Evaluating consumer response associated with sponsorship of major sporting events in Australia

2014 ◽  
Vol 4 (1) ◽  
pp. 52-70 ◽  
Author(s):  
Antonio Lobo ◽  
Denny Meyer ◽  
Yayoi Chester
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Consumer Perceptions ◽  
Sporting Events ◽  
Consumer Decision Making ◽  
Image Transfer ◽  
Content Type ◽  
Intention To Purchase ◽  
Confirmatory Factor

Purpose – The purpose of this paper is to investigate the key determinants of positive consumer behaviour associated with sports sponsorship. Using the consumer decision-making process and classical conditioning principles as an underpinning framework, it examines consumer perceptions of a sponsor, sponsored property and sponsorship activity relative to their intention of purchasing a sponsor's product or service. The purchase intention of consumers is analysed as an outcome of five significant constructs: event factors, sponsor factors, sponsorship factors, a pre-purchase response and the transfer of image values. Design/methodology/approach – Data were collected from approximately 700 respondents using a validated survey instrument. Factor analysis and confirmatory factor analysis were used to analyse survey data. The conceptual model and hypotheses were tested using structural equation modelling. Findings – The findings revealed that personal beliefs of consumers, sponsor-event fit and image transfer have a strong bearing on their post-event response, which further leads to a strong image transfer value. This is central to predicting a consumer's intention to purchase. Research limitations/implications – Both sponsors and sponsored properties must invest resources towards market research to facilitate the development and adherence of appropriate fit and congruence objectives. Most importantly, a holistic, consumer-centric approach to sponsorship examination offers marketers a guide to effective sponsorship planning and execution and a sound return for their investment. Originality/value – Despite its potential importance hardly any research has previously been conducted in relation to the return on investment associated with sponsorship of major sporting events in Australia.

scholarly journals Examining the ParticipACTION brand using the brand equity pyramid

2018 ◽  
Vol 8 (4) ◽  
pp. 378-396 ◽  
Author(s):  
Alexander Lithopoulos ◽  
Peter A. Dacin ◽  
Tanya R. Berry ◽  
Guy Faulkner ◽  
Norm O’Reilly ◽  
...  
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Exploratory Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Equation Modeling ◽  
Content Type ◽  
Activity Promotion ◽  
Confirmatory Factor

Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model. Findings A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables. Practical implications Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own. Originality/value This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.

Factors influencing green purchasing inconsistency of Ecuadorian millennials

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nelson Geovany Carrión Bósquez ◽  
Leopoldo Gabriel Arias-Bolzmann
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Developing Economies ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type ◽  
Green Purchasing

PurposeThis study aimed to identify whether attitudes and subjective norms influence green purchase intentions of university millennials, based on the Theory of Planned Behavior. It also analyzed whether purchase intentions resulted in actual purchases and the factors that influenced green purchasing inconsistencies.Design/methodology/approachThis was a cross-sectional quantitative study with 710 millennial participants, who were university students of the four most populated cities of Ecuador; however, only 126 (18%) participants were found to frequently consume organic products during the last months. The results were tested by the Cronbach's alpha coefficient to determine the instrument's internal consistency. Subsequently, an exploratory factor analysis was developed to verify if the questions were grouped into their corresponding constructs. Finally, the proposed research model's validity was verified through a confirmatory factor analysis and structural equation modeling. SPSS 20 and AMOS 24 were used for the abovementioned statistical analyses.FindingsAttitudes and subjective norms influence green purchase intentions. Although university millennials have high purchase intentions, the majority (82%) did not result in actual purchases. It was determined that consumption habit is the main factor influencing green purchasing inconsistencies.Originality/valueThis is the first study to measure green purchasing inconsistencies in developing countries in South America (Ecuador), exposing that purchase intention is not the best predictor of actual purchases in developing economies. It also provides answers to previous studies that suggested determining levels of inconsistency and attitude-behavior gaps.

