbolic cobranded products. Therefore, managers should rely on self-congruity, instead of attitude toward the secondary brand, when choosing a partner for symbolic cobranded products. Moreover, product category involvement enhances the impact of self-congruity on purchase intent.
Recherche et applications en marketing, Jan 1, 2010
Sport events organisers have recently undertaken to disclose to the general public instances wher... more Sport events organisers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise consumers to the valuable contribution made by sponsors and to stress the ...
Gestion: Revue International de Gestion, Jan 1, 2009
Plusieurs études ont constaté la confusion dans le public entre les parrains et les pseudo-parrai... more Plusieurs études ont constaté la confusion dans le public entre les parrains et les pseudo-parrains. Ces derniers s'associent à un événement sans en payer les droits. Cette confusion remet en question les sommes investies par les parrains. Le pseudo-parrainage constitue ...
* Etudiant en Doctorat en Sciences de Gestion , rattaché au CEROG-IAE d'Aix-... more * Etudiant en Doctorat en Sciences de Gestion , rattaché au CEROG-IAE d'Aix-en-Provence , Université Aix-Marseille III, Clos Guiot, Boulevard des Camus, 13540 Puyricard **Professeur des Universités, IAE d'Aix-en-Provence, Université Aix-Marseille III
Globalization and technology have expanded the reach of sports teams, giving brand sponsors new o... more Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside of a team’s home market. The present research investigates the role of fan isolation—defined as the experience of feeling separated from the team community—in shaping sponsorship effectiveness. The authors posit that such isolation increases the desire to affiliate, which can increase preferences for team-linked brands. However, the effect of isolation on sponsor performance depends on the strength of fan identification. Isolation increases strong fans’ desire to affiliate with the team community, thereby enhancing sponsorship performance. Isolated weak fans instead avoid team-linked brands. Two field studies and four quasi- experiments conducted across three countries (N = 1,412) support these predictions. Isolated strong fans exhibit increased memory, attitudes, word-of-mouth, and purchase intentions for sponsors; isolated weak fans reveal the opposite effects. For brand managers, the proposed framework reveals whether isolated fans provide the best or worst returns on their sponsorships.
This study examines how advertisement typicality influences the capacity of sponsorship to transf... more This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.
Purpose – This study aims to investigate how organizations can utilize sport sponsorship to build... more Purpose – This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits. Design/methodology/approach – A between-subjects experimental design was used, which simulated different sponsorship scenarios by varying community proximity (operationalized by property scope) and property engagement in community initiatives. Hypotheses were tested with a non-parametric bootstrapping-based procedure, using a panel sample of 400. Findings – The results show that a sporting property's proactive community engagement is conducive to an enhanced CSR image for its sponsor, especially when the property operates on the national rather than grassroots level. Further analysis also demonstrates the critical contribution of altruistic motive attributions in the process. Originality/value – This study advances knowledge on how organizations may build their CSR image while leveraging on the strong audience involvement and the mass appeal of sport sponsorship. It is the first to offer insights into the extent to which a sports property's proactive engagement in the community, rather than that of the sponsoring firm itself, enhances the CSR image of the sponsor, particularly if the property's community proximity is low. Furthermore, our results provide an in-depth understanding of the mechanisms determining the benefits that sponsors can reap from a property's activities.
Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopo... more Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust. Design/methodology/approach – An online panel of UK participants reported their perceptions of a French sponsor at three successive points (before, during and at the end of the 2012 London Olympics). Of the 903 respondents at T1, 694 remained at T2 (76.8 per cent) and 577 (63.9 per cent) remained at T3. Another 302 respondents only at T3 controlled for potential mere measurement effects. The data were analysed using LGM techniques. Findings – Due to sponsorship effects, brand affect and brand trust increased linearly over time. However, consumer ethnocentrism and animosity negatively moderated these increases. Cosmopolitanism enhanced brand affect but not brand trust. Research limitations/implications – As market globalisation exposes foreign firms to potential backlash from consumer nationalistic orientations towards their products, sponsorship strategies must consider the interplay between these nationalistic sentiments and sponsorship effects. While foreign sponsors are typically preoccupied with determining the fit between their brand and a local event, they must also consider individual-level nationalistic sentiments. The success of companies in foreign markets depends on creating favourable country-directed consumer attitudes. Originality/value – Beyond demonstrating the application of LGM to individual-level longitudinal analyses, this study extends sponsorship research by considering a previously unexplored area with key academic and managerial contributions, namely, the role of consumer nationalism in sponsorship effects. The strategic uses and outcomes of international sponsorship must be considered in conjunction with consumers’ perceptions of foreign brands from a nationalistic perspective.
