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1 – 10 of 63Joe B. Cobbs, Jonathan A. Jensen and B. David Tyler
A sponsorship performance cycle of business-to-business (B2B) exchange is conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored…
Abstract
Purpose
A sponsorship performance cycle of business-to-business (B2B) exchange is conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored properties and the competitive success of those properties enhances returns to sponsors. While the latter return channel in this cycle is well-documented, the former investment channel has remained opaque. Recognizing this empirical missing link, this paper aims to illuminate the investment channel through a longitudinal analysis.
Design/methodology/approach
Based on 50 years of Formula One (F1) team and sponsor alliances, this study models the effects of three different sponsorship categories on team performance in the annual F1 constructors’ championship.
Findings
The results demonstrate that each incremental sponsor offering performance-based resources is associated with four additional team points in the championship, controlling for factors such as past success and team experience. Conversely, sponsors offering access to financial or operational resources have no competitive impact. This performance-based sponsor effect is illustrated in models of the current and following seasons.
Research limitations/implications
In combination with related literature, this study substantiates a complete sponsorship performance cycle in the motorsports context.
Practical implications
The findings contribute an empirically-based strategy for sustainable sponsorship support that emphasizes acquisition of performance resources in the business-to-business exchange over operational or strictly financial alternatives.
Originality/value
While scholars have discerned that sponsors invest heterogeneous resources into sponsored properties, and the competitive success of those properties can enhance returns to sponsors, this study demonstrates that particular resources invested by sponsors are related to the property’s competitive success.
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Jonathan A. Jensen, Patrick Walsh and Joe Cobbs
The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving…
Abstract
Purpose
The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g. increased usage of second screens by consumers) are an important consideration. The purpose of this paper is to examine the impact of second screen use during sport broadcast consumption on important marketing outcomes (i.e. brand awareness and the perceived value and intrusiveness of sponsor brand integration), and whether effectiveness is dependent on the consumer’s level of identification with the sport being broadcast.
Design/methodology/approach
A 2×2 (experimental/control and high SportID/low SportID) between-subjects experimental design featuring the broadcast of a sport event as the stimuli was utilized to examine a potential interaction effect between sport identification and second screen use on three dependent variables important for sport sponsors.
Findings
Results confirmed that those with a high level of sport identification realized significantly higher levels of brand awareness for sponsors integrated into the broadcast. However, when consumers were asked to engage in second screen use, the experiment revealed a moderating effect of sport identification on the impact of second screen use, for both brand awareness and the perceived value of the brand integration.
Originality/value
Consumers with higher levels of sport identification are an important target of sport sponsorship activities by brand marketers. Given this, the implication that second screen use can reduce the effectiveness of important sponsorship-related outcomes such as brand awareness is a sobering result for marketers expecting a positive ROI from sponsorships of sport events.
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Bridget Satinover Nichols, Joe Cobbs and B. David Tyler
The purpose of this paper is to examine how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support…
Abstract
Purpose
The purpose of this paper is to examine how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support the cause. The purpose of the studies is to assess the perils of featuring a specific team in league-wide activations of cause-related marketing.
Design/methodology/approach
The research comprises three experiments. Study 1 employs CRSM advertising to test fans’ responses when rival or hometown team imagery is featured by Major League Baseball (MLB). Studies 2 and 3 utilize a press release to activate a cause partnership in MLB and the National Basketball Association (NBA) and assess the potential influence of team involvement and schadenfreude toward the rival team.
Findings
Contrary to previous research, results demonstrate that rival team presence in league-wide activation can reduce intentions to support the cause effort across both leagues, but not in all circumstances. The influence of rival team exposure on perceived sincerity is moderated by team involvement with the cause in MLB, but not the NBA. However, sincerity consistently enhances cause support across all studies. While conditional effects of schadenfreude are noted, it is not a significant moderator of cause support.
Research limitations/implications
This research exposes the nuance of league-wide CRSM activations. Specifically, the rival team effect on perceived sincerity seems to be league dependent, and subject to team involvement with the cause. Moreover, these results are limited to the leagues studied.
Practical implications
League administrators and their cause-related partners should exercise due diligence when promoting their affiliation using specific teams and levels of involvement with the cause.
Originality/value
These studies produce results that differ from the limited prior research within the domain of league-wide CRSM, and therefore advance the conversation regarding how best to activate such campaigns.
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Jonathan A. Jensen, Lane Wakefield, Joe B. Cobbs and Brian A. Turner
Due in large part to the proprietary nature of costs, there is a dearth of academic literature investigating the factors influencing the costs for sport marketing investments…
Abstract
Purpose
Due in large part to the proprietary nature of costs, there is a dearth of academic literature investigating the factors influencing the costs for sport marketing investments, such as sponsorship. Therefore, the purpose of this paper is to provide an analytical framework for market intelligence that enables managers to better predict and forecast costs in today’s ever-changing sport marketing environment.
Design/methodology/approach
Given the dynamic and ultra-competitive nature of the athletic apparel industry, this context was chosen to investigate the influence of four distinct factors on sponsorship costs, including property-specific factors, on-field performance, and market-specific factors. A systematic, hierarchical procedure was utilized in the development of a predictive empirical model, which was then utilized to generate predicted values on a per property basis.
