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Social Network-Based Anti-Brand Communities Opposing Sponsors of Sport Teams

Title data

Popp, Bastian ; Horbel, Chris ; Germelmann, Claas Christian:
Social Network-Based Anti-Brand Communities Opposing Sponsors of Sport Teams.
2015
Event: 23rd European Association of Sport Management Conference , 09.-12.09.2015 , Dublin, Ireland.
(Conference item: Conference , Speech )
DOI: https://doi.org/10.13140/RG.2.1.1668.9124

Official URL: Volltext

Abstract in another language

Social networks such as Facebook have become a fundamental venue for positive sport-related interaction. However, social media provide also a perfect platform for negative communication and anti-brand communities which are forming around common aversions toward a specific brand (Hollenbeck & Zinkhan, 2006). Emerging research suggests negative consequences of anti-brand communities opposing a sport team, both for the team itself and for its sponsors. Spillover effects from the team to the sponsor occur as members of the community may also dislike related sponsors (Hickman & Lawrence, 2010). However, communities which do not oppose a sport team, but its sponsor and the sponsorship, have not been studied yet. Therefore, our research aims to identify the nature and the consequences of anti-brand communities which built around the shared aversion of a sponsorship.

Further data

Item Type: Conference item (Speech)
Refereed: Yes
Institutions of the University: Profile Fields > Emerging Fields > Innovation and Consumer Protection
Profile Fields
Profile Fields > Emerging Fields
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences
300 Social sciences > 330 Economics
Date Deposited: 14 Sep 2015 08:12
Last Modified: 14 Sep 2015 08:12
URI: https://eref.uni-bayreuth.de/id/eprint/19412