Is oppositional loyalty moderated by the degree of rivalry?

Abstract

Sports sponsorship literature has recently considered potential negative effects that reduces overall effectiveness. Current literature suggests that the negative attitudes towards a strong rival team may also be transferred to its sponsor(s). This research contributes to the topic by examining the possible moderating effect of the degree of rivalry. The study finds that strong rivalry is a stronger predictor of the rivalry effect than weak rivalry, but show mixed results in terms of attitude towards the sponsors.