“If You Ain’t First, You’re Last!” Understanding Identity Threat, Team Identification, and Advertisement Messages When Your Favorite Team Loses

• DOI: 10.1123/jsm.2019-0445
• Publication Date: 2020-10-01T14:38:37Z
• Authors: Dae Hee Kwak; Sean Pradhan
• Keywords: Identification; Brand identity

Three experiments explore how sport consumers respond to sponsor advertisements featuring a team that lost pivotal game. Drawing from social identity and appraisal theories, the authors hypothesize find high identifiers experience stronger negative emotions but less threat than low following their favorite team’s loss. When an advertisement features losing team, show favorable evaluations toward brand, whereas report more assessments. The results demonstrate tendency hide escape source of (losing team) among is evidenced in processing marketing communications, display positive brand when acknowledged study findings provide implications for sponsors consider different messaging strategies depending on level identification with team.