3 research outputs found
Antecedents of Brand Authenticity in Cause-Related Sport Marketing Campaigns
Get PDFCause-related sport marketing (CRSM) has been a popular managerial technique over the last two decades. There is a common perception that for CRSM to be effective, consumers must perceive the sponsoring brand to be authentic in its actions. Minimal empirical research has analyzed the antecedent factors that lead consumers to perceive a brand as authentic in CRSM. Using multiple linear regression, six antecedent factors’ impact on brand authenticity were tested. Perceptions of the brand’s motives and brand transparency were found to have a statistically significant impact on brand authenticity
ACE! How the Waste Management Phoenix Open Rose from the Ash Heap to become a Sponsorship Exemplar
Get PDFWaste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to achieve desired results
Assessing Effects of Climate Change on Biogeochemical Cycling of Trace Metals in
No full textAuthors ’ contributions This work was carried out in collaboration between all authors. Author MKL managed this project and wrote the first draft of the manuscript. Authors MN, JK, ARK, and YW conducted geological and geochemical analysis of salt marsh samples. Authors KG and MKL conducted the geochemical and hydrologic modeling. Authors JS and AU studied the arsenic distribution in alluvial aquifers. Authors MH, MN and JK conducted LA-ICP-MS analysis of sulfide solids. All authors read and approved the final manuscript
