Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages

Abstract

Colleen Beea* & Vassilis Dalakasba College of Business, Oregon State University, 200 Bexell Hall, Corvallis, OR97331, USAb College of Business Administration, California State University San Marcos, 333 S. Twin Oaks Valley Road, San Marcos, CA92096, USAColleen Bee, PhD is an Assistant Professor of Marketing at Oregon State University. Her research examines consumer responses to media and marketing communications, including entertainment, advertising, and sponsorship.Vassilis Dalakas, PhD is an Associate Professor of Marketing at California State University San Marcos. His research interests focus on fan identification and its attitudinal and behavioral effects, including responses to sponsorship.