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《Sport Management Review》2015,18(2):280-290
Studies of consumer attitudes towards ambush marketing are in conclusive and have not investigated whether those attitudes are industry specific. Rather than just refer to ‘an organisation’ (i.e. non-industry specific), an industry-specific approach specifies the organisation's core business activity. We propose that individuals expect a higher standard of advertising from banks as compared to beer companies and that this would be reflected in more negative attitudes towards banks that engage in questionable promotional practices. A demographically and geographically representative sample of New Zealanders (n = 514) was surveyed one week following the final match of the 2011 Rugby World Cup. Three items measuring consumer attitudes towards ambush marketing were adapted from the work of Portlock and Rose (2009). These three items were further adapted to specify bank or beer companies. The results indicate that most individuals perceive ambush marketing as unethical and a practice that organisations should not utilise. However, no evidence was found to support the proposition that individuals hold banks to a higher standard than beer companies in terms of ambush marketing. Demographic variables – age, gender and location – were not significantly associated with differing attitudes. 相似文献
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《Sport Management Review》2014,17(4):530-545
This teaching case explores the sport of wakeboarding to examine how its female practitioners need to become entrepreneurial in order to make a living from the sport. Students ponder the financial pressures of becoming a professional female wakeboarder, and how to sustain momentum once one turns professional. The significance and inter-relationship of sponsorship and self-branding/promotion figure prominently. Costs of competing are high in the best of circumstances, and nearly insurmountable without corporate backing. Obtaining such support requires a healthy degree of marketing oneself. The female riders offer a number of anecdotes and recollections providing salience to issues concerning sustainability and gender inequity. Male riders may earn up to four times more on tour than female riders and there is pressure to adapt to the “boys’ club” to advance one's career. Earning a living through involvement in wakeboarding is difficult for women. Models of entrepreneurism are provided to guide student discussion in developing strategies to overcome issues for female wakeboarders making the sport financially attractive for female competitors. 相似文献
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《Sport Management Review》2016,19(2):146-156
As the demonstration of corporate goodwill through mega event sponsorship becomes increasingly challenging, sponsors often link their sponsorship to corporate social responsibility (CSR) activities. However, finding adequate ways to communicate CSR-linked sponsorship is challenging. This research examines the relative effectiveness of three message sources from which CSR-linked sponsorship information can be communicated to consumers: the sponsor, the sponsored property, and the news media. Drawing on the Persuasion Knowledge Model, this study proposes differences between these message sources regarding their level of persuasion knowledge activation, which affects consumers’ CSR perceptions of and attitude toward the sponsoring brand. The results of an experimental study show that CSR-linked sponsorship information from both the sponsor and the sponsored property result in higher persuasion knowledge activation than when this information comes from the news media. The results also reveal that the two serial mediators, persuasion knowledge activation and CSR perception, transfer these effects of message source to consumers’ attitudes toward the sponsor. 相似文献
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本文从企业内部营销手段、营销部门和企业外部参与方多重配合的角度讨论了体育赞助过程中,要达到赞助效益的最大化,各种营销手段、部门和参与方配合执行的重要性,并初步构建了配合运作的具体模式。营销手段配合运作包括平面广告和电视广告、促销手段、代言人、内外部公关等配合;营销部门配合运作包括赞助部的建立和广告部、推广部、公关部的配合;参与方配合运作包括被赞助方(体育赛事组委会、体育俱乐部、体育官方机构等)、媒体、体育经纪公司等机构的配合。 相似文献
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Commercial gambling providers (CGPs) have recently intensified the promotion of their products and services through sport sponsorship. Consequently, gambling products and services now gain substantial exposure to large audiences via media broadcasts of sport. Due to the mainstream appeal of some sports, television audiences and fan-bases can include youth, at-risk and problem gamblers, who may be prompted to gamble, or to increase their gambling, by the direct marketing, alignment of gambling with a ‘healthy’ activity and increased normalisation of gambling. Therefore, sport sponsorship by CGPs promotes a potentially risky behaviour and may exacerbate the public health issue of problem gambling. Regulatory measures have been implemented by governments and private organisations in relation to sport sponsorship by tobacco companies in recognition of the potential harmful impacts of this form of marketing. Subsequently, the involvement of ‘unhealthy products’ including alcohol, junk food and gambling in sport sponsorship has been publicly questioned. This may lead to further regulatory changes that would directly affect the management of sport organisations. Few studies have examined these issues and there is little knowledge of the impacts that sport sponsorship arrangements have on society. Research is needed to inform prudent decision-making about the appropriate regulation of sport sponsorship. This paper reviews the current gambling sport sponsorship landscape and proposes a conceptual framework aimed at facilitating a systematic, interdisciplinary research agenda for examining corporate social responsibility issues pertinent to the sponsorship of sport by CGPs. 相似文献
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《Sport Management Review》2014,17(3):362-375
Corporate sponsorship is now commonplace across the college athletic landscape; however, the introduction of naming-rights sponsorships for college football stadiums has been a significantly slower process. Although there are several Division I Football Bowl Subdivision (FBS) programs that have secured naming-rights partners (i.e. University of Minnesota), this practice is still the exception rather than the norm, which is also true in many other global sport contexts. In order to better understand this phenomenon, the goal of this study was to investigate fans’ attitudes related to sponsorship, tradition, and commercialism in college football. The results indicated fans that had more positive attitudes toward sponsorship had more positive behavioral intentions toward both the football program and a potential naming rights partner. On the other hand, those who had more positive perceptions of the institution's football tradition and venue had more negative behavioral intentions. Theoretical and practical implications are discussed, as well as suggestions for future research. 相似文献
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《Sport Management Review》2020,23(5):838-851
Sponsorship plays a critical role in the delivery of major sport events. To date, the majority of sponsorship research has focused on the sponsors’ perspective or consumer responses. Drawing upon brand alliance literature and relationship marketing theory, this paper discusses learnings from the management of sponsor-sponsee relationships at a major sport event. We provide insights from the sponsee (i.e., the event) perspective: this is intended to further our understanding of relationship management in the context of event sponsorship, as well as providing practical information for both event industry and sport industry practitioners. This case study produced three main findings in terms of relational effectiveness: clear and compatible strategy, development of positive inter-organisational culture and inter-personal relationships, and stability. Each of these attributes are key to successful and effective sponsorship management. 相似文献
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运用体育经济学、体育产业、体育管理学等相关理论,采用文献资料法、专家访谈法和逻辑分析法等,对宁波大学高水平运动队赞助发展的现状进行了深入剖析,指出宁波大学高水平运动队赞助中存在的诸多影响因素及亟待解决的问题,因此本文结合了目前高校高水平运动队赞助面临的发展契机,提出相应的发展对策及运行机制,为促进宁波大学及各高校高水平运动队的健康发展提供理论与实践依据的参考。 相似文献