Beyond brand exposure: measuring the sponsorship halo effect

2016 ◽  
Vol 20 (3) ◽  
pp. 1-14 ◽  
Author(s):  
Lenny Vance ◽  
Maria M. Raciti ◽  
Meredith Lawley
Keyword(s):  
Positive Impact ◽  
Professional Sports ◽  
Halo Effect ◽  
Community Relations ◽  
Content Type ◽  
Consumer Surveys ◽  
The Matrix ◽  
Brand Attributes ◽  
A Company ◽  
Australian Company

Purpose Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared. Design/methodology/approach This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect. Findings This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes. Originality/value The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.

Effects of brand alliance on brand equity

2018 ◽  
Vol 1 (1) ◽  
pp. 22-33 ◽  
Author(s):  
Baolong Ma ◽  
Feiyan Cheng ◽  
Jingjing Bu ◽  
Jiefan Jiang
Keyword(s):  
Brand Equity ◽  
Positive Impact ◽  
Spillover Effect ◽  
Spillover Effects ◽  
Brand Alliances ◽  
Content Type ◽  
Alliance Partner ◽  
Brand Alliance ◽  
A Company ◽  
Positive Effect

PurposeAlthough brand alliance has become quite ubiquitous in the marketplace and attracted considerable interest amongst researchers, little research has investigated its effects on the brand equity of partners. The purpose of this paper is to demonstrate why and how brand alliance affects the brand equity of the partners in an alliance.Design/methodology/approachThe hypotheses were tested by analysing the data of 260 participants in China, which were collected from an experiment.FindingsThis research draws five conclusions: the brand equity of a pre-alliance partner has a positive effect on brand alliance evaluation; product fit and brand fit amongst partners also have a positive effect on brand alliance evaluation; alliance brand evaluation has a positive impact on the brand equity of a post-alliance brand; the brand equity of a pre-alliance partner exerts a positive effect on the brand equity of a post-alliance partner; and the spillover effect of brand alliance for a weak brand is stronger than that of a strong brand in an asymmetrical brand alliance.Originality/valueThis research introduces brand equity into the field of brand alliance. From the perspective of consumer perception, the authors measure brand equity and provide insights for a company to effectively enhance brand equity through brand alliance. The authors explore ways to increase the brand equity of partners through brand alliance. Additionally, the authors discuss the spillover effects of the brand equity of partners in symmetric and asymmetric brand alliances.

You deserve the bad (or good) service: the role of moral deservingness in observers’ reactions to service failure (or excellence)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mauricio Palmeira ◽  
Minjung Koo ◽  
Hyun-Ah Sung
Keyword(s):  
Causal Reasoning ◽  
Service Providers ◽  
Negative Impact ◽  
Positive Impact ◽  
Service Failure ◽  
Good Service ◽  
Content Type ◽  
Service Excellence ◽  
Positive Feelings ◽  
A Company

Purpose This paper aims to examine how observers evaluate a company that provides service failure (or excellence) to an immoral versus a moral customer. This study introduces the concept of deservingness to the service literature and suggests that observers appreciate when a company delivers “justice” – either bad service to an immoral customer or good service to a moral customer – and thus evaluate the company more favorably. Design/methodology/approach This paper presents three online studies using scenarios (ns = 205, 199 and 181) and one lab study (n = 89) using a confederate to manipulate customer morality. Findings Across four studies, this study finds that a service failure has a less negative impact on observers’ company evaluations when observers consider the target customer immoral, and thus deserving of the bad outcome. Conversely, the positive impact of observing service excellence is enhanced when observers consider the target customer to be moral, and thus deserving of a good outcome. This effect occurs because the perception of deservingness leads observers to experience more positive feelings about the service outcome and these positive feelings transfer over to observers’ evaluations of the service provider. Research limitations/implications The mechanism shares some similarities with the concept of immanent justice reasoning, whereby individuals draw a causal link between someone’s prior immoral behavior and an unrelated negative outcome. However, the studies go one step further by showing that such causal reasoning, at least on a moral level, can impact the judgments of the other party (in this case, the company involved in the service outcome). Practical implications Service providers need to be particularly attentive when serving customers who are viewed in a positive light, as an observed failure that affects a moral customer can be particularly damaging to company evaluations. Conversely, companies should make efforts to publicize when exceptional service is given to nice, admirable customers, as this is particularly effective at improving evaluations. Originality/value Researchers have examined how allocations of responsibility affect observers' evaluation of service encounters. This paper adds deservingness as an alternate mechanism and examines service excellence as well.

