The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for…
The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for Manchester City Football Club (MCFC) in July 2019.
A sample of 368 children, between 7 and 16 years of age were recruited for the study. Using electronic diaries, 1,577 diary entries were captured between February 2019 and March 2020.
Data reveals that children conceptualise sponsorship as a social exchange, with sponsoring brands seen as human entities and interaction with them reflecting the dynamism of social and familial relationships. Consequently, children in this study demanded prosocial and interpersonal behaviours from sponsors and sponsee during the transition period.
The research has an immediate and direct application for brand managers and the sponsee when considering terminating long-term sponsorship. Both the departing and incoming sponsors can maximise their relationships with these younger fans through an orchestrated departure, arrival and dedicated handover.
The findings enable marketing brand managers to effectively evaluate sponsor transition to maximise opportunities to maintain, and indeed start, brand relationships with younger fans.
This is the first study that has examined sponsorship children’s responses to sponsorship transition.
In order to address operational effectiveness in the banking sector caused by the 2008 global economic crisis, the purpose of this paper is to examine the nature of…
In order to address operational effectiveness in the banking sector caused by the 2008 global economic crisis, the purpose of this paper is to examine the nature of operational wastes that exist within four large Greek banks.
A Delphi study was undertaken with ten managers and ten employees.
The waste of underutilised people is found to be the dominant form of waste present and affecting the efficiency of banking operations, and managers and employees consider the waste of underutilised people as having a significant influence on the efficiency of the banking sector.
This has implications for managers of banking operations needing to address efficiencies in an increasingly competitive global economic environment. The paper also highlights the drawbacks of analysing typologies of waste across organisations and industrial sectors.
While some studies have examined the overall efficiency banking sector, to date, none has explored the nature of the inefficiencies that manifest as waste.