Cobranding, or the use of two brand names on a single product, generally coincides with higher pu... more Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase inten- tions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand. In contrast, attitude toward the secondary brand does not relate to purchase of symbolic cobranded products. Therefore, managers should rely on self-congruity, instead of attitude toward the secondary brand, when choosing a partner for symbolic cobranded products. Moreover, product category involvement enhances the impact of self-congruity on purchase intent.
Recherche et applications en marketing, Jan 1, 2010
Sport events organisers have recently undertaken to disclose to the general public instances wher... more Sport events organisers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise consumers to the valuable contribution made by sponsors and to stress the ...
Gestion: Revue International de Gestion, Jan 1, 2009
Plusieurs études ont constaté la confusion dans le public entre les parrains et les pseudo-parrai... more Plusieurs études ont constaté la confusion dans le public entre les parrains et les pseudo-parrains. Ces derniers s'associent à un événement sans en payer les droits. Cette confusion remet en question les sommes investies par les parrains. Le pseudo-parrainage constitue ...
* Etudiant en Doctorat en Sciences de Gestion , rattaché au CEROG-IAE d'Aix-... more * Etudiant en Doctorat en Sciences de Gestion , rattaché au CEROG-IAE d'Aix-en-Provence , Université Aix-Marseille III, Clos Guiot, Boulevard des Camus, 13540 Puyricard **Professeur des Universités, IAE d'Aix-en-Provence, Université Aix-Marseille III
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Papers by Marc Mazodier
advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.
Findings – Due to sponsorship effects, brand affect and brand trust increased linearly over time. However, consumer ethnocentrism and animosity negatively moderated these increases. Cosmopolitanism enhanced brand affect but not brand trust.
Research limitations/implications – As market globalisation exposes foreign firms to potential backlash from consumer nationalistic orientations towards their products, sponsorship strategies must consider the interplay between these nationalistic sentiments and sponsorship effects. While foreign sponsors are typically preoccupied with determining the fit between their brand and a local event, they must also consider individual-level nationalistic sentiments. The success of companies in foreign markets depends on creating favourable country-directed consumer attitudes.
Originality/value – Beyond demonstrating the application of LGM to individual-level longitudinal analyses, this study extends sponsorship research by considering a previously unexplored area with key academic and managerial contributions, namely, the role of consumer nationalism in sponsorship effects. The strategic uses and outcomes of international sponsorship must be considered in conjunction with consumers’ perceptions of foreign brands from a nationalistic perspective.
advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.
Findings – Due to sponsorship effects, brand affect and brand trust increased linearly over time. However, consumer ethnocentrism and animosity negatively moderated these increases. Cosmopolitanism enhanced brand affect but not brand trust.
Research limitations/implications – As market globalisation exposes foreign firms to potential backlash from consumer nationalistic orientations towards their products, sponsorship strategies must consider the interplay between these nationalistic sentiments and sponsorship effects. While foreign sponsors are typically preoccupied with determining the fit between their brand and a local event, they must also consider individual-level nationalistic sentiments. The success of companies in foreign markets depends on creating favourable country-directed consumer attitudes.
Originality/value – Beyond demonstrating the application of LGM to individual-level longitudinal analyses, this study extends sponsorship research by considering a previously unexplored area with key academic and managerial contributions, namely, the role of consumer nationalism in sponsorship effects. The strategic uses and outcomes of international sponsorship must be considered in conjunction with consumers’ perceptions of foreign brands from a nationalistic perspective.