Sponsorship antecedents and outcomes in participant sport settings

2019 ◽  
Vol 20 (1) ◽  
pp. 26-42 ◽  
Author(s):  
Terry Eddy ◽  
Benjamin Colin Cork
Keyword(s):  
Behavioral Intentions ◽  
Marketing Channels ◽  
Positive Outcomes ◽  
Future Event ◽  
Content Type ◽  
Funding Sources ◽  
Sport Events ◽  
Positive Direct ◽  
Practical Implications ◽  
Participant Sport

Purpose The purpose of this paper is to measure participants’ sponsorship awareness, and assess a model designed to predict participants’ behavioral intentions toward the sponsors of the Fayetteville Race Series. Design/methodology/approach The study is based on non-experimental survey research design using path analysis. Findings Perceived sponsor goodwill had a positive direct effect on participants’ sponsor behavioral intentions, as well as a positive indirect effect partially mediated by sponsor image. Sponsor image and future event participation also had positive direct effects on behavioral intentions. Overall, participants had very positive perceptions of the sponsors’ goodwill and image, and indicated positive future intentions. Participants’ ability to identify event sponsors through aided recall was inconsistent between the two events studied. Practical implications The positive outcomes for sponsors observed in this study should make small, regional, participant-based sport events appealing marketing channels, especially for generating goodwill in the community. Further, even small sponsorship spends can have a significant impact on these smaller events, since traditional funding sources continue to be cut. Originality/value Existing literature on sponsorship of participant sport-based events has generally focused on large events (i.e. marathons that draw participants nationally), despite the prevalence of smaller scale, regional events around the world.

Spectator satisfaction model for mass participant sport events: antecedents and consequences

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yanling Duan ◽  
Bing Liu
Keyword(s):  
Structural Equation Modeling ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Antecedents And Consequences ◽  
Sport Events ◽  
Event Image ◽  
Satisfaction Model ◽  
Participant Sport

PurposeThe purpose of this paper is to propose and examine an integrated model of spectator satisfaction in mass participant sport events.Design/methodology/approachThe Wuhan marathon, held in the middle of China, was selected serve for the study to examine the antecedents and consequences of spectator satisfaction at mass participant sport events. Data were collected from 956 spectators of the event on the day of the race. Structural equation modeling was used to examine the research model proposed by this study.FindingsStructural equation modeling results indicate the following. First, the event image and perceived social impact of the event are important predictive factors of spectator satisfaction. Second, spectator satisfaction is positively associated with behavioral intentions toward the event and the sponsors' product. Third, spectator satisfaction plays a significant mediating role between the antecedents and consequences; specifically, compared to perceived social impacts of the event, event image has greater indirect effects on both event-related behavioral intentions and event sponsors' products.Originality/valueUntil now, there has not been an integrated research study on the sport spectator satisfaction model in the context of mass participant sport events. This paper thus extends the understanding of the spectator satisfaction in the context of mass participant sport events, and the findings provide valuable implications for holding cities and event organizers of mass participant sport events in emerging countries.

Leveraging ambitions and barriers: Glasgow universities and the 2014 Commonwealth Games

2017 ◽  
Vol 35 (6) ◽  
pp. 822-838 ◽  
Author(s):  
Millicent Kennelly ◽  
Halley Corbett ◽  
Kristine Toohey
Keyword(s):  
Staff Development ◽  
Future Event ◽  
Missed Opportunities ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Sport Events ◽  
Commonwealth Games ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to investigate why and how universities in the Glasgow region sought to leverage the 2014 Commonwealth Games to achieve their own benefits. Design/methodology/approach An in-depth qualitative case study, utilising documentary evidence and in-depth interviews, was employed to examine how Glasgow universities leveraged the Games, and the outcomes they sought. Findings Universities sought to leverage the 2014 Commonwealth Games to garner a range of benefits, including increased brand awareness, student and staff development opportunities, new or improved infrastructure, and strengthened stakeholder relationships. Leveraging strategies included developing relationships with other Games’ stakeholders to establish and participate in collaborations, committees, and research consortia, hosting ancillary events, and hosting teams on training camps. However, data revealed substantial barriers to effective leveraging, such as insufficient resourcing and lack of leadership, and consequently several interviewees conveyed a sense of missed opportunities. Practical implications The results can inform universities located in host regions about the opportunities and challenges to strategically leveraging an event. Also, if event organisations understand the leveraging ambitions of event stakeholders, such as universities, they can better facilitate and manage their relationships with such stakeholders to maximise event benefits in the host region. Originality/value This research considers the leveraging activities of a previously un-researched event stakeholder group (universities) that have the potential to deliver benefits that reach students, staff, and industry interest groups in event host communities. The knowledge contributed could aid universities in future event host regions to strategically leverage to maximise the benefits of major sport events.

