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Article
Publication date: 1 October 2005

Reinhard Grohs and Heribert Reisinger

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses…

1928

Abstract

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor fit has a positive impact and is the main driver of the strength of image transfer. Event involvement also positively affects image transfer, but the magnitude of this effect is lower. Sponsorship exposure does not have a significant influence. However, there is an interaction between event-sponsor fit and sponsorship exposure, indicating that higher exposure leads to an increased image transfer if the fit between event and sponsor is high. Implications of results for the choice and design of sport sponsorships are discussed and further areas of research identified.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 25 October 2019

Hyungil Kwon and Jae Eun Shin

The purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional image

1046

Abstract

Purpose

The purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional image transfer (i.e. from an event to a brand, from a brand to an event). H3 and H4 were set to examine the moderating effect of brand exposure time and exposure frequency in image transfer upon spreading activation theory, mere exposure effect and three-hit theory.

Design/methodology/approach

According to study 1, the result indicated that the amount of image transfer varied based on the exposure time. However, brand exposure frequency did not show statistically significant interactions. Study 2 was performed to complement the H4 of the study 1. In study 2, apart from the number of exposures on a screen (group 1=four times; group 2=eight times), the perceived number of exposures were separately measured (group 1=2.67; group 2=3.96) to see if the number of perceived exposures moderated the amount of image transfer.

Findings

The results indicated that there was no group difference in the amount of image transfer. Based on the result of the study, a sponsor brand must be exposed for enough time duration in order to maximize the return on investment regardless of how frequently it is exposed.

Originality/value

The current study examined the image transfer in sport sponsorship. Although previous studies empirically examined the image transfer phenomenon in sport sponsorship, they failed to establish theoretical ground. Thus, this study incorporated the three theories in advertising and examined how we can apply the theories to sport sponsorship. In addition, we examine the image transfer based on video clip which is mainly how people are exposed to sport sponsorship. Next, we examined the moderating effects of exposure duration and exposure frequency, which has never been studied in sport sponsorship context.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 7 August 2017

Taehee Kim, Hyo Min Seo and Kyungro Chang

The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image.

2439

Abstract

Purpose

The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image.

Design/methodology/approach

This study investigates the effect of the advertising context, which is the background of the ad provided by the vehicle carrying it, in transferring a celebrity athlete’s image.

Findings

The results indicate that the presentation of a celebrity athlete in an advertising context that is congruent with the professional expertise of the athlete enables the more effective transfer of the athlete’s image to the brand’s image compared with the incongruent advertising context. In addition, the findings suggest that image attributes perceived as belonging to the professional expertise of an athlete are transferred more effectively by a context-congruent advertisement, while image attributes based on the sociocultural influence of an athlete show no difference in image transfer based on the advertising context.

Originality/value

Although the advertising context has been thought to influence advertising effectiveness, no specific research has thus far analyzed the relationship between image transfer and the advertising context in the sports marketing literature.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 2 September 2014

Sujin Yang and Sejin Ha

The main aim of this study is to develop a framework of brand knowledge transfer through sponsorship for sponsors within an insurance industry in South Korea. To this end, this…

1476

Abstract

Purpose

The main aim of this study is to develop a framework of brand knowledge transfer through sponsorship for sponsors within an insurance industry in South Korea. To this end, this study explores: how pre-event brand knowledge and perceived sponsor–event fit contribute to post-event brand knowledge and if and how consumers’ attitudes toward insurance agents play a role as a moderator in the model. Brand knowledge is examined in terms of brand awareness and corporate image.

Design/methodology/approach

Using a paper-and-pencil survey method, data were gathered from consumers (n = 330) who participated in a parenting education program in which an insurance company partnered with a baby food manufacturer in South Korea. Hypotheses were tested using structural equation modeling.

Findings

The results confirm the occurrence of brand knowledge transfer for sponsors via sponsorship. Pre-event brand awareness and corporate image affect post-event brand awareness and corporate image, respectively, while perceived event–sponsor fit affects both attributes of post-event brand knowledge. Further, consumer attitude toward sales agents partially moderates brand knowledge transfer.

