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Article
Publication date: 24 December 2024

Sungho Cho, Minyong Lee and Taewoo Kim

While studies have highlighted the benefits of athlete endorsement as a means of strategic marketing communication and public relations, there are risk factors associated with…

31

Abstract

Purpose

While studies have highlighted the benefits of athlete endorsement as a means of strategic marketing communication and public relations, there are risk factors associated with the practice, especially when a celebrity endorser is involved in immoral incidents or social activism. This study examined the impacts of athlete endorsers’ controversial behavior on sponsors. It scrutinized the change in publicly traded corporations’ shareholder value when their athlete endorsers were implicated in either immoral conduct or social activism.

Design/methodology/approach

Using the event study analysis, this study investigated the sponsored corporations’ abnormal returns around athlete endorsers’ involvement in immoral incidents and social activism. Total 34 cases (18 immoral scandals and 16 social activism) were collected from 2009 to 2019.

Findings

The data analysis revealed a significant difference in abnormal returns between the two different types of incidents for the four different windows (2, 4, 8 and 15 days) after the date of the focal event. While scandals of immoral conduct did not cause significant loss in shareholder value, cases of social activism showed negative abnormal returns for sponsoring corporations.

Originality/value

This study presented the first comparative analysis of how endorsers’ immoral behavior and social activism impacted on the shareholders’ value of sponsoring firms. Using stock performance data, the findings provided the empirical evidence in stock markets’ different reactions regarding scandals and social activism. The study contributes to the relevant body of literature by comparing the different contexts in celebrity endorsement.

Details

Sport, Business and Management: An International Journal, vol. 15 no. 1
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 5 September 2023

Ho Wook Shin, Sungho Cho and Jong Kwan Lee

Integrating the resource-based view (RBV) with pay dispersion research, the authors examine how the allocation of resources between hiring new employees and compensating current…

365

Abstract

Purpose

Integrating the resource-based view (RBV) with pay dispersion research, the authors examine how the allocation of resources between hiring new employees and compensating current employees, as well as the allocation of resources among new employees, affects organizational performance.

Design/methodology/approach

The authors use panel data on Major League Baseball teams. The authors also use system generalized method of moments (GMM) estimations to control for the impact of past performance on current performance, unobserved individual heterogeneity and omitted variable bias.

Findings

The authors find that the larger the portion of the human resources (HR) budget allocated to hiring new employees, the poorer organizational performance becomes unless the focal organization has already significantly underperformed. The authors also find that pay concentration among new employees has a positive impact on organizational performance unless the focal organization has already significantly overperformed.

Originality/value

This study extends RBV research by examining how resource allocation patterns affect organizational performance, which has rarely been studied. Moreover, by showing the organizational context's significant effect on the outcome of financial allocation for resource acquisition, this study extends both the RBV research and the pay dispersion research.

Details

Management Decision, vol. 61 no. 10
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 July 2012

Sungho Cho and Joon-Ho Kang

This empirical study examines the psychometric comparability of Aaker's Brand Personality Scale (Aaker, 1997) in sponsorship matching. It employs a structural validation protocol…

375

Abstract

This empirical study examines the psychometric comparability of Aaker's Brand Personality Scale (Aaker, 1997) in sponsorship matching. It employs a structural validation protocol - the congenerity test (Ohanion, 1990) - to investigate the extent to which sports events and sponsors can be psychometrically matched. The results show that sports events and sponsors are comparable only in terms of limited numbers of the dimensions of the a priori scale. Theoretical and practical implications are discussed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 13 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 31 July 2019

Seoung-Wook Whang, Kenneth Sungho Park and Sangyong Kim

The purpose of this paper is to identify the critical success factors (CSFs) to implement integrated project delivery (IPD) systems in the Korean construction industry.

1123

Abstract

Purpose

The purpose of this paper is to identify the critical success factors (CSFs) to implement integrated project delivery (IPD) systems in the Korean construction industry.

Design/methodology/approach

This study categorized potential CSFs and analyzed them using factor analysis and multiple regression analysis to choose the best ones based on responses from Korean construction experts.

Findings

In total, 29 potential factors were selected and categorized into 7 CSFs using factor analysis.

Originality/value

The outcomes of the study are useful as a reference for applying the IPD system in different developing countries and mid-sized construction industries.

Details

Engineering, Construction and Architectural Management, vol. 26 no. 10
Type: Research Article
ISSN: 0969-9988

Keywords

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Book part
Publication date: 19 May 2009

Sungho Choi, Iftekhar Hasan and Maya Waisman

The 1997 financial crisis in Asia has entailed significant changes and governance reforms in the Korean banking industry. This study investigates the impact of corporate…

Abstract

The 1997 financial crisis in Asia has entailed significant changes and governance reforms in the Korean banking industry. This study investigates the impact of corporate governance on the risk and return of Korean banks during the 10 years that followed the financial crisis era. In particular, we investigate the ownership structure of banks, the extent of involvement of foreign institutions and investors in ownership and board membership of Korean banks, and the heterogeneity of board structure on bank performance. Our findings indicate that foreign ownership, the extent of external board involvement, and the presence of foreign directors on the board are associated with significantly higher bank returns. Although foreign ownership and the number of outside board directors are associated with lower risk, the involvement of foreign board members is positively associated with risk. The results are fairly robust to a battery of tests and control variables, and offer the first detailed empirical documentation of the Korean banking governance reform and its achievements since 1997.

Details

Corporate Governance and Firm Performance
Type: Book
ISBN: 978-1-84855-536-5

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