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This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising.

An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population.

Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands.

The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects.

Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness.

To the authors’ knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.

Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can improve the evaluations of low-fit brand extensions through two different processes (cognitive and affective).

Two experiments were conducted with US consumers. Study 1 used a 2 (extension fit: high, low) × 2 (ad appeal: abstract, concrete) between-subjects design. Study 2 applied a 2 (brand associations: promotion, prevention) × 2 (ad appeal: promotion, prevention) between-subjects design. Multivariate analyses and follow-up means comparisons were used to analyse data.

Study 1 found that an abstract ad appeal is more effective for promoting low-fit brand extension because it improves the perception of fit. Study 2 showed promotion vs prevention ad appeals lead to better evaluation of low-fit brand extensions when matched with parent brand associations (promotion vs prevention) in terms of construal level. This matching effect is underpinned by processing fluency.

Ad appeals can influence low-fit brand extension evaluation by influencing the perception of fit (cognitive process) or processing fluency (affective process). Future research could consider different ad appeals and other construal related factors to generalise these findings.

Marketers can design different ad appeals to effectively advertise low-fit brand extensions. These findings can guide managers in the development of effective advertising strategies.

This research offers a new perspective on how ad appeals can enhance low-fit brand extension evaluation.

As acquiring new customers is costly, putting effort into satisfying and keeping customers over the long term can improve profitability. Firms usually do not know how each individual customer is feeling at any time (their attitude to the firm), so typically a customer's likelihood of leaving (“churning”) is predicted from behavioural data. The purpose of this paper is to investigate how a firm can add attitudinal variables to these churning models by deriving proxy indicators of satisfaction and commitment from behavioural data. The paper tests whether adding these proxies improved predictions of churning compared to a typical model based on purchasing behaviour (PB).

Analysing data from 6,000 regular customers from an Australian digital versatile disc rental company, logistic regression predicted membership termination (i.e. churning=1) versus continuation (=0). A baseline model used three traditional behavioural variables directly linked to members' PB. A second model including proxies for satisfaction and commitment from the customer database was compared against the baseline model to investigate improvement in churn prediction.

The most significant predictor of churn is an indicator of commitment: the uncertainty of a customer's commitment, indicated by number of times they changed their subscription plan.

The more customers change their plan, the more likely they are to quit the relationship with the firm, most likely because they are uncertain about how they can benefit from a long‐term commitment to the firm. Monitoring uncertainty indicators, such as plan changing, allows firms to intervene with special offers for uncertain customers, and, therefore, increase the likelihood of them staying with the firm.

The paper discusses the use of customer behaviour recorded in databases to identify proxy indicators of attitude before this attitude translates into churning behaviour.

The purpose of this paper is to identify and review attempts at mitigation and prevention of overtourism and to outline reasons for the failure to date of such efforts.

This paper is a perspective paper and draws on an examination of relevant literature on the subject through the lens of a conceptual framework. It outlines the changing roles of tourism development and marketing organisations and the failure of public sector agencies to control and manage tourism. The varying methods of limiting tourist numbers are examined, and their weaknesses are presented.

Conclusions reveal that there are a series of global trends that are contributing to the appearance and continuation of overtourism and which, to date, are proving immune to mitigation and resolution for specific reasons. These include a lack of willingness to accept the problem of tourist numbers and to reduce or effectively manage these at all levels, from local to international.

Present approaches to mitigation need to be revisited and better integrated with management and control of all aspects of development and framed to achieve and retain political support at all levels.

There has been little attempt before to analyse the reasons for the failure to effectively mitigate or prevent overtourism, and this paper makes an original contribution in this area in that it is an evaluation of what is known and a summary of shortcomings within the industry and academia.

