TY - JOUR SN - 0044-2372 AU - Schnittka, Oliver AU - Himme, Alexander AU - Papies, Dominik AU - Pellenwessel, David T1 - Are sponsors blamed for edging off? Consumer reactions to sponsorship terminations JF - Journal of Business Economics SP - 943 EP - 984 IS - 7 VL - 87 PY - 2017 U3 - Oct AB - Firms regularly terminate sponsorships, even without publicly known misconduct by the sponsee such as athlete doping. Consumer reactions to these sponsorship terminations by firms have not been studied despite being a regular occurrence. Using a set of experimental studies, this paper analyzes consumer reactions to these sponsorship terminations (i.e., early and non-renewal) that were not caused by a sponsee’s misconduct, the underlying process that causes the reactions, and the role of several moderating factors (trust, power balance, and locus of control). Our findings reveal that sponsorship terminations have a negative effect on sponsors’ brand images‐-particularly early terminations that occur before the end of a contract‐-because consumers perceive these sponsorship terminations as unfair. The results also suggest that a termination is particularly harmful for the sponsor’s perceived fairness if the sponsor is powerful and if the termination decision is under the sponsor’s control. Further, the termination effect is particularly strong for firms that consumers trust. TS - BibTeX DO - 10.1007/s11573-017-0859-3 M4 - Citavi ER -