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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: 18 July 2008

Manuel Michaelis, David M. Woisetschläger, Christof Backhaus and Dieter Ahlert

Purpose – The purpose of this paper is to investigate the simultaneous effects of country of origin (COO) and corporate reputation on initial trust in a transition economy, and to…

5057

Abstract

Purpose – The purpose of this paper is to investigate the simultaneous effects of country of origin (COO) and corporate reputation on initial trust in a transition economy, and to compare these effects across two service industries. The model broadens COO research by incorporating initial trust as a key driver of success in the context of services internationalization. Design/methodology/approach – Poland is the transition economy studied. A total of 184 respondents evaluated different service combinations (high vs low reputation/home country vs foreign country) in two different service categories (high risk vs low risk). Relationships between constructs are tested, employing a between‐subject experimental design. Findings – Both reputation and the risk level of service have a significant main effect on initial trust. Furthermore, results indicate a highly significant interaction effect: a positive COO effect leads to a higher level of initial trust only in the case of a risky service. Research limitations/implications – As with all laboratory studies, external validity is limited. Further research should focus on other instruments for gaining initial trust (e.g. warranties), especially in the case of a negative COO image. Practical implications – International marketers of services must carefully consider COO information as a means of building initial trust. Positive effects only apply in the case of high‐risk services. Originality/value – A major contribution is the introduction of initial trust as an important mediator in COO‐related international service marketing literature. As a second contribution, COO effects were compared across different service categories with respect to perceived risk. Furthermore, investigating COO effects in transition economies is of particular interest, as such markets are gaining attraction for international service providers.

Details

International Marketing Review, vol. 25 no. 4
Type: Research Article
ISSN: 0265-1335

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Available. Open Access. Open Access
Article
Publication date: 21 September 2022

Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco, Eduardo Torres-Moraga and Ferran Calabuig Moreno

This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

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Abstract

Purpose

This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

Design/methodology/approach

An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.

Findings

The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.

Originality/value

This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 16 May 2019

Enrico Battisti, Nicola Miglietta, Niccolò Nirino and Manuel Villasalero Diaz

The purpose of this paper is to analyse companies listed on the FTSE MIB, in order to investigate the introduction of different types of open innovation practice as a key factor…

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Abstract

Purpose

The purpose of this paper is to analyse companies listed on the FTSE MIB, in order to investigate the introduction of different types of open innovation practice as a key factor to develop a competitive advantage to pursue value creation.

Design/methodology/approach

This research uses a mixed-methods sequential explanatory design. A quantitative study was conducted to determine the firms listed on the FTSE MIB that for more than 10 years have paid dividends and beat the yield of the market. The qualitative analysis was designed to provide insights into the adoption of at least one open innovation practice by the listed companies selected in the quantitative phase.

Findings

This work is based on an empirical analysis undertaken with 40 Italian companies listed on the FTSE MIB. In particular, the authors highlight 16 companies that for more than a decade have regularly paid dividends and, at the same time, have beat the FTSE MIB Index. All of these companies implemented at least one open innovation practice during the period investigated.

Originality/value

This is among the first pioneer research works based on the potential relationship among value creation, innovation practice and competitive advantage in the Italian market. This study highlights the fact that 16 out of 40 companies listed on the FTSE MIB create more value for shareholders over a long period, and all of these firms adopt different open innovation practices (e.g. partnership and collaboration with external entities; mergers and acquisitions and alliances; investment in start-ups; hackathons and call for ideas; outsourcing R&D) as a key factor to develop a sustainable competitive advantage.

Details

European Journal of Innovation Management, vol. 23 no. 2
Type: Research Article
ISSN: 1460-1060

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Article
Publication date: 1 March 2003

Manuel García‐Ayuso

The inefficient valuation of the intangible determinants of the financial position of business companies may result in significant damages for both firms and their stakeholders…

4824

Abstract

The inefficient valuation of the intangible determinants of the financial position of business companies may result in significant damages for both firms and their stakeholders. Based on the empirical literature in accounting and finance, this paper suggests possible reasons for the inefficient valuation of intangibles, provides explanations for the existence of biases in analysts’ earnings forecasts and proposes alternative ways for the improvement of the resource allocation mechanisms in the capital markets.

Details

Accounting, Auditing & Accountability Journal, vol. 16 no. 1
Type: Research Article
ISSN: 0951-3574

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Article
Publication date: 1 June 1900

The result of our enquiries (see April issue Library World) as to the present storage of local documents in Public Libraries or Museums, and the existing arrangements therein for…

36

Abstract

The result of our enquiries (see April issue Library World) as to the present storage of local documents in Public Libraries or Museums, and the existing arrangements therein for their preservation is somewhat disappointing. Some librarians have not replied, and some give scanty information.

