The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived…
Abstract
Purpose
The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived congruence on sponsor brand identification and sponsor credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity; and third, the mediating effect of sponsor brand identification and sponsor credibility on the relationship that self-congruity and perceived congruence each have with sponsor brand equity.
Design/methodology/approach
A field study was conducted in Taiwan, where 410 questionnaires were collected from baseball fans of the Chinese Professional Baseball League (the local professional baseball league).
Findings
The findings support all of the hypotheses and reveal that self-congruity and perceived congruence leverage sponsor brand equity through sponsor brand identification and sponsor credibility, respectively. Both sponsor brand identification and sponsor credibility partially mediate the relationship that self-congruity and perceived congruence each have with sponsor brand equity.
Practical implications
The findings of this study can assist sponsorship managers in realising how to leverage a sponsor brand equity.
Originality/value
The conceptual model investigated both direct and indirect (i.e. mediated) effects by providing different theoretical explanations to explore how self-congruity and perceived congruence leverage sponsor brand equity in the Asian sports sponsorship context.
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Ying-Wen Liang, Chih-Hung Wang, Sheng-Hshiung Tsaur, Chang-Hua Yen and Jin-Hua Tu
The purpose of this paper is to identify the impact indicators of the 2010 Taipei International Flora Exposition from the perspective of residents and to investigate the effects…
Abstract
Purpose
The purpose of this paper is to identify the impact indicators of the 2010 Taipei International Flora Exposition from the perspective of residents and to investigate the effects of these impacts on the urban sustainability through the perceptions of Taipei residents after the exposition.
Design/methodology/approach
The authors conducted a literature review and consulted experts to identify the impact indicators of the exposition. This process resulted in 17 indicators of economic impact, 12 indicators of environmental impact, and 13 indicators of social impact, and the authors developed a 12-dimension/42-indicator mega-event impact measurement scale. Using a survey of 1,628 host residents after the exposition, the authors performed regression analysis to investigate the effects of these impacts on the urban sustainability.
Findings
The results indicated that economic, environmental, and social impacts exerted significant positive effects on urban sustainability. All positive dimensions of economic, environmental, and social impact exerted significant positive effects on urban sustainability, and all negative dimensions exerted nonsignificant effects on urban sustainability.
Originality/value
This study identified the impact indicators of the 2010 Taipei International Flora Exposition and investigated the effects of these impacts on the urban sustainability. The findings of this study indicated that economic, environmental, and social impacts of the exposition exerted significant positive effects on urban sustainability.
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Hsi-Tien Chen and Chih-Hung Wang
This study examines the relationships among workplace incivility, job satisfaction and turnover intention for tourist hotel chefs. Furthermore, emotional intelligence is taken as…
Abstract
Purpose
This study examines the relationships among workplace incivility, job satisfaction and turnover intention for tourist hotel chefs. Furthermore, emotional intelligence is taken as the moderating variable on the relationships between workplace incivility and job satisfaction and workplace incivility and turnover intention.
Design/methodology/approach
Tourist hotel chefs were invited to participate in this study using purposive sampling, and a structured questionnaire was administered to carry out the investigation on tourist hotel chefs.
Findings
The results show that workplace incivility has negative effects on job satisfaction and casts positive effects on turnover intention through job satisfaction. Emotional intelligence has a significant moderating effect on the relationship between workplace incivility and job satisfaction.
Originality/value
This study firstly demonstrated the relationships among workplace incivility, job satisfaction and turnover intention for tourist hotel chefs. Furthermore, the moderating effect of emotional intelligence on the relationship between workplace incivility and job satisfaction was also validated.
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Janet Chang, Bendegul Okumus, Chih-Hung Wang and Chien-Yin Chiu
This study aims to investigate how the “cooking holiday” concept can be used by tourism authorities and practitioners and, to that end, proposes a hierarchical framework for…
Abstract
Purpose
This study aims to investigate how the “cooking holiday” concept can be used by tourism authorities and practitioners and, to that end, proposes a hierarchical framework for improving culinary tourism.
