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Article
Publication date: 17 December 2018

Milica Maricic, Milica Kostic-Stankovic, Milica Bulajic and Veljko Jeremic

The purpose of this paper is to develop a conceptual model for exploring the recall and recognition of embedded advertisements of sponsors.

Abstract

Purpose

The purpose of this paper is to develop a conceptual model for exploring the recall and recognition of embedded advertisements of sponsors.

Design/methodology/approach

To verify the proposed conceptual model on a particular sports competition, a questionnaire related to the UEFA Champions League sponsors in the season 2016/2017 was designed. The data were analysed using structural equation modelling.

Findings

The results provided support to the claim that higher involvement in a sport and higher exposure to a sponsored event lead to higher recall and recognition of embedded advertisements. Conversely, the same two factors alongside sponsor awareness do not affect the attitude towards sponsors. On the other hand, sponsor awareness and attitude towards sponsors have a direct positive role on the future purchase intention of sponsor products/services.

Practical implications

The findings illustrate that to maximise the effectiveness of their embedded advertisements, sponsors should not merely concentrate on brand awareness, but should go beyond and attempt to improve the consumers’ positive perception of their products and services. Moreover, by sponsoring a sport event, the sponsors can be sure that their message will be effectively transmitted to the ones who are fans of the sport and the sponsored competition.

Originality/value

The present study empirically explores the factors which influence the recall and recognition of embedded advertisements and how the achieved level of sponsorship awareness impacts purchase intentions.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 18 May 2015

Dragana Todovic, Dragana Makajic-Nikolic, Milica Kostic-Stankovic and Milan Martic

The purpose of this paper is to develop a methodology for automatically determining the optimal allocation of police officers in accordance with the division and…

Abstract

Purpose

The purpose of this paper is to develop a methodology for automatically determining the optimal allocation of police officers in accordance with the division and organization of labor.

Design/methodology/approach

The problem is defined as the problem of the goal programming for which the mathematical model of mixed integer programming was developed. In modeling of the scheduling problem the approach police officer/scheme, based on predefined scheduling patterns, was used. The approach is applied to real data of a police station in Bosnia and Herzegovina.

Findings

This study indicates that the determination of monthly scheduling policemen is complex and challenging problem, which is usually performed without the aid of software (self-rostering), and that it can be significantly facilitated by the introduction of scheduling optimization approach.

Research limitations/implications

The developed mathematical model, in its current form, can directly be applied only to the scheduling of police officers at police stations which have the same or a similar organization of work.

Practical implications

Optimization of scheduling significantly reduces the time to obtain a monthly schedule. In addition, it allows the police stations to experiment with different forms of organization work of police officers and to obtain an optimal schedule for each of them in a short time.

Originality/value

The problem of optimal scheduling of employees is often resolved in other fields. To the authors knowledge, this is the first time that the approach of goal programming is applied in the field of policing.

Details

Policing: An International Journal of Police Strategies & Management, vol. 38 no. 2
Type: Research Article
ISSN: 1363-951X

Keywords

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