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Article
Publication date: 8 April 2014

Jean-Luc Herrmann, Olivier Corneille, Christian Derbaix, Mathieu Kacha and Björn Walliser

This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a…

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2355

Abstract

Purpose

This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor.

Design/methodology/approach

A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested.

Findings

Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand.

Originality/value

This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.

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Article
Publication date: 28 April 2014

Ana Patrícia Silva, Isabel Figueiredo, Tim Hogg and Miguel Sottomayor

The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a…

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2772

Abstract

Purpose

The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework.

Design/methodology/approach

The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework.

Findings

The major findings are that attitudes and subjective norms are, apparently, the components with most influence on behavior of young people in relation to wine consumption. For the consumers group, attitudes seem to be the most crucial component, especially the “interest in alcohol”. They drink it in special occasions for sociability and to disinhibit. Regarding the non-consumers group, the main attitude is “dislike taste”. Also the subjective norms, are very present, especially parents, society, friends and publicity, in consumers group. The non-consumers have the perception of greater parental induction to not consume wine. No significant differences were found between gender or educational system.

Research limitations/implications

Concerning the results, a limited, convenience sample, was employed and this is assumedly an exploratory study. Therefore the results cannot be considered to represent a broad section of the groups studied. Still sample related, only Portuguese young adults students were studied.

Social implications

This research can contribute not only for the knowledge relating to Portugal as a wine consuming environment but also to the general area of attitudes and perceptions of young people towards moderate wine consumption. As today young adults, novice or potential wine consumers will be the next generation of wine consumers, it can be beneficial for wine marketers to focus on this target population aiming at exploring further their engagement with wine.

Originality/value

This research has an originally approach to wine consumption by young adults once it focus and explore the non-problematic behavior of young adults about wine consumption. The results of this study can contribute to the development of targeted advertising and publicity of the wine industry, in order to promote moderate wine consumption among young adults.

Details

British Food Journal, vol. 116 no. 5
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 18 November 2019

María Carolina Rodríguez-Donate, Margarita Esther Romero-Rodríguez, Víctor Javier Cano-Fernández and Ginés Guirao-Pérez

The globalization of wine markets together with a prolonged decline in wine consumption, especially in traditional wine-producing countries such as Spain, make it more…

Abstract

Purpose

The globalization of wine markets together with a prolonged decline in wine consumption, especially in traditional wine-producing countries such as Spain, make it more relevant than ever to study population segments such as female wine consumers. Such segments could contribute to increasing consumption. The purpose of this paper is to investigate the distinctive features of wine consumption according to gender, identifying sociodemographic profiles of female wine consumers and non-consumers in Tenerife (Canary Islands). The Canarian archipelago is one of the Spanish regions with a long tradition in wine production.

Design/methodology/approach

This study uses data from a survey carried out on a representative sample of 1,028 Tenerife residents. Independent tests and correspondence analyses were performed. Moreover, an ordered mixed logit model was estimated.

Findings

Gender is a determining factor when analysing the frequency of wine consumption. The profiles of female consumers and female non-consumers differ substantially. Considering unobserved heterogeneity in the estimated model also allows us to verify the variability of the effects on the probability of women with the same sociodemographic characteristics having the same consumption pattern.

Research limitations/implications

Non-sociodemographic variables could be considered in this paper.

Practical implications

Marketing strategies should not consider women as a homogenous group.

Originality/value

This study examines in depth the sociodemographic factors that influence the frequency of wine consumption according to gender. It is relevant given the scarcity of studies that analyse these factors. Likewise, unobserved heterogeneity in consumer decisions is taken into account, an aspect that has not been sufficiently considered in wine consumption literature so far.

Details

British Food Journal, vol. 122 no. 1
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 7 March 2016

Dimitra Papadimitriou, Kyriaki Kiki Kaplanidou and Nikolaos Papacharalampous

The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions…

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3808

Abstract

Purpose

The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand.

