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Article
Publication date: 1 July 2011

Carolin Plewa and Pascale G Quester

A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world…

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1414

Abstract

A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world. Meanwhile, the concept of corporate social responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. This paper builds on both these theoretical fields to develop a conceptual framework linking the effectiveness of sports sponsorship with the sponsors' CSR commitment to both employees and consumers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 31 August 2012

Gopal Das, Biplab Datta and Kalyan Kumar Guin

The purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity.

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3502

Abstract

Purpose

The purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity.

Design/methodology/approach

The authors developed a retailer personality scale and find its impact on consumer‐based retailer equity by adopting the scale developed by Pappu and Quester. A mall‐intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in a metropolitan city, Kolkata, India. The questionnaire was used to collect data from seven department retail brands. The impact of each retailer personality dimension on each consumer‐based retailer equity dimension was explored, using structural equation modeling.

Findings

The study proposed a five‐dimensional scale to measure department store personality. Results indicated that the three dimensions of store personality, namely sophistication, dependability and empathy, have significant positive impact on each consumer‐based retailer equity dimension except one (empathy→retailer loyalty). The remaining two dimensions of retailer personality, namely authenticity and vibrancy, have no impact on each consumer‐based retailer dimension.

Originality/value

The paper is the first to propose a scale for measuring department store personality and to explore the link between retailer personality and consumer‐based retailer equity.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 October 2013

François A Carrillat and Alain d'Astous

The complementarity factor stipulates that a sponsorship leveraging strategy can lead to suboptimal consumer responses unless advertising complements, rather than…

Abstract

The complementarity factor stipulates that a sponsorship leveraging strategy can lead to suboptimal consumer responses unless advertising complements, rather than reinforces, the nature of the event-sponsor relationship. Study 1 showed that the best strategy when the sponsor is an official product provider for the event is to leverage the sponsorship through advertisements that emphasise its overall image and value as opposed to its products. However, the reverse is true when the sponsor is an official event partner, where a product-oriented sponsorship leveraging yields the best outcomes. Study 2 replicated the complementarity factor effect using a different event and different set of stimulus brands. It showed that consumer attributions, with respect to the sponsor's motivations, are the key mediating psychological mechanism.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 29 May 2009

Henry F.L. Chung

Research concerning marketing standardisation is still developing. A new research theme has recently emerged, wherein it is suggested that the structure of marketing…

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7272

Abstract

Purpose

Research concerning marketing standardisation is still developing. A new research theme has recently emerged, wherein it is suggested that the structure of marketing decision making is likely to be a factor of marketing standardisation strategy. This study aims to add insights to this new research field. Based on the outcome of previous studies, it aims to propose and test a research framework concerning the relationships among environmental factors, the structure of decision making and marketing standardisation/performance. This study seeks to focus on the two most important programme elements: promotion and product.

Design/methodology/approach

The study used the experience of 78 firms operating in the European Union (EU) region to achieve its research objectives. The data used were collected through a postal survey. This analysis used both partial least square (PLS) and hierarchical regression analysis methods to examine its research framework.

Findings

The study has generated a framework for future research. It is suggested that, with the absence of direct influence, the structure of decision making is still likely to have an indirect effect on marketing standardisation strategy. Although a path relationship is unlikely to exist between environmental factors, the structure of decision making and performance, the joint effect between environmental factors and the decision‐making structure on performance is confirmed. The outcomes of the study suggest that, through careful selection, firms adopting a high and low degree centralisation structure can benefit from operating in a similar high/low environment, as well as in a country with high/low market size and potential.

Originality/value

The study's findings have enhanced those uncovered by other researchers. A number of implications can be drawn for these findings.

Details

European Journal of Marketing, vol. 43 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 11 May 2015

Gopal Das

– The purpose of this paper is to explore the impacts of store attributes on consumer-based retailer equity (CBRE) dimensions.

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4876

Abstract

Purpose

The purpose of this paper is to explore the impacts of store attributes on consumer-based retailer equity (CBRE) dimensions.

Design/methodology/approach

A mall-intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in Kolkata, a metropolitan city in India. A survey questionnaire was used to collect data from busy shopping malls or retail stores located in different places of Kolkata. The impact of store attributes on CBRE dimensions was explored using stepwise regression analysis.

Findings

Results revealed that different sets of store attributes affect various CBRE dimensions differently.

