Search results

This paper aims to examine the common situation where the sponsor of an event is replaced and the impact of this situation on consumers’ behavioral intentions toward the new sponsor.

An original conceptual framework was developed to account for consumers’ reactions toward a new sponsor in the context of a sponsorship change, depending on whether the former and new sponsors are competitors, the duration of the relationship between the former sponsor and the event (tenure length), and the level of congruence between the new and the former sponsor and the event. This framework, based on consumer motive attributions, was tested by means of three completely randomized experiments.

The results of the first experiment show that if the former and new sponsors are competitors, consumers’ behavioral intentions toward the new sponsor are more positive if the former sponsor’s tenure duration was short. When the former and the new sponsors are not competitors, the former sponsor’s tenure duration does not impact behavioral intentions. The second experiment demonstrates that consumers’ altruistic motive attributions are the underlying mechanism that explains these effects. Finally, the third experiment identifies a boundary condition, that is, these effects occur only if the new and the former sponsor are congruent with the sponsored property.

This research has not considered the situation where the former and new sponsors have different levels of congruence with the event (e.g. when the former sponsor is congruent but the new sponsor is incongruent with the event) and has examined only sponsorship tenure durations of one versus 15 years.

Sponsorship managers learn that replacing a sponsor that was supporting the event for a short rather than a long period of time is more beneficial, but only if replacing a competitor that is congruent with the sponsored property. The reason is that such a replacement triggers more altruistic motive attributions compared with contexts where the former sponsor is not a competitor or incongruent with the sponsored property. Suggestions of sponsorship activation strategies known to increase perceptions of altruism are provided to enhance sponsorship effectiveness for new sponsors.

This study is the first to look at how consumer responses to a new sponsor vary depending on the former sponsor’s tenure length, competitor status and event congruency.

The purpose of this paper is to review the existing literature on sponsorship‐linked marketing and to present a set of research propositions.

The approach to the research propositions was to explore the existing literature to discover areas where opportunities for further research exist.

The authors propose that not only does sponsorship‐linked marketing influence attitudes towards the sponsor, but that the relationship is that of an S‐shaped curve where the incremental impact of sponsorship is slight for brands with very little or very strong attitudes established towards the brand. The most dramatic influence that sponsorship‐linked marketing will have is for those sponsors with a moderate amount of established brand attitude. The authors also present an argument that extreme congruity or extreme incongruity will drive brand awareness more dramatically than an expected level of sponsor‐property congruity, thus suggesting a U‐shaped relationship between awareness and congruency. Moreover, while an extremely incongruent partnership may gain widespread attention, it is unlikely to positively influence an emotional or behavioral response for either the property or sponsor.

The majority of the previous literature regarding sponsorship‐linked marketing proposed or assumed a linear relationship between current brand attitudes and the impact of a sponsorship. This paper suggests that this relationship is actually non‐linear and is, in fact, an S‐shaped relationship. Further, while congruency was believed to be linearly related to awareness, this paper proposes that the association between awareness and congruency is a U‐shaped phenomenon.

The history and heritage of some brands is such that an accumulation of brand equity occurs whereby stocks of images, symbols, logos and icons are built up. The role of brand managers in these cases is to release this equity in an attempt to both realise the value of brand equity and provide a foundation for future development of brand equity. Using a case from global sport, this study analyses the branding of a property and how this drew from a number of equity enhancing features, as well as capitalising upon changes in marketing and the marketplace.

This paper aims to investigate how digital capabilities associated with building information modelling (BIM) can integrate a wide range of information to improve built asset management (BAM) decision-making during the in-use phase of hospital buildings.

A comprehensive document analysis and a participatory case study was undertaken with a regional NHS hospital to review the type of information that can be used to better inform BAM decision-making to develop a conceptual framework to improve information use during the health-care BAM process, test how the conceptual framework can be applied within a BAM division of a health-care organisation and develop a cloud-based BIM application.

BIM has the potential to facilitate better informed BAM decision-making by integrating a wide range of information related to the physical condition of built assets, resources available for BAM and the built asset’s contribution to health-care provision within an organisation. However, interdepartmental information sharing requires a significant level of time and cost investment and changes to information gathering and storing practices within the whole organisation.

This research demonstrated that the implementation of BIM during the in-use phase of hospital buildings is different to that in the design and construction phases. At the in-use phase, BIM needs to integrate and communicate information within and between the estates, facilities division and other departments of the organisation. This poses a significant change management task for the organisation’s information management systems. Thus, a strategically driven top-down organisational approach is needed to implement BIM for the in-use phase of hospital buildings.

Addresses the impact which the currently occurring changes in organizational culture towards a “lean and mean” philosophy are likely to have on an ageing workforce entering a new millenium. Gives a general overview of the changes which have occurred in the population and in the structure and management of organizations during the last decade and examines potential consequences which these changes might have for recruitment, ongoing management and disengagement of staff in the next century.

