Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising

2019 ◽  
Vol 20 (4) ◽  
pp. 617-633 ◽  
Author(s):  
Manuel Alonso Dos Santos ◽  
Ferran Calabuig Moreno ◽  
Josep Crespo-Hervás
Keyword(s):  
Visual Attention ◽  
Purchase Intention ◽  
Design Methodology ◽  
Ordinary Least Squares ◽  
Analysis Of Covariance ◽  
Objective Measures ◽  
Full Time ◽  
Content Type ◽  
Brand Recall ◽  
Practical Implications

Purpose The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention in sports sponsorship by applying neurophysiological measures. Design/methodology/approach This study is part of neuromarketing research applied to sports. The experiment entails eye tracking with 111 men and 129 women (n=24) with 24 sports posters of three different disciplines (sailing, tennis and F1), varying the congruence, the number of sponsors and the position (2×2×2). The data are analyzed via analysis of covariance and regression using ordinary least squares. Findings Brand recall is influenced by the number of sponsors present on the poster and by the time of fixation. Effective and perceived congruence covariance the purchase intention, but the full time of fixation on the sponsor does not. The latter only, purchase intention indirectly. Practical implications The results enable managers to implement better poster designs and sponsors to have objective measures of sponsorship. Originality/value There are few studies that analyze print media in sponsorship using neurophysiological techniques. This research is a pioneer in considering attention to sports posters to examine recall and purchase intention.

Increasing consumer identification with a service company: key influencing factors

2016 ◽  
Vol 32 (11) ◽  
pp. 19-21
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Marketing Manager ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Pertinent Information ◽  
Meaningful Relationships ◽  
Company Identification ◽  
Positive Word Of Mouth ◽  
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 Creating and strengthening meaningful relationships with the firm’s customers should be a top priority for any marketing manager. Greater positivity toward the organization and increased loyalty are among the rewards attainable for those willing to expend the effort. The magnitude of the issue has lead to growing attention on consumer-company identification. Core to this construct is the notion that people consider themselves to be psychologically connected to a particular firm. This perception of belongingness often leads to deeper relations and higher levels of commitment reflected in such as willingness to act as an advocate for the firm and spread positive word-of-mouth, lower vulnerability to negative information about the company, increased purchase intention and higher levels of both attitudinal and behavioral loyalty. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. 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.

Imperfect produce: retailer actions and service outcomes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Atmadeep Mukherjee ◽  
Amaradri Mukherjee ◽  
Pramod Iyer
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Well Being ◽  
Societal Implications ◽  
Negative Effects ◽  
Content Type ◽  
Service Outcomes ◽  
Patronage Intention ◽  
Practical Implications

Purpose Food waste is a big problem where millions of pounds of produce are discarded every year because they are imperfect or unattractive. Despite the societal implications of selling unattractive produce, limited research has been directed toward understanding the effect of imperfect produce on consumers’ evaluations of the produce and retailer outcomes. This paper aims to investigate why consumers tend to discard imperfect produce and how retailer interventions (i.e. anthropomorphized signage and packaging) can alleviate these negative effects. Design/methodology/approach Three experiments were conducted to examine the postulations. Study 1 highlights the role of consumers’ embarrassment in the purchase decision of imperfect produce and retailer patronage intention. Studies 2 and 3 provide managerially relevant boundary conditions of anthropomorphic signage and opaque packaging. Findings Convergent results across three studies (n = 882) indicate that imperfect produce increases purchase embarrassment and reduces purchase intention and retailer patronage intention. Retailer interventions (i.e. anthropomorphic signage and opaque packaging) can allay this feeling of embarrassment and lead to an increased retailer patronage intention and higher service satisfaction. Practical implications This research provides guidance to retailers for effectively promoting imperfect produce. Social implications Retailers’ actions can benefit the well-being of farmers, suppliers, customers and the overall environment. Originality/value This research adds to the literature on unattractive produce by identifying new moderators, namely, anthropomorphic signages and opaque packaging. The research also shows that purchase embarrassment is a key process mechanism.

