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Abstract

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Journal of Leadership Education, vol. 12 no. 1
Type: Research Article
ISSN: 1552-9045

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Article
Publication date: 31 March 2020

Do Young Pyun, Heetae Cho and Ho Keat Leng

While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both…

565

Abstract

Purpose

While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice.

Design/methodology/approach

Two independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324). This study conducted multigroup invariance tests using LISREL 8.80. The measurement and structural invariances were concerned with factor loadings (λ), factor variance and covariance (f) and error variance (θ) metrics.

Findings

The factor patterns of the belief model were generally invariant between the advertising and sponsorship models in both consumer groups. However, the respondents interpreted three items between advertising and sponsorship in different ways: one annoyance/irritation item in the generic consumer group and two falsity/no sense items in the student consumer groups.

Originality/value

While the invariance test reveals three problematic items, the majority of items seem to be invariant, concluding that the advertising belief scale could be applicable to the sponsorship context.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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Book part
Publication date: 1 December 2006

Boicho Kokinov and Daniela Raeva

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Cognitive Economics: New Trends
Type: Book
ISBN: 978-1-84950-862-9

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Article
Publication date: 1 July 2011

Carolin Plewa and Pascale G Quester

A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world. Meanwhile…

2487

Abstract

A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world. Meanwhile, the concept of corporate social responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. This paper builds on both these theoretical fields to develop a conceptual framework linking the effectiveness of sports sponsorship with the sponsors' CSR commitment to both employees and consumers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 October 2009

Fiona Davies

Concerns about underage drinking have led to calls for a UK ban on alcohol sponsorship of sport. Such a ban would have severe financial consequences for many sports, so should not…

631

Abstract

Concerns about underage drinking have led to calls for a UK ban on alcohol sponsorship of sport. Such a ban would have severe financial consequences for many sports, so should not be implemented without thorough consideration of its likely effectiveness. This study investigating the alcohol consumption intentions of 14 and 15 year olds showed that boys who were involved in sport were more likely both to drink alcohol and to get drunk, with awareness of sponsorship enhancing the likelihood of these behaviours. Girls involved in sport, however, showed more negative attitudes than their peers towards alcohol. It is argued that boys involved in sport are socialised into a traditional masculine alcohol and sports culture, which is reinforced by sponsorship. Evidence from studies on tobacco sponsorship suggests that health-related marketing communications and the use of low-alcohol or non-alcohol brands for sports sponsorship could be more effective than a ban in changing the culture.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 1 January 2014

Yue Meng-Lewis, Des Thwaites and Kishore Gopalakrishna Pillai

This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causalrelationships between…

454

Abstract

This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causal relationships between consumer ethnocentrism, attitudes towards the sponsor and product judgement. Findings reveal that event involvement mediates the positive relationship between consumer ethnocentrism and attitudes towards the domestic sponsor. Attitudes towards foreign sponsors are found to be a significant mediator in the relationship between consumer ethnocentrism and judgements of the sponsors' products. Theoretical and managerial implications are discussed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 October 2015

Steve McKelvey and Neil Longley

The bid process for hosting mega global sporting events mandates the enactment of event-specificambush marketing legislation that provides extraordinary trademark law protections…

1393

Abstract

The bid process for hosting mega global sporting events mandates the enactment of event-specific ambush marketing legislation that provides extraordinary trademark law protections for private sports organisations and their official sponsors. Such event-specific ambush marketing legislation, or ESAML, has come under increasing scrutiny by academics and practitioners who question, among other things, the need for such legislation. One of the major areas of concern has become the potential social cost of such legislation that includes restrictions on free speech and curbs on marketplace competition. We apply economic theory as a means to explain why governments have been so willing to enact such legislation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 5
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 20 May 2019

Nicholas Burton and Cheri Bradish

The purpose of this paper is to explore the development of preventative counter-ambush marketing initiatives and rights protection strategies, providing an historical view of…

328

Abstract

Purpose

The purpose of this paper is to explore the development of preventative counter-ambush marketing initiatives and rights protection strategies, providing an historical view of rights management and the International Olympic Committee’s sponsorship protection initiatives through ambush marketing’s formative years.

Design/methodology/approach

In examining the antecedents and implications of the Canadian Olympic Committee’s (COC) forward-thinking approach to ambush marketing protection, and to explore the development of preventative counter-ambush initiatives, an historical examination of IOC and COC policies and protocols regarding ambushing and sponsorship protection over a 30-year period was undertaken, informing the development of a proposed model of proactive commercial rights management.

