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首页> 外文期刊>European journal of marketing >Fans' resistance to naming right sponsorships: Why stadium names remain the same for fans
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Fans' resistance to naming right sponsorships: Why stadium names remain the same for fans

机译：球迷反对命名正确的赞助商：为什么体育场名称对球迷来说保持不变

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Purpose - The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence for fan boycott or resistance. Design/methodology/approach - The authors empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. They use a logistic regression to assess potential determinants of fan resistance. Findings - Results indicate that sponsee- and sports-related variables, such as fan/regional identification and attitude toward commercialization, contribute to higher fan resistance. Furthermore, fans see themselves as in-group members who discriminate out-group members. As the sponsoring company takes over control and imposes a "threat" (the change of a stadium's name) on the group's ritual place, this results in strong negative emotional reactions. These emotions tend to be repeated and affirmed in intra-group communications which intensify negative reactions unless the sponsor offers a positive contribution from the fans' standpoints. Our findings confirm that sponsorship fit and perceived benefits of the sponsorship reduce fan resistance while the sponsor's regional identification is unrelated to fan resistance. Research limitations/implications - Little attention has been paid on negative reactions to sponsorships in the existing research. Therefore, future research could assess negative effects resulting from other sponsorship contexts, such as the sale of a club's naming right, promotion campaigns during the venue and to sponsorship deals in general. Moreover, research should be devoted to finding strategies that lead to a reduction of fan resistance to sponsorship actions. Practical implications - Results show that sponsorship fit reduces fan resistance. Existing literature suggests that sponsorship fit can be improved by emphasis or creation of fit between sponsor and sponsee. Additionally, sponsors should try to build a bridge between, sponsor and fans to gain acceptance of the in-group by raising awareness on the benefits that the sponsee receives from their partnership. Moreover, sponsors should actively strive to understand negative reactions of the fans and adapt their communication strategy to avoid resistance, e.g. due to fans' feelings of overt commercialism. Originality/value - Although naming right sponsorships are generally considered a powerful instrument for companies to gain high profile and market share, they seem not to be entirely free of risk. This article contributes to the literature by conceptualizing the phenomenon of fan resistance and assessing the determinants that contribute to fan resistance when naming rights are sold. Our findings extend the understanding of negative sponsorship effects in addition to the mechanisms and theoretical frameworks that are documented in the literature (Cornwell et al, 2005).
机译：目的-本文的目的是通过分析支持者对冠名赞助商的抵抗力的潜在决定因素为文献做出贡献。尽管体育赞助大多引起球迷的中立或积极反应，但作者发现了经验支持，为球迷抵制或抵制提供了证据。设计/方法/方法-作者使用798名足球迷的样本进行了经验测试，从而量化了决定因素和球迷抵抗力之间的结构关系。他们使用逻辑回归来评估风扇阻力的潜在决定因素。研究结果-结果表明，与体育活动和体育相关的变量，例如球迷/地区的认同和对商业化的态度，有助于提高球迷的抵抗力。此外，粉丝将自己视为区分团外成员的团内成员。当赞助公司接管控制权并对集团的仪式场所施加“威胁”（体育场名称的更改）时，这会导致强烈的负面情绪反应。除非赞助者从歌迷的立场上做出积极的贡献，否则在小组内部交流中这些情绪往往会被重复和肯定，这会加剧负面反应。我们的研究结果证实，赞助商的合适度和赞助商的感知收益会降低粉丝的抵抗力，而赞助商的区域标识与粉丝的抵抗力无关。研究的局限性/含义-在现有研究中很少有人关注赞助商的负面反应。因此，未来的研究可能会评估其他赞助环境所带来的负面影响，例如出售俱乐部的冠名权，会场内的促销活动以及总体上的赞助交易。此外，应该致力于寻找能够减少球迷对赞助行为的抵制的策略。实际意义-结果表明赞助契合度降低了粉丝的抵抗力。现有文献表明，通过强调或创造赞助商和赞助人之间的契合度可以改善赞助契合度。此外，赞助商应尝试在赞助商和粉丝之间架起一座桥梁，通过提高对赞助人从合作伙伴那里获得的利益的认识来获得团体内的接受。此外，赞助商应积极努力地了解粉丝的负面反应，并调整他们的沟通策略，以避免阻力，例如由于粉丝的公开商业主义感觉。独创性/价值-尽管冠名赞助通常被认为是公司获得知名度和市场份额的有力工具，但它们似乎并非完全没有风险。本文通过概念化风扇阻力现象并评估在出售冠名权时有助于风扇阻力的决定因素，为文献做出了贡献。除了文献中记载的机制和理论框架外，我们的发现还扩展了对负赞助效应的理解（Cornwell等，2005）。

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