1,720,975 research outputs found
Sponsoring a rival has benefits too: A longitudinal study of changes in fan attitudes toward favored-and opposing-team sponsor brands
No full textA longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sponsors across time. Measurements at five timepoints showed fans’ attitudes were more positive toward their favored-team sponsors, but that attitudes improved across time toward both favored-team sponsors and opposing-team sponsors. This occurred regardless of intensity of fan identification
Examining fan attitudes toward sponsor brands using social identity frameworks
No full textThe majority of academic research has attempted to explain the effectiveness of sponsorship activities by focusing on individual outcomes (Cornwell, Weeks, & Roy, 2005). The current research builds upon the limited empirical studies that examine sponsorship outcomes using group behaviour theories (Cornwell & Coote, 2005; Gwinner & Swanson, 2003; Madrigal, 2000, 2001). Specifically, this study closely examines tenets of social identity theory (Brewer, 1991; Tajfel & Turner, 1979) within the context of sports sponsorship to test effects of team identification on attitudes toward associated sponsor brands. 1,840 unique surveys were collected from fans of the Queensland Maroons and New South Wales Blues rugby clubs over four timepoints during the 2012 State of Origin series. The results suggest that social identity effects were present regarding ingroup bias toward sponsor brands. Local sponsors were rated higher than non-local sponsors, suggesting that local brands may benefit more from sponsorship
The effect of consumer education on unit price usage : an early exploratory study
No full textConsumer awareness and usage of Unit Price (UP) information continues to hold academic interest. Originally designed as a device to enable shoppers to make comparisons between grocery products, it is argued consumers still lack a sufficient understanding of the device. Previous research has tended to focus on product choice, effect of time, and structural changes to price presentation. No studies have tested the effect of UP consumer education on grocery shopping expenditure. Supported by distributed learning theories, this is the first study to condition participants over a twenty week period, to comprehend and employ UP information while shopping. A 3x5 mixed factorial design was employed to collect data from 357 shoppers. A 3 (Control, Massed, Spaced) x 5 (Time Point: Week 0, 5, 10, 15 and 20) mixed factorial analysis of variance (ANOVA) was performed to analyse the data. Preliminary results revealed that the three groups differed in their average expenditure over the twenty weeks. The Control group remained stable across the five time points. Results indicated that both intensive (Massed) and less intensive (Spaced) exposure to UP information achieved similar results, with both group reducing average expenditure similarly by Week 5. These patterns held for twenty weeks, with conditioned groups reducing their grocery expenditure by over 10%. This research has academic value as a test of applied learning theories. We argue, retailers can attain considerable market advantages as efforts to enhance customers’ knowledge, through consumer education campaigns, can have a positive and strong impact on customer trust and goodwill toward the organisation. Hence, major practical implications for both regulators and retailers exist
Sport scandal and sponsorship decisions: Team identification matters
No full textWe conducted an experiment to investigate the impact of sport scandal on consumer attitudes toward a range of sport stakeholders. We examined the effects of fans’ social identity (fan of scandalized team vs. fan of rival team), scandal severity (single perpetrator vs. multiple perpetrators) and the sponsor brand’s response to the scandal (sponsorship retention vs. termination) on consumers’ attitudes toward the implicated team, the scandal perpetrators, the sport, and sponsor brand. We find evidence of differential reactions to scandal reflecting social identity, such that fans support their own team despite increased scandal severity but negatively judge a rival team’s transgressions. Results suggest that where fans are concerned, sponsors may be better served to continue with a sponsorship following scandal than to terminate, even for some forms of severe scandal. However, termination may receive more positive evaluation from rival team fans; hence continuation of sponsorship needs to accompany a tempered approach
Empirical support for an item and relational conceptualization of sponsorship
No full textThis paper outlines how commercial sponsorship can be conceptualized using an item and relational information framework, and supports this with empirical data. The model presented allows for predictions about consumer memory for sponsorship information, and hence has both theoretical and practical value. Data are reported which show that sponsors considered congruent with an event benefit by providing consumers with sponsor-specific item information, while sponsors considered incongruent benefit by providing sponsor-event relational information. Overall the provision of sponsor-event relational information is shown to result in superior memory to the provision of sponsor-specific item information, which is superior to basic sponsor mentions
A longitudinal study of social identity effects in team-sport sponsorship: The good and the not-bad
No full textWhen sponsoring one team in a competitive sporting context, sponsor brands risk generating potentially negative attitudes among fans of the opposing team. In the current work we conducted a longitudinal field experiment to examine sports fans’ attitudes toward favored- and opposing-team sponsors across time. Fans’ attitudes were assessed at five key time-points around a major three-game rugby league series. While fans did show more positive attitudes toward sponsors of their favored-team, attitudes toward both favored- and opposing-team sponsors improved across time. The team effect was present across all levels of fan identification examined, but was stronger for higher identification levels
Understanding how consumer education impacts shoppers over time: A longitudinal field study of Unit Price usage
No full textThere remains a lack of empirical evidence for what constitutes effective consumer education around unit pricing in grocery stores, despite researchers continually highlighting the importance of such education. Much of the early work on unit pricing describes self-report estimates of usage, or results of simulated shopping studies which can lack external validity. The current research reports one of the first longitudinal field experiments to examine the impact of consumer education on unit price usage over time, and is based on shoppers’ actual grocery spending. Shoppers receiving consumer education displayed progressively higher levels of savings across the first six weeks of the study to a peak of about 17-18%, declining to around 11-13% by the end of the study. Savings were achieved by shoppers from all income levels, and increased with the provision of personalized comparative feedback. The study offers theoretical insights and important practical implications for retailers and policy makers
Shouting from the ivory tower : a marketing approach to improve communication of academic research to entrepreneurs
No full textEvidence-based practice in entrepreneurship requires effective communication of research findings. We focus on how research synopses can “promote” research to entrepreneurs. Drawing on marketing communications literature, we examine how message characteristics of research synopses affect their appeal. We demonstrate the utility of conjoint analysis in this context and find message length, media richness and source credibility to have positive influences. We find mixed support for a hypothesized negative influence of jargon, and for our predictions that participants’ involvement with academic research moderates these effects. Exploratory analyses reveal latent classes of entrepreneurs with differing preferences, particularly for message length and jargon
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