Search results

This study identifies important dimensions of the athlete brand identity construct incorporating the athlete perspective. It also uses Rasch analysis to provide a practical tool (the Athlete Brand Identity Scale) to measure how closely an athlete's personal brand identity is aligned with their perceived brand image.

Reference to existing athlete branding measurement tools and consultation with ten athlete experts generated (74) items considered important to an athlete brand. Two different response scales were then used to test those items in wider surveys of athletes and consumers. This allowed for further scale development and measurement of congruence between an athlete's self-image and the brand image held by consumers (within the same survey). Factor analysis and Rasch analysis were carried out to refine the item pool and assess item measurement properties to establish a concise scale for determining athlete brand identity.

Results show successful identification of four dimensions of athlete brand identity measurement: athletic integrity, athletic success, fan engagement and character traits, informed development of the Athlete Brand Identity Scale (ABIdS). The unique and significant aspect of the ABIdS is its capacity to incorporate the athlete's perspective into brand management.

The ABIdS can be utilised by early-career athletes to plan and prioritise branding efforts whilst established athletes can identify incongruence between self-image and consumer perceptions. Such gaps can be evaluated and branding activities modified accordingly. This will enable athletes to better access corporate support/sponsorship thereby reducing reliance on public funds.

The major difference between the ABIdS and other existing scales in the athlete brand research domain is the focus on the athlete perspective, as opposed to the consumer perspectives. Evaluating consumer perspectives does not explain how athletes perceive their own brand or how their own perception of their brand compares to that of people external to the brand (fans and consumers). The ABIdS developed in this study has the potential to achieve this objective as its design was driven by athlete perceptions but tested on both athletes and consumers.

The purpose of this paper is to further develop the recent discourse surrounding the mainstreaming of fairtrade (FT) products, particularly the concepts of “radical mainstreaming”, “clean‐wash” and “the Alternative High Street”. The research investigates the pros and cons of mainstreaming FT in the concentrated UK retail sector via the exemplar of The Day Chocolate Company.

The paper draws on a longitudinal case study of one of the original “trail blazers” for FT in the mainstream, the 100 per cent FT social enterprise, The Day Chocolate Company (Day). The authors possess special insight to this pioneering FT model due to their unique experience of working at Day and the lead author's research, which includes findings from a series of in depth semi‐structured interviews with key informants.

With particular reference to the concepts Clean‐wash/ “Fair Trade Lite” the paper critically analyses the advantages and disadvantages of mainstreaming FT. The paper demonstrates how radical mainstreaming by 100 per cent FT companies can actually strengthen the transformative message of FT and not undermine the original ethical interest. Their ability to communicate a more complex deep message to a wider audience via unique FT brands allows radical mainstreaming companies to raise the bar and avoid the dangers of Clean‐wash. Finally the paper illustrates the significance of the Alternative High Street for radical mainstreaming companies.

The radical mainstreaming innovation in the paper demonstrates the value of intangibles such as relationships and networks. This means companies such as Day, could be better positioned than their private sector rivals to take advantage of the new dominant logic of marketing as it uses more operant resources to co‐create value between producers, retailers and consumers. Further research will investigate in more depth the nature of those operant resources.

This paper will be of interest to all key stakeholders within the FT movement including marketing professionals and other “values‐driven organisations” such as social enterprises. This research shows that sales in the UK mainstream retail market are not enough in maintaining the original ethical interests of FT; you need business models such as Day, that share power and value added between Southern and Northern partners. Further development of such radical mainstreaming business models is key to strengthening both sales and the original transformative message of FT.

This chapter reports research conducted in Melbourne, Australia that is focused on the use of information and communication technologies (ICTs) in schools and families. The emphasis is on the relationship between technology, learning, culture and (dis)advantage. It is generally agreed that ICTs are associated with major social, cultural, pedagogical and lifestyle changes, although the nature of those changes is subject to conflicting norms and interpretations. In this chapter we adopt a critical, multi-disciplined, relational perspective in order to examine the influence of ICTs, in schools and homes, on a sample of students and their families.