Outcomes of the sport event volunteer experience: examining demonstration effects on first-time and returning volunteers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jordan T. Bakhsh ◽  
Erik L. Lachance ◽  
Ashley Thompson ◽  
Milena M. Parent
Keyword(s):  
Behavioral Intentions ◽  
Sport Participation ◽  
Community Members ◽  
Sport Event ◽  
Content Type ◽  
The Future ◽  
Sport Events ◽  
First Time ◽  
Sport Event Volunteers ◽  
The Relationship

PurposeThe purpose of this study is to examine if sport event volunteers were inspired by their event experience to volunteer in the future.Design/methodology/approachA postevent questionnaire was administered to 161 professional golf tournament volunteers, in which 93 respondents were identified as first-time volunteers of the event and 68 as returning volunteers. A moderation analysis was conducted to assess if previous event-specific volunteer experience moderated the relationship between volunteers' inspiration and future volunteer intentions.FindingsFirst-time event-specific volunteers were significantly more inspired to volunteer again than returning event-specific volunteers. Findings indicate volunteers can be inspired from their event experience toward future volunteer intentions.Research limitations/implicationsThis study offers conceptual understandings and new application of inspiration–behavioral intentions by examining sport events' (in)ability to inspire first-time and returning event volunteers to volunteer in the future. Findings are limited to the sport event volunteers' intention discussion.Practical implicationsThis study demonstrates how event stakeholders can create positive future behavioral intentions for community members through hosting sport events. By positioning first-time event-specific volunteers within roles that can elicit inspiration (e.g. interacting with athletes), event managers can foster stronger future volunteer intentions.Originality/valueThis study extends the understanding of demonstration effects by moving beyond the traditional sport event spectators and sport participation intention foci. It demonstrates that sport events can inspire different spectator groups (i.e. event volunteers) toward different future behavioral intentions (i.e. volunteer intentions). Findings address previous sport event volunteer assumptions regarding intention, inspiration and volunteer segments.

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

Chinese aquatic farmers' participation in modern marketing channels

2014 ◽  
Vol 116 (5) ◽  
pp. 780-791 ◽  
Author(s):  
Xianhui Geng
Keyword(s):  
Structural Equation ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Single Item ◽  
Content Type ◽  
Function Mechanism ◽  
Relationship Networks ◽  
Selection Decision ◽  
The Government ◽  
Practical Implications

Purpose – The study uses survey data obtained in Jiangsu province, China, in June and August of 2012 to analyse the causal relations between aquatic farmers' relationship networks and trust, specific asset investments, joining in cooperatives and modern marketing channels participation. Design/methodology/approach – The authors used the structural equation mode to analyze the variables' causal relationships. Findings – The research results show that Chinese aquatic farmers' relationship networks can positively impact their participation in modern channels through the mediators of trust, specific assets investments and joining in cooperatives. Research limitations/implications – Two constructs are measured by a single item. Further study to incorporate multi-item constructs would be valuable. Practical implications – The policy implication is that the government should pay attention to farmers' relationship networks and can provide them with more public goods, especially channel and price information, to assist their evaluations and decision-making, which can help them to access modern marketing channels. Originality/value – The authors gave the answers that whether farmers' relationship networks affect their marketing channel selection decision and the function mechanism.

How to increase employee engagement

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Organizational Performance ◽  
Case Studies ◽  
Employee Engagement ◽  
Design Methodology ◽  
Reading Time ◽  
Growth Mindset ◽  
Positive Outcomes ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings An engaged workforce is critical to organizational performance. Firms can increase engagement levels by developing a learning culture and empowering its employees. Positive outcomes are likelier still with individual workers who possess a strong growth mindset. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Consumer security behaviors and trust following a data breach

2018 ◽  
Vol 33 (4) ◽  
pp. 425-435 ◽  
Author(s):  
Shelby R. Curtis ◽  
Jessica Rose Carre ◽  
Daniel Nelson Jones
Keyword(s):  
Behavioral Intentions ◽  
Design Methodology ◽  
Personal Responsibility ◽  
Large Impact ◽  
Social Implications ◽  
Content Type ◽  
Minimal Impact ◽  
Personal Security ◽  
Practical Implications ◽  
Security Behaviors