Research limitations/implications

Because the data focused on a single segment of sponsorship events in the financial service industry in South Korea, the results must be carefully applied to other forms of sponsorship, industries and cultures.

Practical implications

This study highlights the effectiveness of sponsorship in the financial services industry. By aligning sponsorship events with sponsors’ characteristics and managing their brand knowledge, companies can maximize brand knowledge transfer contributing to brand equity.

Originality/value

This study identifies consumers’ pre-extant attitudes toward sales agents as a moderator that controls brand knowledge transfer, the pre-event and post-event corporate image relationship, specifically.

Details

Journal of Services Marketing, vol. 28 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 June 1997

Kevin Gwinner

Presents a model which identifies factors that influence the creation of an event’s image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that…

36687

Abstract

Presents a model which identifies factors that influence the creation of an event’s image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that an event’s image associations are transferred to the sponsoring brand through event sponsorship activities. Discusses moderating variables impacting the strength of the meaning transfer and attitude towards the brand. Offers future research directions in the form of research propositions.

Details

International Marketing Review, vol. 14 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 April 2009

Jöxrg Henseler, Bradley Wilson and Dorien de Vreede

This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event…

608

Abstract

This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant effect on the associations of the event. Our results indicate that in this instance some associations are transferred; others are not significant. Event managers must track which of these association transfers are occurring in order to understand and maintain their desired positioning.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 13 April 2012

Véronique Pauwels Delassus and Raluca Mogos Descotes

Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name…

7713

Abstract

Purpose

Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name substitutions fear most a loss of brand equity, which would decrease their market share. This research aims to identify key influences that might enable companies to minimise their brand equity losses in response to brand name substitutions.

Design/methodology/approach

A preliminary qualitative investigation (20 semi‐directive interviews) pertained to better understand how brand equity loss might be minimised in the case of a brand name substitution. This qualitative research and a relevant literature review provided input for the questionnaire design. Furthermore, the resulting survey data from a sample of 300 consumers served for the test of the research propositions.

Findings

This study identifies five key influence factors that marketing managers can use to transfer brand equity in the case of brand name substitution, based on consumers' knowledge of the brand change, attitude toward brand change, perceived similarity between the old and new brands, degree of attachment to the initial brand, and recognition of the presence of an umbrella brand. Finally, the brand equity dimensions are interrelated, such that the transfer of perceived quality and brand image influences loyalty transfer, and brand quality transfer improves brand image transfer.

Originality/value

This research represents a first attempt to answer the pressing question: how can firms transfer brand equity successfully in the case of brand name substitution? The study also identifies for the first time key influence factors that favour brand equity transfer from an old to a new brand.

Details

Journal of Product & Brand Management, vol. 21 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 15 July 2021

Chanattra Ammatmanee and Lu Gan

Because of the fast-growing digital image collections on online platforms and the transfer learning ability of deep learning technology, image classification could be improved and…

Abstract

Purpose

Because of the fast-growing digital image collections on online platforms and the transfer learning ability of deep learning technology, image classification could be improved and implemented for the hostel domain, which has complex clusters of image contents. This paper aims to test the potential of 11 pretrained convolutional neural network (CNN) with transfer learning for hostel image classification on the first hostel image database to advance the knowledge and fill the gap academically, as well as to suggest an alternative solution in optimal image classification with less labour cost and human errors to those who manage hostel image collections.

Design/methodology/approach

The hostel image database is first created with data pre-processing steps, data selection and data augmentation. Then, the systematic and comprehensive investigation is divided into seven experiments to test 11 pretrained CNNs which transfer learning was applied and parameters were fine-tuned to match this newly created hostel image dataset. All experiments were conducted in Google Colaboratory environment using PyTorch.

Findings

The 7,350 hostel image database is created and labelled into seven classes. Furthermore, its experiment results highlight that DenseNet 121 and DenseNet 201 have the greatest potential for hostel image classification as they outperform other CNNs in terms of accuracy and training time.