Examining public perceptions of CSR in sport

2018 ◽  
Vol 23 (4) ◽  
pp. 629-647 ◽  
Author(s):  
Joon Kyoung Kim ◽  
Holly Overton ◽  
Kevin Hull ◽  
Minhee Choi
Keyword(s):  
Positive Impact ◽  
Professional Sports ◽  
Business Practices ◽  
Perceived Fit ◽  
Content Type ◽  
Sports Teams ◽  
Amazon's Mechanical Turk ◽  
Corporate Social ◽  
The Impact ◽  
Patronage Intentions

PurposeThe purpose of this paper is to investigate how the public views two corporate social responsibility (CSR) initiatives practiced by a Major League Baseball (MLB) team. This study examined the role of perceived fit between an MLB team and its two CSR initiatives in shaping consumers’ intentions to support the team’s CSR efforts.Design/methodology/approachA between-subjects experiment (n=207) was conducted using Amazon’s Mechanical Turk to examine the impact of CSR fit on consumers’ patronage intentions.FindingsThe results of this study showed that consumers’ perceived fit between sports teams and their CSR has a positive impact on consumers’ patronage intentions. The values-driven and strategic-driven attributions of the team’s CSR initiatives were positively associated with their patronage intentions.Research limitations/implicationsBoth the values-driven and strategic-driven attributions were positively associated with consumers’ patronage intentions, while previous studies suggested negative association between strategic-driven attributions and consumer behaviors. The findings indicate that consumers do not view professional sports teams’ strategic-driven CSR initiatives to be negative business practices. This could result from the fact that CSR initiatives have become a prevalent and expected organizational practice.Originality/valueThis study contributes to the literature of CSR within the context of professional sports teams as corporations. The findings of this study suggest that professional sports teams could benefit from CSR initiatives when the teams select social causes with which consumers could infer values-driven and strategic-driven attributions.

Does the level of assurance statement on environmental disclosure affect investor assessment?

2018 ◽  
Vol 9 (3) ◽  
pp. 336-360 ◽  
Author(s):  
Géraldine Rivière-Giordano ◽  
Sophie Giordano-Spring ◽  
Charles H. Cho
Keyword(s):  
Positive Impact ◽  
Financial Analysts ◽  
Environmental Disclosure ◽  
Content Type ◽  
Study Results ◽  
Environmental Disclosures ◽  
Investment Choices ◽  
A Company ◽  
Level 2 ◽  
Practical Implications

Purpose The purpose of this study is to examine whether different levels of assurance statements of environmental disclosures affect investment choices in the French context where environmental assurance was voluntary until 2012 and became regulated and mandatory since then. Design/methodology/approach The authors conducted an experiment during the voluntary context – which represents the vast majority of countries – on a sample of 108 financial analysts. Findings Environmental disclosure has a positive impact on investment recommendations. More surprisingly, financial analysts are less likely to give recommendations in favor of a company that displays environmental disclosure with low-level assurance than for a company with no assurance statement at all. Research limitations/implications When assurance is voluntary and there are at least two levels, this study results suggest that firms should avoid selecting the lowest level of assurance because it negatively affects investor decisions. From this perspective, firms should devote sufficient effort and resources to obtain at least Level 2 environmental disclosure assurance. Practical implications Given the recommendations made by financial analysts, the authors could expect that firms may prefer to engage in a higher level of assurance or to provide no assurance rather than minimize their financial efforts and resources to select a lower level of voluntary assurance regarding environmental disclosure. Social implications This study has implications for the voluntary assurance practices of environmental disclosure and can provide support to regulators to promote higher standards in environmental assurance. It documents the relevance to increase the level of requested assurance for environmental disclosure. Originality/value To the best of the authors’ knowledge, very few studies have examined the additional effect of assurance on environmental disclosure in investors’ decisions. The experiment is conducted with financial analysts in the context of voluntary assurance.

