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Cross-controversial athlete sponsorships: How controversiality of the brand or the athlete affect consumers’ attitudes toward the sponsorship and brand image.

Elnæs, Katharina Søhus; Skui, Marte Stensrud
Master thesis
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URI
https://hdl.handle.net/11250/2687790
Date
2020
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  • Master of Science [963]
Abstract
agreements have been a frequently used strategy employed by many

companies as a marketing communication tactic for a long period of time. There

exists an enormous amount of research on the topic, primarily focusing on how

the sponsoring brand is affected by the sponsored object. However, little research

has been done on cross-controversial sponsorship agreements, where either the

brand or the athlete is controversial. Therefore, this thesis investigates how

consumers’ attitudes toward both the sponsorship and the brand are affected by

such cross-controversial sponsorships. In order to do so, we conducted a 2 x 2

factorial between-subjects experimental design, using two brands (controversial:

Red Bull, non-controversial: Møllers Tran) and two athletes (controversial:

Henrik Kristoffersen, non-controversial: Kjetil Jansrud).

Our findings show that cross-controversial sponsorships differ depending on

whether the athlete or the brand is the controversial partner. Furthermore, our

findings show that managers of non-controversial brands should avoid engaging

in cross-controversial sponsorships, as this can lead to consumers’ attitudes

toward the brand being negatively affected. However, our findings also revealed

that high self-brand connection positively influences consumers’ attitudes toward

the brand, implying that brands with strong connections to their consumers face

lower risks when engaging in cross-controversial sponsorship compared to brands

with weak connections to their consumers. In addition, consumers’ perceived fit

of the sponsorship does not differ between non-controversial, controversial and

cross-controversial sponsorships. This implies that consumers’ perceived fit

between the athlete and the brand are not necessarily dependent on each partner’s

level of controversiality
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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