Findings
Results demonstrated that both property-specific and performance-related factors were significant predictors of costs, while variables reflecting the attractiveness of the property’s home market were non-significant. Further analysis revealed the potential for agency conflicts in the allocation of resources toward properties near the corporate headquarters of sponsors, as well as evidence of overspending by challenger brands (Adidas, Under Armour) in their quest to topple industry leader Nike.
Originality/value
Though the context of apparel sponsorships of US-based intercollegiate athletic programs limits the generalizability of the results, this study represents one of the few in the literature to empirically investigate the determinants of sponsorship costs, providing much-needed guidance to aid decision making in a highly volatile, unpredictable industry.
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Jonathan A. Jensen, Patrick Walsh, Joe Cobbs and Brian A. Turner
The purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand integration…
Abstract
Purpose
The purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand integration during the broadcasts. Advances in technology now allow fans to consume broadcasts of televised events almost anywhere via personal computers, tablets and smartphones. These devices are also frequently utilized as “second screens” to communicate with fellow consumers on social media, access additional content or otherwise multitask during televised consumption.
Design/methodology/approach
An initial study served to test the applicability of the theoretical framework of a dual coding theory in this new context, followed by a 3 × 2 between-subjects design utilized to advance understanding of the influence of second screens on brand awareness of the sponsors of televised events.
Findings
Results demonstrated that both brand recognition and recall were reduced by second screen activity across nearly all audio or visual consumption experiences. Further, while second screen use in an audiovisual setting did not interfere with consumers’ ability to recognize brands, indicating they were able to multitask and were not distracted, it inhibited their ability to recall brands from memory. This result provides evidence that second screen use may interfere with elaborative rehearsal and reduce cognitive capacity.
Practical implications
Given that marketers are investing more resources than ever to achieve brand integration during televised events, these findings suggest that brands face challenges in achieving a requisite return on their investments.
Originality/value
This study represents the first empirical investigation of the impact of consumers’ use of second screens in the academic literature, and has important implications for the sponsors of televised events.
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While various scholars have identified relationship marketing objectives as a rationale for sports sponsorship engagement, analytic investigations of the implications of a…
Abstract
Purpose
While various scholars have identified relationship marketing objectives as a rationale for sports sponsorship engagement, analytic investigations of the implications of a relational approach to the corporate sponsorship network have been slow to materialize. The purpose of this paper is to advance the discussion of sponsorship as a means of industrial sports marketing towards a network conceptualization, which can be dissected from both the perspective of the sponsoring firms and that of the sponsored enterprise.
Design/methodology/approach
This paper employs an illustrative case‐based approach to the application of network analysis tools as a means of exploring the relationship marketing dynamics of corporate sponsorship portfolios.
Findings
Several research propositions and applicable network analytics are presented within the context of Formula One racing team sponsorship portfolios. The concepts of network range, density, power, growth, and social capital are explored in regards to their influence on network actors and prospective actors.
Practical implications
Though often neglected in sponsorship research, B2B relational objectives are the focus of this paper, where various evaluative methods are suggested and their dynamic implications illustrated.
Originality/value
By utilizing an international contextual case and explicating several analytic network measures, this research extends the investigation of sports sponsorship beyond the image and awareness‐based objectives that have dominated this area of research. This application of social network analysis to the study of inter‐organizational networks in sport builds on the discussion of sponsorship as a bilateral relationship and advances the dialog towards a broader exploration of corporate sponsors and sport enterprises as network partners.
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This memoir records my experiences with, observations of, and reflections upon the racial segregation that prevailed as I was growing up white in Baton Rouge, Louisiana, in the…
Abstract
This memoir records my experiences with, observations of, and reflections upon the racial segregation that prevailed as I was growing up white in Baton Rouge, Louisiana, in the 1950s and 1960s. As part of the last generation to remember the Jim Crow South, I offer these verbal snapshots of the last days of de jure racial segregation – an exercise in retrospective symbolic interactionism.
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After completion of the case study, students will be able to understand the putty industry, consumer behaviour for putty, comparative advantage of putty to different industries…
Abstract
Learning outcomes
After completion of the case study, students will be able to understand the putty industry, consumer behaviour for putty, comparative advantage of putty to different industries and within industry and market entry strategy for newly introduced product.
Case overview/synopsis
Putty market in India grew at a compound annual growth rate of 15% over the period FY07–FY20. Many organized and unorganized players entered the putty market since its introduction. Putty was invented by cement companies to increase offtake of cement which otherwise declined owing to reduced use of marble. Painters are purchasing putty to be used before the paint to improve the texture of the walls and to fill cracks. Therefore, to take advantage of distribution channels and dealers’ network, paint companies introduced putty. Consumers, who use putty to improve aesthetics of their home, have very less knowledge about putty. They depend on painter or contractor for it. XYZ colourant company wanted to enter the white putty market to use the market opportunity along with coloured putty for economic project where cost is the constraint. This case study culminates with the probing question about the peculiarity of industry where two different industries are involved for the same product. This case study is designed to understand the target consumers’ behaviour and the entry decisions of the company to the growing market.
Complexity academic level
This case study is designed for use in second-year management programmes, especially for the students of strategic management and marketing strategy courses.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS 11: Strategy.
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