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Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships

Angell, Robert, Bottomley, Paul, Brečić, Ružica, Filipović, Jelena, Gorton, Matthew, Logkizidou, Maria and White, John 2020. Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships. European Sport Management Quarterly 10.1080/16184742.2020.1765828
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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 elements. Research methods: Data collection pertained to a brand engaged in a hypothetical sponsorship. Study 1 involves a Serbian brand sponsoring the Croatia national football team and for Study 2 German sponsors of the England national football team. Survey data are analyzed using a latent modeling approach. Results and findings: Study 1 shows that animosity reduces consumers’ attitude towards the sponsorship. However, higher perceived sponsor-object fit weakens this effect. Study 2 replicates this finding, and on a more granular level establishes the moderating properties of several sub-dimensions of fit. Congruence in color, personality and status ameliorate animosity. Implications: We outline implications for sponsors operating in environments where their COO invokes animosity and how sponsor-object fit may mitigate this.

Item Type: Article
Date Type: Published Online
Status: In Press
Schools: Business (Including Economics)
Publisher: Taylor & Francis (Routledge): SSH Titles
ISSN: 1618-4742
Date of First Compliant Deposit: 20 May 2020
Date of Acceptance: 4 May 2020
Last Modified: 20 Jan 2021 13:41

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