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Article
Publication date: 30 March 2012

David M. Woisetschläger and Manuel Michaelis

Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between…

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Abstract

Purpose

Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature. From a dynamic perspective it is unclear why congruence should be seen as constant, and why it is critical for sponsorship effects. This paper aims to address this issue.

Design/methodology/approach

This paper analyzes effects of sponsorship evaluative congruence on brand image over time using individual difference measures. Individual level data were obtained from two surveys before and after the 2006 FIFA World Cup™, including 268 respondents who participated in both surveys.

Findings

Findings show significant positive effects of learning and remembering of a sponsorship stimulus on brand image over time. In contrast to existing literature, positive incongruence of brand image (i.e. sponsor) and event image (i.e. sponsored cause) in the pre‐analysis results in a significant increase of brand image over time. Moreover, a change in event image over time has a positive effect on the change in brand image.

Research limitations/implications

Further research should replicate this study in different contexts, including event‐ and brand‐related contexts. Future studies should use a more detailed scale to measure brand (event) image, which would allow a more rigorous assessment of image transfer on an attribute level. A replication of the relationship between event image and brand image over time would be especially interesting in a setting, in which event image is negative or a negative Δ event image could be expected.

Practical implications

Linking explanatory variables such as (Δ) event image and Δ brand image over time is important for a reliable assessment of the positive (negative) consequences of sponsorship activities. A sponsorship that might have been positively incongruent in the beginning can turn out to be congruent over time. Hence, the current view that incongruent sponsorships are less promising might be misleading.

Originality/value

In experimental studies, congruence between sponsor and sponsored event is seen as static in nature. From a dynamic perspective, this viewpoint can be challenged. Both sponsor and event image are subject to change over time. Hence, this study determines the impact of event image change over time on brand image.

Details

European Journal of Marketing, vol. 46 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 2002

Charles S. Englehardt and Peter R. Simmons

Individual and group development is an essential element of achieving competitive advantage through people. The building and transfer of knowledge is widely discussed in the…

2686

Abstract

Individual and group development is an essential element of achieving competitive advantage through people. The building and transfer of knowledge is widely discussed in the literature with respect to explicit knowledge, and some authors have gone on to address environments for learning and even building tacit knowledge. Separately, complexity theory suggests a process of self‐organization and adaptation that, in some respects, parallels an environment of learning. Extensive interaction, learning by doing, and experimenting seem to be not only the foundation for individual development, but also a fundamental part of the natural adaptive process for organizations as complex adaptive systems. One problem noted, however, is that the current literature has done little to highlight the parallels between individual development and complex adaptive organizational systems. Drawing on the apparent similarities in these processes, describes self‐organizing activities and the natural emergence of new systems as a model for a new type of learning environment. Explores the idea of facilitating self‐organizing learning activities in a separate organizational space within existing organizations, and outlines the theoretical elements for making such a space successful.

Details

The Learning Organization, vol. 9 no. 1
Type: Research Article
ISSN: 0969-6474

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Article
Publication date: 3 August 2012

Dean Simmons and Gwen E. Chapman

The aim of this paper is to explore parents' and teens' perspectives on the significance of being able to cook.

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Abstract

Purpose

The aim of this paper is to explore parents' and teens' perspectives on the significance of being able to cook.

Design/methodology/approach

In this qualitative study, 22 families participated in in‐depth interviews that explored their perspectives on food in the family and the significance of being able to cook. The sample was socio‐economically diverse and drew from one urban and one rural community in British Columbia, Canada.

Findings

The main themes from participants' descriptions of the significance of home cooking were that home cooking gave families control over their food supply, helped them to connect to others, enabled them to explore their own and others' food cultures and, in the case of teens, become more independent.

Research limitations/implications

The paper shows that the familial motivations for home cooking go beyond concerns for health or home economy and would benefit from further exploration.

Practical implications

For food producers and retailers, cooking instructors, dieticians, food scholars and writers, understanding familial motivations for home cooking provides the opportunity to better target family cooks with food products or services, and to encourage increased home cooking as a means to promote healthier, more sustainable diets and socially rich family food practices.

Originality/value

A perceived broad‐based decline in home cooking has received a great deal of attention in the UK and elsewhere. In contrast, this paper describes how participating families really do see value in home cooking—though they place as much emphasis on social, cultural and personal motivations as they do nutritional health.