Board restructuring and successful demutualization: the stock exchanges

2018 ◽  
Vol 31 (3) ◽  
pp. 598-618 ◽  
Author(s):  
Laura Padilla-Angulo ◽  
Faten Ben Slimane
Keyword(s):  
Corporate Governance ◽  
Positive Impact ◽  
Stock Exchanges ◽  
Board Composition ◽  
Content Type ◽  
For Profit ◽  
Fine Grained ◽  
The Board Of Directors ◽  
The Impact ◽  
A Company

Purpose The purpose of this paper is to study corporate governance restructuring strategies of companies to adapt to new market conditions following conversion into a for-profit structure. It focuses on the changes in the composition of the board of directors. Design/methodology/approach The paper conducts a field experiment using stock exchanges, which have become more international over time, and many of which have been forced to demutualize and convert to for-profit structures to compete more efficiently. The paper does a fine-grained analysis of restructuring in the composition of the board using the ANOVA technique. The paper also examines the impact of this board composition restructuring on the reputation of the exchanges using a regression technique. Findings The authors find that the stock exchanges restructured board composition and refocused them to create better value. Results suggest that the conversion of a company to a for-profit structure brings efficiencies when accompanied by changes in the governing bodies. The authors also find that converting to for-profit firms had a positive impact on the reputation of the exchanges. The positive impact was even greater when accompanied by changes in board composition. Research limitations/implications A stronger focus on the corporate governance dimension to understand the successful demutualization of stock exchanges is needed. Originality/value The authors analyze the corporate governance dimension during demutualization processes of an under examined sector. The financial performance of the stock exchanges the authors study significantly improved after their conversion to for-profit organizations and provide an example of successful corporate governance restructuring.

scholarly journals Using 3 × 3 Matrix to Evaluate the Manufacturing Technology in Food Company

2016 ◽  
Vol 19 (2) ◽  
pp. 52-56
Author(s):  
Manuela Ingaldi ◽  
Martin Kotus ◽  
Katarína Lestyánszka Škůrková
Keyword(s):  
Production Technology ◽  
Food Industry ◽  
Negative Impact ◽  
Positive Impact ◽  
Food Company ◽  
Adequate Knowledge ◽  
Research Company ◽  
The Matrix ◽  
A Company ◽  
Do So

Abstract In order to produce goods of sufficient quality finding buyers in the market, a company must have an adequate knowledge of their production technology. Technologies and finished products at the same time will affect the position of the company in the market and hence its existence in this market. Therefore, it is so important for every company to determine the appropriate technological strategy. The 3 × 3 matrix is a very useful tool to do so. This matrix shows the relation between technological possibilities of the company and its position in the market. However, that requires changing the scale used in the matrix. In practice, this means that both those that have a positive impact on the company and those that have a negative impact on it can be included in the factors. The research was conducted in a food industry company. It turned out that the research company was located in field of the matrix marked as ‚Improve marketing’. It means that the company should put more emphasis on improving the factors related to its position in the market.

Study on high-temperature wear and mechanism of Al-Si/graphite composites prepared by the die-casting process

2020 ◽  
Vol 72 (10) ◽  
pp. 1153-1158 ◽  
Author(s):  
Yafei Deng ◽  
Xiaotao Pan ◽  
Guoxun Zeng ◽  
Jie Liu ◽  
Sinong Xiao ◽  
...  
Keyword(s):  
Friction Coefficient ◽  
Wear Rate ◽  
Peer Review ◽  
Die Casting ◽  
Casting Machine ◽  
Injection Pressure ◽  
Casting Process ◽  
Matrix Alloy ◽  
Content Type ◽  
The Matrix

Purpose This paper aims to improve the tribological properties of aluminum alloys and reduce their wear rate. Design/methodology/approach Carbon is placed in the model at room temperature, pour 680°C of molten aluminum into the pressure chamber, and then pressed it into the mold containing carbon felt through a die casting machine, and waited for it to cool, which used an injection pressure of 52.8 MPa and held the same pressure for 15 s. Findings The result indicated that the mechanical properties of matrix and composite are similar, and the compressive strength of the composite is only 95% of the matrix alloy. However, the composite showed a low friction coefficient, the friction coefficient of Gr/Al composite is only 0.15, which just is two-third than that of the matrix alloy. Similarly, the wear rate of the composite is less than 4% of the matrix. In addition, the composite can avoid severe wear before 200°C, but the matrix alloy only 100°C. Originality/value This material has excellent friction properties and is able to maintain this excellent performance at high temperatures. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-10-2019-0454/

Personalized cloud service review analysis based on modularized ontology

2020 ◽  
Vol 44 (5) ◽  
pp. 953-975
Author(s):  
Emna Ben-Abdallah ◽  
Khouloud Boukadi ◽  
Mohamed Hammami ◽  
Mohamed Hedi Karray
Keyword(s):  
Knowledge Base ◽  
Positive Impact ◽  
Cloud Service ◽  
Service Evaluation ◽  
End Users ◽  
Cloud Services ◽  
Limited Information ◽  
Content Type ◽  
Ontology Language ◽  
Modular Ontology

