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Article
Publication date: 1 August 2000

Leo R. Vijayasarathy and Joseph M. Jones

The use of print catalogs for direct marketing has a long history of success. Today, telecommunication networks, such as the Internet, offer the potential to reach a…

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Abstract

The use of print catalogs for direct marketing has a long history of success. Today, telecommunication networks, such as the Internet, offer the potential to reach a larger market through the use of online catalogs that could be dynamic, flexible, and consumer‐responsive. This paper reports the results of an empirical study that compared individuals’ attitudes and intentions to shop using print and Internet catalogs. The findings suggest that individuals perceived differences between the two catalog media on the shopping factors of reliability, tangibility, and consumer risk. Further, product value, pre‐order information, post‐selection information, shopping experience, and consumer risk emerged as the factors that influenced attitudes and intentions to shop using print and Internet catalogs.

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Internet Research, vol. 10 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 October 2005

Jan Charbonneau and Ron Garland

Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete…

Abstract

Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete endorsements. However, there has been little focus on selection from the advertising practitioner's perspective; research that does exist is limited to the United States and British markets. This research among New Zealand advertising agencies found that celebrities/athletes are used primarily to achieve' cut through' and that their use is generally thought to be effective provided there is a tight fit between celebrity/athlete, brand and message. Interestingly, for New Zealand practitioners, the risk of negative publicity and hiring costs were the most important factors in the endorsement decision.

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

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Article
Publication date: 1 October 1998

Joseph M. Jones and Leo R. Vijayasarathy

Internet shopping has received considerable attention in the popular press as the future of in‐home shopping. Although actual sales figures attributed to this direct mode…

3145

Abstract

Internet shopping has received considerable attention in the popular press as the future of in‐home shopping. Although actual sales figures attributed to this direct mode of shopping are relatively modest in comparison to predictions, there are too many potential benefits to consumers and retailers alike to ignore Internet shopping as a fad. The authors present findings from an exploratory, empirical investigation of perceptions of Internet catalog shopping and more traditional print catalog shopping. The study extends previous research on strategy developments for direct modes of shopping and examines two factors (personality and important other people) that might influence perceptions. Preliminary results suggest that there are significant differences in individuals’ perceptions of Internet catalog shopping and print catalog shopping, and perceptions differ by individual differences in personality (levels of need‐for‐cognition) and influence of important other people. Finally, the authors present research propositions that deserve further attention.

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Internet Research, vol. 8 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 April 2005

Chia-Chen Yu

As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British…

1273

Abstract

As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British soccer star with a high profile marriage and much media attention, has endorsed numerous products, thereby becoming an excellent case study for the current trend of athlete endorsement in the international sports industry. The results of this case study provide insights into factors that might influence the success of athlete endorsement.

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International Journal of Sports Marketing and Sponsorship, vol. 6 no. 3
Type: Research Article
ISSN: 1464-6668

Article
Publication date: 1 January 2007

Simon C. Darnell and Robert Sparks

This paper critically examines the processes of meaning creation and transfer in sports celebrity endorsements. It uses findings from a qualitative case study that…

Abstract

This paper critically examines the processes of meaning creation and transfer in sports celebrity endorsements. It uses findings from a qualitative case study that investigated how Canadian journalists covered Simon Whitfield's gold medal win in the inaugural men's triathlon Sydney Olympic Games in 2000, and how sponsors subsequently capitalised on his media image. The results highlight key factors that influence Olympic sports reporting and their implications for leveraging an Olympic athlete's media image as part of a product endorsement strategy.

Details

International Journal of Sports Marketing and Sponsorship, vol. 8 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 July 2006

Jan Charbonneau and Ron Garland

Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-touse survey-based methods available. Based on a survey of the…

594

Abstract

Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-touse survey-based methods available. Based on a survey of the general public in New Zealand, this study uses both Ohanian's source-credibility scale and a constant-sum scale to help brand managers, player agents and advertising practitioners select good celebrity athlete-product fit. Four New Zealand athletes (two males and two females) and several products were included in the test. Results show that the female celebrity athletes outperformed their male counterparts as potential endorsers. Use of Ohanian's multi-attribute scale yields a level of richness and insight, prompting us to advocate the use of both scales in the pursuit of endorser-product congruences.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 2014

Subhadip Roy and Anita Pansari

Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of…

Abstract

Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of non-sports celebrities owning sports teams has received little research attention. This study uses a survey of Indian respondents in the context of a major sport (cricket) in India to explore the impact of a non-sports celebrity owning and endorsing a sports team on consumer attitudes towards the team and their sponsors. Findings indicate that the level of credibility assigned to the celebrity significantly affects consumer attitudes towards the team and its sponsors. The results suggest that managers of sports teams and their sponsors should consider a celebrity owner as an endorser, as long as that celebrity has high credibility.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 1985

Betty A. Dobratz

Papandreou and the Pan‐Hellenic Socialist Movement (PASOK) are committed to bring about change in Greek society, but they must decide how much change, and how quickly that…

Abstract

Papandreou and the Pan‐Hellenic Socialist Movement (PASOK) are committed to bring about change in Greek society, but they must decide how much change, and how quickly that can be accomplished without hindering the party's chances for electoral victory. Data drawn from two separate surveys covering, respectively, relevance of three types of issues (foreign policy, civil liberties and economic policy) on the voting of Greeks, and Greek attitudes towards EEC membership/unification of Western Europe, suggest that the leftist parties in Greece are supported in large part by those who do not favour strong ties with the West. The influence of the US inside Greece cannot be easily limited, and successful pursuit of an interdependent and multidimensional foreign policy, limiting Greece's dependence on the West (especially the USA) is not easy to achieve. Papandreou faces problems from the right, who do not favour his measures of change, and from the extreme left, who feel he is reneging on promises; he needs to maintain his electoral support while at the same time trying to limit international conflict.

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International Journal of Sociology and Social Policy, vol. 5 no. 1
Type: Research Article
ISSN: 0144-333X

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Article
Publication date: 1 January 2007

Joshua Shuart

The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports…

1523

Abstract

The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports marketplace. However, many academics and practitioners have long questioned the means by which celebrity endorsement is measured and evaluated. Through the use of validated surveys among US students and the inauguration of the Celebrity-Hero Matrix (CHM), some of their questions are answered. Being labelled a 'heroic' athlete does, it seems, have tremendous power for marketers, and provides endorsement clout for the athlete.

Details

International Journal of Sports Marketing and Sponsorship, vol. 8 no. 2
Type: Research Article
ISSN: 1464-6668

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Content available
Article
Publication date: 27 March 2009

Rodney C. Runyan

692

Abstract

Details

International Journal of Retail & Distribution Management, vol. 37 no. 4
Type: Research Article
ISSN: 0959-0552

1 – 10 of over 3000