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Article
Publication date: 2 December 2021

Bruno Duarte Abreu Freitas, Ruth Sofia Contreras-Espinosa and Pedro Álvaro Pereira Correia

This research aims to identify how important it is that brands incorporate relevant-added value into their esports sponsorships.

Abstract

Purpose

This research aims to identify how important it is that brands incorporate relevant-added value into their esports sponsorships.

Design/methodology/approach

This exploratory research applied a convergent-parallel mixed method with equal status. Data were collected by interviewing 22 experts in esports sponsorships and having 5,638 esports fans fill out an online survey. SPSS 25 was used to analyze quantitative data and NVIVO 10 to process qualitative data. Each dataset was analyzed separately and then compared with both having the same level of importance.

Findings

The results revealed that all experts considered the creation of relevant-added value as an essential strategy for successful esports sponsorships and the large majority of fans want sponsors to apply this tactic. Interestingly, while the experts mostly emphasized ways to directly benefit the fan-base, the fans prefer that sponsors focus on directly supporting the esports industry.

Practical implications

Brands should incorporate relevant-added value into their esports sponsorships as it greatly decreases fan resistance to the promotional message, catches the fans' attention and engagement much more easily, has a much higher probability of leading to high positive return on investments (ROIs) and makes for a much more cost-effective investment.

Originality/value

The field of esports sponsorships has received little academic attention and the results are highly significant and relevant for all current and potential esports sponsors looking to increase the effectiveness of their esports sponsorships.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 3
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 2 May 2019

Bruno Duarte Abreu Freitas and Pedro Correia

This paper aims to determine how important cultural events organized by hotels are when guests select the establishment, determine the most influential source to attract…

Abstract

Purpose

This paper aims to determine how important cultural events organized by hotels are when guests select the establishment, determine the most influential source to attract customers to the hotels’ cultural events and measure their ability to meet guests’ expectations.

Design/methodology/approach

A qualitative exploratory methodology was adopted. Data collection was performed through voluntary and non-probabilistic face-to-face interviews to 2,229 guests and six directors from eight hotels that organize cultural events.

Findings

The data revealed that, although cultural events organized by hotels were not a selection factor, these were attended by the majority of guests, who felt valued for being asked for feedback by the hotels and were more influenced by marketing communications within the establishments than by word-of-mouth.

Originality/value

Contrary to cultural events organized by local authorities, cultural events organized by hotels have received little to no academic attention. This research allowed the authors to better understand the factors that may influence hotel selection and guests’ satisfaction.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 13 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

Book part
Publication date: 23 March 2017

Barbara de Lima Voss, David Bernard Carter and Bruno Meirelles Salotti

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of…

Abstract

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.

Details

Advances in Environmental Accounting & Management: Social and Environmental Accounting in Brazil
Type: Book
ISBN: 978-1-78635-376-4

Keywords

Article
Publication date: 10 June 2019

Antonio Marco-Ferreira, Nelson Oliveira Stefanelli, Bruno Michel Roman Pais Seles and Reginaldo Fidelis

The purpose of this paper is to present an overview of the conceptual framework related to the Lean and Green practices, paradigms, future prospects and problems…

Abstract

Purpose

The purpose of this paper is to present an overview of the conceptual framework related to the Lean and Green practices, paradigms, future prospects and problems, indicating points of convergence and divergence between them.

Design/methodology/approach

Based on this premise, through vast literature systematization, the authors sought to categorize studies in order to consolidate constructs, reinforcing aspects regarding the positive and negative approaches and pointing out the gaps in the current state of the art. Broad literature systematization was carried out; the authors found 107 articles published between 2014 and 2018, separated into 10 categories.

Findings

The main constructs confirmed are the positive approximation of the Lean and Green union, evidenced by studies premised on the independent variable category demonstrating that their union influences other environmental performance variables.

Research limitations/implications

The present research is a systematization of the literature, so its results have to be confirmed by other studies.

Practical implications

The study supports the Lean and Green theme, confirming converging issues between the two areas and launching new topics for future research.

Social implications

The study contributed to the environmental theme by confirming synergies of the Lean and Green union and presenting new research themes.

Originality/value

To assert that Lean and Green systems union is sustainable, with regard to the tripod of sustainability, more studies on the social category are necessary.

Details

Benchmarking: An International Journal, vol. 27 no. 7
Type: Research Article
ISSN: 1463-5771

Keywords

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