Details

British Food Journal, vol. 114 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 12 August 2020

Hsin-Chen Lin and Patrick F. Bruning

Sponsorship has become an important marketing activity. However, research on the topic treats the sponsorship context, characterized according to the type of sponsored property…

2444

Abstract

Purpose

Sponsorship has become an important marketing activity. However, research on the topic treats the sponsorship context, characterized according to the type of sponsored property and the social role of these properties, as a stable characteristic or as a dichotomous characteristic within empirical studies. Therefore, the authors outline a multi-level typology of the different types of sponsorship contexts to account for traditional types of sponsorship as well as emerging themes such as online sponsorship. The authors then propose an agenda for future research.

Design/methodology/approach

The authors conduct a general review of the sponsorship literature to synthesize established sponsorship types with newly emerging themes to develop a multi-level typology of sponsorship contexts and a research agenda.

Findings

The authors’ conceptual analysis revealed a typology of sponsorship contexts that captures both general and specific types of sports sponsorship, prosocial cause sponsorship, culture and community sponsorship, and media and programming content sponsorship.

Research limitations/implications

The authors’ typology provides an organizing framework for future research focussing on different sponsorship contexts. However, the emergent categories still require further empirical testing. Therefore, the authors develop a set of questions to guide future research on the topic.

Practical implications

The authors’ typology outlines the different sponsorship contexts that should be considered by organizations that engage in sponsorship-linked marketing.

Originality/value

This paper provides a multi-level categorization of sponsorship contexts that integrates both traditional categories and newly emerging categories to better inform future research on situational differences in sponsorship.

Details

Marketing Intelligence & Planning, vol. 39 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 May 2002

Charles S. Englehardt and Peter R. Simmons

Strategic flexibility is an increasingly sought‐after competitive element in today’s fast‐paced and changing world. Theoretical discussion on how to achieve flexibility includes…

8200

Abstract

Strategic flexibility is an increasingly sought‐after competitive element in today’s fast‐paced and changing world. Theoretical discussion on how to achieve flexibility includes, among other things, building dynamic capabilities, maintaining multiple options, and supporting horizontal communication and teamwork among employees. These and other aspects of flexibility can, in part, be supported through the organizational structure. Organizational theory offers a number of combinations of options for the designer. With a variety of choices, and a need to have both control of execution and flexibility for change, a two‐level structure may support the combination of benefits that is a source of advantage. Proposes that organizations can maintain their operational structure at one level, while experimenting with a loosely bounded developmental organizational layer. Suggests that this complementary organizational tier provides space and support for a combination of self‐development and self‐organized efforts consistent with established incentives and values.

Details

Leadership & Organization Development Journal, vol. 23 no. 3
Type: Research Article
ISSN: 0143-7739

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Article
Publication date: 21 August 2017

Francisco Guzmán and Donna Davis

A significant stream of research investigates the influence of corporate social responsibility (CSR) initiatives on firm performance and consumer response to CSR programs…

6728

Abstract

Purpose

A significant stream of research investigates the influence of corporate social responsibility (CSR) initiatives on firm performance and consumer response to CSR programs. However, how CSR initiatives help build brand equity remains relatively unexamined. This study aims to demonstrate how CSR influences brand equity in response to perceptions of two types of brand–cause fit.

Design/methodology/approach

The authors analyze two types of fit between a brand and a social cause (disaster relief): brand value–cause fit and brand function–cause fit. Structural equation modeling is used to estimate the fit of the data with the proposed model.

Findings

Survey evidence from 370 millennial undergraduate students in the USA suggests that the two types of brand–cause fit have differential effects on attitude toward the brand and ad, which in turn influence brand equity.

Research implications/limitations

The research operationalizes brand–cause fit as a construct with two components: brand value–cause fit and brand function–cause fit. It tests these two types of fit and finds evidence for differential effects on consumer attitudes.

Practical implications

The findings offer practical considerations for managers about the importance of considering two types of brand–cause fit in selecting social causes and crafting effective corporate communications about the firm’s CSR initiatives.

Originality/value

Results suggest that it is possible for firms to craft desirable win–win–win strategies that build brand equity by investing in a strategic approach to CSR initiatives.

