Search results
1 – 10 of over 1000Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco and Vicente Prado Gascó
The objective is to examine the influence of articulation on the effectiveness of sports sponsorship.
Abstract
Purpose
The objective is to examine the influence of articulation on the effectiveness of sports sponsorship.
Design/methodology/approach
This research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent) and sporting discipline (tennis, F1 and sailing).
Findings
Even though the academic literature argues that articulation improves the indicators of performance, the authors have been unable to demonstrate that articulated sports posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall.
Originality/value
This is the first manuscript to use neurophysiological measures of the articulation effect. This is also the first manuscript that examines the differences in attention between articulated sponsorships based on their congruence.
Details
Keywords
Manuel Alonso Dos Santos, Maria Huertas-Serrano, Manuel J. Sánchez-Franco and Eduardo I. Torres-Moraga
The academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims…
Abstract
Purpose
The academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.
Design/methodology/approach
The experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.
Findings
Through an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.
Practical implications
Alcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.
Originality/value
This research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.
Details
Keywords
Manuel Alonso Dos Santos, Ferran Calabuig Moreno and Josep Crespo-Hervás
The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention…
Abstract
Purpose
The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention in sports sponsorship by applying neurophysiological measures.
Design/methodology/approach
This study is part of neuromarketing research applied to sports. The experiment entails eye tracking with 111 men and 129 women (n=24) with 24 sports posters of three different disciplines (sailing, tennis and F1), varying the congruence, the number of sponsors and the position (2×2×2). The data are analyzed via analysis of covariance and regression using ordinary least squares.
Findings
Brand recall is influenced by the number of sponsors present on the poster and by the time of fixation. Effective and perceived congruence covariance the purchase intention, but the full time of fixation on the sponsor does not. The latter only, purchase intention indirectly.
Practical implications
The results enable managers to implement better poster designs and sponsors to have objective measures of sponsorship.
Originality/value
There are few studies that analyze print media in sponsorship using neurophysiological techniques. This research is a pioneer in considering attention to sports posters to examine recall and purchase intention.
Details
Keywords
This study aims to examine the influence of a sports-related accident and its severity on sponsorship effects, including brand recognition, attitude toward the sponsoring brand…
Abstract
Purpose
This study aims to examine the influence of a sports-related accident and its severity on sponsorship effects, including brand recognition, attitude toward the sponsoring brand and purchase intention.
Design/methodology/approach
The fear appeal theory and sensation-seeking are applied as a theoretical framework. The research is carried out via an experiment using auto racing video footage and print material that manipulates the severity of accidents at three levels – no accident, an accident with a minor injury and an accident resulting in a fatality.
Findings
The analyses demonstrate that the severity of the accident elicits varying sponsorship effects. Sponsorship effects are maximized in a minor injury condition, while smaller sponsorship effects are garnered in the absence of an accident or during fatal injury conditions, as expected via the fear appeal theory. These results suggest that sports fans are excited by auto racing crashes, but are averse to witnessing a fatal accident.
Research limitations/implications
The participants of the experiment were all students. Consequently, the participants did not represent all sports fans. Only auto racing was examined as experiment stimuli. Different demographic characteristics (e.g. age, race, nationality) and sports could differently influence the relationships among the research variables.
Practical implications
Potential sponsors do not need to take a negative view of the dangers of sports accidents. Rather, it is recommended that such companies actively plan their sponsorship activities with the appropriate strategy.
Originality/value
The relationship between the severity of a sports-related accident and sponsorship effects has received little attention regarding its potential impact on brand recognition, attitude toward the sponsoring brand and purchase intention. The current study is the first known empirical research using the fear appeal theory in sports sponsorship. It investigates the severity of a sports-related accident and determines how that severity influences sponsorship effects in auto racing. This study provides a better understanding of the effects of an accident and its severity on sponsorship effects.
Details
Keywords
André Richelieu, Simona Gavrila and Pierre Sercia
The purpose of this study was twofold. First, the authors analyzed how a major Canadian university sport brand was interpreted by its stakeholders and why the perception was so…
Abstract
Purpose
The purpose of this study was twofold. First, the authors analyzed how a major Canadian university sport brand was interpreted by its stakeholders and why the perception was so negative. Second, the researchers investigated how a dormant university sport brand could be revitalized.
Design/methodology/approach
A mixed-methods approach was designed. During the first year, a qualitative methodology was established. Researchers conducted 14 different focus groups, with students-athletes, students, coaches, university administrators, support staff and professors. In the second year, based on the initial findings, the researchers elaborated a quantitative protocol and built a multidimensional questionnaire which was administered to groups that were gravitating around the varsity brand. There were a total of 1,757 completed questionnaires.
