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.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018