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1 – 10 of 316Kelly Weidner, Anjali Bal, Samantha Rains and Christopher Leeds
The purpose of this paper is to explore how consumers view sponsorship tattoos. This study specifically addresses three research questions: first, how consumers view the idea of…
Abstract
Purpose
The purpose of this paper is to explore how consumers view sponsorship tattoos. This study specifically addresses three research questions: first, how consumers view the idea of sponsorship tattooing; second, how the brand of the tattoo alters acceptance of the tattoo; and third, how the placement on the body of the athlete affects acceptance of the tattoo.
Design/methodology/approach
To address these research questions, focus groups were conducted.
Findings
Findings highlighted three important themes related to tattoos, sponsorships and brand perceptions: meaning of the tattoo itself, meaning related to the brand and the tattoo and meaning related to the tattoo and athlete.
Practical implications
For practitioners, this research highlights the complexity between consumers’ interaction with brands through sponsorship tattoos, which is a complicated, multi-dimensional process during which meaning can be assigned to multiple facets of the sponsorship relationship.
Originality/value
For scholars, this research offers a glimpse into an emerging trend that ties together the multi-billion dollar sports and tattoo industries. In sum, this research identifies ways in which consumers interpret meaning related to the tattoo itself, the brand and the athlete based on placement, sport and brand perceptions.
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Toyin Ajibade Adisa, Olatunji David Adekoya and Kareem Folohunso Sani
This study draws on social stigma and prejudice to examine the perceptions and beliefs of managers and employees regarding visible tattoos and body piercings, as well as the…
Abstract
Purpose
This study draws on social stigma and prejudice to examine the perceptions and beliefs of managers and employees regarding visible tattoos and body piercings, as well as the impact they have on potential employment and human resource management in the global South, using Nigeria as the research context.
Design/methodology/approach
The study uses a qualitative research approach, drawing on data from 43 semi-structured interviews with employees and managers in Nigeria.
Findings
Contrary to the popular opinion that tattoos and body piercings are becoming more accepted and mainstream in society, this study finds that some Nigerian employers and employees may stigmatise and discriminate against people with visible tattoos and body piercings. The findings of this study suggest that beliefs about tattoos are predicated on ideologies as well as religious and sociocultural values, which then influence corporate values.
Research limitations/implications
The extent to which the findings of this research can be generalised is constrained by the limited sample and scope of the research.
Practical implications
Religious and sociocultural preconceptions about people with visible tattoos and body piercings have negative implications for the recruitment and employment of such people and could prevent organisations from hiring and keeping talented employees. This implies that talented employees might experience prejudice at job interviews, preventing them from gaining employment. Furthermore, stigmatising and discriminating against people with visible tattoos and body piercings may lead to the termination of employment of talented employees, which could negatively affect organisational productivity and growth.
Originality/value
This study provides an insight into the employment relations regarding tattoos and body piercing in Nigeria. The study highlights the need for mild beliefs and positive perceptions about people with visible tattoos and unconventional body piercings. There should be a general tolerance of the individual preference for body art and physical appearance, and this tolerance should be incorporated in organisational policies, which are enactments of corporate culture.
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Camille Kapoor and Juan M. Madera
The purpose of this paper is to present industry perspectives on diversity research for the hospitality industry. This piece transcribes a panel discussion at the 2010 Hospitality…
Abstract
Purpose
The purpose of this paper is to present industry perspectives on diversity research for the hospitality industry. This piece transcribes a panel discussion at the 2010 Hospitality Industry Diversity Institute Conference.
Design/methodology/approach
The panel discussion created dialogue between industry professionals and academic researchers with the goal of creating research on a variety of diversity topics that are meaningful to the hospitality industry. The variety of topics include visible tattoos in the workplace, multicultural travelers, attracting minority employees to the hospitality industry, and a general discussion of various issues central to the industry.
Findings
As a result of this discussion, researchers have learned that there are potential research opportunities regarding many of the topics presented in the discussion panel. Specifically, there is an interest in research regarding consumer perceptions of visible tattoos on employees; understanding what motivates and influences multicultural travelers in their travel decisions; how to attract minorities to choose the hospitality industry as a career; and general comments and concerns about research such as the need to make findings “relevant and applicable.” “We need industry support, especially gaining access and collecting data” (Dr Fevzi Okumus), and feedback should be stressed to make sure “the right thing is happening from a customer's perspective” (Tom Cusimano).
