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Article
Publication date: 5 April 2011

Heidi M.K. Ngan, Gerard P. Prendergast and Alex S.L. Tsang

It is common for companies to sponsor sports teams. The aim of this paper is to examine experimentally the impact of two team attributes (team performance and the presence of a…

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Abstract

Purpose

It is common for companies to sponsor sports teams. The aim of this paper is to examine experimentally the impact of two team attributes (team performance and the presence of a star in the team) on consumers' intention to purchase the sponsor's product. The moderating role of team identification on the relationship between these two team attributes and intention to purchase is also to be studied.

Design/methodology/approach

An experiment was conducted in Hong Kong. A series of hypotheses relating to team performance, presence of stars in the team, and team identification were tested.

Findings

Team performance significantly influenced consumers' intention to purchase the sponsor's product, and this influence was more pronounced for casual than for avid fans and more pronounced when the team contained a star. A winning team with a star generated the strongest purchase intention. A losing team with a star produced the lowest purchase intention.

Research limitations/implications

The trade‐off between internal and external validity when using experimental research methods constitutes the main limitation of this study. This limitation aside, the study suggested that sponsors should try to sponsor a winning team, especially if it contains a star player. A sponsor of a losing team might encourage the team management to take actions that increase the level of team identification among consumers. If the losing team also contains a star, the sponsor ought to promote other strengths of the team instead of focusing on team performance.

Originality/value

The paper extends previous work in the area by examining how team performance and the presence of a star in a team impact intentions to purchase the sponsor's product, and how team identification moderates the influence of these two attributes.

Details

European Journal of Marketing, vol. 45 no. 4
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 28 September 2020

Nowadays, the higher education institutions (HEIs) of Thailand are affiliated by the Ministry of Higher Education, Science, Research and Innovation and other relevant Ministries…

Abstract

Nowadays, the higher education institutions (HEIs) of Thailand are affiliated by the Ministry of Higher Education, Science, Research and Innovation and other relevant Ministries which connects the state-of-the-art technology/facilities to all academic programmes at HEIs. Thailand has been successful in the growth in access to higher education across the country, but there are many specific requirements to improve the accountability of higher education system in the nation across many decades. This paper provides an introduction of holistic information about Thailand’s higher education system. It then describes an overall picture of developing and managing the quality assurance (QA) of Thai higher education. It also points to the details of criteria, processes, and systems which were adopted into the model of QA such as higher education standards, accreditation process of curriculum, Thailand Qualifications Framework, as well as provides the linkage between national education act, policy and standards, QA, feedback for continuous improvement as the key component of QA in the educational system. Finally, the paper presents the challenges and opportunities in the rapid change of the twenty-first century and globalisation as the main points and crucial factors requiring Thai HEIs to continue improving their quality effectively.

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