Search results

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.

The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.

A self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.

Attitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.

Sponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.

This article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.

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.

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.

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.

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.

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

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.

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。

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。

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。

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。

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。

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。

事件形象, 城市形象, 满意度, 重访意愿, 社会表征理论

研究论文

(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.

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.

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.

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.

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.

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.

The purpose of this research is to highlight the role store brands can play in retail branding. Does an image transfer take place between store brands and the retailer brand? To address this issue, the authors propose to identify and test the dimensions of image transfer from the store brand to the retailer brand.

A qualitative study of 138 consumers helped to complete the attributes of store brand image and retailer brand image identified in the literature. A total of 322 customers of three major French retailers responded to a questionnaire. The data collected were tested in a structural equation model.

Results indicate that store brands have a positive impact on the retailer image. The price image of the store brand is positively related to the retailer price image. The values that customers associated with store brands improve the retailer brand image in terms of its values.

Store brands are considered as a whole, without distinction between product categories. The paper focuses on standard store brands only, excluding “premium” store brands.

Retailers can find a rationale for investing in their store brand range in order to differentiate themselves from their competitors. Managers should ensure that their store brands' image is seen as congruent with their own retailer brand image. In particular, more attention should be paid to the values reflected by the store brands and the store brands' price image.

The results indicate that store brands not only benefit from the strength of the retailer brand, but they also contribute, in a reciprocal way, to the improvement of the retailer image.

This study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.

The purposive sampling technique was used to collect the data from 838 respondents. This study developed a multidimensional construct for SCP. The covariance-based structural equation modeling (SEM) technique was used to examine the relationship between SCP and the endorsed brand. The study used CBC as a mediator and EBC and TBI as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC and TBI as mediators.

This study supports the importance of three antecedents (i.e. CBC, EBC and TBI) on CPI. It finds congruence across SCP and CBC variables, and a positive impact of SCP on EBC and TBI variables. Also, it exhibits a significant direct effect of CBC on EBC and TBI, whereas the direct effect of CBC on CPI is not substantial. The indirect effect of CBC through mediating variables EBC and TBI found to be significant.

This study concludes that sports celebrity endorsement is essential to transfer the positive celebrity image to the endorsed brand image. However, it is not merely sufficient to influence the buyers' purchase conduct; the brand credibility additionally assumes to take a role in changing their behavioral intentions.

This study contributes to the sports marketing literature by its novelty in analyzing the sports celebrity personality at a multidimensional level. It uses SCP's different attributes as one construct and studies its impact on CPI by taking CBC, EBC and TBI as mediators. The results of this study equip sports management professionals with the knowledge to build better long-term relationships with consumers.

Image congruence is one central metrics that significantly influences image transfer. Nevertheless, studies on impact of image congruence on consumers' attitudinal and behavioral components in the context of sport tourism remain few. Therefore, this study aims to investigate the relationship among image congruence between sport event and host city, spectators' attitude toward the event and city and their intention to revisit and recommend the event and city. A mediating role of attitude in the relationship between image congruence and behavioral intention was also examined.

The study selected non-local spectators of the F1 Chinese Grand Prix and Shanghai ATP Masters 1000 as the participants. A total of 491 valid questionnaires were obtained from the survey of two events, including 222 from F1 Chinese Grand Prix and 269 from Shanghai ATP Masters 1000. Among respondents, 360 were Chinese spectators from other regions (73.3%) and 131 were international spectators (26.7%). The data were analyzed via descriptive statistics, correlations, factor analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), hierarchical regression analysis and ANOVA.

The results showed that image congruence between sports event and host city had a positive impact on spectators' attitude toward and intention to recommend the city; but it had no significant impact on attitude toward event, intention to revisit and recommend the event and intention to revisit the city. Attitude toward event had a positive impact on intention to revisit and recommend the event, and attitude toward host city had a positive impact on intention to revisit and recommend the city. In addition, attitude toward host city fully mediated the relationship between image congruence and intention to recommend the city.

The current study provides a meaningful contribution to the existing literature by examining the impact of image congruence on spectators' attitudinal and behavioral components in the context of sport tourism.

This paper sets out to give an overview about state‐of‐the‐art optical tomographic image reconstruction algorithms that are based on the equation of radiative transfer (ERT).

An objective function, which describes the discrepancy between measured and numerically predicted light intensity data on the tissue surface, is iteratively minimized to find the unknown spatial distribution of the optical parameters or sources. At each iteration step, the predicted partial current is calculated by a forward model for light propagation based on the ERT. The equation of radiative is solved with either finite difference or finite volume methods.

Tomographic reconstruction algorithms based on the ERT accurately recover the spatial distribution of optical tissue properties and light sources in biological tissue. These tissues either can have small geometries/large absorption coefficients, or can contain void‐like inclusions.

These image reconstruction methods can be employed in small animal imaging for monitoring blood oxygenation, in imaging of tumor growth, in molecular imaging of fluorescent and bioluminescent probes, in imaging of human finger joints for early diagnosis of rheumatoid arthritis, and in functional brain imaging.

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.

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.

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.

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.

The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand.

The research problem was based on propositions by Novais and Arcodia (2013) and proposes relationships between sponsor–event fit, brand attitude, perceived brand quality and sponsor brand purchase intentions. Data were collected from 352 Greek sport event consumers from the 2013 Classic Marathon event, in Athens, Greece, using onsite surveys targeting non-sponsor brand consumer spectators, volunteers and athletes.

The results reveal that sponsor–event fit indirectly influenced sponsor brand purchase intentions via brand attitude and brand quality across all three groups. However, the fit did not directly influence perceived brand quality of the sponsor across all three groups and directly influenced purchase intentions of the athlete group.

Because of the duration of the event (one day), the sample sizes were not very large. In addition, the study was delimited on one sponsor from a single sport event. Therefore, the findings need to be tested with larger samples and additional sponsors and events to arrive to more robust conclusion about the purchase intention formation and its antecedents across multiple sport event consumer groups.

This study explores the power of sponsor–event fit among non-consumers of the sponsor brand and how the “interface” of event consumption through the lenses of three groups, namely, volunteer, spectator and athlete, influences brand attitude, perceived brand quality and sponsor brand purchase intentions.

This study aims to examines how renaming music festivals with brand names affect festivalgoers' purchase intention in a Southwestern European country.

This study uses 291 festivalgoers' responses attending five music festivals in a Southwestern European country with structural equation modeling.

The study shows that the brand experience at the music festival directly influences brand attitude, which in turn positively influences purchase intention. The results also show the direct impact of event-sponsor fit on brand image transfer (BIT), positively affecting purchase intention.

The study examined only five music festivals in a Southwestern European country. Further studies can investigate multiple music festivals in different geographic regions. Four of the five sponsoring brands of the music festivals are telecommunication operators. Also, this study did not explore the differences in the effect of destination image, artist image and festivalgoers' attachment to music festivals.

The brand sponsorship of music festivals should ensure the event-sponsor fit to impact BIT and purchase intention positively. A synergy between events and sponsors must be created to involve consumers with the brands.

This study uses congruity theory in a music festival setting. The investigation is unique as it is conducted at five music festivals in a Southwestern European country.