Design/methodology/approach
This study adopted the Delphi method to filter and verify the criteria, thereby constructing a hierarchical framework of cooking holidays in Taiwan. The analytic hierarchy process (AHP) was also applied to calculate the relative weight of each attribute and criterion, thus identifying their degrees of importance.
Findings
Four attributes (“local food,” “food trail,” “cooking experience” and “environment and atmosphere”) and 22 criteria were identified to comprise a cooking holiday experience framework. Research findings reveal “cooking experience” as the most crucial of the four attributes identified. Of the more numerous criteria, “ingredients with integrity,” “local features” and “diverse curriculum” were identified as the three most important.
Research limitations/implications
The hierarchical framework of cooking holiday experiences can be used by tourism authorities and practitioners to enhance experiential quality for tourists and promote culinary tourism in Taiwan. According to the research findings, cooking class participants can concentrate on the “cooking experience” while emphasizing “ingredients with integrity,” “local features” and “diverse curricula” in the context of cooking holidays.
Originality/value
This study offers valuable insights and suggests directions for future research on culinary tourism. This study also offers a framework for developing cooking holidays.
目的
本文旨在探究可以如何运用「烹饪假期」之概念, 藉由阶层架构之提出, 藉以提升美食观光。
方法
本文运用德尔菲法筛选与确认台湾烹饪假期阶层架构之指标与建构。并以层级分析法(AHP)估算每一属性与指针之相对权重, 藉以确认相对重要程度。
发现
烹饪假期体验架构系由四个属性(「在地饮食」、「产制体验」、「烹饪体验」与「环境氛围」)与二十二个指标构成。研究发现显示「烹饪体验」在于四个属性之中最为重要。多项指标之中, 「安心食材」「在地特色」与「多元课程」系为最为重要之三个指标。
应用
烹饪假期体验之阶层架构可为观光主管机关与业者运用, 藉以提升游客之体验质量与推广台湾之美食观光。依据研究发现, 烹饪教室参与者可以专注「烹饪体验」, 并且强调「安心食材」、「在地特色」与「多元课程」之要素, 藉以发展烹饪假期。
原创性
本文提供具有价值之洞见, 可供美食观光未来研究之参考。本文同时提供一个可以用以发展烹饪假期之架构。
Propósito
Este estudio tiene como objetivo investigar cómo se puede utilizar el concepto de “vacaciones de cocina” al proponer un marco jerárquico para mejorar el turismo culinario.
Método
Este estudio adoptó el método Delphi para filtrar y verificar los criterios y construir el marco jerárquico de las vacaciones de cocina en Taiwán. El proceso analítico jerárquico (AHP) también se aplica para calcular el peso relativo de cada atributo y el criterio para identificar su grado de importancia.
Hallazgos
Se identificaron cuatro atributos (“comida local”, “ruta culinaria”, “experiencia culinaria” y “entorno y ambiente”) y 22 criterios para comprender un marco de experiencia de vacaciones culinarias. Los resultados de la investigación revelan que la “experiencia culinaria” es el atributo más relevante de los cuatro identificados. De los criterios más numerosos, “ingredientes con integridad”, “características locales” y “currículum diverso” fueron identificados como los tres más importantes.
Implicaciones
El marco jerárquico de la experiencia de las vacaciones de cocina se puede utilizar para que las autoridades y los profesionales del turismo mejoren la calidad de la experiencia de los turistas y promuevan el turismo culinario en Taiwán. Según los resultados de la investigación, los participantes de las clases de cocina pueden concentrarse en la “experiencia de cocina” y enfatizar los elementos de “ingredientes con integridad”, “características locales” y r“currículum diverso” para las vacaciones de cocina.
Originalidad
este estudio ofrece información valiosa, proporciona una referencia para futuras investigaciones sobre turismo culinario. Este estudio también ofrece un marco teórico, que se puede utilizar para desarrollar vacaciones de cocina.
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Chih-Hung Wang and Hsi-Tien Chen
This empirical study explored how coworker incivility and customer incivility affect the work engagement and job performance of frontline employees.
Abstract
Purpose
This empirical study explored how coworker incivility and customer incivility affect the work engagement and job performance of frontline employees.
