sponsor
456801
Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship related advertising messages
This study examines how social identities and message characteristics influence the processing of sponsorship associations and persuasive messages. Using an experimental approach we found that sponsor affiliation with a rival team results in a negative response by highly identified fans, even when message characteristics include strong, favorable arguments. Conversely, less identified fans formed evaluations based on message characteristics, such that strong arguments were evaluated more favorably than weak arguments, independent of sponsorship affiliation. Overall, the study confirmed that strong social identities influence information processing in ways that are favorable for in group associations and unfavorable for out group associations. The implications for both consumers and marketing communications practitioners are discussed.
Colleen Bee Vassilis Dalakas
110758552
Project Success and Executive Sponsor Behaviors: Empirical Life Cycle Stage Investigations
The role of the executive sponsor in achieving project success is important, yet rarely addressed. Recent research identifies behaviors that constitute the role of the executive project sponsor and evaluates how such behavior affects project success during different project stages. This study answers two research questions: (1) Does the relative importance of executive sponsor behavior vary significantly at different project stages? And (2) Does the relative importance of project success dimensions vary significantly within and across the different stages of completion? Results provide knowledge that will help executive sponsors decide how to invest their limited time and resources.
Timothy J Kloppenborg Debbie B Tesch Chris Manolis
167749137
The short and long term impact of brand placement in an advertiser funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
The present research investigates how viewers' liking of an advertiser funded television program (AFP) influences viewers' attitude toward the brand that sponsors the program and its main competitor through a field study at two points in time (Nwave1 529 and Nwave2 256) An AFP is a television program which is fully sponsored by and built around a sponsoring brand. We test how the perceived program sponsor brand fit moderates the effect of program liking one week and one month after the program finale. Program liking positively impacts brand attitude for the sponsor, and this effect becomes weaker over time. Program sponsor brand fit reinforces the positive effect of program liking on brand attitude, especially in the longer term. In the longer term, program liking of an AFP also positively impacts viewers' attitude toward the main competitor of the sponsor.
Yann Verhellen Jiska Eelen Nathalie Dens Patrick De Pelsmacker
155129682
Pension Scheme Redesign and Wealth Redistribution Between the Members and Sponsor: The USS Rule Change in October 2011
The redesign of defined benefit pension schemes usually results in a substantial redistribution of wealth between age cohorts of members, pensioners, and the sponsor. This is the first study to quantify the redistributive effects of a rule change by a real world scheme (the Universities Superannuation Scheme, USS) where the sponsor underwrites the pension promise. In October 2011 USS closed its final salary scheme to new members, opened a career average revalued earnings (CARE) section, and moved to 'cap and share' contribution rates. We find that the pre October 2011 scheme was not viable in the long run, while the post October 2011 scheme is probably viable in the long run, but faces medium term problems. In October 2011 future members of USS lost 65% of their pension wealth (or roughly PS100,000 per head) equivalent to a reduction of roughly 11% in their total compensation, while those aged over 57 years lost almost nothing. The riskiness of the pension wealth of future members increased by a third, while the riskiness of the present value of the sponsor's future contributions reduced by 10% Finally, the sponsor's wealth increased by about PS32.5 billion, equivalent to a reduction of 26% in their pension costs.
Emmanouil Platanakis Charles M S Sutcliffe
144782689
The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity
This research examined how familiarity with a brand influences how negative publicity related to a celebrity endorser is perceived. Specifically, the current research determined if familiarity with event and sponsor brands may temper any negative consequences of being linked with negative celebrity endorser publicity. Two studies were conducted to investigate this aim. Study 1 (n=136) used unfamiliar brands and indicated attitudes towards the selected sponsor and the event brands were significantly reduced after negative publicity surrounding an associated celebrity endorser emerged. In contrast, individuals not exposed to negative publicity did not report reduced attitude scores. Study 2 (n=272) used unfamiliar and familiar brands and found that negative publicity surrounding celebrity endorsers has the capacity to weaken attitudes towards associated event and sponsor brands. However, any negative impact was tempered by an individual's familiarity with the respective brand, indicating brand familiarity has a moderating effect on brand attitudes within the sports marketplace. This research furthers understandings related to sport sponsorship theory by assessing the role of brand familiarity in tempering information transference. Additionally, the paper provides insights to the events category which has not been researched previously. Brand managers can use this information to develop proactive and reactive strategies to employ to protect their brands when celebrity endorsers attract negative publicity.
Jason Patrick Doyle Robin Pentecost Daniel C Funk
44189039
Brand Spillover Effects within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size
A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known about how the brand perceptions of several concurrent sponsors spill over to influence each individual sponsor's brand. This paper summarizes two experiments that investigate sponsor portfolios to determine how spillover effects influence consumers' perceptions of a particular sponsor's brand within the portfolio. In Study 1, empirical evidence substantiates a brand spillover effect between multiple sponsors of a single sport property. In Study 2, the influences of image congruence and portfolio size on this spillover effect are empirically assessed. Results demonstrate an interaction effect whereby brands incongruent to the sponsored property enjoy a more favorable brand perception when included in either a small portfolio inclusive of another incongruent co sponsor, or a larger portfolio of otherwise congruent sponsors.
