The aim of the article is to explain attitudes towards the sponsors of a sporting event from brand management, especially considering the perceptions of congruence with the sponsor, quality, value, ...and two less common variables of innovation and popularity. The analysis has been carried out using two methodological approaches: a Partial Least Squares (PLS) model and a Qualitative Comparative Analysis (QCA). PLS results indicate that congruence, innovation and popularity significantly predict attitudes towards the sponsor, explaining up to 61% of it. On the other hand, QCA analysis shows nine interactions capable of producing the expected result, where congruence, quality innovation and popularity have shown a relevant role. This study has implications at a theoretical and practical level, contributing to understanding consumer behaviour in the context of sporting events and providing marketing managers with valuable information to help improve the performance of their sponsorships.
Purpose
The purpose of this study is by drawing on signaling theory to address the need for more investigation into the conceptual underpinnings of sponsorships by investigating and seeking to ...understand sponsorship objectives, opinions and practices, with a focus on smaller organisations.
Design/methodology/approach
This empirical study contributes to the literature through researched findings from German respondents and a critical evaluation of literature relating to the impact of sports sponsorship on SMEs within local German communities.
Findings
Drawing on signalling theory and extant studies, the following four categories of SME sport sponsorship activities are proposed: value-based connections, social engagement, recognition and bonding.
Research limitations/implications
Sponsor, sponsee and dyadic antecedents have increased in both sophistication and complexity, resulting in expected positive consumer outcomes as the justification for marketing communication investments.
Practical implications
Sponsorship has evolved from short-term philanthropic activities to long-term strategic alliances involving billions of dollars of annual spending globally.
Social implications
SME companies have certain local opportunities that larger multinational corporations cannot replicate.
Originality/value
No study to date has provided researchers with a framework to understand sports sponsorship from an SME perspective. This paper contributes to the theories and practice of sport sponsorship, drawing on signalling theory and extant studies.
Purpose
The purpose of this paper is to represent a pilot study which aims to explore the attention to sponsorship variable by assessing the level of congruence linked to both the sponsor and the ...sponsored entity (sponsee).
Design/methodology/approach
This research performed an experiment involving three different sporting activities where the level of congruence was perceived in a different way according to the different attributes of sponsorship message. Electroencephalograms were employed in order to measure reaction times when recognizing and identifying the level of congruence of sponsorship messages. The rate of successful understanding and identification of these sponsorship messages was also measured with this tool.
Findings
Incongruent, misfit messages are processed and encoded with a higher level of attention as opposed to the information which is reliable and consistent with prior expectations (congruent pairings). This means that subjects find fit, congruent messages more difficult to identify; in this case the information is poorly encoded and often misunderstood. In relation to attention congruity, this research found no differences across the different sporting activities which were examined.
Practical implications
This research proves that neuroscientific methods can be useful to assess the performance of sponsorship as an alternative to traditional techniques. In addition, this research contributes to the existing debate in the literature regarding the disagreeing results on the actual effectiveness of sponsoring congruent perceived events involving congruent perceived sports teams.
Originality/value
This paper is pioneering in the measurement of sponsorship performance through the use of electroencephalograms. Also, the level of attention is considered as a performance indicator.
We investigate co-sponsorship among lawmakers by applying the principal-component analysis to the bills introduced in the 20th National Assembly of Korea. The most relevant factor for co-sponsorship ...is their party membership, and we clearly observe a signal of a third-party system in action. To identify other factors than the party influence, we analyze how lawmakers are clustered inside each party, and the result shows significant similarity between their committee membership and co-sponsorship in case of the ruling party. In addition, by monitoring each lawmaker’s similarity to the average behavior of his or her party, we have found that it begins to decrease approximately one month before the lawmaker actually changes the party membership.
•Party membership largely determined cosponsorship in the 20th Assembly of Korea.•Principal-component analysis clearly shows a third-party system in action.•Committee membership was a relevant factor in cosponsorship of the ruling party.•Deviation from the party’s average behavior was precursory of membership change.
Risk variants for schizophrenia affect more than 100 genomic loci, yet cell- and tissue-specific roles underlying disease liability remain poorly characterized. We have generated for two cortical ...areas implicated in psychosis, the dorsolateral prefrontal cortex and anterior cingulate cortex, 157 reference maps from neuronal, neuron-depleted and bulk tissue chromatin for two histone marks associated with active promoters and enhancers, H3-trimethyl-Lys4 (H3K4me3) and H3-acetyl-Lys27 (H3K27ac). Differences between neuronal and neuron-depleted chromatin states were the major axis of variation in histone modification profiles, followed by substantial variability across subjects and cortical areas. Thousands of significant histone quantitative trait loci were identified in neuronal and neuron-depleted samples. Risk variants for schizophrenia, depressive symptoms and neuroticism were significantly over-represented in neuronal H3K4me3 and H3K27ac landscapes. Our Resource, sponsored by PsychENCODE and CommonMind, highlights the critical role of cell-type-specific signatures at regulatory and disease-associated noncoding sequences in the human frontal lobe.
