Souchon_Entitativity of Concurrent Sponsors Implications for Properties and Sponsors.pdf (1.09 MB)
Entitativity of concurrent sponsors: implications for properties and sponsors
journal contribution
posted on 2018-04-24, 10:49 authored by Peter DickensonPeter Dickenson, Anne SouchonAnne SouchonWe 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 AdvertisingVolume
47Issue
3Pages
213 - 236Citation
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
2018-04-09Publication date
2018-06-06Notes
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
0091-3367eISSN
1557-7805Publisher version
Language
- en