PurposeThe purpose of this paper is to analyze cloud reviews according to the end-user context and requirements.Design/methodology/approachpropose a comprehensive knowledge base composed of interconnected Web Ontology Language, namely, modular ontology for cloud service opinion analysis (SOPA). The SOPA knowledge base will be the basis of context-aware cloud service analysis using consumers' reviews. Moreover, the authors provide a framework to evaluate cloud services based on consumers' reviews opinions.FindingsThe findings show that there is a positive impact of personalizing the cloud service analysis by considering the reviewers' contexts in the performance of the framework. The authors also proved that the SOPA-based framework outperforms the available cloud review sites in term of precision, recall and F-measure.Research limitations/implicationsLimited information has been provided in the semantic web literature about the relationships between the different domains and the details on how that can be used to evaluate cloud service through consumer reviews and latent opinions. Furthermore, existing approaches are lacking lightweight and modular mechanisms which can be utilized to effectively exploit information existing in social media.Practical implicationsThe SOPA-based framework facilitates the opinion based service evaluation through a large number of consumer's reviews and assists the end-users in analyzing services as per their requirements and their own context.Originality/valueThe SOPA ontology is capable of representing the content of a product/service as well as its related opinions, which are extracted from the customer's reviews written in a specific context. Furthermore, the SOPA-based framework facilitates the opinion based service evaluation through a large number of consumer's reviews and assists the end-users in analyzing services as per their requirements and their own context.

Dave Snowden on KM and big data/analytics: interview with David J. Pauleen

2017 ◽  
Vol 21 (1) ◽  
pp. 12-17 ◽  
Author(s):  
David J. Pauleen
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Theory And Practice ◽  
Content Type ◽  
Face To Face ◽  
The Relationship ◽  
A Company ◽  
Practical Implications ◽  
Scientific Officer

Purpose Dave Snowden has been an important voice in knowledge management over the years. As the founder and chief scientific officer of Cognitive Edge, a company focused on the development of the theory and practice of social complexity, he offers informative views on the relationship between big data/analytics and KM. Design/methodology/approach A face-to-face interview was held with Dave Snowden in May 2015 in Auckland, New Zealand. Findings According to Snowden, analytics in the form of algorithms are imperfect and can only to a small extent capture the reasoning and analytical capabilities of people. For this reason, while big data/analytics can be useful, they are limited and must be used in conjunction with human knowledge and reasoning. Practical implications Snowden offers his views on big data/analytics and how they can be used effectively in real world situations in combination with human reasoning and input, for example in fields from resource management to individual health care. Originality/value Snowden is an innovative thinker. He combines knowledge and experience from many fields and offers original views and understanding of big data/analytics, knowledge and management.

Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal

2014 ◽  
Vol 48 (5/6) ◽  
pp. 1070-1091 ◽  
Author(s):  
François Anthony Carrillat ◽  
Alain d’Astous
Keyword(s):  
Experimental Design ◽  
Design Methodology ◽  
Negative Impact ◽  
Balance Of Power ◽  
Brand Attitude ◽  
Power Imbalance ◽  
Content Type ◽  
Probabilistic Sample ◽  
A Company

Purpose – The purpose of this study is to contrast athlete endorsement vs athlete sponsorship from a power imbalance perspective when a scandal strikes the athlete. Design/methodology/approach – A first study was conducted with a probabilistic sample of 252 adult consumers where the type of brand–athlete relationship (endorsement or sponsorship) and the level of congruence between the two entities (low or high) were manipulated in a mixed experimental design. A second study with a probabilistic sample of 118 adult consumers was conducted to demonstrate that consumers perceive that the balance of power between the brand and the athlete is not the same in endorsement and sponsorship situations. Findings – The results of the first study showed that when an athlete is in the midst of a scandal, the negative impact on the associated brand is stronger in the case of an endorsement than in the case of a sponsorship. However, this occurs only when the brand–athlete relationship is congruent. The results of the second study showed that the athlete’s power relative to the brand is greater in an endorsement than in a sponsorship context. Research limitations/implications – The findings suggest that a company that worries about the possibility that the athlete with whom it wants to build a relationship be eventually associated with some negative event (e.g. a scandal) should consider sponsorship rather than endorsement as a strategy. Originality/value – This study is the first to compare the athlete endorsement and sponsorship strategies in general and the first to put forward the notion of power imbalance in brand–athlete partnerships, its impact on how the two entities are represented in consumers’ memory networks and the consequences on brand attitude when the athlete is associated with a negative event.

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