Details

New Library World, vol. 2 no. 12
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 8 September 2023

Klaus Brockhoff

This paper aims to add further evidence to adoption criteria for “revolutionary” business techniques.

77

Abstract

Purpose

This paper aims to add further evidence to adoption criteria for “revolutionary” business techniques.

Design/methodology/approach

Adoption criteria for business techniques with a high degree of novelty have been developed earlier. The case of exchange-traded funds supports the earlier findings. The methodology applied is explicative.

Findings

The analysis supports findings that an effective response to a problem, the availability of a controllable procedure, the means to apply the procedure easily and the hardware jointly explain adopting “revolutionary” business techniques.

Research limitations/implications

The results of case studies, in general, do not permit induction. More research might identify additional adoption criteria or falsify the presently obtained results. Therefore, further research is invited.

Practical implications

Managers seeking or being introduced to new techniques in business administration might use the criteria outlined here for their evaluation.

Originality/value

The author believes this paper corroborates earlier findings on adopting “revolutionary” business techniques that draw on theoretically developed technologies.

Details

Journal of Management History, vol. 30 no. 3
Type: Research Article
ISSN: 1751-1348

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Article
Publication date: 1 July 2014

Muhammad Shahbaz and Mohammad Mafizur Rahman

– This paper aims to explore the relationship between exports, financial development and economic growth in case of Pakistan.

2138

Abstract

Purpose

This paper aims to explore the relationship between exports, financial development and economic growth in case of Pakistan.

Design/methodology/approach

The autoregressive distributed lag bounds testing approach to cointegration and error correction model are applied to test the long-run and short-run relationships, respectively. The direction of causality between the variables is investigated by the vector error correction model Granger causality test and robustness of causality analysis is tested by applying innovative accounting approach.

Findings

The analysis confirms cointegration for the long-run relation between exports, economic growth and financial development in case of Pakistan. The results indicate that economic growth and financial development spur exports growth in Pakistan. The causality analysis reveals feedback hypothesis that exists between financial development and economic growth, financial development and exports, and, exports and economic growth.

Originality/value

This study provides new insights for policy makers to sustain exports growth by stimulating economic growth and developing financial sector in Pakistan.

Details

International Journal of Development Issues, vol. 13 no. 2
Type: Research Article
ISSN: 1446-8956

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Article
Publication date: 1 May 1909

IN the April number of Public Libraries, Mr. Andrew Keogh, sometime of Newcastle‐on‐Tyne, now Professor of Bibliography at Yale University, comes forward in defence of American…

37

Abstract

IN the April number of Public Libraries, Mr. Andrew Keogh, sometime of Newcastle‐on‐Tyne, now Professor of Bibliography at Yale University, comes forward in defence of American libraries from the aspersions alleged to be cast on them in this periodical. Other journalistic comments have also appeared, which we may have occasion to mention at another time; and altogether some pother has been caused in America over our very straightforward and simple remarks. Mr. Keogh assumes, quite erroneously, that the first Library World editorial was based on the one or two instances of American reference to European libraries which he quotes. He knows, however, just as well as ourselves, that the American pose in library work is to adopt an attitude akin to contempt for anything outside the boundaries of the United States, and this is shown in nearly every publication dealing with library work. The Nation example was only one which happened to come along at the moment, and it is direct confirmation of what was stated in these columns in April, namely, that even in secular journals the writers were, as Mr. Keogh now certifies, prominent members of the A.L.A. Our attitude is, therefore, not that of defence simply, against certain outsiders writing in non‐professional journals, but against American professional librarians lending themselves to the poor work of trying to belittle the efforts of European librarians on every possible occasion. The mere fact that, as Mr. Keogh affirms, the great research libraries of Germany were attacked in the Nation, does not justify the publication of such ungenerous articles, especially coming from librarians who profess so much friendliness and high feeling.

Details

New Library World, vol. 11 no. 11
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 6 May 2020

Manuel Lobato, Javier Rodriguez and Herminio Romero

Patents and patent citations provide a solid signal to investors about a firm’s innovation agenda. This signal can be even more useful for investors demanding securities from…

217

Abstract

Purpose

Patents and patent citations provide a solid signal to investors about a firm’s innovation agenda. This signal can be even more useful for investors demanding securities from foreign firms, given the asymmetric information and adverse selection risk they face. This study aims to examine the patenting activities in the USA performed by non-US companies that trade as American Depositary Receipts (ADRs) in US stock markets.

Design/methodology/approach

The authors examine the effect on the trading volume of a sample of ADRs following the publication of their first patent in the USA.

Findings

The results show that the publication of a first patent has no effect on the liquidity of these ADRs when compared with same-country ADRs without patents.

Originality/value

This study enriches the literature on the relation between innovation, information and the stock market.

Details

European Business Review, vol. 32 no. 4
Type: Research Article
ISSN: 0955-534X

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