Findings
The conclusions highlighted the weakness of the varsity brand and the limitations in leveraging the latter for the benefit of the institution. Contradictions in the marketing and branding decisions were noted, for which strategic recommendations were formulated.
Research limitations/implications
In essence, the contributions of the paper relate to the strategic management of the brand and the mixed-methods approach borrowed in this research. Understanding how a brand is perceived is essential for managers in elaborating their strategy and, therefore, being able to connect effectively with their audience.
Originality/value
The potential strategic leverage of branding for universities becomes even more valuable as these institutions are increasingly using their varsity programs to compete with one another. This study specifically analyzes the case of a Canadian varsity brand whose values and resources differ greatly from other North American institutions.
Details
Keywords
The purpose of this paper is to illustrate, from the lived experience of the author, that recovery does not only apply to people who use services, it is just as relevant to the…
Abstract
Purpose
The purpose of this paper is to illustrate, from the lived experience of the author, that recovery does not only apply to people who use services, it is just as relevant to the staff who work in those services.
Design/methodology/approach
Narrative account.
Findings
Reflective account, no findings presented.
Originality/value
In offer the author's account of moving from a dissatisfied, passive approach at work towards a rewarding, hopeful position, this paper demonstrates the relevance of hope, control and opportunity in recovering job satisfaction.
Details
Keywords
Damian Gallagher, Christina O'Connor and Audrey Gilmore
The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual…
Abstract
Purpose
The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayr and Diamantopoulos, 2008) so as to provide the basis for identifying and understanding new segments and assessing the strategic development of the Gaelic Athletic Association (GAA) in Ireland in order to ensure its continued survival, growth and prosperity.
Design/methodology/approach
An exploratory methodology is operationalised in this study using qualitative data obtained from 27 participants possessing relevant knowledge and experience of Gaelic football via a range in-depth interviews and focus groups.
Findings
This study identifies those existing segmentation bases that are both applicable and non-applicable, to the indigenous amateur game of Gaelic football in Ireland, whilst additionally identifying and developing an understanding of new segmentation bases. Furthermore, it highlights the challenges and opportunities that will require strategic management if the GAA is to successfully maintain and develop its domestic market whilst simultaneously developing its overseas markets.
Research limitations/implications
The findings of this study are limited to the indigenous amateur game of Gaelic football in Ireland. They reaffirm the need to develop segmentation bases for individual sports markets. They highlight issues that will have a strategic impact upon the operations of the GAA and make recommendations for addressing and realising the opportunities that these will present.
Originality/value
This study addresses a research gap in the knowledge in regards to the strategic development and application of existing sports marketing segmentation bases to indigenous amateur sport.
Details
Keywords
Many senior business people in the USA believe that some 90% of alladvertising does not do what it is intended to do. The common reasonsare the basic ineptitude of many people…
Abstract
Many senior business people in the USA believe that some 90% of all advertising does not do what it is intended to do. The common reasons are the basic ineptitude of many people charged with creating advertising, objectives and goals inadequately set, advertising created primarily to win awards for creative excellence, ignorance of basic rules, and lack of a comprehensive advertising work plan. Enumerates 28 types of advertising media, with suggestions on how to package an advertising message. Then, through six basic rules and three supplements provided, a 15‐item outline for an advertising work plan, and a 60‐tip checklist of practical pointers, shows the reader how to create advertising copy that does not have to be sent back for endless revision, and can significantly contribute to customer volume and business profits.
Details
Keywords
Susan C. Herring, Lois Ann Scheidt, Elijah Wright and Sabrina Bonus
Aims to describe systematically the characteristics of weblogs (blogs) – frequently modified web pages in which dated entries are listed in reverse chronological sequence and…
Abstract
Purpose
Aims to describe systematically the characteristics of weblogs (blogs) – frequently modified web pages in which dated entries are listed in reverse chronological sequence and which are the latest genre of internet communication to attain widespread popularity.
Design/methodology/approach
This paper presents the results of a quantitative content analysis of 203 randomly selected blogs, comparing the empirically observable features of the corpus with popular claims about the nature of blogs, and finding them to differ in a number of respects.
Findings
Notably, blog authors, journalists and scholars alike exaggerate the extent to which blogs are interlinked, interactive, and oriented towards external events, and underestimate the importance of blogs as individualistic, intimate forms of self‐expression.
Originality/value
Based on the profile generated by the empirical analysis, considers the likely antecedents of the blog genre, situates it with respect to the dominant forms of digital communication on the internet today, and suggests possible developments of the use of blogs over time in response to changes in user behavior, technology, and the broader ecology of internet genres.
Details