The study compares the demographics and degree attainment in Washington University’s (the University) Chancellor’s Graduate Fellowship Program (CGFP) in the pre- and post-Grutter era. The fellowship program’s aims included bolstering African American graduate degree completion and preparing African American faculty members. The 2003 Grutter v. Bollinger affirmative action case serves as a break point to compare the 1991–2003 cohorts and the 2004–2008 cohorts. Interviews of key leaders give a historical perspective on the program’s mission. Institutional data organized to form two cohorts, pre- and post-Grutter comparison groups, provide insight into demographic trends and degree attainment. The CGFP realized its original mission to diversify the professoriate by supporting underrepresented graduate students. The vast majority of alumni in both cohorts earned a graduate degree and earned their intended degrees. The two cohorts achieved high doctoral degree attainment. Time-to-degree findings and placement within the academy demonstrated a positive outcome. However, the program post-Grutter has generated fewer African American participants. In the post-Grutter era, the University needs to develop new strategies to increase the racial diversity of graduate education. As a complementary resource, the CGFP, as part of a broader portfolio of programmatic and policy tools designed to diversify, merits continued investment. Only a fraction of programs focused on African American doctoral attainment publish evaluation data. The study captures the programmatic effects of the Grutter decision at an elite American university.

The purpose of this paper is to explore a new mentoring and advocacy-networking paradigm sponsored by the National Science Foundation (15-7680) Office for Broadening Participation in Engineering in the USA. The Increasing Minority Presence within Academia through Continuous Training (IMPACT) program pairs underrepresented minority (URM) faculty with emeriti faculty in engineering for career mentorship.

Researchers utilized a phenomenological qualitative research design to explore the influence of the three domains of the mentoring and advocacy-networking paradigm (career development, sponsorship, and coaching) through participant interviews of URM and emeriti faculty. Interviews, grounded by Social Cognitive Career Theory (SCCT), offered an in-depth understanding of the nature, meaning, and ways in which the IMPACT participants perceived the value of the mentoring experience.

Phenomenological findings suggest mentees viewed IMPACT participation as a means for career progression, and mentors saw it as an opportunity to “give back” to the engineering field. Neither believed cultural or generational gaps would hamper their mentoring relationships, as their shared academic interests would facilitate a bridge for any gaps.

This paper identifies new questions related to the expectations and interests of both mentors and mentees who are engaged in a mentoring relationship. A longitudinal approach would offer deeper insight into mentoring as the relationship persists over time.

Evidence at this stage indicates that the IMPACT program has the potential to contribute to the career progression of URM faculty through the inclusion of an often overlooked resource of emeriti faculty.

A model of reputation is developed to show how firms operating in concentrated sectors can use the sponsorship of general human capital investments to specifically trained workers as a device of commitment with prospective employees. Employees of firms that operate in concentrated sectors learn skills that are valuable only for a limited number of alternative employers. This gives monopsonistic power to the training firm over the trained workers. Anticipating it, potential employees will be reluctant to work for the firm unless the employer is able to commit oneself’ must be turned back to ‘herself. I argue that human resource policies including the provision of general human capital to workers reduce employers’ commitment costs. Evidence from two representative samples of workers from Spain and the United Kingdom show that, consistent with the predictions of the model, firms from more concentrated sectors are more likely to sponsor their employees’ education.

This study investigates the antecedents of career initiative, a proactive behavior, whereby individuals engage in activities to promote their career development. The authors first argue that organizational tenure – the length of time employed within a specific organization – will exhibit a curvilinear or inverted-U-shaped relationship with career initiative. In the early years of an employment relationship, career initiative gradually increases as employees overcome the initial challenges of joining a new organization. However, career initiative will plateau and eventually decline as employees struggle to envision further development.

This study uses a survey design with data collected from the North American operations of a large global telecommunications company.

This study identifies two key mechanisms, both concerning relational context, that drive the curvilinear relationship between organizational tenure and career initiative: mentoring and barriers to networking. Specifically, increased mentoring and reduced barriers to networking both significantly weaken the curvilinear effect.

The results suggest that organizations can promote proactive behaviors through employee mentoring and by removing network barriers, particularly for those most at risk for reduced career initiative: early- and especially later-tenure employees.

Career initiative is a valued behavior among employees, but individual-level phenomena can be fostered, or inhibited, by relational context. So, while some scholars have found a trend toward “boundaryless” careers, this study reveals the importance of considering how the boundaries and social context within organizations can create an environment in which employee proactivity can flourish.

Sponsorships targeting an internal audience, e.g. employees, are still under-researched. The purpose of this paper is to investigate how employees perceive and evaluate a sponsorship that is designed with the purpose of improving customer services and explore how the company may benefit from the sponsorship.

The study is anchored in critical realism and based on a single case study using multiple methods. The authors survey the impact of the sponsorship on employees’ (n=653) perceptions of their ability to communicate with customers, to perform their personal best, to engage in teamwork, as well as employee retention. The authors use individual and group interviews to qualify the analysis and the access to company data on customer satisfaction rates to provide an indication of the effect of the sponsorship.

Results indicate that close to half the employees respond that the campaign positively impacted their ability to communicate, improve personal performance and to engage in teamwork. The analysis also reveals that the commitment of the direct leader has an impact on employees’ interest and commitment to the campaign. Data on customer satisfaction show that reducing the number of dissatisfied customers and increasing the number of customers willing to recommend the company to others has been accomplished, thus indicating that the sponsorship has had a positive impact on company performance.

By combining sponsorship research with insights from the HRM literature, the study provides empirically based knowledge to the hitherto limited research on the internal audience of sponsorships. The study provides a plausible indication of a positive relation between a sponsorship design and company performance.