Design/methodology/approach

The research problem was based on propositions by Novais and Arcodia (2013) and proposes relationships between sponsor–event fit, brand attitude, perceived brand quality and sponsor brand purchase intentions. Data were collected from 352 Greek sport event consumers from the 2013 Classic Marathon event, in Athens, Greece, using onsite surveys targeting non-sponsor brand consumer spectators, volunteers and athletes.

Findings

The results reveal that sponsor–event fit indirectly influenced sponsor brand purchase intentions via brand attitude and brand quality across all three groups. However, the fit did not directly influence perceived brand quality of the sponsor across all three groups and directly influenced purchase intentions of the athlete group.

Research limitations/implications

Because of the duration of the event (one day), the sample sizes were not very large. In addition, the study was delimited on one sponsor from a single sport event. Therefore, the findings need to be tested with larger samples and additional sponsors and events to arrive to more robust conclusion about the purchase intention formation and its antecedents across multiple sport event consumer groups.

Originality/value

This study explores the power of sponsor–event fit among non-consumers of the sponsor brand and how the “interface” of event consumption through the lenses of three groups, namely, volunteer, spectator and athlete, influences brand attitude, perceived brand quality and sponsor brand purchase intentions.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 January 1987

Stephen K. Keiser, James R. Krum and Pradeep A. Rau

The incidence of US corporate marketing research departments peaked in the early 1970s; marketing research is increasingly involved in marketing planning and the two…

Abstract

The incidence of US corporate marketing research departments peaked in the early 1970s; marketing research is increasingly involved in marketing planning and the two functions are sometimes merged, while the establishment of computerised marketing information systems is increasing. Questionnaire survey results of Fortune 500 companies are compared for 1965, 1975 and 1985, and the implications for the organisation of the marketing research function findings discussed.

Details

Marketing Intelligence & Planning, vol. 5 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 June 1998

Anna Maria Siega‐Riz and Barry M. Popkin

The food pattern that includes ready‐to‐eat (RTE) cereals at breakfast is associated with important reductions in total fat, saturated fat, and cholesterol, and increases…

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1186

Abstract

The food pattern that includes ready‐to‐eat (RTE) cereals at breakfast is associated with important reductions in total fat, saturated fat, and cholesterol, and increases the likelihood of an individual meeting the recommended dietary allowances for iron and calcium for three sub‐populations studied (Anglos, African‐Americans, and Hispanics). Beverages, fruit, cereals, breads, and egg items represent the major components of breakfast. RTE cereals were consumed in 30 per cent of the breakfasts; they were fifth in the number of grams consumed per capita. Consumers of RTE cereals consumed a very different pattern of food from non‐consumers of RTE cereals. Individuals aged five and older with three days of dietary data from the US 1989‐91 Continuing Survey of Food for Individuals Intake were used for the analysis, n = 9,957. All breakfasts were combined (n = 26,271).

Details

Nutrition & Food Science, vol. 98 no. 3
Type: Research Article
ISSN: 0034-6659

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Article
Publication date: 1 May 1980

D. Jobber

A number of studies have attempted to determine the methods used in setting advertising budgets of industrial goods firms. In 1965, a survey the British engineering…

Abstract

A number of studies have attempted to determine the methods used in setting advertising budgets of industrial goods firms. In 1965, a survey the British engineering industry revealed that 29 per cent of firms had no known basis for the calculation, 39 per cent used a fixed sum unrelated to sales, 28 per cent related their expenditure to the previous year's sales or the following year's anticipated sales, while 4 per cent used other methods. Three years later, research based upon 250 subscribers to the Industrial Advertising and Marketing Journal discovered that 71 per cent of respondents based their decision upon the percentage of sales techniques and a further 15 per cent used the affordable method. In 1975, a survey which covered essentially medium sized consumer and non‐consumer companies confirmed that the percentage of sales techniques were the main methods used, accounting for 46 per cent of these non‐consumer firms replying. Subsequently, however, a survey conducted into promotional activity in Britain revealed that the objective‐task method had gained ground and was the main method used in 38 per cent of firms selling industrial products in their sample.