Originality/value

The fact that there is no existing academic work dedicating to test pretrained CNNs with transfer learning for hostel image classification and no existing hostel image-only database have made this paper a novel contribution.

Details

Data Technologies and Applications, vol. 56 no. 1
Type: Research Article
ISSN: 2514-9288

Keywords

Article
Publication date: 1 May 2019

Yeonsoo Kim and Mary Ann Ferguson

The purpose of this paper is to examine how corporate reputation interacts with corporate social responsibility (CSR) fit and affects stakeholders’ skeptical attribution (SA) of…

2541

Abstract

Purpose

The purpose of this paper is to examine how corporate reputation interacts with corporate social responsibility (CSR) fit and affects stakeholders’ skeptical attribution (SA) of CSR motives, as well as their attitudes, supportive communication intent and purchase intent. This study proposes that a high-fit CSR program does not necessarily engender more favorable outcomes, nor does it stimulate SA. The study proposes the effects of CSR fit differ by corporate reputation. For bad-reputation companies, low-fit is anticipated to generate more desirable CSR outcomes than high-fit initiatives.

Design/methodology/approach

Two experiments were conducted. The first experiment employed a randomized 2 (CSR fit: high fit vs low fit) × 2 (good reputation vs bad reputation) × 2 (Industry: food retailing and insurance) full factorial design to examine the suggested hypotheses. The second study employed a randomized 2 (CSR fit: high fit vs low fit) × 2 (good reputation vs bad reputation) full factorial design with consumer samples to replicate the conceptual relationships among variables in the first study.

Findings

While reputation plays a dominant role in influencing stakeholders’ CSR-related responses across both CSR fit situations, a SA partially mediates the relationship between reputation and stakeholder reactions. CSR fit interacts with reputation, and influences the partial mediation process through SA; under a bad reputation condition, low-fit CSR engenders less SA and results in better stakeholder reactions. A similar tendency was found with supportive communication intent and purchase intent. High-fit CSR initiatives by a negative reputation company engendered the weakest supportive intent and purchase intent. For a reputable company, across both CSR fits, respondents displayed generally very positive attitudes toward, greater intent to support, and intent to purchase from the company.

Originality/value

The study findings provide useful and empirically supported logical explanations of why high-fit CSR programs sometimes cause backlash effects, despite the general consensus that such initiatives generate positive outcomes. This study offers an alternative and more relevant perspective to conceptualize the complexity of anticipating CSR outcomes.

Details

Corporate Communications: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 10 June 2020

Hui Li, Che-Hui Lien, Stephen W. Wang, Tien Wang and Weiwei Dong

The purpose of this study is to investigate the influence of three sources of social representation (i.e. direct experience of an event, the media and social interaction) on…

1941

Abstract

Purpose

The purpose of this study is to investigate the influence of three sources of social representation (i.e. direct experience of an event, the media and social interaction) on tourists’ formation of event image; to examine the effect of event image, satisfaction and city image on tourists’ revisit intentions to the host city; and to explore the mediating role of city image.

Design/methodology/approach

This study used the 28th Qingdao International Beer Festival (QIBF) as the case for verifying the relationships in the proposed model. The survey was conducted in Qingdao and 366 valid observations were collected. Structural equation modeling was used to validate the research model.

Findings

Event image is found to be significantly and positively influenced by direct experience of an event and social interaction. City image and satisfaction are important predictors of revisit intention. The meaning of event image is transferred to city image. City image plays a pivotal role in mediating the effect of event image and satisfaction on revisit intention to the host city.

Research limitations/implications

This study surveyed Chinese tourists attending QIBF in Qingdao and consequently the outcomes may lack generalizability. This research did not survey foreign tourists. Thus, the differences of attitudes and behaviors between Chinese and foreign tourists are not compared.

Practical implications

The outcomes provide insights into how a city manager can organize an event to enhance tourists’ intentions to revisit the city.

