Sarah J. Kelly and Dymphna Van der Leij
The purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect…
Abstract
Purpose
The purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect advertising response.
Design/methodology/approach
A cross-sectional survey study was employed to examine the prevalence and nature of alcohol advertising in esports, and the impact of esports participation upon young audiences' consumption and preferences concerning alcohol. Survey data were collected from 976 young Australian gamers aged between 16 and 34 years (58.9% male) using online questionnaires.
Findings
Results revealed a vulnerability to alcohol sponsorship and advertising among 25 to 34-year-old and heavy gamer cohorts. As predicted, heavy gamers were more receptive to alcohol advertising in terms of awareness, preference and consumption while gaming than casual gamers.
Practical implications
This research advances theories of consumer behaviour and advertising exposure situated in a new landscape of converging virtual and real experiential marketing. It also provides much-needed evidence to guide marketing strategy to the next-generation audiences and regulation of new and burgeoning digital platforms. Our research also highlights a need for policy to address the burgeoning, largely unregulated nature of online gaming.
Originality/value
This research provides the first empirical evidence of the impacts of alcohol-linked sponsorship in esports upon young playing and streaming audiences. It informs marketing strategy and policy in relation to the rapidly growing, potentially vulnerable online competitive gaming audience.
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P. Monica Chien, Sarah J. Kelly and Chelsea Gill
The purpose of this paper is to identify strategic objectives that can be utilized by non-host communities to leverage the opportunities provided by mega sport events. The unique…
Abstract
Purpose
The purpose of this paper is to identify strategic objectives that can be utilized by non-host communities to leverage the opportunities provided by mega sport events. The unique context and timing of this study facilitates discussion surrounding a particular non-host community and how it can plan relevant objectives to best identify appropriate leveraging mechanisms.
Design/methodology/approach
The study adopted a qualitative approach, drawing upon a case study of Kobe City, Japan, a non-host city of the Tokyo 2020 Olympic Games. Data were collected using diverse sources such as site visits, field notes, newspaper articles, destination marketing materials, archival data from sport and tourism facilities, and workshop with key stakeholders.
Findings
The within-case analysis identified four key objectives a non-host city could utilize to leverage mega sport events, namely, enhancing destination brand equity, integrating leveraging strategies with the existing event portfolio, fostering social capital, and strengthening corporate networks.
Originality/value
Research on event leveraging has typically focused on host cities, while there has been limited research attention on non-host cities. This paper highlights the importance of formulating shared objectives so as to provide a strong focus for relevant stakeholders, guide the deployment of resources, and create effective leveraging strategies. Few studies have focused on the planning of leveraging initiatives.
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Sarah J. Kelly, Bettina Cornwell and Kiran Singh
The practice whereby a non-official sponsor brand attempts to “ambush” an official sponsor’s rights continues to threaten sporting events. A key motivator of the ensuing…
Abstract
Purpose
The practice whereby a non-official sponsor brand attempts to “ambush” an official sponsor’s rights continues to threaten sporting events. A key motivator of the ensuing regulatory response is grounded in the ambiguity that ambush marketing generates, namely, by obscuring public awareness of the legitimate sponsor. However, the cognitive processes underpinning sponsorship identification have only recently been investigated empirically. The purpose of this paper is to investigate the effects of ambush advertising on sponsorship memory.
Design/methodology/approach
A 2 (brand advertising: sponsorship-linked vs non-sponsorship-linked) × 2 (ambush advertisement: ambush advertisement vs filler) experimental design was used to test the impact of exposure on sponsor recall and recognition.
Findings
The results indicate that exposure to ambush advertising has adverse effects cognitively. When presented with a sponsorship-linked advertisement and an ambush advertisement, the participants had diminished recall of who the legitimate sponsor was, and were less likely to recognize them.
Research limitations/implications
This work has important theoretical implications in that it draws together the existing literature on sponsorship, advertising and cognitive fields. Moreover, on a practical level, this work informs the debate on increased regulatory intervention into ambushing practices, which is centered on tensions between balancing fair marketing practice with the rights of sponsors and event organizers.
Originality/value
To date, there is a paucity of research that examines the effects of ambushing in a sports sponsorship context. The unique contribution of this study is that it shows the process through which ambushing advertising adversely impacts sponsors’ rights.
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Sarah Kelly, Michael Ireland, Frank Alpert and John Mangan
Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a…
Abstract
Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a content analysis of alcohol sponsors' leveraging across popular sporting events. Study 2 examines alcohol sponsors' activation in social media. A high proportion of alcohol sponsorship messages containing content appealing to young adult drinkers are revealed across multiple media. Events and policy implications are addressed.
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Pawan Budhwar, Andy Crane, Annette Davies, Rick Delbridge, Tim Edwards, Mahmoud Ezzamel, Lloyd Harris, Emmanuel Ogbonna and Robyn Thomas
Wonders whether companies actually have employees best interests at heart across physical, mental and spiritual spheres. Posits that most organizations ignore their workforce �…
Abstract
Wonders whether companies actually have employees best interests at heart across physical, mental and spiritual spheres. Posits that most organizations ignore their workforce – not even, in many cases, describing workers as assets! Describes many studies to back up this claim in theis work based on the 2002 Employment Research Unit Annual Conference, in Cardiff, Wales.
