Original paper
Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships
Volume: 21, Issue: 4, Pages: 605 - 624
Published: May 20, 2020
Abstract
Research question: While cross-border sport sponsorships are widespread, such partnerships introduce a notable complication – consumers in one country may dislike the sponsor’s country of origin (COO). This raises the question as to whether animosity towards a sponsor’s COO negatively affects sponsorship outcomes, and if so, how it can be addressed. For the latter, we examine holistic sponsor-object fit as well as a set of its constituent...
Paper Details
Title
Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships
Published Date
May 20, 2020
Volume
21
Issue
4
Pages
605 - 624
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Notes
History