Development idiosyncratic deals and career success

2016 ◽  
Vol 21 (1) ◽  
pp. 19-30 ◽  
Author(s):  
Sylvie Guerrero ◽  
Hélène Jeanblanc ◽  
Marisol Veilleux
Keyword(s):  
Career Success ◽  
Design Methodology ◽  
Career Planning ◽  
Hierarchical Level ◽  
Objective Measures ◽  
Idiosyncratic Deals ◽  
Content Type ◽  
Positive Effects ◽  
Antecedents And Consequences ◽  
Practical Implications

Purpose – The purpose of this paper is to rely on the sponsored-mobility perspective of career success (Turner, 1960) to explore the antecedents and consequences of development idiosyncratic deals (i-deals). The authors position career planning as an antecedent of development i-deals, and subjective and objective measures of career success as an outcome. Design/methodology/approach – The authors led a two-wave study among a sample of 325 engineers to test the research hypotheses. Findings – Results support the hypotheses. Development i-deals are positively related to three objective measures of career success (e.g. promotions, hierarchical level, and salary) and one subjective measure of career success (e.g. career satisfaction). Practical implications – The results offer new perspectives to practitioners who want to better manage the careers of their talented employees by highlighting the positive effects of development i-deals on career success. Originality/value – This paper relates i-deals to the field of careers.

Do females in audit firm governance affect firm performance? Findings from Turkey

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Murat Ocak
Keyword(s):  
Firm Performance ◽  
Least Squares ◽  
Design Methodology ◽  
Gender Diversity ◽  
Ordinary Least Squares ◽  
Content Type ◽  
Audit Firm ◽  
Hierarchical Levels ◽  
And Gender ◽  
Practical Implications

Purpose This study aims to contribute to the literature by offering a different sector and emphasising the importance of females in audit firm (AF) governance on audit firm performance (AFP). Design/methodology/approach Ordinary least squares (OLS) and instrument variables regression (IVREG) with two-stage least squares are used to test the paper’s hypotheses. Findings Both OLS and IVREG estimation results show that both the proportion of females and gender diversity at board and owner levels and the total number of shares of female owners seem to enhance the performance of AFs. Practical implications These results may be important for policymakers and regulators to set a quota for women’s representation on AF governance or decide arrangements for women in AFs as in the regulations for the high hierarchical levels of other corporate firms. Originality/value This paper extends the current literature in the context of AFs in Turkey, positing that females in AF governance might enhance performance to a great extent.

Increasing brand recall for naming rights sponsorships

2016 ◽  
Vol 6 (4) ◽  
pp. 377-389 ◽  
Author(s):  
Robert J. Donovan ◽  
Julia Anwar-McHenry ◽  
Yolexis Hernandez Aguilera ◽  
Amberlee Nicholas ◽  
Simone Kerrigan
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Brand Name ◽  
Content Type ◽  
Brand Recall ◽  
Intercept Survey ◽  
Promotional Materials ◽  
Naming Rights ◽  
Social Marketing Campaigns ◽  
Practical Implications

Purpose Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the event name in text and visual promotional materials. For visual displays, either the brand logo or the brand name in words can be aligned with the event name. As the Act–Belong–Commit mental health promotion campaign’s logo encapsulates the brand name, a study was conducted to assess the relative impact on recall of “Act–Belong–Commit” as part of a sponsored event name, when the logo was aligned with the event name versus when the brand name in only words was aligned with the event name. Design/methodology/approach An intercept survey was conducted with n = 112 adult university students. Participants were presented with one of the above two branding alignments for the sponsored event. The image was removed from view, a distracter question asked and participants were asked to recall the name of the event. Findings Recall of the Act–Belong–Commit brand in full as part of the name of the event was significantly and substantially greater for participants exposed to the words only alignment versus the logo alignment: 52 vs 7 per cent (p < 0.000). Practical implications Given these findings, the campaign has adopted the policy of using the words Act–Belong–Commit alongside the event name rather than the logo in future naming rights sponsorships. Originality/value It is recommended that other social marketing brands with similar brand/logo designs undertake research to ensure optimal return on naming rights sponsorships.

