Thesis (PDF)

Abstract

- This thesis explores the consequences of a sponsorship hijack and validates image transfer in event sponsorship using an
Attribute Conditioning (AC) perspective.
- A between-group experiment was conducted (N = 210) using a 3-level factor (a neutral condition, a
sponsorship condition, and a hijacked sponsorship condition) and two response measures (expected speed of delivery and perceived
brand hypocrisy).
An attribute association was successfully transferred from the event to the brand. The results suggest that a sponsorship
hijack does not affect image transfer and does not elicit perceptions of brand hypocrisy. However, the results do reveal increased
perceptions of hypocrisy due to sponsorship exposure. Furthermore, AC may be insensitive to processing goals.
When selecting events for sponsorship, brand managers should carefully assess whether the event image is
aligned with prior CSR information communicated by the brand.
This thesis introduces the phenomenon of a sponsorship hijack and thereby addresses the so far neglected possible
influence of stakeholders other than competitors or concurrent sponsors. Moreover, it is the first paper that uses AC to explain image
transfer effects in sponsorships.
Introduction

1. Theoretical framework

Figure 1 Theoretical framework

Figure 2 Four types of hijack incidents

Figure 3 Conceptual model

2. Conceptual model

3. Method

α

PizzaPablo is the market leader in France for pizza deliveries. In 1955,
founder Pablo di Marchi emigrated from Italy to France and opened a
pizza restaurant in Paris. Meanwhile his son Mario took over the reins
of the family business that now has become a pizza delivery service with
230 branches and 5000 employees. PizzaPablo says to attach great
importance to a sustainable way of working. The organically grown
ingredients for the authentic Italian pizzas are chiefly bought from local
farmers and growers. Moreover, PizzaPablo uses electric scooters to
deliver the pizzas in order to save the environment. On top of that,
part of the earnings is donated to an employment project benefitting
the youths in the suburbs of large cities. PizzaPablo aspires to open
branches in other countries in the near future.