Research limitations/implications
Further research is needed in the areas of how tattoos can influence the customer's experience, what is driving the multicultural traveler's decisions, what career paths are minorities choosing, and how the hospitality industry may successfully attract minorities to make their career in the field.
Originality/value
The paper provides original material from industry professionals and academic researchers. This piece is valuable for members of both the industry and academic community to help each better understand the needs of one another, including the need for collaboration from organizations in research from the academic community, and the need for research from the industry as well as practical application of results.
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To show how consumer researchers can learn from novels and analogous works of fiction.
Abstract
Purpose
To show how consumer researchers can learn from novels and analogous works of fiction.
Design/methodology/approach
Close reading of two recent novels, The Savage Girl by Alex Shakar and Jennifer Government by Max Barry.
Findings
The paper shows how works of fiction can be used as a intellectual resource by the consumer research community. It argues that fiction refreshed the parts that other research methods cannot reach.
Research limitations/implications
Much depends on the caliber of the novels. Not every work of art is a work of genius. The article contends that consumer researchers need to move beyond singing the praises of fiction and, in pursuit of new paths to thick description, seek instead to novelise our findings. Or narrate them better at least.
Practical implications
Marketing practitioners might learn more from reading novels than the academic marketing literature.
Originality/value
There is nothing particularly original in the paper. It reiterates what several scholars have said already. The message is sufficiently important to warrant constant repetition, however.
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The act of becoming ‘heavily tattooed’, with its historical association with deviant subcultures, continues to carry a social stigma and evoke negative sanctions. This is…
Abstract
The act of becoming ‘heavily tattooed’, with its historical association with deviant subcultures, continues to carry a social stigma and evoke negative sanctions. This is especially so for women, who must also contend with gender norms within the highly masculinised tattoo subculture. For women, the experience of becoming heavily tattooed comes to represent an embodied resistance to normative ideals of beauty, against which the participants construct their own alternative gender and beauty philosophies. Besides gender norms, the tattoo world has specific ethos which divides the serious subcultural member from those more casually connected to it. The physical parameter of the subculture finds people gathering in tattoo studios and at tattoo conventions, as well as consuming tattoo-oriented media, such as magazines and television shows. This study draws on in-depth interviews with 36 participants across the United States who consider themselves serious tattoo collectors. From their stories, we learn about the importance of participating in this leisure activity and how becoming heavily tattooed impacts their sense of self, gender and identity.
It is proposed that visible tattoos on service personnel may be used as a clue by consumers in predicting service process and outcome. This paper aims to explore this general…
Abstract
Purpose
It is proposed that visible tattoos on service personnel may be used as a clue by consumers in predicting service process and outcome. This paper aims to explore this general hypothesis by investigating consumer perceptions of tattooed service employees and whether they vary by type of service rendered, the age of the perceiver, and whether the perceiver has a tattoo or not.
Design/methodology/approach
A quota sample of age‐grouped subjects reported their perceptions of the appropriateness of visible tattoos on service personnel in nine different occupations as well as their inferences about tattooed people on five personal traits.
Findings
Overall, visible tattoos on white‐collar workers were deemed inappropriate while similar tattoos on blue‐collar workers were viewed as appropriate. Respondents (both young and old and tattooed versus non‐tattooed) believed financial services workers should not have visible tattoos. Older subjects held a more unfavorable view of tattooed people, in general, than younger subjects, believing tattooed people are less intelligent and less honest than non‐tattooed people.
Research limitations/implications
The respondents did not evaluate actual tattoos, just the location of the tattoo on the arms, hands, or neck. Also, subjects evaluated hypothetical employees. Prior acquaintance with the employee might alter the perception of the tattoo.
Originality/value
This is apparently the first study to investigate consumer perceptions of visibly tattooed service personnel. Written explanations given by subjects for their responses suggest that judgment of the appropriateness of the tattoo is driven by expectations. That is, whether the presence of the tattoo is congruent with the mental image of people in that occupation in the mind of the perceiver. Interestingly, judgment of appropriateness was not affected by whether the perceiver had a tattoo or not, suggesting that perceived similarity of the object to the perceiver had little influence on evaluation.
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