Originality/value

This paper is probably the first to explore the link between store attributes and CBRE dimensions in an Indian and department stores contexts.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 2
Type: Research Article
ISSN: 1361-2026

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Book part
Publication date: 25 October 2018

María Eugenia Ruiz-Molina and Laure Lavorata

Brand equity has been highlighted as a crucial element in differentiating products and achieving competitive advantage. Recent studies reflect the gradual rise in interest…

Abstract

Brand equity has been highlighted as a crucial element in differentiating products and achieving competitive advantage. Recent studies reflect the gradual rise in interest in the importance of building brand equity linked to the store. However, empirical evidence about the antecedents of store brand equity is still scarce, particularly on the retailer’s corporate social responsibility behavior. This chapter aims to analyze the influence of the retailer’s commitment to sustainable development (RCSD) and the credibility of the retailer’s communications on the overall store brand equity. Focusing on two samples of hypermarket customers in France and Spain, the findings provide evidence on the importance of the RCSD regarding employees, society, and environment, as well as the effectiveness of credible communications to generate store brand equity. Results are consistent for France and Spain.

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Article
Publication date: 4 February 2014

François Anthony Carrillat, Francois Colbert and Matthieu Feigné

The study presented in this article aims to examine the impact of the leveraging of three distinct ambush marketing strategies that are under-researched in the literature…

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2820

Abstract

Purpose

The study presented in this article aims to examine the impact of the leveraging of three distinct ambush marketing strategies that are under-researched in the literature: Promotion, Event, and Broadcast.

Design/methodology/approach

An experiment was conducted where the type of ambush strategy was manipulated (i.e. Promotion, Event, Broadcast, no ambush) as well as the market dominance of the sponsor (i.e. dominant or non-dominant) and the congruence level between the event and the sponsor (i.e. high or low congruence).

Findings

Ambush strategies' impacts differ widely. The Broadcast strategy is the most harmful to the identification of the actual sponsor; the Event strategy favors the identification of the pseudo-sponsor as the sponsor, while the Promotion strategy is both harmful to the actual sponsor and beneficial for the pseudo-sponsor. Furthermore, although dominant brands benefit more from their sponsorships, they are more affected by an ambush than non-dominant brands.

Research limitations/implications

Only one sponsor and one pseudo-sponsor were considered at a time. In addition, digital media were not investigated as vectors of ambush marketing. Further research where multiple sponsors and pseudo-sponsors are leveraging their associations to an event, using both off and on-line media, needs to be undertaken.

Practical implications

Against the Promotion strategy sponsors need to create not only strong but also unique associations with the event. The Event strategy can be circumvented with preemptive smaller scale events. Exclusive access to the program broadcast for event sponsors can protect against pseudo-sponsors.

Originality/value

This study is the first to provide empirical evidence regarding the impact of the Promotion, Event, and Broadcast strategies. Previous studies had focused almost exclusively on another strategy: the airing of commercials by pseudo-sponsors during event broadcast against which most sponsors are now effectively protected.

Details

European Journal of Marketing, vol. 48 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 12 September 2016

Ángel Herrero-Crespo, Héctor San Martín Gutiérrez and Maria del Mar Garcia-Salmones

The purpose of this paper is to analyze how country image affects the dimensions of country brand equity (CBE) (i.e. awareness, image, perceived quality and loyalty) in…

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1935

Abstract

Purpose

The purpose of this paper is to analyze how country image affects the dimensions of country brand equity (CBE) (i.e. awareness, image, perceived quality and loyalty) in the higher education sector, as well as the interrelationships between these dimensions.

Design/methodology/approach

Quantitative research with 208 international students who were starting the academic year at a Spanish university was performed to test the hypotheses. In accordance with the characteristics of the target population, the subjects interviewed were mainly from Europe and the Americas.

Findings

The results indicate that the country image affects the perceived quality and awareness of the universities in the country. Additionally, a hierarchy of effects between the dimensions of CBE was found. In particular, loyalty toward the universities of a country is positively influenced by their perceived quality, which is affected by image and awareness of these universities. For its part, the image of universities is positively influenced by the awareness attributed to them by international students.

Practical implications

These results have implications for marketing activities aimed at the internationalization of higher education institutions and, therefore, their appeal to international students.

Originality/value

The paper’s findings represent an important step in the advancement of knowledge about CBE by taking as a basis a complex model that involves the different dimensions of this construct together with a relevant variable in international marketing, that is, country image.

Details

International Marketing Review, vol. 33 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 October 2013

Veronika Schwarzenberger and Kenneth Hyde

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events…

Abstract

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture of consumption, and brands play a role in building group identity. A key factor that drives a serious leisure pursuit to become an activity-based subculture of consumption is identified as high levels of socialising among participants.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 2001

Rick Burton, Francis John Farrelly and Pascale G. Quester

The use of sport celebrities for product endorsements in marketing communications vehicles is not new but there is limited literature on the increasing use by contemporary…

Abstract

The use of sport celebrities for product endorsements in marketing communications vehicles is not new but there is limited literature on the increasing use by contemporary corporations of athletes with questionable or “negative” reputations. This paper raises questions about a seemingly cyclical trend and suggests marketers may continue this activity despite consumer and journalistic criticism. An explanation of the behavioral response to a 'controversial' endorsers' image (relative to the perceptions held by a particular demographic segment) and the opportunity for that relationship to translate favorably for the associated brand, is also discussed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 2 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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