Impact of mass collaboration on knowledge sharing process using mediating role of innovation capability

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abdulsatar Abduljabbar Sultan ◽  
Salsabila Aisyah Alfaiza ◽  
Hosam Alden Riyadh
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Knowledge Sharing ◽  
Structural Equation ◽  
Manufacturing Sector ◽  
Interactive System ◽  
Innovation Capability ◽  
Content Type ◽  
Mass Collaboration ◽  
Confirmatory Factor

Purpose The purpose of this paper is to determine the impact of mass collaboration on the knowledge-sharing process in the manufacturing sector of Iraq in the mediation of innovation capability. Design/methodology/approach This study is quantitative in nature in which the data has been gathered from the primary sources of information through a survey questionnaire from 225 respondents. The structural equation structural equation modeling technique has been used to analyze the data along with the path assessment and confirmatory factor analysis confirmatory factor analysis. Findings The results of this study determined that in the context of the interactive system and mutual adjustment, the mediation of innovation capability is partial whereas, in the context of shared understating, the mediation is full. In addition to this, an interactive system and mutual adjustment had a significant effect on the knowledge sharing process, while the shared understanding was determined to have an insignificant effect on the knowledge sharing process. Research limitations/implications The findings of this study are limited to the manufacturing sector of Iraq. In addition to this, the study includes a limited sample size which must be increased by future researchers. Originality/value This paper ensures originality in the context of Iraq, as the associations tested in this study have not been tested previously considering Iraq.

Customer satisfaction with Ijarah financing

2019 ◽  
Vol 11 (2) ◽  
pp. 227-243 ◽  
Author(s):  
Iman Adeinat ◽  
Naseem Al Rahahleh ◽  
M. Ishaq Bhatti
Keyword(s):  
Factor Analysis ◽  
Structural Equation Modeling ◽  
Customer Satisfaction ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Customer Perceptions ◽  
Mediating Role ◽  
Study Results ◽  
Confirmatory Factor

Purpose The purpose of this study is to assess customers’ perceptions of Islamic banks (IBs) of customers who have used or intend to use Ijarah service to purchase a car. The study further examines the mediating role of clarity and accuracy (CAA) of service offered between customer perceptions and customer satisfaction. This paper focuses on connecting in quantitative terms customers’ perceptions of IB services to customer satisfaction by providing the first evidence of this relationship in the context of car Ijarah financing. Design/methodology/approach In this paper, a model is proposed to assess customers’ perceptions of the Ijarah service used by IBs to finance car purchases. The model connects customers’ perceptions to customer satisfaction with this Shariah-compliant service. The data are drawn from 300 randomly selected customers living in five major cities in Pakistan, and factor analysis and structural equation modeling are used to understand the patterns of correlation/covariance among a set of variables and to evaluate customers’ perceptions of Ijarah financing for car purchases. Findings The results of the study show a significant positive relationship between customers’ perceptions and customer satisfaction. In particular, the CAA of the services provided is a significant predictor of customer satisfaction. This paper finds that CAA is a partial mediator between customers’ perceptions and customer satisfaction. Research limitations/implications As this study is based on only one country and one simple car Ijarah financing product, the results cannot be generalized to the entire industry. Therefore, deeper research is needed in which data from other countries are used and a range of models and approaches are applied to secure knowledge about the multinational and multifactor variations of Ijarah financing. Practical implications In terms of their implications for IBs, the study results provide a basis for the banks to more effectively cater to their customers by improving the services offered in line with customers’ expectations and thereby increasing profitability. This investigation is much needed in academia and industry because the market share for Ijarah financing is growing and competition between IB products and conventional banking products is increasing. Originality/value This study presents the first endeavor to use exploratory factor analysis, confirmatory factor analysis and structural equation modeling to assess customer satisfaction in Ijarah financing using Pakistani banking clients’ data. This approach is also applicable to various IB financial products and Shariah contracts.

Using a brief questionnaire to assess the overall perceptions of basketball spectators

2014 ◽  
Vol 4 (3) ◽  
pp. 212-222 ◽  
Author(s):  
Ferran Calabuig Moreno ◽  
Josep Crespo Hervás ◽  
Vicente J. Prado-Gascó ◽  
Juan M. Núñez-Pomar
Keyword(s):  
Factor Analysis ◽  
Latin American ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Perceived Value ◽  
Reliability And Validity ◽  
Path Model ◽  
Sporting Events ◽  
Content Type ◽  
Validity Indices