本论文是一篇观点性论文, 通过概念框架的视角对相关文献进行审视。它概述了旅游开发和营销组织角色的变化以及公共部门机构控制和管理旅游业的失败。研究了限制游客数量的各种方法, 并指出了它们的缺点。

本文的目的是识别和回顾缓解和预防过度旅游的措施, 并概述迄今为止这些措施失败的原因。

结论表明, 有一系列全球趋势促成了过度旅游的出现和延续, 迄今为止, 由于特定原因, 应对过度旅游的措施对这些趋势无效。这包括不愿意接受和游客人数相关的问题, 不愿意在从地方到国际各级进行减少或有效管理游客人数。

本文讨论了许多旅游目的地未能解决过度旅游问题的原因。目前的缓解办法需要重新审视, 并更好地与所有区域发展方面相关的管理和控制措施相结合, 并加以规章立制, 以便在各级获得和保持政界支持。

它概述了未来研究的潜在方向, 因此对目的地管理机构具有实际意义。特别是, 目前的缓解办法需要重新审视, 并更好地与所有区域发展方面相关的管理和控制措施相结合, 并加以规章立制, 以便在各级获得和保持政界支持。

在许多人的心目中, 过度旅游是一个非常严重的社会问题, 本文解释了为什么这个问题很难解决。对过去失败的评估可使旅游目的地居民能够提出不同和更有效的措施, 特别是这些措施该如何实施。

创新点/价值（限100字）

之前很少有人试图分析未能有效缓解或防止过度旅游的原因。本文在这一领域作出了独创性贡献, 对文献中研究和讨论的内容进行了评估, 总结了业界和学界的不足之处, 总结了公共部门政策的失败。

Este trabajo es un artículo de perspectiva y se centra en un análisis de la literatura relevante sobre el tema objeto de estudio a través de un marco conceptual. Se destacan los roles cambiantes del desarrollo del turismo y de las organizaciones de marketing, así como los errores de las organizaciones del sector público para controlar y gestionar el turismo. Se presentan los diversos métodos para limitar el número de turistas y se analizan sus debilidades.

La finalidad de este trabajo es identificar y revisar los intentos de mitigación y prevención de la saturación turística y esbozar las razones del fracaso hasta la fecha de dichos esfuerzos.

Las conclusiones revelan que existen una serie de tendencias globales que están contribuyendo a la aparición y continuidad de la saturación turística y que, hasta la fecha, están demostrando ser inmunes a la mitigación y resolución por razones específicas. Éstas incluyen la falta de voluntad para aceptar el problema del número de turistas y reducirlos o gestionarlos de manera eficaz en todos los niveles, desde el ámbito local hasta el internacional.

El trabajo analiza lo que se considera como las razones del fracaso para resolver la saturación turística en muchos destinos turísticos. Los enfoques actuales para la mitigación necesitan ser revisados e integrarse mejor con la gestión y el control de todos los aspectos del desarrollo, y deben enmarcarse para lograr y mantener el apoyo político en todos los niveles.

Se identifican las áreas potenciales para un mayor estudio, así como nuevas aplicaciones y, por tanto, presenta implicaciones prácticas para las organizaciones que gestionan los destinos. En particular, los enfoques actuales de mitigación deben revisarse e integrarse mejor con la gestión y el control de todos los aspectos del desarrollo, y deben enmarcarse para lograr y retener el apoyo político en todos los niveles y ser efectivos.

La saturación turística es un problema social en la mente de muchas personas y el documento explica por qué este problema ha demostrado ser difícil de resolver. La evaluación de los fracasos del pasado debería permitir a los residentes de los destinos turísticos abogar por medidas diferentes y más eficaces y, en particular, para que esas medidas se apliquen correctamente.

Existen escasos intentos anteriores para analizar las razones del fracaso para mitigar o prevenir eficazmente la saturación turística. El artículo presenta una contribución original en esta área al mostrar una evaluación de lo que se ha investigado y discutido en la literatura y se ofrece una síntesis de las deficiencias dentro de la industria y la academia y el fracaso de las organizaciones del sector público para implementar sus políticas.

Sports leagues have stood out in the entertainment industry due to their great economic value and cultural impact. This is the case of the American sports leagues, with emphasis on the National Basketball Association (NBA), whose largest Latin American market lies on Brazil. The aforementioned league’s audience is constantly growing, a fact that can be partially explained by the encouragement provided for its viewers to interact through social media, in a phenomenon called social TV. Accordingly, the aim of the present study is to investigate how social TV works as a means for Brazilian fans to coproduce their NBA broadcasting enjoyment through social media interactions.

The authors conducted a netnography on the community of fans engaged in Twitter hashtag #NBAnaESPN, which was released by ESPN to promote audience integration during NBA games' broadcasting.

