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Article
Publication date: 7 August 2017

Woo-Young Lee, Youngjin Hur, Dae Yeon Kim and Christopher Brigham

The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand…

Abstract

Purpose

The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI).

Design/methodology/approach

The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study (n=40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects’ cognitive ad responses (i.e. Aad, Abr, and FI).

Findings

The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity.

Originality/value

This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers’ perceptions of advertising.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 1 February 2016

Minjung Sung and Woo-Young Lee

The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and…

Abstract

Purpose

The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and event-sponsor fit influence corporate image (CI) and corresponding purchase intention (PI).

Design/methodology/approach

The conceptual model developed in this research consolidates various constructs related to sponsors and events into a single comprehensive framework, thus offering an integrated view of the factors that determine consumers’ perceptions of a sponsorship and their attitudes toward a sponsor. Data were collected from participants in the Pink Ribbon Love Marathons (PRLM) held in Seoul, South Korea. A total of 650 female subjects (mean age=41.2, SD=12.5) participated in this investigation.

Findings

The findings indicate that CI plays a significant role as a partial mediator within a reciprocal relationship between participants’ event perception and patronage intention. Sponsoring a well-targeted event might have a positive impact on CI and PI.

Originality/value

What makes this study unique is the application of previous research examining cause-related sport sponsorship from a sport participant’s perspective. From a practical standpoint, the findings of this study reveal the importance of corporate communication in CSR.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 13 February 2019

Jonghun Sun, Jeong Won Lee and Young Woo Sohn

The purpose of this paper is to examine the role of meaning of work as a linking mechanism between the perception of work context and turnover intention within the rarely…

Abstract

Purpose

The purpose of this paper is to examine the role of meaning of work as a linking mechanism between the perception of work context and turnover intention within the rarely studied context of social enterprises.

Design/methodology/approach

Drawing on meaning of work theories, an integrated research model was developed. Data were collected using questionnaires from 315 full-time employees at 114 social enterprises in Korea. Mediated and moderated structural equation models were used to assess the hypotheses.

Findings

Social mission was fully mediated by meaning of work to predict low turnover intention, and shared vision was partially mediated to predict the same. The authors also found that the positive relationship between social mission and meaning of work was stronger when shared vision was higher.

Originality/value

This study extends previous literature on managerial psychology (i.e. meaning of work and turnover) in the context of a new but increasingly prevalent organizational form, social enterprises. It also provides practical advice for managers seeking to retain employees and encourage the sustainability of the social enterprise sector.

Details

Journal of Managerial Psychology, vol. 34 no. 1
Type: Research Article
ISSN: 0268-3946

Keywords

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Article
Publication date: 15 December 2020

Jinsoo Choi, Yonguk Park and Young Woo Sohn

This study investigated how and when corporate social responsibility (CSR) fosters job seekers' application intention using a mediated moderation model. Specifically, the…

Abstract

Purpose

This study investigated how and when corporate social responsibility (CSR) fosters job seekers' application intention using a mediated moderation model. Specifically, the study explored the positive effect of CSR on job seekers' intention to apply, the moderating role of applicants' calling and the mediating role of value congruence in the relationship between the person and organization.

Design/methodology/approach

The study sample consisted of 259 college students in South Korea. A quasi-experimental design and survey were used. Data were analyzed using a regression-based path analysis to test a mediated moderation model.

Findings

The results showed that CSR significantly increased job seekers' application intention, which was moderated by their calling. Furthermore, the interaction between CSR and calling on application intention was fully mediated by the value congruence between person and organization.

Practical implications

The results suggest that engaging in active CSR can effectively attract job applicants, especially those with a high calling, who are known as qualified workers needed for the organization. The findings can provide a competitive advantage to organizations in this highly competitive environment.

Originality/value

This study contributes to the understanding of the micro-effect of CSR by showing the positive influence of CSR on job seekers' application intention. Further, by evaluating a mediated moderation model, this study advances the field's understanding of the underlying mechanisms of CSR, especially in terms of calling and value congruence.

Details

Career Development International, vol. 26 no. 1
Type: Research Article
ISSN: 1362-0436

Keywords

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Article
Publication date: 3 September 2020

Selin Türkel, Ebru Uzunoğlu and Sema Misci Kip

The purpose of this paper is to unearth common perceptions of non-profit organization (NPO) trust and reputation, with a specific focus in their overlaps and…

Abstract

Purpose

The purpose of this paper is to unearth common perceptions of non-profit organization (NPO) trust and reputation, with a specific focus in their overlaps and intersections. Examining the two concepts in tandem allows a more comprehensive approach offering new insights.

