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The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League.

The research design is longitudinal, qualitative and interpretivistic, utilising 26 online focus groups with 213 participants over a 24-month period encompassing the 2012/2013 and 2013/2014 Premier League seasons.

The results indicate that Under Armour’s lack of football (soccer) presence in the context of the Premier League offered significant differentiation, as it diminished “common ground” with other fans, offered the opportunity to create personal identities beyond the club and the consumption of kit apparel, and was seen as positive given the articulation that brands such as Nike and Adidas were “forced” onto fans. Additionally, for the first time in the sports sponsorship literature, the findings reveal fans engaging with brands in a utilitarian manner, expressing concerns relating to cost, durability, functionality and value for money.

This study is exploratory in nature and highly contextualised, and a larger-scale study of the phenomenon is desirable. This study extends the literature on fans’ perceptions of sponsoring brands and shows that a new sponsor, without prior league or club associations, can generate significant brand interest and elicit consumption behaviours beyond team apparel.

The findings suggest that there are considerable opportunities for “outside” brands to garner a market share and instigate loyalty through sponsorship. Subsequently, kit manufacturers should consider strategies that encompass entry into new sporting areas.

The study reveals that fans seek uniqueness and differentiation in a sponsoring brand, with brand image paramount in relation to the club and to both social and personal identity.

Alain Bouchard was born in 1949. He bought his first convenience store in 1978, when he was almost 30 years old. By then, he already had nearly 10 years of experience in the sector. He had already been involved in the start-up of more than 200 convenience stores. He understood that if he was to transform his newly acquired store into a chain and build something big, he needed to set up a team of people with complementary skills to help him make acquisitions.

In 2023, there are roughly 15,000 convenience stores operating under the Circle K/Ingo/Couche-Tard banners, employing 130,000 people in more than 30 countries. Annual sales are more than US$60 billion. Alain Bouchard officially retired from his position as President and CEO in 2014 and became Founder and Executive Chairman of the Board. He continues to be a major shareholder. He is still actively involved in strategic orientations and in identifying potential acquisitions. He has become a ‘Chief Culture Officer’ involved in executive leadership mentoring. He has never stopped communicating the importance of innovative, creative and intrapreneurial behaviour at all levels of the enterprise.

This case study presents Alain Bouchard, the man and the entrepreneur. It shows how he learned and mastered the craft of starting, acquiring, managing and developing convenience stores. It looks at how he encouraged the people around him to act as facilitators and intrapreneurs. It describes his values, how he works and learned to live with risk.

The understanding of the motives for consumers’ support of business underdogs is generally limited. The purpose of this paper is to help address this important research topic by conceptualizing underdog affection as a theoretical construct capturing the emotional attachment held by some consumers toward underdog business entities and advances two perspectives (self- and other-oriented) to unravel its motivational underpinnings.

To test the conceptual model, a survey study was conducted involving 365 respondents drawn from an electronic alumni association list from a medium-sized Midwestern university in the USA. Exploratory factor analysis and confirmatory factor analyses were used to validate the scales, and the structural equations modeling method was used to test the hypothesized effects.

The data support most of the hypotheses (eight out of nine). Under the self-oriented perspective, commerce underdog affection is positively influenced by underdog orientation, need for uniqueness, nostalgia proneness, and hope, and is negatively impacted by their materialism level. Only hope did not impact consumer underdog affection. Under the other-oriented perspective, balance maintenance, top dog antipathy, and empathic concern positively influence underdog affection. The other-oriented factors, especially top dog antipathy and balance maintenance, show stronger effects on commerce underdog affection than self-oriented factors.

The sample was geographically restrictive in the sense that it measured only one group of respondents in the USA. The conceptual model is limited in terms of its coverage of the consequences of underdog affection. While discriminant validity is established in the scale development phase of the study, relatively close relationships do exist among some of these theoretical constructs.

Given the significant evidence linking consumers’ underdog affection to underdog support in commerce, small locally owned businesses could use underdog positioning advertising to differentiate themselves against national retailers. Due to their tendency to display higher underdog affection in commerce, people with higher levels of balance maintenance, top dog antipathy, underdog orientation, emphatic concern, and nostalgia proneness, and lower levels of materialism can be segmented for marketing purposes.

This research indicates that there are ways in which small business entities and non-profits alike can operate in a business setting that is increasingly more competitive and challenging for underdog entities.

This study integrates the various underdog studies across contexts to examine motives to underdog affection, a construct not yet operationalized in business studies. In addition, hypotheses linking eight specific antecedents to commerce underdog affection, via two theoretical perspectives, are empirically examined to assess relative as well as absolute effects.

This grounded theory study aimed to understand the process of leadership identity development experienced by traditional-aged female undergraduate college students. The findings led to a model for leadership identity development consisting of four phases. Students’ leadership identity development progressed from views of leadership as external to self to positional leaders to incorporation of self-as-leader whether in a position or not. The final phase reflected a shift to leading for social change. In the early phases of the model, the female students in this study saw gender as irrelevant to them as leaders even though they recognized societal views of female leaders as weaker or less capable. In later phases they understood how being female mattered, and by Phase 4 they recognized a need to take a stand on societal issues related to gender and race.

The purpose of this article is to analyze the common vaccine equity practices expressed by United States (US) governors in their COVID-19 press conferences—with a specific focus on equitable vaccine distribution and overcoming vaccine hesitancy—in order to provide an understanding of gubernatorial cultural competency during the vaccine administration phase of the pandemic.

