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首页> 外文期刊>Journal of Business Research >Are you with us or against us? The role of threat and anger in sport sponsorship
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Are you with us or against us? The role of threat and anger in sport sponsorship

机译：你和我们还是反对我们？威胁和愤怒在体育赞助中的作用

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摘要

Identification with a sports team can represent an important component of a person's self-concept. Through sponsorship, brands attempt to leverage their affiliation with sports teams to transfer positive associations from the property to the brand. However, because of the competitive nature of sports - brands may enter into a sponsorship with a rival team. The current research considers the cognitive and emotional mechanisms through which fans respond to such sponsorships. Results indicate that highly identified fans experience threat in response to the sponsorship of a rival, this threat leads to anger which negatively influences attitudes towards the sponsorship and reduces purchase intentions. Practical and theoretical implications of these findings are discussed.
机译：与体育团队的识别可以代表一个人的自我概念的重要组成部分。通过赞助，品牌试图利用与体育队伍的隶属关系将积极协会从物业转移到品牌。然而，由于体育的竞争性 - 品牌可以与竞争对手的团队进入赞助。目前的研究考虑了粉丝对这种赞助的认知和情感机制。结果表明，高度识别的粉丝对竞争对手赞助的赞助，这一威胁导致愤怒导致对赞助的态度产生负面影响并减少购买意图。讨论了这些发现的实际和理论意义。

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