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Existing research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this study is to explore how the event environment impacts consumers’ attitudinal and behavioral responses to competitive brands that co-present at an event.

The research comprised an exploratory pre-test and two studies at a sport event with a retailing environment. The exploratory pre-test was used to examine the competitive relationship in the local market between the market leader and the lesser-known sponsoring brand. Study 1 used structural equation modelling to test how the event environment impacts consumers’ attitudes toward both brands at the post-consumption stage. Study 2 compared actual sales data of the two competing brands to examine the immediate effect of the sponsorship space on consumption.

The results revealed the event environment had an impact on consumers’ brand attitude toward both the lesser known sponsoring brand and the non-sponsoring market leader. However, the effect on the sponsoring brand that activated its sponsorship was influenced by consumer involvement with the event and was more salient. Furthermore, the product sales of the less-known sponsoring brand outperformed that of the market leader that co-presented at the event.

This study addresses a call to go beyond exploring the brand image of the sponsoring brands in isolation and holistically examine sponsorship effectiveness. The study contributes to knowledge on both attitudinal and actual behavioural outcomes of sponsorship activation in a competitive environment.

The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage.

Online surveys were used to collect both qualitative and quantitative data from participants of an actual event. Conceptual models were developed and tested on two cross-sectional samples using structural equation modeling.

Results demonstrate perceived brand contribution and consumer involvement mediate the relationship between the service brand alliance experience and the evaluation of its parent brand at the post-consumption stage. While perceived brand fit had an indirect effect on the parent brand, the spillover was mostly driven by service alliance experience and perceived brand contribution.

Findings indicate brand managers should focus on consumers’ brand experience of the service brand alliance to drive spillover evaluations to the parent brand, and organizations could extend brand alliances to services with low category fit to the parent brand if consumers are to have a good experience with the service brand alliance.

This research extends findings on brand alliance research that was based on hypothetical brands and indicated that the spillover effect from a brand alliance to the parent brand is influenced by perceived brand fit. The findings highlight the importance of consumer experiences in driving the spillover effect at the post-consumption stage, where consumers evaluate brand relationships from a value-added perspective that goes beyond the service category fit.

As big data (BD) has increasingly become an important tool for managers and researchers to transform sport management practices, the purpose of this research is to highlight diverse data sources and modern analytical techniques that will leverage BD as a means to advance scholarship in sport management.

A comprehensive review of existing BD literature in sport management outlines new perspectives on BD research method and the application of BD in sport management.

First, through a thorough review of the literature, a domain-specific conceptualization that incorporates the field's mission and priorities was developed. Second, potential data sources and different types of analytical opportunities was identified, highlighting strategies for developing methodological approaches that leads to novel research questions. BD analytics can allow for more flexibility in improving methodological capability to analyze data and, thus, provide more granular and predictive insights. Finally, this paper concludes with a discussion of BD's impact on three domains of sport management, whereby the organizations yield data-driven decisions.

BD has the potential to transform the sport management operations and bridges the research-practice gap. BD research in sport management is instrumental for accumulating new knowledge and/or testing existing theories, either in a deductive fashion or by taking an inductive approach, as the field embarks to advance scholarship.

Online services are increasingly utilizing gamification techniques to encourage consumer loyalty and engagement. However, the majority of the gamified services fail to be financially sustainable. Existing freemium and gamified services literature provides scant knowledge on behavioral predictors of in-app purchases in freemium gamified services. The research examines highly interactive consumers' in-app behaviors using competition-based motivational affordances, daily usage behavior and social competition motivation that convert them into super engagers.

The authors applied a multimethod approach by using Multivariate Logistic Regression (n = 685) to analyze in-app behavioral data and Qualitative Comparative Analysis (n = 94) to examine survey and in-app behavioral data of highly interactive consumers of a freemium gamified service to explain paying behaviors.

Results reveal highly interactive consumers that elicit heavy daily usage of the application or excel at in-app challenges are less likely to convert to super engagers. Among super engagers, some are socially competitive, and their inability to advance in the leaderboard corresponds to in-app purchases, while non-socially competitive consumers make purchases to collect extrinsic rewards. Additionally, highly interactive consumers who possess more knowledge about the gamified service become super engagers to increase their chances to be socially competitive.

This research examines in-app behaviors of highly interactive consumers of a freemium gamified service that lead to in-app purchases following varying levels of daily usage behavior and social competition motivation. The authors contribute to the previous literature by defining and examining a new consumer segment – super engagers – that is financially beneficial for freemium services because of their in-app purchases. The authors provide insight on in-app behaviors that convert highly interactive consumers to super engagers and demonstrate that the reason for highly interactive consumers to make in-app purchases is a function of acquiring specific internal and external rewards based on their level of social competition.

