An Examination of Conditions that Moderate Negative Effects of Sponsorship Terminations on Fan Attitudes Toward the Former Sponsor

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The sponsorship literature devotes considerable attention to the early stages of a sponsorship relationship and the effects of sponsorship on consumers’ awareness of and attitude toward sponsors (Cornwell 2008). Relatively little research has studied the impact on fan behaviour caused by a termination of a sponsorship relationship (Ruth and Strizhakova 2012). While a sponsorship termination might result out of reasonable causes for the sponsor, it usually has an unfavourable impact on fans’ attitudes toward the sponsor, particularly when the termination is perceived as unjustified. This paper draws on personal relationship theory to identify conditions that influence negative effects of sponsor initiated sponsorship terminations on perceptions of the (former) sponsor brand.