Joe Cobbs Mark D Groza Gregg Rich
154947768
Fragility in Money Market Funds: Sponsor Support and Regulation
Money market funds (MMFs) which are crucial to short term funding markets, rely on voluntary support of fund sponsors to maintain stable share values. I develop a general equilibrium model of MMFs to study how sponsor support affects the industry's fragility and regulation. Adverse asset quality shocks lead MMFs to liquidate assets. When liquidity in asset markets is limited, asset prices are lower if more funds liquidate. Lower asset prices, in turn, make sponsor support costlier and even more liquidations occur. This feedback leads to complementarities in sponsors' support decisions. Based on the model's insights, I derive implications for the regulation of MMFs.
Cecilia Parlatore
167840933
Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time
This study is the first multi year examination of the relative influence of the four main variables said to influence sponsorship recall. Sponsor recall data were collected from season ticket holders (STHs) of 10 professional sports teams, over periods ranging from 3 to 5 years per team. Across those teams and over that time, 309 sponsor team relationships were examined, and sponsor recall data from over 117,000 individual STHs were collected. Sponsorship length and level were shown to have the strongest impact on recall, followed by relatedness and prominence. These variables affected both the recall of current sponsors and the decay rates of residual recall following the end of a sponsorship. The average rates of sponsor recall growth and decline have been derived from these data, giving managers a tool by which to benchmark sport sponsorship recall performance.
H McDonald Adam Karg
60025452
Antecedents of Solution Quality in Crowdsourcing: The Sponsor's Perspective
ABSTRACTCrowdsourcing has been adopted by firms as a means to access external information, knowledge, and business solutions. How to successfully conduct crowdsourcing is an important question and has drawn significant attention from the research community. The current study developed a research model and tested the model in the case of design contest, using both objective and subjective data collected from a Chinese crowdsourcing platform. We found that both solution quantity and solution diversity had significant effects on solution quality. Further, award had a significant impact on solution quantity but not solution diversity. On the other hand, sponsor solver interaction significantly increased solution diversity but not solution quantity. Implications are discussed to guide further research and practices in this important area.Keywords: Crowdsourcing; Solution quality; Solution quantity; Solution diversity; Award; Sponsor solver interaction1. IntroductionRealizing the abundance of experts and knowledge distributed outside firm boundaries, firms have started to adopt open innovation strategies to collaborate with external experts, such as lead users, customers, suppliers, universities, and research institutions [Chesbrough 2003; 2006; Howe 2008; von Hippel 2005; Jeppesen and Frederiksen 2006] Among these approaches, crowdsourcing via the Internet is an effective method to outsource a firm's business tasks to the global crowd to obtain solutions to the tasks [Ebner et al. 2009; Howe 2008; Hagel and Brown 2009; Yang et al. 2009] Typically, a firm or sponsor organizes crowdsourcing on its own private platform, such as SAPiens initiated by SAP [Leimeister et al. 2009] A sponsor can also collaborate with a third party (e.g. InndegCentive) that organizes crowdsourcing tasks on a public platform for many sponsors. The crowd or solvers are drawn to the platform and provide solutions to the tasks.How to improve solution quality is an important issue in crowdsourcing [e.g. Girotra et al. 2010; Page 2007; Terwiesch and Ulrich 2009] To leverage the collective intelligence of the crowd and obtain high quality solutions, the quantity (number of submitted ideas/solutions) and diversity (variance of the solutions) of submitted solutions by the solvers are considered to be two important precursors [Girotra et al. 2010] Terwiesch and Ulrich [2009] proposed that quantity and diversity had complementary impacts to improve the quality of the best solutions. The prior research has examined the effect of monetary award in crowdsourcing [e.g. Bullinger and Moeslein 2010] Award is a significant antecedent for reaching a higher number of solutions (quantity) as well as a variety of solutions (diversity) The sponsor can then invest their effort in choosing an ideal solution from these solutions [e.g. Archak and Sundararajan 2009; DiPalantino and Vojnovic 2009].Prior literature has also investigated the role of interactions among solvers, between sponsors and intermediaries, and between solvers and intermediaries in the process of crowdsourcing [Adamczyk et al. 2011; Blohm et al. 2010; Bullinger and Moeslein 2010] However, little research has examined direct interactions between sponsors and solvers as well as the effects of such interactions on the quantity and diversity of solutions. Consistent with Bullinger et al. [2009] which proposed a systematic view for sponsors and solvers to interact in the innovation contest, we posit that sponsor solver interaction is an effective way to reach ideal solutions.Such direct interactions eliminate the need for moderation and facilitation of the intermediary or organizer of the platform. The user innovation literature has revealed the importance of co creation of products and services between a company and its consumers [Algesheimer et al. 2010; Fang et al. 2008; Jeppesen and Frederiksen 2006] Howe [2008] also suggested that solvers needed directions and guidance from the sponsor or other members who administered the crowdsourcing platform, although these solvers might be capable of self organizing the crowdsourcing process.
Haichao Zheng Zongxiao Xie Wenhua Hou Dahui Li
152904788
The European Representative Democracy Data Archive, Release 2. Main sponsor: Riksbankens Jubileumsfond (In2007 0149:1 E) [www.erdda.se]
The European Representative Democracy Data Archive, Release 2. Main sponsor: Riksbankens Jubileumsfond (In2007 0149:1 E) [www.erdda.se]
Staffan Andersson Torbjorn Bergman Svante Ersson