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Article
Publication date: 5 June 2018

Jessica Vredenburg and Marilyn Giroux

Endorsement deals are a key contributing factor for companies to gain brand recognition and positive brand associations from consumers. However, endorsement relationships…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 2 February 2022

Jungkeun Kim, Jooyoung Park, Seongseop (Sam) Kim, Hector Gonzalez-Jimenez, Jae-Eun Kim, Rouxelle De Villiers, Jacob C. Lee and Marilyn Giroux

This research aims to examine the role of perceived threat (i.e. COVID-19) on people’s preferences for destination logo designs. In addition, it investigates the influence…

Abstract

Purpose

This research aims to examine the role of perceived threat (i.e. COVID-19) on people’s preferences for destination logo designs. In addition, it investigates the influence of childhood socioeconomic status (SES) and sensation seeking on the aforementioned effect.

Design/methodology/approach

Five experiments are used. Studies 1 A and 1B examine the impact of the threat of COVID-19 on visiting intentions as influenced by different destination logos. Study 2 replicates the previous studies and tests for evidence of mediation by the perceived risk. Studies 3 and 4 investigate the moderating role of childhood SES and sensation seeking.

Findings

The results show that a salient threat of COVID-19 leads people to display higher visiting intentions when presented with simpler (vs complex) destination logo designs. The perceived risk mediates this effect as well. This preference is evident only for people with low (vs high) childhood SES and only for relatively low sensation seekers.

Research limitations/implications

This study contributes to the branding literature by investigating how situational factors can influence affective reactions to brand logos and to the tourism literature by further investigating the impact of logos on visiting intentions.

Practical implications

This study provides actionable insights for tourism marketers and logo designers, allowing them to select or create positively perceived destination logos during a potential global crisis.

Originality/value

This research offers the first evidence that pandemic-related threat perceptions influence people’s visiting intentions when presented with different destination logos, and that these effects are influenced by individual characteristics such as childhood SES or sensation seeking. In doing so, the current study offers a more sophisticated understanding of the potential boundary conditions driving people’s brand logo evaluation.

Article
Publication date: 2 May 2017

Marilyn Giroux, Frank Pons and Lionel Maltese

In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement…

2190

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Practical implications

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

Originality/value

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 September 2022

Halimin Herjanto, Muslim Amin and Yasser Mahfooz

This study aims to extend the study of COVID-19 effects by identifying different consumer behaviors beyond panic buying during the pandemic.

Abstract

Purpose

This study aims to extend the study of COVID-19 effects by identifying different consumer behaviors beyond panic buying during the pandemic.

Design/methodology/approach

A systematic review was based on Herjanto et al.’s (2020a) thematic analysis and Paul et al.’s (2021) 5W1H framework, and the authors analyzed 52 related papers.

Findings

The result findings indicated that during the COVID-19 pandemic, consumers fell into five different consumer behavior categories: health-related behaviors, consumption behaviors, ethical behaviors, behavioral intentions, and other related behaviors, and social connectedness behaviors. Findings show that consumer behaviors were increasingly complex and dynamic during the pandemic.

Originality/value

This systematic review will provide significant contributions to academia by offering general and technical insights and to practitioners by presenting guidelines on dealing with such different behaviors.

Details

Nankai Business Review International, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8749

Keywords

Abstract

Details

The Evolution of Goth Culture: The Origins and Deeds of the New Goths
Type: Book
ISBN: 978-1-78714-677-8

Article
Publication date: 1 March 2005

Tim Kindseth and Michael Romanos

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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

Originality/value

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

Details

Collection Building, vol. 24 no. 1
Type: Research Article
ISSN: 0160-4953

Keywords

Article
Publication date: 1 January 2006

Michael Romanos

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

Abstract

Purpose

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

Design/methodology/approach

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

Findings

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

Originality/value

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.

Details

Collection Building, vol. 25 no. 1
Type: Research Article
ISSN: 0160-4953

Keywords

Book part
Publication date: 3 August 2018

Abstract

Details

The Evolution of Goth Culture: The Origins and Deeds of the New Goths
Type: Book
ISBN: 978-1-78714-677-8

Open Access
Article
Publication date: 1 December 2014

Peter Hatherley-Greene

Student transitions from secondary to tertiary education have attracted global attention as universities and colleges of higher education seek to improve student…

Abstract

Student transitions from secondary to tertiary education have attracted global attention as universities and colleges of higher education seek to improve student retention. Over the course of one academic year, I documented the transitional experiences of first-year male Emirati students at a college of higher education in a rural location of the United Arab Emirates (UAE). In this paper I describe four categories of cultural border crossing experiences – smooth, managed, difficult, and impossible – with easier and smoother crossing experiences associated with close congruency (related to the students’ self-perceived attitude and scholastic preparedness as broadly reflected in their competence in their second language, English) between the predominantly Arabic life-world associated with Emirati families and government schooling and the dominant Western/English language culture in institutes of higher education. Additionally, I describe and evaluate students’ cultural border crossing experiences with some Foundation program faculty, finding that those teachers who developed a classroom culture based on Kleinfeld’s (1975) notion of ‘warm demandingness’ and caring rapport-building appeared to have the most positive impact upon the students. Implications from this research have the potential to positively impact both the student and faculty classroom experience in the Gulf tertiary classroom, in addition to improving overall student retention rates.

Details

Learning and Teaching in Higher Education: Gulf Perspectives, vol. 11 no. 2
Type: Research Article
ISSN: 2077-5504

Article
Publication date: 13 April 2012

Reginald Harris and Byron Bartlett

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…

168

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Collection Building, vol. 31 no. 2
Type: Research Article
ISSN: 0160-4953

Keywords

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