Purpose – The purpose of this paper is twofold. The first aim is to obtain a valid and reliable instrument for the holistic analysis of sporting events, and the second is to test a causal model in which future intentions depend on spectators’ perceptions of quality, satisfaction, and value of these events. Design/methodology/approach – A total of 493 spectators of a professional basketball team in the Spanish ACB league responded to a survey to measure the overall performance of the sporting event service. Exploratory factor analysis and further confirmatory factor analysis using structural equation models provides the methodology for testing the reliability and validity of the instrument. Findings – The scales have adequate reliability and validity indices. The path model explains 35.8 percent of the variance in future intentions, 54.0 percent in perceived value, and 49.5 percent in spectators’ satisfaction. Quality proves a better predictor of perceived value than satisfaction. Both perceived value and satisfaction have a similar weight in predicting spectators’ future intentions. The data indicate that quality has an effect on spectators’ future intentions, by altering their perceptions of value and satisfaction. Research limitations/implications – The research findings are somewhat limited, due to the sample consisting entirely of spectators of a single team in the Spanish ACB league. Practical implications – Managers can use these findings to develop loyalty strategies by creating service value and increasing spectators’ satisfaction through quality improvements. Originality/value – This study contributes to the literature on service quality by providing an overall measure to assess service in professional sporting events in a Latin-American context.

An exploration of online brand community (OBC) engagement and customer’s intention to purchase

2016 ◽  
Vol 8 (4) ◽  
pp. 295-314 ◽  
Author(s):  
Anurag Tiruwa ◽  
Rajan Yadav ◽  
P.K. Suri
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Communication Strategy ◽  
Content Type ◽  
Brand Communities ◽  
Intention To Purchase ◽  
Online Brand Communities

Purpose The purpose of this paper is to understand the influence of online brand communities on customers’ attitude, who engage with such communities, and their further influence on purchase intention (PI). Design/methodology/approach A conceptual framework was developed by reviewing literature and then validating it in the context of customers, engaged with Facebook brand pages. The framework empirically examined the influence of perceived usefulness, perceived ease of use, social influence and attachment with brand (AWB) on attitude towards brand and PI; alongside the influence of AWB on PI, from 206 responses gathered from an online survey administered to Facebook users. The framework was validated by using structural equation modelling. Findings The results demonstrate that the proposed framework was found to have a good fit, and seven of eight relationships hypothesized were found to be significant. The study establishes that the online brand communities have an impact on the customers’ attitude, which in turn has an influence on customers’ intention to purchase. Originality/value This study is first of its kind to analyse the engagement on Facebook online brand communities and the influence they have on the customers’ attitude towards a brand which further develops the PI of the customer. The paper suggests and supports the adoption and usage of online brand communities as a part marketing and communication strategy.

scholarly journals Effect of Food Consumption Values of Vietnamese Consumers on the Reliability and Purchase Intention of Korean Home Meal Replacements

2022 ◽  
Vol 14 (2) ◽  
pp. 736
Author(s):  
Seunggyun Choi ◽  
Timothy J. Lee ◽  
Wansoo Hong
Keyword(s):  
Factor Analysis ◽  
Food Consumption ◽  
Purchase Intention ◽  
Time Saving ◽  
Intention To Purchase ◽  
Consumption Values ◽  
Confirmatory Factor ◽  
Effect Of Food ◽  
Positive Effect ◽  
Meal Replacements

The Vietnamese home meal replacement (HMR) market is expected to face intensified competition due to economic development and urbanization. This study analyzes how the food consumption values of Vietnamese consumers affect the perceived reliability and intention to purchase Korean food in the form of HMRs and provides basic data to establish strategies for Korean HMRs to secure an advantage in an intensely competitive market. A survey was conducted with Vietnamese consumers who had used Korean HMRs before and are constantly using HMRs on a regular basis. To analyze the relationships between food consumption values, the reliability of Korean HMR, and the intention to purchase Korean HMRs, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and covariance structural models were used. Among the factors of food consumption value, health, safety, time saving, and convenience have a positive effect on the reliability of Korean HMRs, while family and cost-effectiveness do not. Moreover, this reliability has a positive effect on the purchase intention of Korean HMRs. This study is significant in that while investigating Korean HMRs, it is pioneering research on Vietnamese consumers regarding HMRs. Therefore, the results of this study can be used to secure the competitiveness of Korean HMRs in the Vietnamese market.

