Search results
1 – 10 of 108Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar
The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
Abstract
Purpose
The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
Design/methodology/approach
This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.
Findings
With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.
Research limitations/implications
Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.
Practical implications
Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.
Originality/value
Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.
Details
Keywords
Eduard Hartwich, Philipp Ollig, Gilbert Fridgen and Alexander Rieger
This paper aims to establish a fundamental and comprehensive understanding of non-fungible tokens (NFTs) by identifying and structuring common characteristics within a taxonomy…
Abstract
Purpose
This paper aims to establish a fundamental and comprehensive understanding of non-fungible tokens (NFTs) by identifying and structuring common characteristics within a taxonomy. NFTs are hyped and increasingly marketed as essential building blocks of the Metaverse. However, the dynamic evolution of the NFT space has posed challenges for those seeking to develop a deep and comprehensive understanding of NFTs, their features and their capabilities.
Design/methodology/approach
Utilizing common guidelines for the creation of taxonomies, the authors developed (over 3 iterations), a multi-layer taxonomy based on workshops and interviews with 11 academic and 15 industry experts. Through an evaluation of 25 NFTs, the authors demonstrate the usefulness of the taxonomy.
Findings
The taxonomy has 4 layers, 14 dimensions and 42 characteristics, which describe NFTs in terms of reference object, token properties, token distribution and realizable value.
Originality/value
The authors' framework is the first to systematically cover the emerging NFT phenomenon. This framework is concise yet extendible and presents many avenues for future research in a plethora of disciplines. The characteristics identified in the authors' taxonomy are useful for NFT- and Metaverse-related research in finance, marketing, law and information systems. Additionally, the taxonomy can serve as an information source for policymakers as they consider NFT regulation.
Details
Keywords
Angelo Bonfanti, Vania Vigolo, Virginia Vannucci and Federico Brunetti
This study focuses on memorable customer shopping experience design in the sporting goods retail setting. It aims to identify the phygital customers' needs and expectations that…
Abstract
Purpose
This study focuses on memorable customer shopping experience design in the sporting goods retail setting. It aims to identify the phygital customers' needs and expectations that are satisfied through in-store technologies and to detect the in-store strategies that use these technologies to make the store attractive and experiential.
Design/methodology/approach
This exploratory study adopted a qualitative research methodology, specifically a multiple-case study, by performing semi-structured interviews with sporting goods store managers.
Findings
Sporting goods retailers use various in-store technologies to create a phygital customer shopping experience, including devices, mobile apps, wireless communication technologies, in-store activations, support devices, intelligent stations, and sensors. To improve the phygital customer journey and the phygital shopping experience, retailers meet customers' needs for utilitarian, hedonic, social, and playfulness experiences. Purely physical or digital strategies, as well as phygital strategies, are identified. This research also proposes a model of in-store phygital customer shopping experience design for sporting goods retailers.
Practical implications
Sporting goods managers can invest in multiple technologies by designing a physical environment according to the customers' needs for utilitarian, hedonic, social, and playful experiences. In addition, they can improve the phygital customer shopping experience with specific push strategies that increase customer engagement and, in turn, brand and store loyalty.
Originality/value
This study highlights how the phygital customer experiential journey can be created through new technologies and improved with specific reference to the sporting goods stores.
Details
Keywords
Alexandra Kirkby, Carsten Baumgarth and Jörg Henseler
This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial…
Abstract
Purpose
This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written.
Design/methodology/approach
A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online from 624 English-speaking students.
Findings
Text disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed.
Practical implications
Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude.
Originality/value
Results show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.
Details
Keywords
Angelo Bonfanti and Georgia Yfantidou
This study aims to detect the dimensions of the in-store customer shopping experience from the sports retailer perspective and to investigate how the role of sports equipment…
Abstract
Purpose
This study aims to detect the dimensions of the in-store customer shopping experience from the sports retailer perspective and to investigate how the role of sports equipment stores is changing.
Design/methodology/approach
This exploratory study performs semi-structured interviews with retail managers of sports equipment stores.
Findings
This research reveals the importance of the dimensions of immersive design, sensorial ambient elements, social relationships, trialability and real experience sharing in designing a memorable in-store shopping experience in sports stores, and it highlights that the store's role in the sports context is transitioning from sales space to an interactive, immersive, engaging and convivial place. It proposes a model to design the in-store customer shopping experience effectively.
Practical implications
Sports equipment managers can make their physical stores as experiential as possible by investing in expert, passionate personnel and technology in order to create a real in-store experience of the product and the sports practice.
Originality/value
While sports equipment retailers acknowledge the importance of providing customers with a memorable shopping experience by creating an evocative environment and placing multiple touchpoints in stores, management scholars have paid limited attention to sports stores. This study explores the ways in which sports retail managers can design their stores effectively in experiential terms.