Reading represents a basic way by which humans understand the world and acquire knowledge; it is also central to learning and communicating. However, with the rapid development of mobile reading, an individual's cognition of objective facts may be affected by the reading environment and text genre, resulting in limited memorization and understanding of the reading material. Therefore, this study aimed to investigate the influence of the reading environment and text genre on individuals' cognitive activities from the perspective of motivational activation level using evidence from electroencephalography (EEG) signals.

The study employed a mixed design experiment with two reading environments (quiet and distracting) between subjects, two text genres (entertaining and scientific) within subjects and two reading tasks (memory recall and comprehension) within subjects. There were 50 participants in the experiment, and the data obtained from 44 participants while they read the materials and completed the reading tasks were analyzed.

The results showed that readers are more positively motivated to read in a quiet reading environment than in a distracting reading environment when facing the memory recall tasks of entertaining genre passages and comprehension tasks of scientific genre passages. Entertaining genres are more likely to arouse readers' reading interest but hinder the memory recall of the content details. While scientific genres are not easy to understand, they are helpful for working memory.

This study not only applies a new technology to mobile reading research in the field of library science and addresses the limitations of self-report data, but also provides suggestions for the further improvement of mobile reading service providers. Additionally, the results may provide useful information for learners with different learning demands.

Digital transformation is a confidence booster in intrapreneurship, but few have examined its impact on intrapreneurship. Further, quantitative analyses exploring the impact of Chinese enterprises' digital transformation on intrapreneurship at the micro-level are rare. Most enterprises do not have the dividend for digital transformation, and few enterprises have successfully achieved digital transformation through intrapreneurship, internal management re-engineering and technological innovation. This study investigates the effect of digital transformation on intrapreneurship in Chinese real economy enterprises.

The study develops and tests a theoretical model that digital transformation impacts intrapreneurship by promoting working capital turnover and furtherly influencing labor input. Panel data of 1,638 Chinese-listed companies between 2007 and 2020 were used to complete the empirical test.

Digital transformation impacted labor input, with an inverted-U shaped relationship between the two, and labor input significantly stimulated intrapreneurship. This effect promoted labor input's impact on working capital. Chinese real economy enterprises generally increase labor investment to promote intrapreneurship. Heterogeneity analysis revealed that enterprises' asset scale and ownership attributes uniformly affected labor input.

This study provided empirical evidence of the promotional effect of real economy enterprises' digital transformation on intrapreneurship. Further, it advanced the literature by examining this relationship at the micro-level. Moreover, the data sample was long-term and included most industries, thus providing representative results with practical implications.

The purpose of this paper is to examine the impact of customer participation on role behaviors and customer satisfaction. The mediating role of role stressors is also examined.

Based on literature reviews, a survey of 317 bank customers was conducted in Central China, using a structured questionnaire. Structural equation modeling was used for data analysis to test research hypotheses.

The current work found that the inconsistency between the role expectations from participating customers and service providers would increase the customer perceived role stress. Therefore, customer participating width and depth can affect customer satisfaction in two different ways. On the one hand, role stressors (i.e. role ambiguity and role conflict) in customer participation have a negative effect on customer compliance, decreasing customer satisfaction. On the other hand, role stressors have a positive effect on customer creativity, increasing customer satisfaction.

No prior studies, thus far, have examined how customer perceived role stressors in service participation affect customers’ role performance and satisfaction in the service process. The current research identifies the characteristics of customer participation from the perspectives of task role set. On the basis of role stressor theory, this research examines the effects of customer participation width and depth on customer satisfaction using customer perceived role stressors as mediating variables. This research also investigates the mixed effect of role stressors on customer satisfaction. It provides empirical support for the role of customers as “co-creators” by distinguishing customers’ creative behaviors from customer compliance and finds the positive effect of role stressors on customer satisfaction via customer creativity.

The purpose of the current study is to examine how and when home country identity salience of emerging market companies affects their overseas initial public offering (IPO) performance

By using secondary data from multiple sources, this study empirically tests the proposed research framework in the context of Chinese companies' overseas IPO activities in the US stock markets.

The results demonstrate that home country identity salience positively affects overseas IPO performance, and thus can be recognized as the asset of foreignness. Cultural specification positively moderates the effect of home country identity salience on overseas IPO performance. Market internationalization also plays an important moderating role in the relationship between home country identity salience and overseas IPO performance.

The current study identifies a new factor, that is, home country identity salience, that can mitigate the liability of foreignness for emerging market companies in their overseas IPO activities. The study also documents the positive cultural impacts on overseas investors in a financial and international context.