Examining Sponsorship’s Effectiveness Over the Internet: A Conceptual Framework for Researchers and Practitioners

2020 ◽  
Vol 17 (04) ◽  
pp. 2050027
Author(s):  
Konstantinos Koronios ◽  
Panagiotis Dimitropoulos
Keyword(s):  
Conceptual Framework ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
The Internet ◽  
Purchasing Decisions ◽  
Ongoing Debate ◽  
Sport Event ◽  
Goods And Services ◽  
Initial Stage ◽  
Sponsorship Effectiveness

The aim of this research is to examine sport sponsorship’s effectiveness over the internet. A conceptual framework for sponsorship evaluation over the internet was proposed, incorporating crucial factors such as supporters’ beliefs about sponsorship, their satisfaction form the sport event as well as their degree of sport involvement, the usage of website and social media, awareness of and attitude toward real sponsoring firms and their actual and future purchase intentions concerning sponsors’ goods and services. A quantitative method was used for the purpose of the current research and a total of 3434 questionnaires were successfully completed and analyzed. The empirical results indicated that sponsorship awareness impacts positively and significantly in both actual and intended purchase behavior of the respondents, suggesting that sponsorship awareness is the initial stage of a continuum of fans’ responses that can lead to their purchase intentions and actual purchase. Evidence on this study contributes to the ongoing debate about sponsorship effectiveness and its implication on customer behavior and provides significant implications for managers wishing to improve their future revenues by investing in sponsorship deals, since sponsorship awareness is an important feature that managers must control in order to affect their customers purchasing decisions.

scholarly journals Cultural differences in deliberate counterfeit purchase behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Piyush Sharma ◽  
Ricky Y. K. Chan ◽  
Nebojsa Davcik ◽  
Akiko Ueno
Keyword(s):  
Hong Kong ◽  
Risk Aversion ◽  
Conceptual Framework ◽  
Cultural Differences ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Moderating Effects ◽  
Content Type ◽  
Positive Effects

PurposeThis paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation and purchase intentions for counterfeit products.Design/methodology/approachA field study with 840 consumers in Hong Kong using a self-administered structured questionnaire is used to test all the hypotheses.FindingConsumers with high (low) scores on interdependence (independence) show stronger positive effects of counterfeit proneness on subjective norms and its effects on the counterfeit evaluation and purchase intentions. In contrast, consumers with high (low) scores on independence (interdependence) show stronger positive effects of counterfeit proneness on ethical judgments and its effects on counterfeit evaluation and purchase intentions. Consumers with higher scores on risk aversion and ambiguity intolerance show negative moderating effects on most of the relationships in the unified conceptual framework.Research limitations/implicationsThe authors collected data in Hong Kong, which is predominantly Chinese in culture. Hence, future research in other parts of the world with more diverse cultural values would help test the validity and generalizability of the results.Practical implicationsThe findings would be useful for managers of genuine brands to learn more about the process that explains deliberate counterfeit purchase behavior.Originality/valueThe authors extend the unified conceptual framework for deliberate counterfeit purchase behavior by incorporating four PCOs to explore cultural differences in the socio-psychological decision-making process underlying this behavior.

scholarly journals Mapping Digital Religion: Exploring the Need for New Typologies

Religions ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 373
Author(s):  
Piotr Siuda
Keyword(s):  
Conceptual Framework ◽  
Religious Movements ◽  
New Religious Movements ◽  
Future Research ◽  
The Internet ◽  
Traditional Religion ◽  
Dynamic Nature ◽  
Visual Frame

Today, it is challenging to separate online and offline spaces and activities, and this is also true of digital religion as online and offline religious spaces become blended or blurred. With this background, the article explores the need for new typologies of what is religious on the Internet and proposes a conceptual framework for mapping digital religion. Four types of that which is religious on the Internet are presented based on influential classification by Helland. He introduced (1) religion online (sites that provide information without interactivity) and (2) online religion (interactivity and participation). Helland’s concept is developed by, among others, adding two types: (3) innovative religion (new religious movements, cults, etc.) and (4) traditional religion (e.g., Christianity or Islam). Each type is illustrated by selected examples and these are a result of a larger project. The examples are grouped into three areas: (1) religious influencers, (2) online rituals and (3) cyber-religions (parody religions). Additionally, the visual frame for mapping digital religion is presented including the examples mentioned. The presented framework attempts to improve Helland’s classification by considering a more dynamic nature of digital religion. The model is just one possible way for mapping digital religion and thus should be developed further. These and other future research threads are characterized.