Details

Journal of Product & Brand Management, vol. 26 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 6 May 2014

François Anthony Carrillat and Alain d’Astous

– The purpose of this study is to contrast athlete endorsement vs athlete sponsorship from a power imbalance perspective when a scandal strikes the athlete.

4154

Abstract

Purpose

The purpose of this study is to contrast athlete endorsement vs athlete sponsorship from a power imbalance perspective when a scandal strikes the athlete.

Design/methodology/approach

A first study was conducted with a probabilistic sample of 252 adult consumers where the type of brand–athlete relationship (endorsement or sponsorship) and the level of congruence between the two entities (low or high) were manipulated in a mixed experimental design. A second study with a probabilistic sample of 118 adult consumers was conducted to demonstrate that consumers perceive that the balance of power between the brand and the athlete is not the same in endorsement and sponsorship situations.

Findings

The results of the first study showed that when an athlete is in the midst of a scandal, the negative impact on the associated brand is stronger in the case of an endorsement than in the case of a sponsorship. However, this occurs only when the brand–athlete relationship is congruent. The results of the second study showed that the athlete’s power relative to the brand is greater in an endorsement than in a sponsorship context.

Research limitations/implications

The findings suggest that a company that worries about the possibility that the athlete with whom it wants to build a relationship be eventually associated with some negative event (e.g. a scandal) should consider sponsorship rather than endorsement as a strategy.

Originality/value

This study is the first to compare the athlete endorsement and sponsorship strategies in general and the first to put forward the notion of power imbalance in brand–athlete partnerships, its impact on how the two entities are represented in consumers’ memory networks and the consequences on brand attitude when the athlete is associated with a negative event.

Details

European Journal of Marketing, vol. 48 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 27 April 2021

Maria Malayter

Impactful leadership requires an investment in the self and others. Blinded by past success, this leader’s story explains examples of a failed attempt to learn how to navigate a…

Abstract

Impactful leadership requires an investment in the self and others. Blinded by past success, this leader’s story explains examples of a failed attempt to learn how to navigate a new industry culture with hidden political landmines in the organization, communicate effectively in a hierarchy, and ultimately realize she might not have been a fit for the organization. This chapter will provide examples of the leader’s story of challenging organizational politics and relational aggression in the workplace. Through many conflicts and barriers to effective leadership, this chapter provides key insights of leadership self-awareness, wellness, communication blind spots, and organizational strategies to build trusting leader–follower relationships. Living in a volatile, uncertain, complex, and ambiguous (VUCA) world today, the ability to build strong trusting relationships between leaders and followers and peers is vital to success as a leader and organization. The leader must learn from failure and innovate from lessons learned. To lead within a VUCA world, the time to invest in continuous leadership development is strongly recommended.

Details

When Leadership Fails: Individual, Group and Organizational Lessons from the Worst Workplace Experiences
Type: Book
ISBN: 978-1-80043-766-1

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Available. Content available
Book part
Publication date: 15 December 2017

Free Access. Free Access

Abstract

Details

The Emerald Handbook of Modern Information Management
Type: Book
ISBN: 978-1-78714-525-2

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Article
Publication date: 2 May 2023

Sanda Erdelez, Yuan-Ho Huang and Naresh Kumar Agarwal

This study investigated the moderating effect of organizational knowledge management performance on the sharing and use of information encountered by serendipity within the…

648

Abstract

Purpose

This study investigated the moderating effect of organizational knowledge management performance on the sharing and use of information encountered by serendipity within the organization.

Design/methodology/approach

The authors surveyed 274 medical librarians from the top 100 medical schools.

Findings

Individual information encountering predicted information encountering at work, which, in turn, predicted organizational sharing of encountered information. When the propensity to encounter information was high, then organizational knowledge management performance moderated the effect between organizational encountering and organizational sharing of information. Encountered information at work was only present when high organizational knowledge management performance was in place.

Research limitations/implications

This finding helps information behavior researchers discover the transfer of behaviors from everyday life to organizational environments.

Practical implications

It shows the need for greater support for information encounterers at work and the role of knowledge management, which may enhance their contribution to the organizational objectives.

Originality/value

Information encountering involves finding information by chance. Studies on information encountering have not focused on work settings and if the individual propensity to encounter information translates to organizational settings. Also, the relationship between information encountering and organizational knowledge management has not been studied so far.

Details

Journal of Documentation, vol. 80 no. 1
Type: Research Article
ISSN: 0022-0418

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