Design/methodology/approach
To investigate the incivility and characteristics of hospitality industry workplaces, this study recruited frontline employees from tourist hotels as study participants. Because complete contact information could not be obtained for this population, convenience sampling was employed. A structured questionnaire was used for data collection.
Findings
Coworker incivility and customer incivility reduced work engagement and job performance. The effects of coworker incivility on the work engagement and job performance are greater than those of customer incivility. Furthermore, work engagement has a positive effect on the job performance.
Originality/value
Although studies have investigated the effects of customer incivility, these effects have not been compared with those of coworker incivility. Moreover, studies on the influence of coworker and customer incivility on job performance and work engagement in the hospitality industry and on those of work engagement on job performance have been scant. The current empirical study investigated the effects of coworker and customer incivility on the job performance and work engagement and of frontline hospitality employees.
Details
Keywords
Jenq-Muh Hsu, Jui-Yang Chang and Chih-Hung Wang
Named Data Networking (NDN) is a content-centric network differing from the traditional IP-based network. It adopts the name prefix to identify, query and route the information…
Abstract
Purpose
Named Data Networking (NDN) is a content-centric network differing from the traditional IP-based network. It adopts the name prefix to identify, query and route the information content instead of IP-based addressing and routing. NDN provides a convenient way to access the content without knowing the originated location of the requested information. However, the length of name prefix varies. It is not like the fixed-length IP addresses that makes handling queries or searching the requested information in NDN easier. An efficient name lookup mechanism of name prefix will efficiently increase the performance of prefix identifying, name searching and content retrieving. Therefore, this paper aims to propose a partial name prefix merging and shortening scheme for enhancing the efficiency of name lookup in NDN.
Design/methodology/approach
To reduce the work involved in name prefix identifying, querying, storing and routing, this work adopts a cyclic redundancy check-based encoding scheme to shorten the variable length of the name prefix into a proper and fixed length of encoded numerical information. In fact, the structure of a name prefix is presented in a combination of word segments with the slash symbol. The shortening procedure of name prefix can also be applied to adjacent word segments forming fixed-length encoded data for further efficiently matching the name prefix for name lookup in NDN.
Findings
The experimental results show that the shorter length of encoded name prefix can effectively reduce the access time of name lookup and increasingly retrieve the corresponding named content in NDN. Through partial merging and shortening of name prefix, the length of encoded prefix name may be larger than the whole encoding of name prefix. It retains the information differences from different parts of various name prefixes. Thus, it can avoid collision problems with the same encoded information from various name prefixes.
Originality/value
From the experimental results, it is observed that partial merging and shortening of name prefix is useful for name look up in NDN. It can increase the efficiency of name prefix matching and retrieving in NDN. It can also save memory space to store the name prefix in an NDN node.
Details
Keywords
Michael Chih‐Hung Wang, Megha Jain, Julian Ming‐Sung Cheng and George Kyaw‐Myo Aung
The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when…
Abstract
Purpose
The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when both the sponsoring firm and the sponsored team are Western. The paper also proposes and examines the mediating role of sponsor credibility and attitude towards sponsor in the relationship between fan identification and purchase intention.
Design/methodology/approach
A field study was conducted in Bangkok, Thailand, where 350 questionnaires were collected from football fans.
Findings
The findings reveal that, even when both the sponsoring firm and the sponsored sports team are western (i.e. foreign), Asian fans’ identification with the team increases their purchase intention for sponsoring firm's goods. The research also confirms that sponsor credibility and attitude towards sponsors partially mediate the fan identification‐purchase link.
Originality/value
The paper provides valuable insights into the under‐researched aspect of sports sponsorship, by examining the effect on Asian fans’ purchase intension when both the sponsoring firm and the sponsored sports team are western. Moreover, most of the prior literature on sports sponsorship focuses on the direct effect of fan identification on purchase intention. The current study extends the scope of knowledge on sports sponsorship by focusing on the under‐researched but crucial mediating effects of sponsor credibility and attitude towards sponsor.
