Search results

Endorsement deals are a key contributing factor for companies to gain brand recognition and positive brand associations from consumers. However, endorsement relationships can be risky for firms in the event of an endorser’s bad behavior or involvement in scandals. The purpose of this paper is to examine how brands can use endorsement exit strategies to minimize and even benefit from negative situations involving its endorser.

After a review of celebrity endorsement literature, the paper investigates the Rio Olympic Games robbery scandal involving American swimmer Ryan Lochte as a detailed case. By studying the timeline of sponsor-related activities, relevant theories and brand outcomes through Google Trends, indications of a calculated and strategic exit from the endorsement relationship emerge.

The case analysis establishes that sponsors can successfully leverage the negative associations toward a disgraced endorser. Based on the process of meaning transfer, this case proposes that sponsors can benefit from its public dissociation from the endorser and gain awareness from this separation.

This paper is the first study to examine the positive impact of a celebrity endorsement scandal. It highlights the need for managers to actively prepare endorsement exit strategies in the event of negative associations or endorser actions. The timing and scope of the exit strategy can both limit negative meaning transfer, and leverage the situation creating positive perceptions of integrity and ethics for the sponsor.

In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities and the impact on the brand equity.

Respondents (2,400) were recruited through an online survey and data were analyzed using structural equation modeling.

The survey revealed that the congruence between the brand personality and the promotional activities has a positive impact on its evaluation and on brand equity. In addition, the results showed that consumers who consider the financial strength of the team as an important factor evaluate more positively the value of congruent and incongruent promotional activities.

Brand managers should maintain consistency between their brand personality and their promotional activities in order to maintain and increase their brand equity.

The results contribute to the literature by investigating the impact of brand personality on the evaluation of promotional activities. Also, it examines an important factor (financial consciousness) that could influence how fans react in front of an incongruent promotional activity. This research brings a better understanding of the impact of brand personality on marketing strategies and brand equity.

This annotated list represents a selection of outstanding poetry titles published in the USA in 2003 and the early part of 2004.

The authors selected the titles in this list from the 2,100 titles received for the 2004 Poetry Publications Showcase at Poets House in New York City, held in April 2004.

The authors selected titles for this list that would be both accessible and challenging to library users.

This list can be used as a guide to collection development for contemporary poetry.

This paper aims to provide a selection of poetry titles from the Poets House Showcase of 2005.

This article gives a review of the 2005 Poetry Publication Showcase.

This review represents a wide‐ranging selection of contemporary poetry collections and anthologies.

This list documents the tremendous range of poetry publishing from commercial, independent and university presses as well as letterpress chapbooks, art books and CDs in 2004 and early 2005.

Poets House, a poetry special collection in New York, hosts an annual exhibit of the preceding year's poetry publications in the USA. This paper aims to offer a selection of recommended titles that reflect the range of poetry titles including single‐author works, anthologies, and prose about poetry.

The paper researched and requested donations of 2010‐2011 poetry titles from US poetry publishers to assemble and display a comprehensive collection of poetry publications, from which a selection of 50 titles was made. The selections should appeal to a range of poetry readers, from novices and students to poets looking to access the latest work from their peers.

Over 2,500 poetry titles were published and/or available to readers in the USA between June 2010 and June 2011. These titles range from mainstream publishers to independent presses to artists' collectives publishing works from established poets as well as emerging and international poets.

Without a budget for collection development, the exhibit and resulting titles represent those which publishers have opted to donate to the library. Every effort is made to be all‐inclusive, with the understanding that publishers may send only a selection of their list. The selected titles herein are based on the titles received for the exhibition.

For 19 years Poets House's annual Showcase has been the main collection‐development tool. Publishers donate copies of their titles, which are arranged by publisher for a month‐long exhibition. This approach enriches the poetry special collection, a unique poetry library built on community participation. The all‐inclusive collection‐development approach results in a full representation of poetry publishing.

A selection made from a comprehensive collection of the year's poetry titles offers a sample of poetry publishing from large to small presses and the self‐published in the USA.

Poets House, a poetry special collection in New York, hosts an annual exhibit of the preceding year's 2,100+ poetry publications in the USA. This paper aims to offer a selection of recommended titles that reflect the range of poetry titles including single‐author works, anthologies, and prose about poetry.

The paper researched and requested donations of 2009‐2010 poetry titles from US poetry publishers to assemble and display a comprehensive collection of poetry publications, from which a selection of 50+ titles was made. The selections should appeal to a range of poetry readers, from novices and students to poets looking to access the latest work from their peers.

More than 2,500 poetry titles were published in the USA between June 2009 and June 2010. These titles range from mainstream publishers to independent presses to artists' collectives publishing works from established poets as well as emerging and international poets.

Without a budget for collection development, the exhibit and resulting titles represent those which publishers have opted to donate to the library. Every effort is made to be all‐inclusive, with the understanding that publishers may send only a selection of their list. The selected titles herein are based on the titles received for the exhibition.

For 18 years Poets House's annual Show‐case has been the main collection‐development tool. Publishers donate copies of their titles, which are arranged by publisher for a month‐long exhibition. This approach enriches the poetry special collection, a unique poetry library built on community participation. The all‐inclusive collection‐development approach results in a full representation of poetry publishing.

A selection made from a comprehensive collection of the year's poetry titles offers a sample of poetry publishing from big to small presses in the USA.

Corporate universities are not new, but have experienced tremendous growth during the last ten years. Predictions are that corporate universities will outnumber traditional colleges and universities within the next ten years. Reasons for the rapid growth are profiled in this article along with implications and challenges for both corporations and traditional universities. As an illustrative case, a partnering example between a corporate university and a traditional university is profiled. Costs and issues to consider in planning a corporate university are included. Changes underway at traditional universities and future implications conclude the article.

Analyzes selected Canadian public libraries' holdings of young adult fiction with gay, lesbian, bisexual and/or transgender content published between 1998 and 2002 in order to measure access to such fiction and to determine whether any evidence of bias on the part of selectors exists. Identifies 35 titles published between 1998 and 2002, a slight decrease from the previous five‐year period. These titles attracted 34 percent fewer reviews per title as compared to a randomly selected control group of non‐lesbian/gay/bisexual/transgender fiction for teens (LGBT) titles. On average, in the nine Canadian public libraries studied, significantly fewer copies of each LGBT title were held, as compared to the list of control titles. Without further investigation, the paper could not conclude whether this difference constitutes evidence of significant bias on the part of selectors. However, the data do show that certain libraries are significantly more likely to purchase the control titles that the LGBT titles, and that access to these titles varies according to one's location in Canada.