Larry D. Groppel, John Tucker, Wesley Owens and Regina Youngblood
The Dallas Independent School District (DISD) is the 12th largest school district in the US with an operating budget of approximately $1.04bn and a diverse enrolment of more than…
Abstract
The Dallas Independent School District (DISD) is the 12th largest school district in the US with an operating budget of approximately $1.04bn and a diverse enrolment of more than 158,000 students. The district encompasses roughly 351 square miles, primarily within the boundaries of the City of Dallas, Texas. In November 2001, the Board of Trustees requested a bond election be held to address overcrowding with additions and new construction, and to improve existing buildings. Voters showed strong confidence and trust in the district when, in January 2002, they approved a $1.37bn bond programme to build 21 new facilities and add to or renovate all existing schools. The DISD Board of Trustees has selected competitive sealed proposal as the primary contracting method for construction under the 2002 Bond Programme. This method allows selection of qualified and competent general contractors who can meet the rigorous schedule and complex demands of multiple urban construction and renovation–construction projects. The intent of this paper is to give the reader a brief overview of the competitive sealed proposal process as it relates to school construction in the state of Texas, and how DISD has implemented this procurement method for its recent bond programme.
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Angeline Close Scheinbaum, Russell Lacey and Minnette Drumwright
This study aims to examine the outcomes of consumer perceptions of event social responsibility (ESR) for a sponsored community event and its sponsor portfolio (i.e. group of…
Abstract
Purpose
This study aims to examine the outcomes of consumer perceptions of event social responsibility (ESR) for a sponsored community event and its sponsor portfolio (i.e. group of sponsoring companies). It integrates a new antecedent and new moderators of ESR with extant findings to provide a comprehensive model that is theoretically grounded in social identity theory, congruency theory and image and affect transfer.
Design/methodology/approach
The authors test the theoretical framework via a field study of attendees (n = 879) at a sponsored, large-scale sporting event that provided ESR through health and wellness education and activities. A field study is especially appropriate because of the experiential nature of sponsored events and ESR.
Findings
Fan identification with the sport is an antecedent of ESR, and motivation to attend the event’s supporting activities moderates the relationship between fan identification and ESR. High event-sponsor fit strengthens the relationship between ESR and word-of-mouth and between ESR and sponsor patronage.
Research limitations/implications
This study illuminates the role of ESR as a key driver of outcomes for events and for their sponsor portfolio. Future research should investigate ESR in contexts other than sport and use longitudinal data that include actual purchases. It should further examine the construct of sponsor portfolio because so many events have multiple sponsors
Practical implications
Event sponsorship offers an attractive platform for brands to demonstrate good corporate citizenship; therefore, marketers should consider ESR as a key criterion when selecting events to sponsor. Marketers should sponsor events with high event-sponsor portfolio fit to enhance the outcomes related to ESR for both sponsors and events. This research generally underscores the importance of creating auxiliary, interactive experiences for event attendees.
Social implications
ESR entails that events should contribute or give back to the local communities and organizations in a charitable way to both help give back socially and to maximize success as measured by electronic word-of-mouth (eWOM) and sponsor patronage toward brands sponsoring the event.
Originality/value
This research identifies a new antecedent and new moderators of ESR and integrates them with extant findings to create a comprehensive, theoretically grounded model. It investigates outcomes for both the event and its sponsor portfolio, in contrast to the scholarship that tends to focus on the (title) sponsor.