The impact of financial defence mechanisms and phantasy on risky investment intention

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Selim Aren ◽  
Hatice Nayman Hamamcı
Keyword(s):  
Factor Analysis ◽  
Structural Equation ◽  
Additional Data ◽  
Defence Mechanisms ◽  
Content Type ◽  
Risky Investment ◽  
Data Collection Process ◽  
Confirmatory Factor ◽  
Additional Data Collection ◽  
The Impact

Purpose The purpose of this paper is to investigate the relationship between defence mechanisms, one of the unconscious processes, and phantasy. In addition, the scale of financial defence mechanisms, which is a version of the defence mechanisms adapted to financial issues, has been developed and tested. Design/methodology/approach For this purpose, first, a pilot study was conducted for the financial defence mechanism scale. The data was collected 179 subjects in Turkey through online surveys with convenience sampling method between the dates of 6 March and 21 March 2020, and then additional data was collected in Turkey between the dates of 28 April and 14 June 2020. The total number of subjects is 644. The authors exploited IBM SPSS Statistics and AMOS for analysis. Exploratory factor analysis, ANOVA, Independent t-test and Correlation analysis were performed. In addition, confirmatory factor analysis was performed after additional data collection process with structural equation modelling. Findings As a result of the analyses, only two of the defence mechanisms (mature and neurotic) and three of the financial defence mechanisms (mature, neurotic and immature) were found to be positively correlated with phantasy, which is considered a determinant of financial bubbles. In addition, a positive relationship was found between risky investment intention and two of the defence mechanisms (immature and neurotic) and three of the financial defence mechanisms (mature, immature and neurotic). Originality/value The study is unique due to its findings and developed scale. The findings are valuable in that the theoretically alleged relations were also obtained empirically.

Performance evaluation of higher education system amid COVID-19: a threat or an opportunity?

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bhaskar B. Gardas ◽  
Nima Jafari Navimipour
Keyword(s):  
Higher Education ◽  
Factor Analysis ◽  
Structural Equation Modeling ◽  
Human Resource Development ◽  
Latent Variables ◽  
Structural Equation ◽  
Equation Modeling ◽  
Educational Performance ◽  
Content Type ◽  
Confirmatory Factor

PurposeCOVID-19 is moving the world towards a significant number of structural changes, and this pandemic is influencing each individual, society and industry at large. The present empirical research intends to identify the constructs (latent variables) caused mainly due to the outbreak of COVID-19 and analyze their influence on the education system's performance.Design/methodology/approachA pilot study was carried out with 105 responses to gain deeper insights into the factor structure and validate the scale. Then, the exploratory factor analysis was applied to explore five factors. Later on, the confirmatory factor analysis was employed to check the model's unidimensionality, validity and reliability. Finally, structural equation modeling (SEM) was used to explore the factors influencing educational performance.FindingsFour hypotheses were tested, out of which two were supported, i.e. “compatibility with online mode” and “new opportunities” were found to influence educational performance significantly.Practical implicationsThis investigation aims to provide vital information to the ministry of human resource development and educationists/academicians to understand the influence of the higher education system's factors. Also, it offers some strategies and plans to improve the higher educational systems performance in similar situations.Originality/valueThe previous studies did not identify and analyze the factors that influence the educational system's performance; especially, amid COVID-19 using the exploratory, confirmatory factor analyses and structural equation modeling approach.

Accommodation preferences of the girlfriend getaway market in Malaysia

2016 ◽  
Vol 28 (12) ◽  
pp. 2748-2770 ◽  
Author(s):  
Catheryn Khoo-Lattimore ◽  
Girish Prayag
Keyword(s):  
Factor Analysis ◽  
Structural Equation ◽  
Negative Relationship ◽  
Equation Modeling ◽  
Content Type ◽  
Significant Relationships ◽  
Self Image ◽  
Significant Negative Relationship ◽  
Confirmatory Factor ◽  
Women Travelers

Purpose This paper aims to examine the relationship between self-image of women travelers, accommodation preferences and the post-consumption behaviors of satisfaction and loyalty. Design/methodology/approach Accommodation preferences were measured using multi-items adapted from the literature and multi-phases of qualitative research. Female guests recruited from a resort’s membership database in Malaysia resulted in 540 useable surveys. Data were analyzed using both exploratory factor analysis and confirmatory factor analysis. Structural equation modeling was used to identify relationships between the various dimensions of accommodation preferences, self-image, satisfaction and loyalty. Findings A significant negative relationship was found between women actual self-image and the dimension of hotel activities. Several significant positive relationships were found between women ideal self-image and various room amenities factors. A significant relationship was also found between overall satisfaction and loyalty of guests. Practical implications The results provide hoteliers with significant insights into women’s accommodation preferences and identify opportunities for the packaging of accommodation attributes as well as promotion of hotel amenities that would appeal to the girlfriend getaway market. Originality/value This study is the first to evaluate significant relationships between self-image and accommodation preferences of women travelers from the girlfriend getaway market in Malaysia.

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