Asda, Morrisons and Tesco offer employees an alternative route to a degree

2014 ◽  
Vol 22 (3) ◽  
pp. 21-23
Keyword(s):  
Design Methodology ◽  
Degree Programs ◽  
Full Time ◽  
Tuition Fees ◽  
Retail Operations ◽  
Quality Work ◽  
Content Type ◽  
Job Experience ◽  
The University ◽  
Practical Implications

Purpose – This study aims to reveal how UK supermarket giants Asda, Morrisons and Tesco have teamed up with universities to launch degree courses for their non-graduate employees. Design/methodology/approach – This study explains what gave rise to the degree programs, the form they take and the results they are expected to achieve. Findings – The origins and progress of Asda’s link with Middlesex University in honors degrees in either distribution or retail operations, the Morrisons degree in management and business with the University of Bradford and Tesco’s partnership with Manchester Metropolitan University on a retail-foundation degree are charted. Practical implications – The advantages to participants of getting a university qualification at the same time as on-the-job experience have been highlighted. Social implications – In this study, some of the growing number of alternatives to the traditional three-year full-time degree program, which is becoming more attractive as university tuition fees dissuade some young people from taking a degree straight after leaving school has been dealt with. Originality/value – Demonstrates the demand for and success of quality work-based learning leading to higher-education qualifications for retail employees.

New trends in intellectual capital reporting

2018 ◽  
Vol 19 (4) ◽  
pp. 814-835 ◽  
Author(s):  
Francesca Manes Rossi ◽  
Giuseppe Nicolò ◽  
Paolo Tartaglia Polcini
Keyword(s):  
Intellectual Capital ◽  
Design Methodology ◽  
Information Needs ◽  
Ordinary Least Squares ◽  
Least Squares Regression ◽  
University System ◽  
Content Type ◽  
Explanatory Factors ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to explore a new way to disclose intellectual capital (IC) in universities through their websites. Going beyond traditional tools used for intellectual capital disclosure (ICD), this study aims at identifying possible determinants of ICD via the web. Design/methodology/approach This paper analyses the institutional websites of a sample of Italian universities adapting the theoretical framework developed by Low et al. (2015) to the peculiarities of the Italian university system. Moreover, the relationship between certain explanatory factors identified in previous research and the extent of online ICD represented by two disclosure indexes was tested through an ordinary least squares regression model. Findings The analysis reveals the extensive use of ICD via websites, especially regarding human and internal capital, while the disclosure of external capital through this means is still limited. Internationality and online visibility both positively affect the extent of a university’s ICD. Research limitations/implications The paper represents the first study investigating online ICD and its determinants in universities, contributing new knowledge to help answer the how and what of the matter. Practical implications The results can serve as encouragement to university managers to enhance online ICD to meet the information needs of a wider audience. Originality/value This is the first study to provide evidence about online ICD in universities and to reveal some of the possible determinants to improve this disclosure.

scholarly journals Identifying counterfeit brand logos: on the importance of the first and last letters of a logotype

2019 ◽  
Vol 53 (10) ◽  
pp. 2109-2125 ◽  
Author(s):  
Abhishek Pathak ◽  
Carlos Velasco ◽  
Gemma Anne Calvert
Keyword(s):  
Emerging Markets ◽  
Design Methodology ◽  
Visual Similarity ◽  
Objective Measures ◽  
Content Type ◽  
Bona Fide ◽  
Practical Implications ◽  
Different Levels ◽  
Brand Logos

Purpose Counterfeiting is a menace in the emerging markets and many successful brands are falling prey to it. Counterfeit brands not only deceive consumers but also fuel a demand for lower priced replicas, both of which can devalue the bona-fide brand. But can consumers accurately identify a counterfeit logo? This paper aims to explore this question and examines the accuracy and speed with which a consumer can identify a counterfeit (vs original) logo. Design/methodology/approach Seven popular brand logos were altered by transposing and substituting the first and last letters of the logotypes. Consumers then classified the logos as counterfeit (vs original) across two experiments. Findings Participants were faster and more accurate in identifying a counterfeit logo when the first letter (vs last letter) of a logotype was manipulated, thus revealing last letter manipulations of a brand’s logotype to be more deceptive. Research limitations/implications This paper comments only on the manipulation of logotypes but not of logo symbols. Similarly, findings may not be generalizable across languages which are read from right to left. Practical implications Counterfeit trade is already a multibillion dollar industry. Understanding the key perceptual differentiators between a counterfeit (vs original) logo can be insightful for both consumers and firms alike. Originality/value Research available on objective measures of similarities (vs dissimilarities) between counterfeit (vs original) brand logos is limited. This paper contributes by examining the ability of consumers to discriminate between counterfeit (vs original) logos at different levels of visual similarity.