Augmented reality (AR) ads in entertainment programming are fairly new and not extensively studied. Given the lack of precedence, this exploratory study applies the Limited-Capacity Model and Schema ...Congruity Theory (SCT) to examine their advertising effects. We used a 2 (type of product placement: title sponsorship placement vs. background placement) × 2 (congruence with the characteristics of the programme: congruent vs. incongruent) × 2 (cross-screen advertising: 3D dynamic advertisement vs. 2D advertisement) × 2 (culture: United States vs. Taiwan) between-subjects experiment design. Our results show incongruent brand recall is greater than congruent recall for American viewers and Taiwanese viewers have better attitudes towards AR dynamic advertisement presentations of title sponsorships that are congruent with the programme. Global AR advertising campaigns can benefit from cultural differences. We propose three specific recommendations to advertisers seeking to apply AR in product placements: (a) For American viewers, incongruous product placements should be able to facilitate positive advertisement attitudes, (b) In TV shows, 2D advertisements can improve advertisement attitudes in some cases, and (c) For Taiwanese audiences, congruent title sponsorships or incongruent background placements can produce better advertisement attitudes.
Unhealthy food and beverage availability and sponsorship undermine healthy food practices in sport and recreation. We conducted a focused ethnography with reflexive photo-interviewing to examine ...parents' awareness, reactions, and experiences of food and beverage marketing in and around their children's physical activity in public sport and recreation facilities. Eleven parents took photos of what they thought their facility was 'saying about food and eating'. Photos guided semi-structured interviews on the '4Ps' of marketing (product, pricing, placement, promotion). Thematic analysis was conducted by holistic coding followed by in vivo, versus, and value coding. Photo-taking increased parents' awareness of food marketing in facilities. Reactions to food and beverage marketing were positive or negative depending on parents' perspectives of healthy food availability (choice), marketers' motives, and mixed messages within the facility. Parents experienced their children requesting 'junk' food at the facility leading to parents actively attempting to reduce the frequency of these requests. Healthy eating promotion in sport and recreation facilities was misaligned with the foods and beverages available which contributed to parents' distrust of social marketing initiatives. Critically evaluating the alignment of commercial and social marketing in recreation and sport may help inform effective healthy eating interventions that are accepted and supported by parents.
What impact do sports sponsorship announcements have on the share price returns of sponsoring firms? This research examines the impact of new, renewal and termination sponsorship announcements on ...returns, employing event study methodology to analyse 118 announcements made by 19 firms over more than 11 years. The mixed findings across all three announcement types indicate the lack of consideration given to sponsorship investment by investors. The findings suggest that, although firms may position their sponsorships so that they contribute towards a competitive advantage, announcements of sports sponsorships are not always taken into account by the market.
AbstractObjectiveTo investigate pharmaceutical or medical device industry funding of patient groups.DesignSystematic review with meta-analysis.Data sourcesOvid Medline, Embase, Web of Science, ...Scopus, and Google Scholar from inception to January 2018; reference lists of eligible studies and experts in the field.Eligibility criteria for selecting studiesObservational studies including cross sectional, cohort, case-control, interrupted time series, and before-after studies of patient groups reporting at least one of the following outcomes: prevalence of industry funding; proportion of industry funded patient groups that disclosed information about this funding; and association between industry funding and organisational positions on health and policy issues. Studies were included irrespective of language or publication type.Review methodsReviewers carried out duplicate independent data extraction and assessment of study quality. An amended version of the checklist for prevalence studies developed by the Joanna Briggs Institute was used to assess study quality. A DerSimonian-Laird estimate of single proportions with Freeman-Tukey arcsine transformation was used for meta-analyses of prevalence. GRADE (Grading of Recommendations Assessment, Development, and Evaluation) was used to assess the quality of the evidence for each outcome.Results26 cross sectional studies met the inclusion criteria. Of these, 15 studies estimated the prevalence of industry funding, which ranged from 20% (12/61) to 83% (86/104). Among patient organisations that received industry funding, 27% (175/642; 95% confidence interval 24% to 31%) disclosed this information on their websites. In submissions to consultations, two studies showed very different disclosure rates (0% and 91%), which appeared to reflect differences in the relevant government agency’s disclosure requirements. Prevalence estimates of organisational policies that govern corporate sponsorship ranged from 2% (2/125) to 64% (175/274). Four studies analysed the relationship between industry funding and organisational positions on a range of highly controversial issues. Industry funded groups generally supported sponsors’ interests.ConclusionIn general, industry funding of patient groups seems to be common, with prevalence estimates ranging from 20% to 83%. Few patient groups have policies that govern corporate sponsorship. Transparency about corporate funding is also inadequate. Among the few studies that examined associations between industry funding and organisational positions, industry funded groups tended to have positions favourable to the sponsor. Patient groups have an important role in advocacy, education, and research, therefore strategies are needed to prevent biases that could favour the interests of sponsors above those of the public.Systematic review registrationPROSPERO CRD42017079265.
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