Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have
increasingly received scholarly attention, the literature is rather disparate. Based on identity …

Numerous studies have investigated the influence of sponsors on the sport organizations
with whom they partner. However, rather than simply assessing the impact of a new …

The effects associated with observed teammates' unethical behaviors (OTUB) have been
severely neglected, especially in the hospitality industry. Drawing on the conservation of …

Purpose This study investigated the potential negative effects of a sponsored team's losing
performance on audiences' trust and purchase intention toward the sponsoring brand …

Purpose The aim of this paper is to investigate the interaction effect that sponsor-team
congruence and team fan (home/rival team) have on the influence of different types of sports …

Purpose The research combines social exchange theory with the appraisal tendency
framework to explore how anger impacts supplier decision-making when threatened by …

The current study introduces a hierarchy and spectrum of group member behavior and out-
group derogation. Specifically, perceptions and likely behaviors among fans of: sport …

Purpose The purpose of this study is to determine if regional proximity and fan club
involvement could be used to predict success for brands that jointly sponsor a team and their …

Purpose The purpose of this paper is to study the effects of sports sponsorship on brand
equity using two managerially related outcomes: price premium and market share …

The current study investigated rival perceptions and likely behaviors in the sport and mobile
phone settings. In particular, perceptions and likely behaviors of relevant out-groups were …