Originality/value

This study represents one of the few studies that use both social representation theory and the theory of brand image transfer in examining the influence of external social contexts on tourists’ formation of event image and investigates how the unique meaning of event activities is transferred to city image. In addition, the mediating role of city image is fully explored in this research.

研究目的

本研究的目的包括(1)探究社会表征的三个来源(事件的直接体验, 媒体影响, 社会互动)对游客事件形象评价的影响;(2)验证事件形象、满意度、城市形象对游客重访举办地意愿的影响;(3)检验城市形象的中介作用。

研究方法

本研究以第28届青岛国际啤酒节为案例研究对象, 来验证模型中的变量关系。调研在青岛进行, 共收集有效问卷366份。通过结构方程模型来验证研究假设。

结论

事件形象评价受到直接体验和社会互动的显著积极影响。城市形象和满意度是游客重访意愿重要的影响因素, 事件形象的内涵转移到城市形象。城市形象在事件形象和满意度对重访意愿的影响作用中起到重要的中介作用。

研究局限

本研究对参加青岛国际啤酒节的中国游客进行调研, 结果可能缺少普适性。本研究没有调研外国游客, 缺少中外游客的态度和行为差异的对比。

实践意义

研究结论对于城市管理者如何更好的组织事件活动以提升游客重访城市的意愿提供了新的思路。

价值

本研究将社会表征理论和品牌形象理论应用到事件营销当中, 解释了游客事件形象评价的形成过程中外部社会情境的影响, 以及事件活动的独特内涵向城市形象转移的过程。同时, 本研究验证了城市形象在事件形象和满意度对重访意愿的影响作用中的中介作用。

关键词

事件形象, 城市形象, 满意度, 重访意愿, 社会表征理论

文章类型

研究论文

Propósitos de investigación

(1) explorar el impacto de tres fuentes de representación social (experiencia directa de eventos, influencia de los medios, interacción social) en la evaluación de la imagen del evento de los turistas; (2) Verificar el impacto de la imagen del evento, la satisfacción y la imagen de la ciudad en la voluntad de los turistas para volver a visitar el lugar; (3) verificar el papel mediador de la imagen de la ciudad.

Métodos de investigación

Este estudio toma el 28° Festival Internacional de Cerveza de Qingdao como un objeto de estudio de caso para verificar la relación de las variables en el modelo. La encuesta se realizó en Qingdao y se recolectó un total de 366 cuestionarios válidos. El modelo de ecuación estructural se utiliza para verificar la hipótesis de investigación.

Conclusión

El estudio muestra que la experiencia directa de los eventos y la interacción social tienen un impacto positivo y significativo en la evaluación de la imagen del evento. La imagen de la ciudad y la satisfacción son factores importantes que influyen en la voluntad de los turistas a volver a visitar. Los resultados de la investigación muestran que la imagen de la ciudad desempeña un importante papel de mediación en el efecto de la imagen del evento y la satisfacción en la voluntad de volver a visitar.

Limitaciones de investigación

este estudio encuestó a los turistas que participaron en el Festival Internacional de Cerveza de Qingdao, y los resultados pueden carecer de generalidad. Este estudio no investigó a los turistas extranjeros, solo a los turistas chinos, por eso careció de una comparación de las diferencias en actitudes y comportamientos entre los turistas chinos y extranjeros.

Importancia práctica

las conclusiones de la investigación proporcionan nuevas ideas sobre cómo los administradores de la ciudad pueden organizar mejor las actividades del evento para aumentar la voluntad de los turistas a visitar la ciudad nuevamente.

Valor

este estudio aplica la teoría de la representación social y la teoría de la imagen de marca al marketing de eventos, explicando el impacto de los contextos sociales externos en la formación de la evaluación de imágenes de eventos turísticos y el proceso de transferir la connotación única de las actividades de eventos a la imagen urbana. Al mismo tiempo, este estudio demuestra que el papel mediador de la imagen de la ciudad tiene un impacto de la imagen del evento y la satisfacción en la voluntad de volver a visitar.

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