The Balance Theory Domino: How Sponsorships May Elicit Negative Consumer Attitudes

Abstract

Previous research has shown that fan identification with an entity contributes to a positive attitude toward companies that associate with that entity. In this study, we examine if sponsorship of an entity they dislike may actually alienate consumers and make them look at the sponsoring company in a less favorable manner. We surveyed NASCAR fans and found that, while there is a strong positive connection between attitude toward their favorite driver and attitude toward that driver’s sponsor, the reverse was true as well. That is, respondents’ attitudes for brands that sponsor their least favorite driver appear to be negatively impacted.