Search results

1 – 6 of 6
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 4 June 2019

Shaofeng Yuan, Chunhui Huo and Tariq H. Malik

The purpose of this paper is to examine a possible negative spillover effect in sports sponsorship to answer whether the sponsored team’s poor performance will have a negative…

1333

Abstract

Purpose

The purpose of this paper is to examine a possible negative spillover effect in sports sponsorship to answer whether the sponsored team’s poor performance will have a negative effect on audiences’ trust in its sponsor’s brand. The authors further analysed whether the audience’s attitude towards the team plays a mediating role and whether the audience’s personality type (active vs passive) plays a moderating role in this negative spillover effect.

Design/methodology/approach

Three experimental studies were conducted with 380 Chinese undergraduates and MBA student participants over two years. The authors designed the experiment as a computer-mediated intervention in which good, poor and neutral performance groups were compared. After the respondents were exposed to the intervention, we asked them to answer questions using a computer terminal. We analysed the data from the three experiments through analysis of variance (ANOVA), regression analysis and a bootstrap.

Findings

The audiences who were exposed to a team’s poor performance condition reported less trust in the sponsor’s brand relative to those exposed to a good performance condition, and the brand trust was even lower than for those who were exposed to a control condition (no performance information). Further, the audience’s negative attitude towards the sports team mediated the negative effect of the team’s poor performance on its sponsor’s brand trust. The negative effect was more obvious for individuals with Type A personalities (active) than for those with Type B personalities (passive).

Originality/value

The prior literature has neglected a possible negative effect of a sports team’s performance on its sponsor’s brand trust. In particular, questions of whether, how and when this negative effect occurs are critical for sponsors, teams, and audiences. Since sports team sponsorship is burgeoning in China, the negative implications are unclear in this new context. Thus, the revelation that the negative spillover effects of a team’s poor performance on audiences’ trust in the sponsor’s brand provides two original contributions. First, the negative effect reveals value for multiple sponsorship stakeholders. Second, the Chinese context in this study adds value for future research and practice regarding both Chinese-foreign and domestic Chinese decisions.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Access Restricted. View access options
Article
Publication date: 12 June 2019

Shaofeng Yuan and Yuhuang Zheng

Drawing on an evolutionary perspective, prior studies have revealed that conspicuous consumption by men has signaling functions (i.e. signaling the consumer’s positive mate…

315

Abstract

Purpose

Drawing on an evolutionary perspective, prior studies have revealed that conspicuous consumption by men has signaling functions (i.e. signaling the consumer’s positive mate qualities such as status and ability to acquire resources) for mate attraction. However, it is unclear whether conspicuous consumption of luxury products by women has a function in mate attraction. The purpose of this paper is to investigate the effect of mate attraction goal on women’s interest in conspicuous consumption and the possible mediating effect of the attractiveness enhancement need in this effect.

Design/methodology/approach

A survey and two experimental studies were conducted in which 354 Chinese female undergraduates participated. In the survey, the respondents’ desire to have a romantic partner was measured; in the two experiments, the participants’ mate attraction goals were primed. The authors followed the literature to measure dependent variables (i.e. consumption measures), but the specific consumption items were adapted to meet the purpose of the current research. The authors analyzed the data from the three studies through analysis of variance, regression analysis and bootstrapping.

Findings

Young women with a strong (vs weak) desire for a romantic partner reported a high level of attractiveness enhancement needs, thereby indicating a higher willingness to pay (WTP ) for conspicuous items that can enhance their attractiveness (Studies 1 and 3). Furthermore, activating young women’s mate attraction goal can also increase their WTP for conspicuous items (Studies 2 and 3) and attractiveness enhancement items (Study 3) but not inconspicuous luxury product (e.g. underclothes) (Study 3). These findings suggested that young women consider conspicuous consumption of certain products as a means of enhancing attractiveness to acquire a desired mate.

Originality/value

This research identifies a novel function of conspicuous consumption: young women, especially those who do not have a romantic partner, may use conspicuous consumption of certain products to satisfy their attractiveness enhancement needs and, ultimately, to attract an ideal mate.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Access Restricted. View access options
Article
Publication date: 17 January 2022

Shaofeng Yuan and Ying Gao

This study investigated the potential negative effects of a sponsored team's losing performance on audiences' trust and purchase intention toward the sponsoring brand. Shedding…

1251

Abstract

Purpose

This study investigated the potential negative effects of a sponsored team's losing performance on audiences' trust and purchase intention toward the sponsoring brand. Shedding light on the moderating role of sponsoring brand familiarity among audiences and audience team identification regarding such negative effects, the study establishes when sports sponsorship may incur risk to a sponsoring brand.

Design/methodology/approach

Three experimental designs (audience as stimulus of a team's losing vs control condition) were used to indicate whether and when losing performance influences participants' trust and purchase intention toward the sponsoring brand.

Findings

The participants in the losing condition report lower brand trust and purchase intention. Brand trust mediates the relationship between losing results and decreased purchase intention. The negative effects of losing on brand trust and purchase intention only appear when the sponsoring brand has low familiarity among audiences and only for audiences with low identification.

Practical implications

The strategy of a brand with low familiarity sponsoring a team that frequently loses has risks and is not worth advocating. However, if an unknown brand has already sponsored a team that often loses, the efforts to cultivate audiences' identification with the team can reduce the potential risks.

