The roles of consumer ethnocentrism, animosity, and cosmopolitanism in sponsorship effects
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2015
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Lee, R.
Mazodier, M.
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European Journal of Marketing, 2015; 49(5/6):919-942
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The worldwide sponsorship market has reached $51.1 billion in 2012, including $2.18billion related to the London 2012 Olympics (International Events Group, 2014; The Guardian, 2012). The increase in sponsorship activities reflects the growing awareness that sponsorship can enhance audiences’ recall of (Woisetschläger and Michaelis, 2012) and attitudes and behaviour toward (Olson and Thjømøe, 2009) a sponsoring company or brand.Consequently, extensive research has attempted to predict individual differences in thebrand effects of sponsorship (for a review, see Cornwell, 2008). Yet the research stream seemingly has overlooked socio-psychological variables related to consumer nationalism,particularly ethnocentrism, animosity, and cosmopolitanism. This research gap appears critical as foreign brands often use sponsorships to influence global consumer segments across cultures (Meenaghan and Shipley, 1999) or target new local markets (Geng et al.,2002). Therefore, accounting for cross-national factors in sponsorship research is necessary in order to better understand the effectiveness of sponsorship activities, which may work differently from country to country (Ruth and Simonin, 2003). As Cleveland et al. (2009;2011) contend, unabated globalisation has heightened the importance of considering consumer nationalism across countries, and marketing success depends on harmonising product attributes with these nationalistic attitudes.
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Copyright 2015 Emerald Group Publishing Limited