Findings

The findings indicate that a progressive shift in the counter-ambush activities of major commercial rights holders may be underway: increasingly, the COC has stressed education and communication as key components of their commercial rights protection strategy, in lieu of enforcing the legal protection provided them by the Olympic and Paralympic Marks Act of 2007. The resultant commercial rights management model proposed reflects this proactive approach, and illustrates the need for events and sponsorship stakeholders to Anticipate, (Re)Act and Advocate.

Originality/value

The study offers a contemporary perspective into counter-ambush strategies within the context of the COC’s brand protection measures and industry practice. The proactive approach to commercial rights management explored represents a significant step in ambush marketing prevention on the part of the COC.

Details

Sport, Business and Management: An International Journal, vol. 9 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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Article
Publication date: 30 June 2020

Yiran Su and Thilo Kunkel

Existing research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this study is to…

821

Abstract

Purpose

Existing research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this study is to explore how the event environment impacts consumers’ attitudinal and behavioral responses to competitive brands that co-present at an event.

Design/methodology/approach

The research comprised an exploratory pre-test and two studies at a sport event with a retailing environment. The exploratory pre-test was used to examine the competitive relationship in the local market between the market leader and the lesser-known sponsoring brand. Study 1 used structural equation modelling to test how the event environment impacts consumers’ attitudes toward both brands at the post-consumption stage. Study 2 compared actual sales data of the two competing brands to examine the immediate effect of the sponsorship space on consumption.

Findings

The results revealed the event environment had an impact on consumers’ brand attitude toward both the lesser known sponsoring brand and the non-sponsoring market leader. However, the effect on the sponsoring brand that activated its sponsorship was influenced by consumer involvement with the event and was more salient. Furthermore, the product sales of the less-known sponsoring brand outperformed that of the market leader that co-presented at the event.

Originality/value

This study addresses a call to go beyond exploring the brand image of the sponsoring brands in isolation and holistically examine sponsorship effectiveness. The study contributes to knowledge on both attitudinal and actual behavioural outcomes of sponsorship activation in a competitive environment.

Details

Journal of Product & Brand Management, vol. 30 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 6 November 2017

Chang-Hyun Jin

Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research…

1654

Abstract

Purpose

Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research, assess the development of sponsorship-related research, and grasp its future directions. Thus, the purpose of this paper is to help scholars understand future research directions to improve our knowledge of sports marketing and sponsorship.

Design/methodology/approach

This study used content analysis that incorporated three multidimensional measures and applied social network analysis in order to identify the knowledge structure of sponsorship research. The authors conducted content analysis to assess the status of the nature of sports marketing and sponsorship in the International Journal of Sports Marketing & Sponsorship (IJSMS). The authors coded 282 articles published in the IJSMS from 1999 through 2015 using three multidimensional measures.

Findings

Analyzing research trends in specific academic fields helps improve and provide understanding of research practices and future research directions to improve knowledge, in this case about sports marketing and sponsorship. This study is the most up-to-date research trend study regarding sports marketing and sponsorship (December 2015). Compared with previous trend studies that have focused on research purpose, research perspective, statistical method, and subject area, this study offers a more detailed analysis based on a wider set of concepts such as game types, individual authors, affiliated organizations, countries of origin, etc. Furthermore, social network analysis was used to identify the knowledge structure of sponsorship research in the IJSMS. The study provides valuable insight into the challenges marketers and scholars face as they implement a more market-centric business strategy.

Research limitations/implications

The study aims to highlight the knowledge structure of sports marketing and sponsorship using social networking analysis. In order to highlight specific research area trends, the process of development should be explored together with the intellectual structure of sports marketing and sponsorship research using “Author Co-citation Analysis”. Such an analysis would provide the advantage of incorporating the development process into sports marketing and sponsorship research.

Practical implications

Marketers and researchers have long explored the effects of sponsorship, an alternative marketing strategy to commercial advertising that involves placement of brand images and logos on athletes’ uniform and equipment as well as on structural elements of sports venues. Sponsoring the Olympic Games or the World Cup enables marketers to leverage the exposure made possible at a global sporting event, producing favorable responses to sponsoring companies. From a marketing communication perspective, this study makes a valuable contribution to the literature by reviewing the diversity of articles and the knowledge structure of those articles. The results should benefit marketing studies by offering crucial strategic implications for marketers seeking to adopt future sponsorship strategies.

Originality/value

The results provide valuable insights that can improve the understanding of the knowledge structure of sports marketing and sponsorship and suggest planning and directions for research on similar topics. This study’s findings provide insight into the challenges marketers and managers of corporate sports marketing firms face as they implement a more market-centric business strategy.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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