Skip to main content

„Die dunkle Seite des Sponsoring“ – Unliebsame Effekte von Rivalität auf die Sponsorenmarke

This is a preview of subscription content, access via your institution.

Abb. 1
Abb. 2
Abb. 3


  • Alexa, F. (2009): Markenpersönlichkeit von Fußballvereinen. Eine empirische Untersuchung, Göttingen.

  • Borgatta, E. F. (1964): The Structure of Personality Characteristics, in: Behavioral Science, 9, 1, S. 8-17.

  • Bruhn, M. (2003): Sponsoring. Systematische Planung und integrativer Einsatz, 4. Aufl., Wiesbaden.

  • Chien, P. M./Cornwell, T. B./Pappu, R. (2011): Sponsorship Portfolio as a Brand-Image Creation Strategy, in: Journal of Business Research, 64, 2, S. 142-149.

  • Clark, J. M./Cornwell, T. B./Pruitt, S. W. (2002): Corporate Stadium Sponsorships, Signaling Theory, Agency Conflicts, and Shareholder Wealth, in: Journal of Advertising Research, 42, 6, S. 16-32.

  • Cornwell, T. B. (2008): State of the Art and Science in Sponsorship-Linked Marketing, in: Journal of Advertising, 37, 3, S. 41-55.

    Google Scholar 

  • Cornwell, T. B./Coote, L. V. (2005): Corporate Sponsorship of a Cause. The Role of Identification in Purchase Intent, in: Journal of Business Research, 58, 3, S. 268-276.

    Google Scholar 

  • Cornwell, T. B. et al. (2006): Sponsorship-Linked Marketing. The Role of Articulation in Memory, in: Journal of Consumer Research, 33, 3, S. 312-321.

  • Cornwell, T. B./Weeks, C. S./Roy, D. P. (2005): Sponsorship-Linked Marketing. Opening the Black Box, in: Journal of Advertising, 34, 2, S. 21-42.

  • Crimmins, J./Horn, M. (1996): Sponsorship. From Management Ego Trip to Marketing Success, in: Journal of Advertising Research, 36, 4, S. 11-21.

  • Dalakas, V./Levin, A. M. (2005): The Balance Theory Domino. How Sponsorships May Elicit Negative Consumer Attitudes, in: Advances in Consumer Research, 32, 1, S. 91-97.

  • Edeling, A./Hattula, S./Bauer, H. H. (2010): Wie ehemalige Sponsoringengagements heutige Kaufentscheidungsprozesse noch immer beeinflussen, in: Kongressband zum 7. Deutschen Sportökonomie Kongress, Köln.

  • Garcia, S. M./Tor, A./Gonzalez, R. (2006): Ranks and Rivals. A Theory of Competition, in: Personality and Social Psychology Bulletin, 32, 7, S. 970-982.

  • Gwinner, K. (1997): A Model of Image Creation and Image Transfer in Event Sponsorship, in: International Marketing Review, 14, 3, S. 145-158.

  • Hermanns, A. (2001): Entwicklung und Perspektiven des Sportsponsoring, in: Hermanns, A./Riedmüller, F. (Hrsg.): Management-Handbuch Sport-Marketing, München, S. 389-407.

  • Hunt, K. A./Bristol, T./Bashaw, R. E. (1999): A Conceptual Approach to Classifying Sports Fans, in: Journal of Services Marketing, 13, 6, S. 439-452.

  • James, D. (2005): Guilty Through Association. Brand Association Transfer to Brand Alliances, in: Journal of Consumer Marketing, 22, 1, S. 14-24.

  • Kilduff, G. J./Elfenbein, H. A./Staw, B. M. (2010): The Psychology of Rivalry. A Relationally Dependent Analysis of Competition, in: Academy of Management Journal, 53, 5, S. 943-969.

  • Luellen, T. B./Wann, D. L. (2010): Rival Salience and Sport Team Identification, in: Sport Marketing Quarterly, 19, 2, S. 97-106.

  • MacKenzie, S. B./Lutz, R. J./Belch, G. E. (1986): The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness. A Test of Competing Explanations, in: Journal of Marketing Research, 23, 2, S. 130-143.

    Google Scholar 

  • Marcel, J. J./Barr, P. S./Duhaime, I. M. (2011): The Influence of Executive Cognition on Competitive Dynamics, in: Strategic Management Journal, 32, 2, S. 115-138.

  • Olson, E. L./Thjømøe, H. M. (2003): The Effects of Peripheral Exposure to Information on Brand Preference, in: European Journal of Marketing, 37, 1/2, S. 243-255.

  • Russell, M./Mahar, J./Drewniak, B. (2005): Examination of Stock Market Response to Publicity Surrounding Athletic Endorsers, in: Marketing Management Journal, 15, 2, S. 67-79.

  • Rust, R. T./Lemon, K. N./Zeithaml, V. A. (2004): Return on Marketing: Using Customer Equity to Focus Marketing Strategy, in: Journal of Marketing, 68, 1, S. 109-127.

    Google Scholar 

  • Rust, R. T./Oliver, R. W. (1994): The Death of Advertising, in: Journal of Advertising, 23, 4, S. 71-77.

  • Sirgy, M. J./Lee, D.-J./Johar, J. S./Tidwell, J. (2008): Effect of Self-Congruity with Sponsorship on Brand Loyalty, in: Journal of Business Research, 61, 10, S. 1091-1097.

    Google Scholar 

  • Speed, R./Thompson, P. (2000): Determinants of Sports Sponsorship Response, in: Journal of the Academy of Marketing Science, 28, 2, S. 227-238.

  • Sport+Markt (2010): European Jersey Report 2010/2011, (, [Zugriff: 12.09.2011].

  • Tieying, Y./Cannella Jr, A. A. (2007): Rivalry Between Multinational Enterprises. An Event History Approach, in: Academy of Management Journal, 50, 3, S. 665-686.

  • Tomczak, T./Mühlmeier, S./Brexendorf, T./Jenewein, W. (2008): Relevanz von Sponsoring — Wann sich das Engagement wirklich lohnt, in: Marketing Review St. Gallen, 25, 5, S. 46-51.

Download references

Author information

Authors and Affiliations


Rights and permissions

Reprints and Permissions

About this article

Cite this article

Bauer, H.H., Hattula, S., Grimm, A. et al. „Die dunkle Seite des Sponsoring“ – Unliebsame Effekte von Rivalität auf die Sponsorenmarke. Mark Rev St. Gallen 29, 54–60 (2012).

Download citation

  • Published:

  • Issue Date:

  • DOI: