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Sports teams heritage: Measurement and application in sponsorship

Author

Listed:
  • Rose, Mei
  • Rose, Gregory M.
  • Merchant, Altaf
  • Orth, Ulrich R.

Abstract

This study examines the impact of sports team heritage on sponsorships. Five dimensions of sports team heritage (athletes, coaches, symbols, stadium, and rituals) are found based on a review of the sports, sponsorship and brand heritage literature, and five empirical studies. The first study employed qualitative research to assist in item generation, while the next two studies quantitatively assessed the items and dimensions of sports team heritage. Two follow-up experiments show that invoking sports team heritage generates positive attitudes toward the sports team, the sponsorship, and the sponsoring brand, for both fictitious and real teams. Thus, we conceptualize, initially measure, and explore the impact of heritage within a sports team and sponsorship context, provide sports managers with guidelines on how to successfully benefit from team heritage, and outline directions for future research.

Suggested Citation

  • Rose, Mei & Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R., 2021. "Sports teams heritage: Measurement and application in sponsorship," Journal of Business Research, Elsevier, vol. 124(C), pages 759-769.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:759-769
    DOI: 10.1016/j.jbusres.2020.03.040
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    References listed on IDEAS

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    1. Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R. & Horstmann, Florian, 2016. "Emphasizing brand heritage: Does it work? And how?," Journal of Business Research, Elsevier, vol. 69(2), pages 936-943.
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    4. Merchant, Altaf & Rose, Gregory M., 2013. "Effects of advertising-evoked vicarious nostalgia on brand heritage," Journal of Business Research, Elsevier, vol. 66(12), pages 2619-2625.
    5. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 312-321, November.
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