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Terry Eddy, Sarah Gee and Lamar Reams
Purpose: The purpose of the study was to gain insight into fans' perceptions, attitudes and behavioural responses toward their favourite college football team in the context of a…
Abstract
Purpose: The purpose of the study was to gain insight into fans' perceptions, attitudes and behavioural responses toward their favourite college football team in the context of a new beer sponsorship agreement. Specifically, the chapter examines differences in fans' attitudes and behaviours based on their gender, team identification and drinking habits.
Design/methodology/approach: A quantitative, cross-sectional survey design was employed. The sample was comprised of Amazon Mechanical Turk (MTurk) workers who self-identified as college football fans. A hypothetical scenario was used as a manipulation, whereby participants were asked to imagine their favourite college football team had entered into a new alcohol sponsorship agreement while completing a questionnaire.
Findings: Highly identified fans exhibited more positive attitudes and behaviours after being presented with the hypothetical scenario than less identified fans. In terms of gender, female fans had increased attitudes toward sponsorship compared to males, and highly identified females had the most positive attitudes and behavioural intentions toward their favourite teams of any of the four subgroups in the study.
Research limitations/implications: The small sample sizes of some fan subgroups affected statistical power, which may have led to falsely insignificant findings. The range of favourite teams among the participants (50 universities) meant there was likely a high degree of variation between fans' previous experiences with beer/alcohol at college sport venues.
Originality/value: The study offers valuable insight into the intersection of sport fandom and gender in the context of alcohol sponsorship in US college sport, and is also among the first investigations of the effects of team identification on perceptions toward alcohol sponsorship.
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Kelly Franklin, Sarah J. Halvorson and Fletcher Brown
This paper aims to investigate the impacts of service learning (SL) on teaching sustainability competencies in an undergraduate tourism program at Bamyan University, Afghanistan…
Abstract
Purpose
This paper aims to investigate the impacts of service learning (SL) on teaching sustainability competencies in an undergraduate tourism program at Bamyan University, Afghanistan. This study reports on tourism students’ experiences in the SL course which taught five key sustainability competencies (collaboration, values thinking, action-oriented, systems thinking and integrated problem-solving).
Design/methodology/approach
This paper assessed students’ perceptions of their sustainability competencies gained during the implementation of the course in 2016 and 2017 through focus groups, reflective essays and participant observation.
Findings
The results demonstrate how the SL experience led students to self-discovery, strong conceptualizations of sustainability and working relationships with community stakeholders.
Originality/value
To the best of the authors’ knowledge, this is the first study to assess the impacts of a SL course in Afghanistan. The analysis provides valuable information for developing effective higher education programs, relationships of trust between students and community stakeholders and the empowerment of students to contribute to local solutions which serve a role in stabilization efforts in conflict-affected contexts.
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Holly M. Thompson, Josephine Previte, Sarah Kelly and Adrian.B. Kelly
The purpose of this study is to investigate the influence of macro-level regulatory systems on alcohol management for community sport organisations (CSOs). It examines how alcohol…
Abstract
Purpose
The purpose of this study is to investigate the influence of macro-level regulatory systems on alcohol management for community sport organisations (CSOs). It examines how alcohol regulations translate into meso-level management actions and interactions that impact alcohol consumption in community sport clubs.
Design/methodology/approach
Management of alcohol was explored through the holistic lens of macro, meso, and micro-levels of influence. Sixteen semi-structured interviews were conducted with Australian club administrators from community sports clubs.
Findings
Thematic analysis revealed macro-level influences on alcohol management in CSOs, with government regulations and the state sport associations being the most influential. Challenges arise in alcohol policy implementation when sport administrators do not prioritise alcohol consumption as a problem to be addressed, or where a conflict of interest arises between alcohol revenue generation and clubs positioning as health promoting environments.
Practical implications
Targeting club administrators’ attitudes towards alcohol as a benign influence and revising alcohol management practices are recommended as priority strategies to enhance the implementation and promotion of responsible alcohol management in sport clubs. Affiliate state sport associations were also identified as influential settings to provide administrative or strategic direction to CSOs, which would reduce the resources required by volunteers and standardise alcohol management practices across sports clubs.
Originality/value
The prevailing alcohol research focuses on the consumption behaviour of individual members and sports players. The study findings are novel and important as they explore the macro-level influences that administrators experience when enacting and policing alcohol management strategies in sports clubs. To-date, administrators of CSOs have not been included in many studies about alcohol consumption regulation; therefore, the findings provide an original perspective on alcohol regulation and demonstrate how CSOs operationalise alcohol management in club settings. The original insights from this study informed the conceptualisation of a multilevel sport system framework, which can be applied to guide future governance of alcohol consumption in sport settings.
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Sarah Bauerle Bass, Patrick J.A. Kelly, Jesse Brajuha, Luis Gutierrez-Mock, Paul D'Avanzo, Samantha Herrera and Jae Sevelius
The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV…
Abstract
Purpose
The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP.
Design/methodology/approach
This study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: n = 5, 34 participants) and quantitative (surveys: n = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these (n = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies.
Findings
Using segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake.
Originality/value
To the best of the authors’ knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.