The “right” wine taster

2019 ◽  
Vol 121 (3) ◽  
pp. 675-696 ◽  
Author(s):  
Emma Juaneda-Ayensa ◽  
Cristina Olarte-Pascual ◽  
Eva Reinares-Lara ◽  
Pedro Reinares-Lara
Keyword(s):  
Market Orientation ◽  
Purchase Intention ◽  
Design Methodology ◽  
Measurement Model ◽  
Content Type ◽  
Strategic Option ◽  
Wine Market ◽  
The Right ◽  
Sequential Studies ◽  
Practical Implications

PurposeThe theory of emergent nature argues that the “right” people have a unique ability to imagine and envision how products might be developed so that they can be successful in the marketplace. The purpose of this paper is to apply this theory to the wine market to evaluate the ability of wine tasters with the “right” profile (i.e. high in emergent nature) to identify benefits applicable to the development of a new wine.Design/methodology/approachTwo sequential studies were performed to collect data: a qualitative study of a sample of 44 professional wine tasters to identify the “right” profile and a quantitative study, with a sample of 1,126 consumers, to assess the value of the benefits proposed by the wine tasters in terms of purchase intention. The validation of the measurement model was carried out using the variance-based partial least squares (PLS) technique.FindingsTwo types of wine tasters were identified, normal and “right”. The “right” wine tasters were more and better able to develop arguments for the innovation and market orientation of the wine.Practical implicationsIn the context of the wine market, identifying expert wine tasters with the “right” profile is a strategic option to improve innovation and market orientation in the development of commercially viable wines.Originality/valueThis pioneering research validates, in the wine market, a proven methodology used in other markets, which makes it possible to identify expert wine tasters high in emergent nature. These “right” expert tasters identify benefits that can have a decisive effect on purchase intention.

Depositor discipline and the bank ' s incentive to monitor

2014 ◽  
Vol 6 (2) ◽  
pp. 98-111
Author(s):  
Michael F. Ferguson ◽  
Bradley A. Stevenson
Keyword(s):  
Design Methodology ◽  
Ordinary Least Squares ◽  
Policy Implications ◽  
Bank Loan ◽  
Content Type ◽  
Depositor Discipline ◽  
Study Methodology ◽  
Loan Announcements ◽  
Practical Implications ◽  
Event Study Methodology

Purpose – The aim of this paper is to examine the question of the specialness of banks by addressing concerns raised in the recent studies and deriving policy implications for the future of banking. The specialness of banks has been well documented in the finance literature. More recent research, however, calls into question the special nature of banks. Design/methodology/approach – We use event study methodology to study 423 bank loan announcements from 1988 to 1996 and examine the returns relative to proxies for the bank ' s monitoring incentives and skill using ordinary least squares (OLS) regressions. Findings – Our results indicate borrower abnormal announcement returns are positively related to proxies for the bank ' s monitoring incentives and skill as measured by: the ratio of uninsured deposits to total loans; a risk-adjusted measure of recovered charge-offs; and the relative bank-to-borrower capital ratio. Research limitations/implications – The results reveal how the fragile nature of the bank ' s structure improves the bank ' s incentives to monitor borrowers. Practical implications – Our results can inform the current debates in the Fed and in Congress surrounding reapplying the Glass-Steagall Act and limiting the size of banks. We show that banks were special before the Gramm-Leach-Bliley Act and when fewer banks belonged to the too-big-to-fail category. This suggests that reregulating banks to re-establish their fragile nature will re-establish them as information-generating intermediaries instead of just transactional institutions. Originality/value – Our findings have not previously been documented but are broadly consistent with models developed by Calomiris and Kahn (1991) and especially Diamond and Rajan (2001).

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