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Soojin Kim, Yongjae Kim, Seungbum Lee, Younghan Lee, Eun Yeon Kang and Mi-Lyang Kim
This paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes…
Abstract
Purpose
This paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.
Design/methodology/approach
By using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.
Findings
This study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.
Originality/value
The current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.
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Brent Smith, Stephanie A. Tryce and Carol Ferrara
To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship.
Abstract
Purpose
To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship.
Design/methodology/approach
In this study of US sport fans (n = 519), the authors examine whether two varieties of patriotism—the affective “symbolic patriotism” and the cognitive “uncritical patriotism”—might explain fans' reactions (support v. opposition) to anthem-linked athlete activism. The authors also consider whether fans' acceptance of nonactivist teammate allyship moderates patriotism influences on those reactions.
Findings
Using partial least squares structural equation modelling (PLS-SEM), the authors posit and show that fans' reactions to athlete activism are driven more strongly by uncritical patriotism than by symbolic patriotism. The authors also show that fans' acceptance of nonactivist teammate allyship significantly moderate the strength and direction of fans' reactions to athlete activism.
Research limitations/implications
The authors contribute substantive, new knowledge into the sways of athlete activism, teammate allyship and fan patriotism within the sport world. By way of novel heterotrait-monotrait ratio of correlations, the authors show evidence of discriminant validities of symbolic patriotism and uncritical patriotism. Using PLS-SEM moderation tests, the authors also show that fans' acceptance of teammate allyship moderates the influences of these patriotism types differently.
Originality/value
Few empirical studies to date have investigated sport fans' reactions to athletes' displays of social activism (e.g. taking a knee to protest racism).
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Evert de Haan, Peter C. Verhoef and Thorsten Wiesel
Attitudes, perceptions, and intentions of a firm's customers, which can be captured via customer feedback metrics (CFMs), provide valuable information about the state of a firm's…
Abstract
Attitudes, perceptions, and intentions of a firm's customers, which can be captured via customer feedback metrics (CFMs), provide valuable information about the state of a firm's customer base. CFMs can help capture the impact of marketing actions on future customer behavior and future firm performance, and thus can help make marketing become more accountable. CFMs have received much attention in marketing research and business practice since the 1970s. In this chapter, we provide a short historical overview of the development of, and research about, CFMs, we classify the different types of CFMs, we highlight the empirical findings of the drivers and consequences of CFMs, and we explore how CFMs can be integrated in a firm's customer dashboard in order to make marketing more accountable. We furthermore explore some of the challenges in accurately measuring CFMs, and in the end of this chapter, we provide information on how to capture CFMs in the age of social listening via modern tools involving text-, voice-, and video-mining.
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Kyle Green, Abigail Smithson, Maria Molteni, John Early and Noah Cohan
The recent wave of protests on courts and fields all over the world has brought increased attention to the potential of sport to address social justice. Basketball in particular…
Abstract
The recent wave of protests on courts and fields all over the world has brought increased attention to the potential of sport to address social justice. Basketball in particular has been the subject of both celebration and outrage. Building off the theorizing of sport as a contested space, we examine the work of three artists/artist collectives; Abigail Smithson, Maria Molteni and New Craft Artists in Action, and Noah Cohan and John Early of Whereas Hoops, who have all directly engaged with the basketball court as a site filled with cultural meaning and struggle. All three of the respective bodies of work were developed in the past 10 years and emerge from the heightened social and racial tension of the time, as well as the increasingly apparent link between sports, politics, and race within our larger society. Examining the work reveals the importance of the basketball court as a site simultaneously of celebration, play, surveillance, policing, community, history, cultural exchange, and racialization. We explore the potential for artists to engage with and transform sport spaces through an edited group interview, giving the artists the chance to reflect on their practices as well as the limitations of working as an activist and artist in the realm of sports in their own words. Through conversation, the chapter focuses not just on finished pieces of art but also on the process of making the work in the ever familiar and culturally rich environment of the basketball court.
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Holger Joerg Schmidt, Nicholas Ind, Francisco Guzmán and Eric Kennedy
This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers.
Abstract
Purpose
This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers.
Design/methodology/approach
The paper uses focus groups, interviews and consumer experiments in various countries, to provide insights as to why brands are taking sociopolitical stances.
Findings
Consumers expect brands to take a stance on sociopolitical issues. However, to be credible, a stance needs to be rooted in a long-term commitment that aligns with the brand’s strategy and values. Perceived authenticity is key.
Research limitations/implications
Future studies should aim at broader generalizability and should address various industries.
Practical implications
Differentiating a brand through a sociopolitical stance requires a strategic approach. Brand managers need to identify which issues they should support, how to engage with them and the risks and opportunities involved.
Originality/value
While the impact of brands adopting a sociopolitical stance has been discussed in the mainstream media, there has been a lack of empirical evidence to support the arguments. The results of the four studies discussed in the paper provide insights and demonstrate the brand-related opportunities and risks of taking a sociopolitical stance.
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Julie McColl, Elaine L. Ritch and Jennifer Hamilton
By the end of this chapter, you should be able to demonstrate an understanding of:The concept of brand purpose and ‘woke’ brand campaigns.The theoretical underpinning of brand…
Abstract
By the end of this chapter, you should be able to demonstrate an understanding of:
The concept of brand purpose and ‘woke’ brand campaigns.
The theoretical underpinning of brand purpose.
Generation Z response to brand purpose and woke branding campaigns.
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Stephanie Schartel Dunn and Gwen S. Nisbett
Celebrity endorsements are common, especially sports celebrities. Understanding the impact such celebrities' social activism statements have on the brands the celebrities are…
Abstract
Purpose
Celebrity endorsements are common, especially sports celebrities. Understanding the impact such celebrities' social activism statements have on the brands the celebrities are affiliated with is particularly important. This study aims to examine how consumers respond to social statements made by both companies and sports celebrities and how those reactions influence consumer perceptions of associated brands.
Design/methodology/approach
A pre-test/post-test experimental design was utilized to gather responses to pro-social messages from both athletes associated with a brand and messages directly from the brands.
Findings
Messages from celebrities were evaluated as being more important than similar messages directly from the company. Parasocial relationships between the consumer and the celebrity endorser were found to increase brand support and favorable message evaluation. While parasocial relationships did not directly influence feelings of reactance, the effects on message evaluation did lead to a decrease in reactance to pro-social messages.
Originality/value
Findings in this paper provide guidance for brands as the brands navigate pro-social messaging and determine the brands' response to endorsers making such statements. Similarly, those advocating for social causes can benefit from the authors' findings by understanding how social messages directly from celebrities are received more favorably than messages directly from the brands.
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