Details
Keywords
Wafiqah Asnola and Zulfadzlee Zulkiflee
Isu diskriminasi antara kaum telah tular di media sosial berikutan isu pemberian vaksin secara jumpa terus yang mula dibukakan di Pusat Vaksinasi Stadium Tertutup pada hari…
Abstract
Isu diskriminasi antara kaum telah tular di media sosial berikutan isu pemberian vaksin secara jumpa terus yang mula dibukakan di Pusat Vaksinasi Stadium Tertutup pada hari Jumaat, 24 September 2021. Jumlah orang ramai yang ingin mengambil vaksin telah melebihi jangkaan sehingga menyebabkan keadaan menjadi tidak terkawal dan berlakunya pelanggaran Prosedur Pengendalian Standard (SOP). Kajian ini dijalankan untuk membincangkan isu diskriminasi kaum yang berlaku semasa gelombang kedua pandemik COVID-19. Penelitian menggunakan metode kualitatif secara deskriptif. Data yang diperolehi daripada komen-komen dalam halaman Brunei Dot Com, dan Facebook ini seterusnya dianalisis menggunakan model tiga dimensi Fairclough (1992). Hasil kajian mendapati kesemua komen telah menunjukkan sikap diskriminasi dalam kalangan masyarakat Brunei secara sedar ataupun tidak. Isu diskriminasi ini bukan sahaja dapat dilihat dari sudut representasi linguistik, tetapi juga penghasilan dan pewahanaan wacana berkaitan pada halaman Brunei Dot Com, dan Facebook. Kajian ini juga menunjukkan bahawa wacana bukan saja mampu dibentuk masyarakat tetapi juga membentuknya.
The issue of racial discrimination concerning the commencement of walk-in vaccination at the Indoor Stadium Vaccination Centre on Friday, 24 September 2021 was widely addressed in the social media. Chaos ensued as an influx of people attended the centre and violated the Standard Operating Procedure (SOP). This paper examines the issue of racial discrimination during the second wave of COVID-19 pandemic in Brunei. As a qualitative-descriptive study, data obtained from Brunei Dot Com, and Facebook page, were analysed using Fairclough's (1992) three-dimensional approach. Findings have shown presence of discriminatory attitudes among the local community displayed as deliberately or unintentionally. This is manifested in its linguistic representations, discourse production and consumption in the selected Brunei Dot Com and Facebook pages. This study indicates that a discourse is not only capable of shaping but is also shaped by the community.
Details
Keywords
Riccardo Rialti, Alessandro Caliandro, Lamberto Zollo and Cristiano Ciappei
This paper presents an in-depth investigation on how brands may concur to the co-creation of consumers’ experiences. In particular, the purpose of this paper is to clarify the…
Abstract
Purpose
This paper presents an in-depth investigation on how brands may concur to the co-creation of consumers’ experiences. In particular, the purpose of this paper is to clarify the main types of co-created experiences that consumers may encounter as a result of social media brand communities.
Design/methodology/approach
To identify the main types of co-created experiences, a digital investigation has been used as the main method of analysis. The authors draw their digital investigation on the digital methods paradigm.
Findings
Four principal types of co-created experiences have been identified and conceptualized, namely, brand’s products’ individual usage experiences, auto-celebrative experiences, brand’s products’ communal usage experiences and collective celebration experiences.
Originality/value
Results stress the importance for brand strategists to involve members of social media brand communities to stimulate co-creation experiences. Specifically, it emerges that the simultaneous interaction among members of the community and the brand may directly affect co-creation experiences.
Propósito
La presente investigación se propone analizar en profundidad cómo las marcas pueden estar de acuerdo con la co-creación de las experiencias de los consumidores. En particular, el objetivo de la investigación es aclarar cuáles son los principales tipos de experiencias co-creadas que los consumidores pueden experimentar debido a su participación en las comunidades de marcas de redes sociales.
Diseño/metodología/enfoque
Para hacerlo, en primer lugar, se han identificado los factores que influyen en la co-creación de las experiencias de los miembros de las comunidades de marcas. En particular, el punto de partida de esta investigación está representado por el papel de otros consumidores y de la marca en la co-creación de experiencias. Con el fin de identificar los principales tipos de experiencias co-creadas, se ha utilizado una investigación digital como el principal método de análisis. Dibujamos nuestra investigación digital en el paradigma de Métodos Digitales.
Hallazgos
Se identificaron y conceptualizaron cuatro tipos principales de experiencias co-creadas.
Originalidad/valor
Los resultados enfatizan la importancia de que los estrategas de marca involucren a los miembros de las comunidades de marcas de medios sociales para estimular la co-creación de experiencias. Específicamente, surgió cómo la interacción simultánea de otros miembros de la comunidad y la marca puede afectar la co-creación.
Palabras clave:
Co-creación de valor, Comunidades de marca, Experiencias de los consumidores, Experiencias co-creadas, Investigación digital, Marketing experiencial
Details
Keywords
Abstract
Details