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Can a replacing sponsor benefit?: Consumer responses toward a new sponsor in the context of a sponsorship change

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François Anthony Carrillat, Reinhard Grohs
Journal: European Journal of Marketing
European Journal of Marketing (2019) 53 (12): 2481–2500.
https://doi.org/10.1108/EJM-04-2016-0248
Published: 31 May 2019
... sponsor are more positive if the former sponsor’s tenure duration was short. When the former and the new sponsors are not competitors, the former sponsor’s tenure duration does not impact behavioral intentions. The second experiment demonstrates that consumers’ altruistic motive attributions...
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