This article employs a qualitative content analysis of the COVID-19 press conferences held by US governors from November 1, 2020, to August 14, 2021, to inductively identify themes in socially equitable and culturally competent vaccine administration strategies and rhetoric.

The article finds that common strategies aimed at providing equitable access to vaccines and combating vaccine hesitancy in communities of color include utilizing data to target communities where vaccines are needed, meeting people where they are at by working with community leaders and organizations, addressing language concerns, educating skeptics and appealing to communitarian and familial values. The findings also show that US governors tended to embrace a general prioritization lens rather than focusing on the unique needs of communities of color, with scant attention paid to the historical instances of public health discrimination that have influenced vaccine hesitancy within such communities.

This article provides an understanding of the equitable and culturally competent messages and strategies conveyed by sub-national leaders during the vaccination phase of the COVID-19 pandemic.

Every society has unique factors that contribute to the selection of marriage partner among young adults. These factors have been found to equally determine marital satisfaction and marital stability. This study focuses on married couples in Nigeria and factors that determined how they transcended from their dating period to marriage.

A total of 19 married couples participated in this study, which involved the use of focus group discussions to elicit data from them. Snowball sampling technique was used to obtain respondents who had similar characteristics.

The respondents were aged between 38 and 50 years, had courted for at least 7 years before marriage, and marriage was not less than 10 years. Data was analyzed using content analysis. Themes bordered on factors determining choice of partner, how they met, length of their dating, and courtship periods. Physical attractiveness, as a determining factor, was clearly evident among participants. Participants agreed that communication was vital to marriage stability.

The study brought to light that in spite of strong traditional values, Nigerians displayed romantic characteristics similar to Western societies such as the United States and the United Kingdom. The study was limited because of the method adopted for selecting participants. Also, some variables such as ethnic background and educational background were not included in the study. The study recommends future studies which may be longitudinal, involving couples’ personality traits, families of origin, and so on, in order to yield more salient issues.

This paper brings focus and attention to the aspect of time within health information behaviour. The purpose of this paper is to critically assess and present strengths and weaknesses of utilising the infodemiology approach and metrics as a novel way to examine temporal variations and patterns of online health information behaviour. The approach is shortly exemplified by presenting empirical evidence for temporal patterns of health information behaviour on different time-scales.

A short review of online health information behaviour is presented and methodological barriers to studying the temporal nature of this behaviour are emphasised. To exemplify how the infodemiology approach and metrics can be utilised to examine temporal patterns, and to test the hypothesis of existing rhythmicity of health information behaviour, a brief analysis of longitudinal data from a large discussion forum is analysed.

Clear evidence of robust temporal patterns and variations of online health information behaviour are shown. The paper highlights that focussing on time and the question of when people engage in health information behaviour can have significant consequences.

Studying temporal patterns and trends for health information behaviour can help in creating optimal interventions and health promotion campaigns at optimal times. This can be highly beneficial for positive health outcomes.

A new methodological approach to study online health information behaviour from a temporal perspective, a phenomenon that has previously been neglected, is presented. Providing evidence for rhythmicity can complement existing epidemiological data for a more holistic picture of health and diseases, and their behavioural aspects.

The purpose of this paper is to explore how both producers and consumers of user-created music videos on YouTube communicate emotional information.

In total, 150 filmic documents containing fan-generated versions of U2’s “Song for Someone” were purposively collected. The author used discourse analysis to understand the types of videos created, the communication of emotional information from both the producers and the consumers, the social construction of emotion in the filmic documents, and elements of intertextuality that represented emotion.

Fans created videos containing cover versions, original versions of the song with new visual content, and tutorials about how to play the song. Producers of cover versions communicated emotional information, especially tenderness, through facial expression, their surroundings, and corresponding musical elements. Producers’ visual content expressed emotion through meaningful photographs and sad stories. Producers’ descriptions revealed emotion as well. Emotions were individually experienced and socially constructed. Consumers conveyed emotion through likes, dislikes, and expressive positive comments. Intertextuality communicated passion for U2 through tour references, paraphernalia displays, band photographs, imitating the band, and musical mashups.

Information science can work towards a new generation of multimedia information retrieval systems that incorporate emotion in order to help users discover documents in meaningful ways that move beyond keyword and bibliographic searches.

This is one of the earliest research papers in the area of emotional information retrieval (EmIR).

This chapter explores the topic of supporting young people to become innovators for societal change in terms of equity and renewal from the perspective of school principals in Northern Ireland, a post-conflict society. We examine how school principals can be empowered in their role in providing this support and the challenges and turbulence that they face in their work. The chapter provides contextual information about education in what is still largely a divided society in Northern Ireland. The principals who were interviewed as part of this research were working within school partnerships as part of ‘shared education’ projects. In Northern Ireland, the Shared Education Act (2016) provides a legislative basis for two or more local schools from different educational sectors to work in partnership to provide an opportunity for sustained shared learning activities with the aim of improving both educational and reconciliation outcomes for young people. The challenges for school leadership of working in partnership in societies emerging from conflict has not been given the attention it deserves in the literature, so this work is significant in that it brings together a focus on school leadership in a ‘shared education’ context, drawing on theories of collaboration and turbulence to examine how principals can best be empowered to be agents of change, so that pupils in Northern Ireland can also become empowered to make society there more equitable and peaceful. While the focus is on Northern Ireland, the learnings from this study will be of wider interest and significance as similar challenges are faced by school leaders internationally.