Sponsees matter! How collective responsibility judgments of sport sponsors affect sponsee equity

Research question: Previous research has focused on sport sponsors, with little known on how sponsorship affects sponsee equity (e.g. audiences’ behaviors towards sponsees). Further, sponsorship research typically ignores concurrent sponsors, which are naturally perceived in terms of perceived ‘groupness’ (entitativity). In turn, entitativity will affect people's judgments of the collective responsibility (CR) sponsors have towards the...