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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
... Sponsorship tenure Altruistic motive attributions Event-sponsor congruence Competitor The conceptual framework is displayed in Figure 1 and includes four research hypotheses. Consumers’ behavioral intentions toward the new sponsor depend on the interaction of competitor status (i.e. whether the new...
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