Originality/value

The affirmed negative effects of losing performance on brand trust and purchase intention have value for firm sponsorship decisions. This study contributes to the sponsorship literature by revealing two boundary conditions (sponsoring brand familiarity and audiences' team identification) for those negative effects.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Access Restricted. View access options
Article
Publication date: 26 September 2023

Shaofeng Yuan, Jinping Li and Ying Gao

This study investigated a new attributional phenomenon in a brand scandal setting in which consumers tend to blame the top management of a brand, even though it was the frontline…

492

Abstract

Purpose

This study investigated a new attributional phenomenon in a brand scandal setting in which consumers tend to blame the top management of a brand, even though it was the frontline parties that caused the scandal. The authors termed this phenomenon upward blame attribution (UBA), shedding light on whether consumers in a host country indicate a higher UBA for a multinational (vs domestic) brand scandal, which in turn reinforces their revenge and impairs their reconciliation reactions, and whether these effects are contingent on consumer animosity.

Design/methodology/approach

Two experimental studies were conducted with real and fictitious brand/product and country stimuli with 1,399 Chinese participants.

Findings

Both studies verified UBA and found that Chinese consumers' UBA is higher for multinational (vs domestic) brand scandals, which drives their stronger desire for revenge and weaker desire for reconciliation. Moreover, consumers with high (vs low) animosity toward a multinational brand's home country reported a higher UBA for the multinational (vs domestic) brand scandal, which in turn reinforces their desire for revenge and impairs their desire for reconciliation.

Practical implications

The study provides new insights into host-country consumers' more severe UBA and responses toward multinational versus domestic brand scandals and the amplifying role of consumer animosity in these processes. It also has implications for mitigating host-country consumers' UBA and negative responses to multinational brand scandals.

Originality/value

This study contributes to the blame attribution literature by verifying consumers' UBA and the country-of-origin (COO) literature by revealing host-country consumers' higher UBA, stronger revenge desire and weaker reconcile desire toward multinational (vs domestic) brand scandals. It extends the knowledge regarding consumers' blame attributions toward the top management of a multinational (vs domestic) brand in scandals and the impact of such attributions.

Details

International Marketing Review, vol. 40 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Access Restricted. View access options
Article
Publication date: 9 September 2014

Quan Lu, Gao Liu and Jing Chen

The purpose of this paper is to propose a novel approach to integrate portable document format (PDF) interface into Java-based digital library application. It bridges the gap…

582

Abstract

Purpose

The purpose of this paper is to propose a novel approach to integrate portable document format (PDF) interface into Java-based digital library application. It bridges the gap between conducting content operation and viewing on PDF document asynchronously.

Design/methodology/approach

In this paper, the authors first review some related research and discuss PDF and its drawbacks. Next, the authors propose the design steps and implementation of three modes of displaying PDF document: PDF display, image display and extensible markup language (XML) display. A comparison of these three modes has been carried out.

Findings

The authors find that the PDF display is able to completely present the original PDF document contents and thus obviously superior to the other two displays. In addition, the format specification of PDF-based e-book does not perform well; lack of standardization and complex structure is exposed to the publication.

Practical implications

The proposed approach makes viewing the PDF documents more convenient and effective, and can be used to retrieve and visualize the PDF documents and to support the personalized function customization of PDF in the digital library applications.

Originality/value

This paper proposes a novel approach to solve the problem between content operation and the view of PDF synchronously, providing users a new tool to retrieve and reuse the PDF documents. It contributes to improve the service specification and policy of viewing the PDF for digital library. Besides, the personalized interface and public index make further development and application more feasible.

Details

Library Hi Tech, vol. 32 no. 3
Type: Research Article
ISSN: 0737-8831

Keywords

Available. Open Access. Open Access
Article
Publication date: 5 December 2024

Guocheng Xiang, Jingjing Liu and Yuxuan Yang

The modernization of China’s economy is an integral part of Chinese-style modernization. According to the principle of unifying…

352

Abstract

Purpose

The modernization of China’s economy is an integral part of Chinese-style modernization. According to the principle of unifying theoretical, historical and practical logic, theoretically explaining the modernization of China’s economy is both a political necessity and a higher scientific requirement.

Design/methodology/approach

Following this evolutionary line – from modes of production to the general economic development mechanism and then to patterns of economic operation and development – this paper employs the principal contradiction analysis method to offer an interpretation of China’s economic modernization from the broad Marxist political economy perspective.

Findings

In economic terms, “get organized” primarily refers to the development and mutual promotion of team-based and market-based division of labor organizations, as discussed by Karl Marx. “Get organized” (specifically the development of team-based division of labor organizations) acts as the engine of China’s economic modernization and serves as the historical logical starting point. Division of labor is the theoretical logical starting point for interpreting China’s economic modernization. The two of them are congruent, achieving the unity of theoretical and historical logic at the starting point. The development and mutual promotion of these “two types of division of labor” inherently generate the general mechanism of economic development first comprehensively discussed by Marx and Friedrich Engels, which involves the division of labor development and market expansion accumulating cyclically and reinforcing each other. This mechanism drives both the high-speed and high-quality development of China’s economic modernization.

Originality/value

The broad Marxist political economy paradigm facilitates explaining China’s economic modernization theoretically, historically and practically with unified logic. “Get organized” serves as both the engine and the realization mechanism of this modernization, with the Communist Party of China (CPC) consistently being the core force of this organizational effort.

Details

China Political Economy, vol. 7 no. 2
Type: Research Article
ISSN: 2516-1652

Keywords

1 – 6 of 6
Per page
102050