scholarly journals Technology Adoption and Consumer Payments: Evidence from Survey Data

2003 ◽  
Vol 2 (2) ◽  
Author(s):  
Fumiko Hayashi ◽  
Elizabeth Klee
Keyword(s):  
Technology Adoption ◽  
Survey Data ◽  
New Technologies ◽  
New Technology ◽  
The Internet ◽  
Electronic Payment ◽  
Point Of Sale ◽  
Goods And Services ◽  
Transaction Value ◽  
Debit Cards

Consumers pay for hundreds of goods and services each year, but across households and across goods, consumers do not choose to pay the same way. This paper posits that payment choices depend in part on consumers' propensity to adopt new technologies and in part on the nature of the transaction. To test this hypothesis, this paper analyzes consumer's payment instrument use at the point of sale and for bill payment. The sample includes consumers surveyed in 2001, who are primarily users of the Internet. The results indicate that consumers who use new technology or computers are more likely to use electronic forms of payment, such as debit cards and electronic bill payments. Particularly, the use of direct deposit is a significant predictor of electronic payment use. Furthermore, the results indicate that payment choice depends on the characteristics of the transaction, such as the transaction value, the physical characteristics of the point of sale, and a bill's frequency and value variability.

scholarly journals Sustainability in the Beverage Industry: A Research Agenda from the Demand Side

2020 ◽  
Vol 13 (1) ◽  
pp. 186
Author(s):  
Carla Rodriguez-Sanchez ◽  
Ricardo Sellers-Rubio
Keyword(s):  
Production Process ◽  
Research Agenda ◽  
Sustainable Consumption ◽  
Purchase Behavior ◽  
Future Research ◽  
Demand Side ◽  
Economic Aspects ◽  
Purchasing Decisions ◽  
Beverage Industry ◽  
Environmental Considerations

Sustainability has become one of the most important challenges for the beverage industry over the last few decades. In fact, many producers have implemented environmental, social, or economic aspects of sustainability at several stages of their production process. One of the reasons that might explain this interest in sustainability is that consumers are changing their behavior to integrate sustainable and environmental considerations into their purchase behavior. Accordingly, some consumers’ purchasing decisions are based not only on how well products satisfy their needs but also on how these products affect the environment or society at large. Within this context, designing appropriate interventions to fostering sustainable consumption requires deeper knowledge about its underlying determinants. In this paper, we focus on some of the most important challenges that might drive future research within this area.

Concept and Applications of M-Commerce in India

2021 ◽  
Vol 1 (3) ◽  
pp. 58-60
Author(s):  
Katanakal Sarada ◽  
◽  
Dr. K. Nirmalamma ◽  
◽  
Keyword(s):  
Online Shopping ◽  
Main Idea ◽  
Mobile App ◽  
Smart Phones ◽  
The Internet ◽  
Portable Devices ◽  
Market Place ◽  
Desktop Computer ◽  
Goods And Services ◽  
The People

Mobile commerce is the buying and selling of goods and Services through wireless handled devices such as smart phones and tablets etc. Ecommerce Users to access M-commerce enables online shopping platforms without needing to use & a desktop computer. For example, purchase and sale of products. Online like banking and paying bills. (Virtual market place apps the Amazon mobile App, Android pay, Samsung pay etc...) The main idea behind M. commerce Is to enable various applications and services available on the internet to portable devices (mobiles, laptops, tables etc.) to overcome the constraints of a desktop computer. M commerce aims Serve all information and material needs of the people in a convenient and easy way.

