Turning Good Ideas into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsors' Brand Image

Schmalenbach Business Review, Vol. 65, July 2013, pp. 227-248

21 Pages Posted: 15 Oct 2013

See all articles by Oliver Schnittka

Oliver Schnittka

University of Hamburg

Henrik Sattler

University of Hamburg

Mario Farsky

Ipsos Marketing

Date Written: 2013

Abstract

Through sponsorships, companies primarily expect to establish, strengthen, or change their brand image. We analyze the effects of negative and positive sponsorship information on the favorability and structure of sponsors' brand images. We adopt a new, unconventional approach, the Brand Concept Map, which analyzes sponsors' brand associative networks. We find that negative sponsorship information unfavorably influences the favorability of sponsors' brand image and the structure of a sponsoring brand’s associative network, but positive sponsorship stimuli have no influence. Furthermore, we identify boundary conditions under which the effect of negative sponsorship information on sponsors' brand image is strengthened or diminished.

Keywords: Brand Concept Maps, Brand Image, Negative and Positive Sponsorship Information, Sponsorship

JEL Classification: M31

Suggested Citation

Schnittka, Oliver and Sattler, Henrik and Farsky, Mario, Turning Good Ideas into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsors' Brand Image (2013). Schmalenbach Business Review, Vol. 65, July 2013, pp. 227-248, Available at SSRN: https://ssrn.com/abstract=2339879

Oliver Schnittka (Contact Author)

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Henrik Sattler

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Mario Farsky

Ipsos Marketing ( email )

Sachsenstraße 6
Hamburg, 20097
Germany

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