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1 – 10 of 66Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco, Eduardo Torres-Moraga and Ferran Calabuig Moreno
This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.
Abstract
Purpose
This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.
Design/methodology/approach
An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.
Findings
The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.
Originality/value
This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.
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Chi-Chang Lin, Yenming J. Chen and Jau-Wen Wang
The attributes of services can be categorised as service quality and service preference. While studies have addressed the importance of service quality, shippers’ service…
Abstract
Purpose
The attributes of services can be categorised as service quality and service preference. While studies have addressed the importance of service quality, shippers’ service preference and its relationship to perceived value and purchase intentions remain unexplored. Therefore, the purpose of this study is to propose a causal model in the context of short sea shipping services to investigate the influence of purchase intention through the shipper’s service preference and perceived value.
Design/methodology/approach
Structural equation modelling is applied to assess the empirical strength of the relationships in the proposed model. The model is validated through empirical testing by taking samples from shippers in Taiwan.
Findings
The results show that service attributes, namely, timing related, pricing related, warehousing, sales, door-to-door, information and advertising, positively affect shippers’ service preference. Service preference significantly affects customer perceived value as well as purchase intentions. Moreover, perceived value strongly affects purchase intentions.
Originality/value
Matching between the product offered and the diversified customer need is key to the business operation’s success. This study suggests that carriers should position themselves to both self-competence and market values.
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