Purpose The purpose of this study was to determine how security statement certainty (overconfident, underconfident and realistic) and behavioral intentions of potential consumers impact the perceptions of companies in the presence or absence of a past security breach. Design/methodology/approach The study exposed participants to three types of security statements and randomly assigned them to the presence or absence of a previous breach. Participants then evaluated the company and generated a hypothetical password for that company. Findings This study found that the presence or absence of a previous breach had a large impact on company perceptions, but a minimal impact on behavioral intentions to be personally more secure. Research limitations/implications The authors found that the presence or absence of a previous breach had a large impact on company perceptions, but minimal impact on behavioral intentions to be personally more secure. Practical implications Companies need to be cautious about how much confidence they convey to consumers. Companies should not rely on consumers engaging in secure online practices, even following a breach. Social implications Companies need to communicate personal security behaviors to consumers in a way that still instills confidence in the company but encourages personal responsibility. Originality/value The confidence of company security statements and presence of a previous breach were examined for their impact on company perception and a novel dependent variable of password complexity.

Impact of employee's political skill on abusive supervision: does gender matter?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fizza Rizvi ◽  
Akbar Azam
Keyword(s):  
Design Methodology ◽  
Political Skill ◽  
Abusive Supervision ◽  
Positive Outcomes ◽  
Simple Linear Regression ◽  
Content Type ◽  
Abusive Behavior ◽  
Ideal Situation ◽  
The Relationship ◽  
Practical Implications

PurposeThe purpose of this research is to investigate if employees possessing good political skill face less abusive behavior from their supervisors. Moreover, the gender of the subordinate has been tested as a moderator between political skill and abusive supervision. Cultural and social factors prevailing in the research settings of Pakistan provide an ideal situation to test the relationship between political skill and abusive supervision.Design/methodology/approachThe data were collected from 178 employees representing different sectors of Pakistani industry. To test the relationship between political skill and abusive supervision, simple linear regression was run and moderation was tested using PROCESS macro.FindingsFrom the analysis, the major findings prove that political skill lessens abusive supervision. Moreover, due to the cultural settings, male subordinates use political skill more proficiently to avoid abusive supervision as compared to female subordinates.Practical implicationsThe study suggests that in order to maintain harmony in the work environment, employees must learn political skill to avoid abusive supervision. Moreover, females must be given more chances to utilize their political skill to get positive outcomes.Originality/valueThis study fills up a significant gap in the literature, as there is scarce literature available that investigates the relationship between political skill and abusive supervision, specifically in Pakistan.

Looking at you: celebrity direct eye gaze influences social media post effectiveness

2020 ◽  
Vol 54 (12) ◽  
pp. 3051-3076
Author(s):  
Jasmina Ilicic ◽  
Stacey M. Brennan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Behavioral Intentions ◽  
Eye Gaze ◽  
Brand Relationships ◽  
Verbal Cues ◽  
Content Type ◽  
Moderating Role ◽  
Practical Implications

Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.

Do tourists’ emotional experiences influence images and intentions in yoga tourism?

2019 ◽  
Vol 74 (3) ◽  
pp. 646-665 ◽  
Author(s):  
Pramod Sharma ◽  
Jogendra Kumar Nayak
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
Design Methodology ◽  
Predictive Power ◽  
Equation Modeling ◽  
Emotional Experiences ◽  
Content Type ◽  
Confirmatory Factor ◽  
Using Data ◽  
Practical Implications

Purpose The purpose of this study is to investigate the influence of tourists’ emotional experiences on predicting behavioral intentions via cognitive, affective and overall image in yoga tourism. Design/methodology/approach This study was conducted using data collected from 398 tourists visiting a yoga tourism destination in India. Confirmatory factor analysis and structural equation modeling were used in analyzing the collected data. Findings The study confirmed that specific tourists’ emotions act as a predictor of cognitive, affective and overall image. This in turn influenced the behavioral intentions of tourists. The effect of specific emotions on affective image was stronger than on cognitive image in yoga tourism. Practical implications The marketing campaign of yoga tourism should highlight the special benefits of yoga to activate, stimulate and influence tourists toward yoga tourism, thereby improving the flow of future tourists. It would also help in better positioning and promoting yoga tourism as a unique and distinct niche tourism market. Originality/value This study contributed to the literature by understanding the predictive power of specific emotions on behavioral intentions via, cognitive, affective and overall image in yoga tourism. As far as the authors’ knowledge is concerned, this study is first known attempt to investigate such relationships in tourism literature.

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