The Negative Halo Effect In Sports Sponsorship

More and more enterprises engaging in sports sponsorship for the purpose of promoting their brand performance.However,negative halo effect may exist in sports sponsorship,namely,sponsored teams’ poor performance may result in low brand performance to sponsors.According to literature analysis,little researches explored this issue.Through research 1,It is prove that that negative halo effect exists in sport sponsorship:Compare with a control situation that does not prompt the team’s results,and the business in low win situation has lower brand performance;High rate test team sponsors have higher brand performance.Research 2 demonstrates that the audience’s approach to the team plays an intermediary role between the relationship of team performance and brand performance,the poor performance of the team leads to a negative approach by the audience to the team compared to a good performance or control situation,thereby reducing the brand trust and brand affect of the audience and reducing the brand performance of the business.Research three reveals that,compared with type B personality,because type A personality is more focused on winning and losing,So the negative impact of poor grades for sponsors,to type A personalities were more significant;In the cognition of information,the promotion focused individual recognizes the similarities and associations between different things,while the defensive focused individual gains knowledge through the information independent from other things,so the regulation focusing of the individual plays a regulating role in the relationship between team performance and brand performance.This research,under the framework of brand image transfer,expands the related theory of sports sponsorship,reveals the existence of the halo effect in sports sponsorship,enriches the relevant literature,makes up the deficiency in this aspect,and provides some theoretical reference for the follow-up research of scholars.The research conclusion has the practical enlightenment to the enterprise ’s sports sponsorship decision,the way to enhance the brand performance of enterprises is to increase the exposure of the brand of the enterprises,to raise the association degree of the consumer to the brand,and there are few enterprises to pay attention to the achievements of the supported activities.It is indicate that that results of the team will influence the brand performance of theenterprise,and the enterprise need to make sure that when the sports sponsorship decision is made,it will need to make a supporting investment in the aspect of improving the performance of the team in addition to the input of the name of the advertisement,which can help the management to adjust its own sponsorship decision towards the direction of promoting the performance of the brand,and indicating deficiency of the research and the future research prospect.