A model bridging team brand experience and sponsorship brand experience

2017 ◽  
Vol 18 (4) ◽  
pp. 380-399 ◽  
Author(s):  
Rui Biscaia ◽  
Galen Trail ◽  
Stephen Ross ◽  
Masayuki Yoshida
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Reference Lists ◽  
Brand Experience ◽  
Content Type ◽  
Future Studies ◽  
Sponsorship Effectiveness ◽  
Comprehensive Search ◽  
Comprehensive Framework ◽  
Team Brand

Purpose Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed to combine these perspectives. The purpose of this paper is to present an integrated framework of how team brand experience during the season impacts sponsorship brand experience. Design/methodology/approach To create the conceptual model, a comprehensive search of peer-reviewed articles was conducted in electronic databases and journal reference lists. The authors identified constructs from prior research aimed at understanding sponsorship effectiveness. These constructs not only included aspects of the sponsorship brand experience, but also aspects within the team brand experience that form the link between consumers’ responses derived from team-related stimuli and the responses evoked by sponsor-related stimuli. Findings This conceptual framework yields a set of 11 propositions regarding fans’ interactions with both team and sponsorship brands highlighting how to strengthen the bond between fans, teams, and sponsors. It provides a comprehensive understanding of this phenomenon and identifies opportunities to increase fan support and the appeal of professional teams to potential sponsors. Originality/value This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans view both the team brand and the sponsor brand. Several suggestions for future studies and strategies to increase the benefits for both teams and sponsors can be drawn from this framework.

scholarly journals Comment, Rating, Opinion, Review – the Preliminary Research

2021 ◽  
Vol 40 (45) ◽  
pp. 158-169
Author(s):  
Monika Jaworska
Keyword(s):  
Customer Satisfaction ◽  
Social Impact ◽  
Literary Tradition ◽  
The Internet ◽  
Consumer Reviews ◽  
Goods And Services ◽  
Internet Users ◽  
Speech Genres ◽  
Preliminary Research ◽  
Services Use

The article focuses on functional speech genres used on the Internet to assess the level of customer satisfaction after purchasing goods and services on portals with various offers. It attempts to define what genre is used in the texts called commentaries, evaluations, opinions and consumer reviews. Both Internet users and providers of goods and services use these terms interchangeably. The situation may result from the fact that in the ordinary mind, they constitute one genre. The text introduces the research on the statements of internet users expressing their opinion on the transaction, the purchased products, and the service provided. Nowadays, the Internet has such a large social impact that it is important to examine the changes in speech genres existing in the Internet space in relation to their prototypes derived from the literary tradition.

scholarly journals EFFECT OF PRICE PERCEPTION AND BRAND AWARENESS ON SERVICE QUALITY MEDIATED BY PURCHASING DECISIONS

2021 ◽  
Vol 1 (4) ◽  
pp. 183-195
Author(s):  
Melitina Tecoalu ◽  
Hery Winoto Tj ◽  
Ferdian Ferdian
Keyword(s):  
Service Quality ◽  
Social Life ◽  
Sampling Method ◽  
Financial Institution ◽  
Brand Awareness ◽  
Quality Service ◽  
Purchasing Decisions ◽  
Price Perception ◽  
Goods And Services ◽  
Finance Company

The finance company industry experienced much pressure in 2020 due to the covid-19 pandemic, this condition made business activities and social life almost stopped. This research was conducted at PT. Maybank Indonesia Finance is one of the financing companies in Indonesia that is currently proliferating. Purchasing decisions have an essential meaning for a financial institution because credit is one of the directives of funding by financial institutions to people who want to get an item on credit as the institution's main business. In determining a decision to purchase products and services, consumers perceive the goods and services they buy, such as the perception of the price of an item or service in making a purchase, and consumers can recognize the company's brand awareness. This research was conducted by nonprobability sampling method with purposive sampling type. Researchers distributed questionnaires to 100 Maybank Finance consumer respondents in Indonesia who had purchased Maybank Finance car loans in 2018-2020. The results of the analysis conclude that price perception has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on credit purchasing decisions. Price perception has a positive and significant effect on service quality. Brand awareness has a positive and significant effect on service quality. Service quality has no positive and significant effect on purchasing decisions at Maybank Finance. Service quality mediating between brand awareness and purchasing decisions is not significant.

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