Design/methodology/approach

This study is devoted to the analysis of the interplay of NPO trust and reputation combining semantic network analysis with a personification approach. The data are collected via semi-structured interviews with 482 individuals.

Findings

The present results reveal both common (e.g. charitable, credible) and unique (e.g. illuminating, nice) personality traits. Findings also demonstrate that reputation is a broader concept than trust, with more characteristics. Moreover, it is possible to state that NPOs deemed reputable have a 50% chance of being trusted.

Research limitations/implications

Clearly delineating the relationship between the concepts of NPO trust and reputation has certain conceptual significance and practical value. As traits are grouped in the existing taxonomy categories based on the analysis, it could contribute to improving understanding of these constructs, as well as a modification in the existing classification.

Practical implications

This study aims to assist NPO managers by providing a list of ideal traits for NPO reputation and trust. It can serve as a guide for managers to assess their own perceptions, for comparison with those of competitors.

Originality/value

To the authors' knowledge, this study is the first attempt to provide an interrelated perspective to the study of NPO trust and reputation through semantic network and personification approach.

Details

Corporate Communications: An International Journal, vol. 26 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 1 January 1998

Ronald E. Goldsmith

This article reports the findings from a survey on wine use and related consumer characteristics from 271 adult US consumers. A valid and reliable self‐report scale was…

Abstract

This article reports the findings from a survey on wine use and related consumer characteristics from 271 adult US consumers. A valid and reliable self‐report scale was used to measure wine innovativeness. Multi‐item scales also measured level of wine consumption, wine involvement, opinion leadership for wine, and real and subjective wine knowledge. As hypothesised, wine innovators reported using more wine than non‐innovators. They were also found to score higher on measures of wine involvement, wine opinion leadership, and subjective wine knowledge than those consumers less likely to be wine innovators. This pattern of characteristics is similar to that found for innovative consumers of other product fields and provides insights into the characteristics of wine innovators that marketers can use to develop better strategies for innovative wine products.

Details

International Journal of Wine Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 0954-7541

Keywords

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Article
Publication date: 1 March 1995

Paul Kelsey

Discusses the publication of mediocre quality children's literature. Presents the qualities inherent in classical children's literature. Examines the role and possible…

Abstract

Discusses the publication of mediocre quality children's literature. Presents the qualities inherent in classical children's literature. Examines the role and possible motives of the publishing industry for marketing “dumbed down” literature. Evaluates two popular titles. Suggests ways of playing a more active role in promoting high quality children's literature.

Details

Collection Building, vol. 14 no. 3
Type: Research Article
ISSN: 0160-4953

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Article
Publication date: 3 May 2021

Shadma Shahid, Jamid Ul Islam, Rahela Farooqi and George Thomas

This study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude…

Abstract

Purpose

This study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.

Design/methodology/approach

The data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.

Findings

The findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.

Originality/value

By uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

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Article
Publication date: 13 June 2016

Edward Shih-Tse Wang and Jia-Rong Yu

Ready-to-drink (RTD) tea beverages are widely consumed worldwide and play a prominent role in people’s daily lives, yet few studies have investigated the motivation of RTD…

Abstract

Purpose

Ready-to-drink (RTD) tea beverages are widely consumed worldwide and play a prominent role in people’s daily lives, yet few studies have investigated the motivation of RTD tea beverage consumers as well as their underlying attitudes and desires. The purpose of this paper is to explore why these attributes are motivational factors by focussing on the attributes of RTD tea beverage products that motivate consumers to purchase RTD tea.

Design/methodology/approach

The attribute-consequence-value model of the means-end chain approach was employed to investigate consumer motivations for purchasing RTD tea beverages. Data were collected through a qualitative face-to-face survey of 153 RTD tea beverage consumers in Taiwan.

Findings

The results indicate that consumers purchase RTD tea beverages because the taste, flavor, packaging, and ingredients (attributes) satisfy their desire to drink RTD tea and fulfill the benefits of being delicious to drink, possessing thirst-quenching properties, and possessing health-promoting properties (perceived consequences), thereby fulfilling their ideal goal of experiencing enjoyment (perceived product value).

Originality/value

The findings may serve as a reference for producers of RTD tea beverages regarding product development and marketing.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 28 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

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