Details

Management Decision, vol. 18 no. 5
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 14 April 2014

Kurt Matzler, Todd A. Mooradian, Johann Füller and Markus Anschober

In every market there are non-consumers – potential customers that withstand an innovation. A common reason is that products targeted to early adopters or the mass market

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862

Abstract

Purpose

In every market there are non-consumers – potential customers that withstand an innovation. A common reason is that products targeted to early adopters or the mass market are over-engineered. Established companies usually neglect the laggards in a market. This offers growth opportunities for new entrants. These market niches can be unlocked when products are simplified and adapted to the special needs of the laggards.

Design/methodology/approach

Using a short case study from an Austrian producer of cell-phones targeted to seniors, and some other examples, we show how innovative solutions can be developed by targeting to the special needs of laggards in a market.

Findings

Technologies usually evolve faster than market needs and established companies, in their efforts to grow and improve profitability, try to innovate faster than their competitors. This often leads to over-engineered products. In many markets there are consumers that withstand these innovative and over-engineered products. A vacuum for low-priced, simple, and easy-to-use solutions emerges. We describe a five-step approach for unlocking these market segments and developing solutions for laggards.

Originality/value

While most companies try to innovate faster than their competitors to defend their market leadership, laggard innovation targets non-consumers in the market. By simplifying over-engineered products and adapting them to the special needs of laggards, new market opportunities emerge. This paper shows how these market niches can be unlocked.

Details

Journal of Business Strategy, vol. 35 no. 2
Type: Research Article
ISSN: 0275-6668

Keywords

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Article
Publication date: 1 November 2003

Anthony Worsley

The aim of this study was to examine the demographic, health habits and personal values associations of white bread use. A total of 474 randomly selected consumers…

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1412

Abstract

The aim of this study was to examine the demographic, health habits and personal values associations of white bread use. A total of 474 randomly selected consumers completed a questionnaire about bread consumption, health habits and personal values. The findings showed that compared with non‐consumers white bread users were younger, less educated, more likely to have children and to be smokers. They were less likely to follow vegetarian, low fat or special diets or use alternative therapies. Non‐consumers were more likely to hold pro‐nature universalistic values. This suggests that the use of this staple food is associated with demographic, behavioural and ideological domains. Their causal inter‐relationships require further investigation.

Details

British Food Journal, vol. 105 no. 10
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 29 April 2021

Andrei Cechin, Jean Pierre Passos Medaets, Armando Fornazier and Ana Carolina Pereira Zoghbi

Organic food has additional quality attributes compared to those found in conventional food, such as environmental responsibility and health benefits. Information about…

Abstract

Purpose

Organic food has additional quality attributes compared to those found in conventional food, such as environmental responsibility and health benefits. Information about these attributes is scarce and complex, the assortment of organic foods is deficient and there are fewer places that sell this kind of food. These factors increase the uncertainty and the transaction costs (TCs) for potential organic fresh fruit and vegetable (FFV) consumers. This paper aims to show the influence of these costs on the intensity of organic FFV consumption, particularly among high-income consumers.

Design/methodology/approach

The empirical strategy was based on a survey, and data were collected by administering a structured online questionnaire among residents of the Brazilian Federal District. Organic food consumption was decomposed into three different intensity categories. Data analysis was based on two logistic models, a multinomial regression and an ordered regression, where perceived economic value and different dimensions of TCs were the main independent variables, and the intensity of organic food consumption was the dependent variable.

Findings

The results show that organic food consumers are not a homogeneous group, and that perceived economic value and the TCs associated with searching for marketplaces, inadequate product assortment and distrust in health benefits and in organic authenticity are important inhibitors of organic FFV consumption and help explain the intensity of consumption.

Originality/value

This study innovates, as it takes a post-purchase approach, examines different groups based on the intensity of their consumption of organic FFV and focuses on perceived economic value and TCs as important explanations of the intensity of organic FFV consumption.

Details

British Food Journal, vol. 123 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

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