Because access to new technologies is unequally distributed, there has been considerable discussion in Australia and elsewhere about the growing gap, the “digital divide,” between the information-rich and information-poor (Bolt & Crawford, 2000; Castells, 2001; Companie, 2001; Gordon, 2001; Haywood, 1998; Negroponte, 1996; Nixon, 2001). Most schools have incorporated computers and Internet access into classrooms, partly in response to concerns about the gap between technology “haves” and “have nots” (Facer et al., 2001). Such concerns have led to high-profile information technology policy initiatives in the USA (Lentz, 2000; US Department of Commerce, 1999), U.K. (Selwyn, 2000), Australia (Foster, 2000) and other nations. Many families have invested in computer systems at home in order to provide their children with access to the growing body of information available through technology. Similarly, in an attempt to “redress the balance between the information rich and poor” by providing “equal access to the World Wide Web” (Virtual Communities, 2002), the Australian Council of Trade Unions (ACTU), Virtual Communities (a computer/software distributor) and Primus (an Internet provider) in late 1999 formed an alliance to offer relatively inexpensive computer and Internet access to union members in order to make “technology affordable for all Australians” (Virtual Communities, 2002).

Four years after the release of a responsive design website that provides a dynamic screen layout across three access devices (computer, tablet and smartphone), a repeat study was conducted to determine changes in the way that library website functions are and are not accessed.

A survey, similar to the original study, was used to determine the rate of access of 20 website functions by three access devices (computer, tablet and smartphone) and a “did not use” (DNU) category. A two-proportion Z-test was used to determine significant differences in the rate of access for each website function and the “did not use” (DNU) category by each access device from 2014 to 2018.

The computer is still the primary tool used to access website functions, but its rate of use is declining, while access via the smartphone is increasing, including research and for learning functions traditionally accessed only by computer. Access by tablet, with poor website function access rates in 2014, declined in use, with some rates approaching zero. Increases in the DNU category for website functions occurred, but reasons why were not determined. The increases raised questions about the relevance of some of the website functions and if other actions are needed to increase use.

Repeating the 2014 study provided insights into the changing landscape of device preferences for accessing library website functions. The number of significant changes identified demonstrates the importance of recurring studies to determine how online access to library website functions evolves over time.

This paper presents the results of a multimethod research study, which incorporates survey and experimental methodologies, designed to further explore the underpinnings of cultural differences in consumer responses to advertising messages. The study was designed to measure and assess differences in the self‐esteem and susceptibility to social influence of Japanese and United States college‐aged consumers. In general, it was hypothesized that Japanese consumers would have lower self‐esteem and higher susceptibility to social influence than would their US counterparts. The study provided evidence to support those hypotheses.

The purpose of this paper is to describe how dominant social practices embedded in situated report‐writing activities in an automotive discourse community in South Africa causally shape component engineers' perceptions of literacy. The study explores how the dominant practices of supervisor feedback and report acceptance causally impact on effective report‐writing perceptions during report text production.

Critical ethnography is the preferred methodology as it explores cultural orientations of local practice contexts and incorporates multiple understandings to provide a holistic understanding of the complexity of writing practices. This study focuses on data collected during two interviews and a focus group discussion with four L2 component engineers as well as the questionnaires their two L1 supervisors completed.

The engineers tended to measure or associate literacy and effective writing standards with supervisor feedback practices. These feedback practices interacted causally with the meanings or associations, the participants gave to or associated with literacy and their report‐writing competency. As a consequence, literacy was often described in terms of correct wording or terminology, grammatical correctness, spelling, sentence structures or styles in reports as determined by their supervisors during feedback practices, rather than report content, structure or technical details.

The participants constructed literacy in terms of correct language, word and spelling use and focused on linguistic errors in their report writing. They tended to perceive rhetoric and engineering discourse as separate entities rather than rhetorically constructed contextual knowledge. Language problems were usually attributed to human being inefficiencies and L1 standards rather than the individual creation of knowledge.

This paper not only impacts causally on engineering workplace writing practices but on higher education and future report‐writing practices. Digital technologies and systems will increasingly impact on report‐writing practices, what constitutes contextual knowledge and acceptable literacies as varied and different audiences define acceptable writing practices.

The paper shows that on‐the‐job writing research is limited and research that has been done often focuses on criteria for good writing as defined by experts in the field. If all workplace writing‐practice research adopts this expert view, it offers no insight and understanding into what implicitly and explicitly guides writers. Writing‐practice research also needs to focus on the voices of writers so that the influence of human social behaviour on these practices can be understood.