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Keywords
The purpose of this study is to investigate the antecedents and consequences of consumer satisfaction with the use of self‐service technology (SST) in a retail setting.
Abstract
Purpose
The purpose of this study is to investigate the antecedents and consequences of consumer satisfaction with the use of self‐service technology (SST) in a retail setting.
Design/methodology/approach
In cooperation with a survey firm, a total of 424 respondents were collected from among consumers who had experience of using multimedia kiosks at convenience stores in Taiwan. The conceptual model was tested by using structural equation modeling.
Findings
The results show that perceived usefulness and perceived enjoyment both, initially, influence perceived control and convenience and then affect consumer satisfaction, which in turn has an impact on consumer continued behavior intention. In addition, perceived enjoyment is found to enhance consumer satisfaction, but perceived usefulness is not.
Originality/value
This paper proposes a conceptual model to synthesize the essence of the ECM‐IT model and two important incentives in self‐service (i.e. perceived control and convenience) in order to provide a theoretical explanation for consumer satisfaction in the self‐service context. This not only extends the ECM‐IT model, but also remedies previous self‐service literature that lacked the theoretical background in investigations of consumer satisfaction.
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Ching‐Wen Lin and Chih‐Hung Wang
With the advancement in information technology, many companies have become heavily dependent on computer‐assisted systems, and implemented various computer‐based business…
Abstract
Purpose
With the advancement in information technology, many companies have become heavily dependent on computer‐assisted systems, and implemented various computer‐based business activities and document system, among which computer‐assisted auditing tools and techniques (CAATTs) is an important choice. CAATTs can assist auditors in conducting control and confirmation tests, analysis and verification of financial statement data, and continuous monitoring and auditing. When constructing computer‐assisted auditing systems, enterprises must take many factors into consideration to determine whether to develop the software or purchase professional software packages. Therefore, the purpose of this paper is to construct an auditing software assessment model.
Design/methodology/approach
This study first conducted a focus group interview to determine the auditing software criteria and decision‐making factors, and then identified the main decision‐making factors. Finally, analytic network process was employed to evaluate the weights of the criteria and decision‐making factors in order to construct an auditing software decision‐making model upon both objective and subjective factors.
Findings
The most important auditing software criterion is the system functions, followed by data processing, and technical support and service provided by the software company. The most important factor of auditing software is cost and system stability, followed by data processing accuracy, technical support, and purchase cost.
Originality/value
The main contribution of this paper is the construction of an auditing software assessment model, which can be applied to other decision‐making topics. Moreover, this study applies the model on audit command language, interactive data extraction and analysis, and Focaudit as examples. In addition to determining project priority sequences, the advantages and disadvantages of the model are presented in order to provide references to businesses on decision making regarding software purchases.
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The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour…
Abstract
Purpose
The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League.
Design/methodology/approach
The research design is longitudinal, qualitative and interpretivistic, utilising 26 online focus groups with 213 participants over a 24-month period encompassing the 2012/2013 and 2013/2014 Premier League seasons.
Findings
The results indicate that Under Armour’s lack of football (soccer) presence in the context of the Premier League offered significant differentiation, as it diminished “common ground” with other fans, offered the opportunity to create personal identities beyond the club and the consumption of kit apparel, and was seen as positive given the articulation that brands such as Nike and Adidas were “forced” onto fans. Additionally, for the first time in the sports sponsorship literature, the findings reveal fans engaging with brands in a utilitarian manner, expressing concerns relating to cost, durability, functionality and value for money.
Research limitations/implications
This study is exploratory in nature and highly contextualised, and a larger-scale study of the phenomenon is desirable. This study extends the literature on fans’ perceptions of sponsoring brands and shows that a new sponsor, without prior league or club associations, can generate significant brand interest and elicit consumption behaviours beyond team apparel.
Practical implications
The findings suggest that there are considerable opportunities for “outside” brands to garner a market share and instigate loyalty through sponsorship. Subsequently, kit manufacturers should consider strategies that encompass entry into new sporting areas.
Originality/value
The study reveals that fans seek uniqueness and differentiation in a sponsoring brand, with brand image paramount in relation to the club and to both social and personal identity.