Understanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' ...corporate brand strategy through radio advertising on customer perceptions and attitudes using family image communication literature and radio advertising research. Online experiment using radio ads from these hotels and a survey of 1002 participants from Chile and Spain were conducted. The results suggest that strategies improving the firm's ability to communicate the family image results in better consumer response in terms of expectation, perceived quality, visit intention, and willingness to pay more. We conclude that radio ads are an effective channel for communicating family firm images. Managers can take advantage of monetizing the benefits of family firm images through radio ads.
The purpose of this study is to determine whether the image transfer theory and the elaboration likelihood model can provide a theoretical framework capable of assessing the influence of consumers’ ...product involvement and family firms’ identity communication through websites on consumer responses. This research conducted an experiment using an eye‐tracking technique measuring attention to family and nonfamily corporate websites. The procedure involved 120 participants. Consistent with the image transfer theory, family firms’ identity through websites positively impacts attitude toward the website and intention to buy. Additionally, the attitude toward the website affects the relationship between family firms’ identity through websites and the intention to buy. In line with the elaboration likelihood model, consumers’ product involvement negatively impacts the relationship between family firms’ identity through websites and intention to buy.
PurposeThis paper investigates the influence of firms' communication in terms of family firm identity and country-of-origin on consumer response.Design/methodology/approachA self-supplied online ...experiment in Chile and Spain is employed using as dependent variables brand trust and intention to buy. The experiment includes the following factors: family firm identity (family vs non-family), country of origin (national vs foreign) and as a manipulation check (type of product: hedonic vs utilitarian).FindingsThe results indicate that communicating the family firm identity increases brand trust and purchase intention. Consumers show higher scores on trust and purchase intention when exposed to national country of origin products. The effect of the variability on the dependent variables is greater when the family firm identity is communicated. Trust and purchase intention are different in Chilean and Spanish consumers when the family firm identity is combined with a national country of origin cue.Originality/valueThis article contributes to family business theory by exploring how to capitalize on the family firm identity component in brand communication. It also contributes to the theory of corporate brand identity by proposing a communication model oriented toward consumer behavior. It also examines firms' communication (family firm identity and country-of-origin) on consumer.
Natural disasters are becoming more frequent and severe and pose a threat to family firms' survival. It is important to address the rarely examined question of how the variables of socioemotional ...wealth importance (SEWi) and entrepreneurial orientation (EO) interact to influence the performance of family businesses in a post-disaster scenario. This study is based on a sample of 307 family businesses that suffered damage as a result of the 2010 earthquake in the Province of Concepción, Chile. Comparative analysis was performed using partial least squares structural equation modeling (PLS-SEM) and qualitative comparative analysis (QCA). The PLS-SEM results support all study hypotheses. The QCA results yield five models that explain post-disaster performance. The model with the greatest coverage includes the EO variables of competitive aggressiveness, internal innovativeness, and external innovativeness. However, SEWi is relevant in terms of its interaction with the rest of the variables in three of the five models.
PurposeThis study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.Design/methodology/approachAn ...experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.FindingsThe results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.Originality/valueThis is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.
Engagement in sports virtual brand communities Alonso-Dos-Santos, Manuel; Rejón Guardia, Francisco; Pérez Campos, Carlos ...
Journal of business research,
08/2018, Letnik:
89
Journal Article
Recenzirano
The aim of this study is to analyze the impact of sports sponsorship in virtual brand communities (VBCs) on consumers' engagement within these communities. We used a professional team in the ...Scotiabank National Opening Championship (Chile) as the study context and collected data from participants (N=268) on the team's social networks. We used structural equation systems and the Qualitative Comparative Analysis (QCA) technique to test the hypotheses. The results present five causal combinations, considering factors inherent to the team sponsor that influence engagement within a VBC. The QCA model and SEM explain 78.5% and 71% of engagement, respectively. The most noteworthy variables that have an impact on engagement include attitude towards the sponsor, congruence, and the relationship quality of the VBC. This study is the first attempt to examine the influence of sports sponsorship on consumers' engagement within VBCs. Theoretical and managerial implications are also discussed.