A theorization about the role played by social TV in the way fan culture articulates through social media to enjoy broadcasting media products was herein presented. The findings of this study have evidenced three categories concerning the role played by television broadcasting, social media and the fandom in NBA consumption by Brazilian fans. Based on these findings, the authors got to the conclusion that social TV establishes a mediatized environment where fan culture can be articulated through social media to enable interactions about television broadcasting.

The study was limited to members of the Brazilian NBA audience who engage in the official social media of the league’s broadcasting.

The study heads toward a theoretical generalization based on the research results.

Organisational behaviour, business reengineering and management of change, human resources management.

This case study is intended for undergraduate and post-graduate management degrees. It includes courses on organizational behaviour, human resources management, marketing, business management, travel and tourism and strategic management.

Zim-Zum Welcome Hotel is a hotel in Zimbabwe in the travel and tourism sector. It was facing high turnover of employees and this was affecting the business through continuous hiring and training. The organization decided to introduce changes completely changing the way it does things, focusing on satisfying employees as well as customers. The new approach yielded favourable results, labour turnover dropped significantly and business improved greatly. In an effort to improve service, and increase profit, Zim-Zum has begun radically changing the way it hires, trains and deploys frontline workers. Management also examined how waiters and waitress do their job and concluded that there was supposed to be a division of labour between them and culinary staff. Management of Zim-Zum believe that companies that excel at managing frontline workers understand that excellent service is more than just a transaction.

Students can focus on: the importance of redesigning work so that superior service satisfies both the employee and the customer; human resources management is an important factor in improving employee performance and business performance; the importance of external and internal customers in improving company performance.

Starting from 2003, Microsoft and many other companies have either gradually reduced or completely replaced stock options with restricted stocks in their compensation plans. This raises an interesting question: which form of compensation is better, stock or options? This chapter makes an economic comparison between the two compensation vehicles and concludes that stock is preferred to options. The backdrop of the study is dynamic asset allocation within a utility maximization framework whereby the company may go bankrupt. The incorporation of bankruptcy risk into the analysis is motivated by the recent downfalls of companies such as Enron and WorldCom.

We demonstrate that vesting requirements and bankruptcy risk can lead to significant value discounts. When the restricted stock and options have a vesting period of 5 years, and account for 50% of the total wealth, the total discount is more than 60%, out of which 20% is due to bankruptcy risk. More importantly, we find that stock is a better compensation tool than options. For a given dollar amount of grant, the higher the stock proportion, the higher the expected utility. In fact, replacing options by stock can lead to a substantial amount of cost savings for the firm, while maintaining the same level of utility for the employee. For example, when options account for 50% of the total wealth and are subsequently replaced by stock, the granting cost is reduced by about 60%. Our findings therefore provide a theoretical support for the move to stock-only style of performance compensations.

Using administrative, longitudinal data on felony arrests in Florida, we exploit the discontinuous increase in the punitiveness of criminal sanctions at 18 to estimate the deterrence effect of incarceration. Our analysis suggests a 2% decline in the log-odds of offending at 18, with standard errors ruling out declines of 11% or more. We interpret these magnitudes using a stochastic dynamic extension of Becker’s (1968) model of criminal behavior. Calibrating the model to match key empirical moments, we conclude that deterrence elasticities with respect to sentence lengths are no more negative than − 0 . 13 for young offenders.

The purpose of this paper is to describe the development of a scale (SITUZAP) to measure the situational factors that trigger channel switching, specifically within the television environment.

The domain construct is defined and 14 potential scale items were drawn from the literature and qualitative research. The scale was purified during the pilot phase and three scale items removed. The scale was re‐tested during the main study via an independent sample, confirming the two‐dimensional nature of the scale.

Reliability analysis indicates that the scale is internally consistent with co‐efficient alpha high across both pilot and main studies. Moreover, confirmatory factor analysis supports the two‐factor measurement model – “advertising triggers” and “RCD empowerment”. The test‐retest result (r=0.662) further provides evidence of stability within the scale. The scale has also been verified for content, criterion, discriminant, and nomological validity. All other indicators are within the acceptable range of statistics.

This is the first scale that measures the effect of situational factors on channel switching.