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- W2916253721 abstract "Abstract Controversial sports sponsorships—namely those in which the sponsoring company is involved in ethically questionable activities—is a relevant area of research. Currently, there is a limited understanding about how controversial sports sponsorships affect sponsored teams and their perceived impact on local communities (e.g., the home city experiencing a surge in popularity). This article presents two studies that examine the interplay between sponsor moral appropriateness and self-team connection. The obtained results showed that a controversial sponsorship's lower moral appropriateness does not influence the propensity to support the team among consumers with higher levels of self-team connection, but it is critical for those with a lower self-team connection. When confronted with sponsors that are perceived as less morally appropriate, consumers with a lower self-team connection exhibit a lower propensity to support the sponsored teams and have a reduced perception that such teams might produce positive externalities for local communities." @default.
- W2916253721 created "2019-03-02" @default.
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- W2916253721 date "2019-05-01" @default.
- W2916253721 modified "2023-09-23" @default.
- W2916253721 title "Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions" @default.
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- W2916253721 doi "https://doi.org/10.1016/j.jbusres.2019.01.068" @default.
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