Entrepreneurship and risk-taking in a post-disaster scenario Llanos-Contreras, Orlando; Alonso-Dos-Santos, Manuel; Ribeiro-Soriano, Domingo
International entrepreneurship and management journal,
03/2020, Letnik:
16, Številka:
1
Journal Article
Recenzirano
Family firms’ risk-taking behaviour is central to these firms’ ability to recover from major loses after a natural disaster. Natural disasters pose a threat to family firms’ continuity, a primary ...goal for this type of firm. Accordingly, it is necessary to understand how socioemotional wealth importance and entrepreneurial orientation interact to influence family firms’ ownership risk, performance hazard risk and control risk in a post-disaster scenario. Using a sample of family firms from the Bío-Bío region in Chile, which was devastated by a massive earthquake in 2010, we performed partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The PLS-SEM results partially support our hypotheses. The fsQCA results provide three, six and seven causal configurations that explain 34%, 67% and 72% of ownership risk, performance hazard risk and control risk, respectively. This article shows that the interaction between socioemotional wealth importance and entrepreneurial orientation is important to explain risk-taking behaviour by family firms in a post-disaster scenario.
The sports sector, specifically the field of personal trainer entrepreneurship, has been severely affected by the COVID-19 crisis. However, there are still few empirical studies that analyze how the ...actions taken before and during this crisis can affect sports entrepreneurs' performance. This research aims to analyze which combinations of sports entrepreneurs' personal characteristics and actions performed have been most and least effective in minimizing the negative impact of COVID-19 on their businesses. A validated online questionnaire was administered to personal trainer entrepreneurs from May to June 2020 before they reopened their facilities. Fuzzy-set qualitative comparative analysis (fsQCA) was performed to assess the impacts. The results show that both post-COVID measures (adaptation of the business model) and previous strategic orientation seemed essential. Specifically, high levels of sports entrepreneurs' resilience and innovation/R&D when competing against their closest competitors before the COVID-19 pandemic and the increased use of technologies (sports services digitization) during the pandemic have been essential to maintaining the performance of the sports business. Thus, improvements in the digital competencies of personal trainers' sports entrepreneurs, the development of strategic plans and activities related to innovation/R&D and process improvements are important measures to maintain the competitiveness of small sports businesses during crises.
•Strategically oriented management of sports SMEs can help minimize crisis effects.•Increasing the sports entrepreneurs use of technology during Covid-19 was crucial.•Developing resilience levels of sports entrepreneurs is vital to lessen crisis effects.•It is essential to develop sport entrepreneurs' digital competences to cope with crisis.
Abstract Objective The article analyzes up to what extent the supraordinate identity made up by the classic match, influences fans’ consumption intention of media and official merchandise, through a ...justifiability mediation, while assessing a moderation effect that an identity threat has on the proposed model. Method The phenomenon was tested through structural equation modeling on a 439 fanbase sample. Participants are fans from both of the clubs who play the Classic match of their league and were randomly allocated into a threat circumstance or a control situation in order to test the identity threat moderation effect. Results Findings suggest that this supraordinate identity has a positive impact on media and merchandise consumption intentions, while legitimacy and permeability forecast its existence. These results argue that fans from both teams experience an identity threat either when their club is under menace and when their rival is. Conclusion This is the first article examining a supraordinate identity fabricated by salient rivalries, which is counterintuitive, and how these individuals experience an identity threat when their rival is at risk. The Classic denotes an important marketing instrument, where leagues and clubs can develop stories and rivalries to attract broader audiences.
PurposeThe aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports sponsorship ...(joint, corporate social responsibility CSR-linked and conventional sponsorship) on fans' attitudes and purchase intentions toward the sponsor.Design/methodology/approachTwo experimental studies were conducted on 391 and 297 participants. The data gathered underwent analysis through five multivariate general linear model analyses.FindingsThe study found that CSR-linked sponsorship had the strongest positive impact and the weakest negative impact on the attitude and purchase intention of home team supporters and the attitude of rival team supporters. Nonetheless, the sponsor-team congruence did not significantly moderate the relationship. Additionally, the research demonstrated that the fan identity of both home and rival teams moderates the impact of sports sponsorships on attitude and purchase intention.Originality/valuePrevious research has studied the effectiveness of sponsorship format types independently. This is the first research comparing sponsorship formats regarding fan type and congruence.
