Souchon_Entitativity of Concurrent Sponsors Implications for Properties and Sponsors.pdf (1.09 MB)

Entitativity of concurrent sponsors: implications for properties and sponsors

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journal contribution
posted on 24.04.2018, 10:49 by Peter Dickenson, Anne Souchon
We examine concurrent sponsors’ entitativity as a driver of people’s intentions to view the sponsored property, and ultimately their intentions to purchase from a concurrent sponsor. Entitativity is the degree to which audiences perceive a collective as a group. We consider moderators to the relationship between entitativity and viewing intentions within two sponsorship contexts, namely sponsors investing financial versus nonfinancial resources in properties. We use factorial survey designs and structural equation modeling to test the model across two studies. The results are consistent. Entitativity is positively related to the likelihood of viewing a sponsored property, and viewing intention is positively related to purchase intention. The entitativity–viewing intention relationship is moderated by sponsor sincerity in the context of sponsors investing products/services but not sponsors investing financial resources. Findings are discussed, and avenues for further research drawn.

History

School

  • Sport, Exercise and Health Sciences

Published in

Journal of Advertising

Volume

47

Issue

3

Pages

213 - 236

Citation

DICKENSON, P. and SOUCHON, A.L., 2018. Entitativity of concurrent sponsors: implications for properties and sponsors. Journal of Advertising, 47(3), pp. 213-236.

Publisher

Routledge, Taylor & Francis Group (© Peter Dickenson and Anne L. Souchon)

Version

VoR (Version of Record)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution 4.0 International (CC BY 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by/4.0/

Acceptance date

09/04/2018

Publication date

2018-06-06

Notes

This paper was published as Open Access article and is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

ISSN

0091-3367

eISSN

1557-7805

Language

en

Licence

Exports