Please use this identifier to cite or link to this item: doi:10.22028/D291-31991
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Title: Social-Media-Based Antibrand Communities Opposing Sport-Team Sponsors: Insights From Two Prototypical Communities
Author(s): Popp, Bastian
Horbel, Chris
Germelmann, Claas Christian
Language: English
Title: International journal of sport communication : IJSC
Volume: 11
Issue: 3
Startpage: 339
Endpage: 368
Publisher/Platform: Human Kinetics Publishers
Year of Publication: 2018
Publikation type: Journal Article
Abstract: This study investigated social-media-based anti-sponsor-brand communities and their impacts, not only on the sponsoring brand but also on the sponsored club and the sport itself. Guided by balance theory and social identity theory, the authors conducted a qualitative study of 2 distinctive, prototypical Facebook-based anti-sponsor-brand communities of teams from the German Football League (Bundesliga). The results reveal common findings for both cases, including members’ motivation to oppose a sponsor and, at the same time, to protect the sport. However, the communities differ in terms of their members’ relationships to the club. This results in different consequences for the sponsor and club brands, as well as for other actors in the sponsorship network. To managers of clubs, sponsors, and sport-governing bodies, the authors suggest concerted strategies like image campaigns and interaction with anti-sponsor-brand communities as responses to different community motivations.
DOI of the first publication: 10.1123/ijsc.2018-0082
URL of the first publication: https://journals.humankinetics.com/view/journals/ijsc/11/3/article-p339.xml
Link to this record: hdl:20.500.11880/29578
http://dx.doi.org/10.22028/D291-31991
ISSN: 1936-3915
1936-3907
Date of registration: 26-Aug-2020
Faculty: HW - Fakultät für Empirische Humanwissenschaften und Wirtschaftswissenschaft
Department: HW - Wirtschaftswissenschaft
Professorship: HW - Prof. Dr. Bastian Popp
Collections:UniBib – Die Universitätsbibliographie

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