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Brand-related feelings and sponsor attitude formation

Felix Boronczyk (Institute of Sport Economics and Sport Management, German Sport University Cologne, Cologne, Germany)
Christoph Breuer (Institute of Sport Economics and Sport Management, German Sport University Cologne, Cologne, Germany)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2020

Issue publication date: 21 July 2020




This study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors.


Using systematically manipulated press releases, 216 sport-interested participants were presented with different sponsorships of a major sport event. Sponsor information was systematically manipulated both within the stimulus text and the accompanying photo, which contained clearly visible sponsor signage. Participants' brand-related feelings and attitudes toward the stimulus brands were assessed through an online questionnaire following the treatment and analyzed using structural equation modeling.


The results show that sponsor brand-related feelings represent an important step in the creation of brand attitudes. Sponsor brand attitudes are further revealed to be in part determined by event- and co-sponsor-related feelings through several indirect pathways.

Practical implications

The findings presented in this study suggest that managers who seek to create favorable brand responses need to consider the feelings associated with their brands, the event and concurrent sponsors. Brands may experience both beneficial and detrimental effects, depending on whether the feelings involved are positive or negative.


To date, no research has investigated the relationships between brand-related feelings and brand attitudes in event sponsorship while accounting for the influence of the sponsored event and concurrent sponsors. Therefore, this study contributes to a better understanding of the role of feelings in sponsor brand attitude formation.



The authors would like to thank Katharina Sommer for assistance with the data collection.


Boronczyk, F. and Breuer, C. (2020), "Brand-related feelings and sponsor attitude formation", International Journal of Sports Marketing and Sponsorship, Vol. 21 No. 3, pp. 513-526.



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