The long reach of sponsorship: How fan isolation and identification jointly shape sponsorship performance

© American Marketing Association 2018. 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 a team’s home market. This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness. The authors posit that such isolation increases the desire to affiliate with the team community, 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; by contrast, isolation causes weak fans to avoid team-linked brands. Two field studies and four quasi experiments conducted across three countries (N = 1,412) confirm these predictions. Isolated strong fans exhibit increased recall, attitudes, purchase intentions, and word of mouth for sponsors, while isolated weak fans display the opposite effects. For brand managers, the proposed framework reveals whether isolated fans provide the best or worst returns on their sponsorships

The color of support: The effect of sponsor–team visual congruence on sponsorship performance

© American Marketing Association 2019. Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focused on the relevance of the brand to the sport or geographic area. This article offers the first real-world empirical investigation of the effects of visual congruence through color matching on sponsorship performance. A wide-scale study of 703 Major League Baseball fans’ evaluations of their team’s sponsors, merged with real stadium signage data, offers evidence of the benefits of visual congruence. Two experiments in the contexts of product packaging and online advertising provide converging evidence of the positive effects of created visual congruence on attitudes toward the sponsorship, brand attitudes, and intentions. Brands without an inherent match to a team can enjoy enhanced sponsorship benefits with little additional costs simply by adopting the team’s colors in visual displays. However, the viewer’s motivation (fan status), opportunity (fan exposure), and ability (lack of color blindness) to process visual congruence moderates its effectiveness. By using the proposed framework, managers can maximize the value of their sponsorship rights

Protection from inflammatory organ damage in a murine model of hemophagocytic lymphohistiocytosis using treatment with IL-18 binding protein

Hemophagocytic lymphohistiocytosis (HLH) is a life threatening condition due to the association of an infectious agent with lymphocyte cytotoxicity defects, either of congenital genetic origin in children or presumably acquired in adults. In HLH patients, an excess of lymphocyte or macrophage cytokines, such as IFN-gamma and TN Fu is present in serum. In animal models of the disease, IFN-gamma and INF-alpha have been shown to play a central pathogenic role. In humans, unusually high concentrations of IL-18, an inducer of IFN-gamma, and INF-alpha have been reported, and are associated with an imbalance between IL-18 and its natural inhibitor IL18 binding protein (IL18BP) resulting in an excess of free IL18 Here we studied whether IL-18B P could reduce disease severity in an animal model of HLH. Mouse cytomegalovirus infection in perforin-1 knock out mice induced a lethal condition similar to human HLH characterized by cytopenia with marked inflammatory lesions in the liver and spleen as well as the presence of hemophagocytosis in bone marrow. IL-18B P treatment decreased hemophagocytosis and reversed liver as well as spleen damage. IL-18BP treatment also reduced both IFN-gamma and TNF-alpha production by CD8+ T and NK cells, as well as Fas ligand expression on NK cell surface. These data suggest that IL-18B P is beneficial in an animal model of HLH and in combination with anti infectious therapy may be a promising strategy to treat HLH patients

Une étude exploratoire de l'attitude du public face à la révélation du pseudo-parrainage d'événements sportifs

Communication marketing : étude qualitative pour identifier les effets du pseudo-parrainage d'événements sportifs sur les attitudes des consommateurs-spectateurs envers la marque concerné

Achieving brand loyalty through sponsorship: the role of fit and self-congruity

International audienc

Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products

International audienc

Leveraging brand touchpoints: A literature review and research agenda

© 2018 Nova Science Publishers, Inc. Keller\u27s brand-leveraging process has received some attention from marketers and scholars. This process essentially consists of pairing a brand to another entity (e.g., a person, place, event, cause or other brand) to transfer equity from the linked entities to ultimately enhance brand equity. This chapter reviews the literature to understand both when and how linking the brand to other entities can transfer associations, leveraging brand touchpoints. These effects are reviewed in the contexts of celebrity endorsement, co-branding, sponsorship, cause-related marketing and product placement. In this chapter, we provide an overview of the empirical findings in the literature and develop a framework that can explain consumer responses toward the brand leveraging process. Finally, we discuss implications for researchers and brand managers

Determinants of community-based sponsorship impact on self-congruity Psychology & Marketing

Determinants of community-based sponsorship impact on self-congruity Psychology & Marketing, 2013; 30(11) Publishing in a subscription based journal Accepted (peer-reviewed) Version Self-archiving of the accepted version is subject to an embargo period of 12-24 months. The embargo period is 12 months for scientific, technical, and medical (STM) journals and 24 months for social science and humanities (SSH) journals following publication of the final article. The accepted version may be placed on: • the author's personal website • the author's company/institutional repository or archive • certain not for profit subject-based repositories such as PubMed Central as listed below Articles may be deposited into repositories on acceptance, but access to the article is subject to the embargo period

Making warnings about misleading advertising and product recalls more effective: An implicit attitude perspective

© 2018, American Marketing Association. The authors tested whether image-based information is more effective than text in changing implicit attitudes from positive to negative, even when both forms similarly change explicit attitudes. They studied corrective information (i.e., warnings about misleading advertising and product recall notices) because it is a common, important effort to change consumer attitudes. Corrective information in the form of pictures or imagery-evoking text, as well as direct instructions to imagine the scene, changed implicit attitudes more than plain, descriptive text, which is currently the most common warning method. Image-based stimuli can change implicit attitudes because they evoke vivid visual mental imagery of counterattitudinal valence (Experiments 1-2). Conditions that hindered the formation of visual mental imagery blocked implicit attitude change, whereas cognitive busyness did not (Experiment 3). In short, imagerybased information changed both explicit and implicit attitudes, whereas materials not based on imagery changed only explicit attitudes. Managers and regulators who aim to protect consumers from claims and products that could do harm should use image-based campaigns to best convey the message effectively