Search results

1 – 4 of 4
To view the access options for this content please click here
Article
Publication date: 9 August 2021

Soojin Kim, Yongjae Kim, Seungbum Lee, Younghan Lee, Eun Yeon Kang and Mi-Lyang Kim

This paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising…

Abstract

Purpose

This paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.

Design/methodology/approach

By using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.

Findings

This study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.

Originality/value

The current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.

Details

Sport, Business and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2042-678X

Keywords

To view the access options for this content please click here
Article
Publication date: 13 July 2012

Seungbum Lee and Stephen D. Ross

The purpose of this study is to identify the decision making factors of sport sponsorship in the global market context using Analytic Hierarchy Process (AHP).

Abstract

Purpose

The purpose of this study is to identify the decision making factors of sport sponsorship in the global market context using Analytic Hierarchy Process (AHP).

Design/methodology/approach

To facilitate AHP hierarchy construction, three criteria level factors and a total of 13 sub‐criteria level factors were identified though literature review, expert panel review and pilot test. A total of 410 email accounts from global corporate sponsors were contacted three times to request on‐line survey participation.

Findings

AHP local weights showed that sport team factors were far more important decision making factors than the country factors and environment factors. AHP global weights showed that media exposure opportunity was the most influential factor followed by sponsorship fit, team image and fan base strength.

Originality/value

This study, the first to utilize AHP in sport sponsorship literature, examined sport sponsorship in the global market context by contacting corporate sponsors.

Details

Sport, Business and Management: An International Journal, vol. 2 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Content available
Article
Publication date: 4 March 2014

Abstract

Details

Sport, Business and Management: An International Journal, vol. 4 no. 1
Type: Research Article
ISSN: 2042-678X

To view the access options for this content please click here
Article
Publication date: 2 July 2018

Samuel Zuk, Alena Pietrikova and Igor Vehec

The purpose of this paper is to analyse the possibilities of mechanical switch replacement by capacitive film touch sensor in applications requiring high reliability and…

Abstract

Purpose

The purpose of this paper is to analyse the possibilities of mechanical switch replacement by capacitive film touch sensor in applications requiring high reliability and short response time. Advantage of replacing mechanical switch by capacitive touch sensor is no mechanical wear and possible implementation of sensor in application where the switch could not be used or where the flexibility of the sensor substrate is required. The aim of this work is to develop a capacitive touch sensor with the advantage of maximum mechanical resistance, short response time and high sensitivity.

Design/methodology/approach

Based on various possible sensors layouts, the authors realized 18 different (14 self-capacitance and four mutual capacitance) topologies of capacitive sensor for touch applications. Three different technologies – PCB, LTCC and polymer technology – were used to characterize sensor’s behaviour. For precise characterization of different layouts realized on various substrates, the authors used integrated circuit FDC2214 capacitance-to-digital converter.

Findings

Sensing range of the capacitive touch (proximity) sensor is affected by the per cent of area covered by the sensor, and it does not depend on topology of sensor. The highest sensing range offers PCB technology. Flexible substrates can be used as proper substituent to rigid PCB.

Originality/value

The novelty of this work lies in finding the touch capacitive sensors that allow shorter switching times compared to standard mechanical switches.

Details

Microelectronics International, vol. 35 no. 3
Type: Research Article
ISSN: 1356-5362

Keywords

1 – 4 of 4