The long reach of sponsorship: How fan isolation and identification jointly shape sponsorship performance

© American Marketing Association 2018. Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside a team’s home market. This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness. The authors posit that such isolation increases the desire to affiliate with the team community, which can increase preferences for team-linked brands. However, the effect of isolation on sponsor performance depends on the strength of fan identification. Isolation increases strong fans’ desire to affiliate with the team community, thereby enhancing sponsorship performance; by contrast, isolation causes weak fans to avoid team-linked brands. Two field studies and four quasi experiments conducted across three countries (N = 1,412) confirm these predictions. Isolated strong fans exhibit increased recall, attitudes, purchase intentions, and word of mouth for sponsors, while isolated weak fans display the opposite effects. For brand managers, the proposed framework reveals whether isolated fans provide the best or worst returns on their sponsorships

Determinants of community-based sponsorship impact on self-congruity

Sponsors increasingly shift from large professional to community-based properties, as these can deliver an engaged audience and enable them to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community-based sponsorship may improve CSR image and, in turn, self-congruity, a key determinant of consumer behavior. Study 1 investigates perceived sponsor-club fit, confirming attitude and corporate positioning similarity as relevant predictors. Importantly, CSR image similarity does not impact fit, suggesting sponsorship opportunities for organizations independent of their initial CSR image. Study 2 shows perceived sponsor CSR image to mediate the relationship between the perceptions of a community-based property's CSR image and consumers' self-congruity with the sponsor. While perceived sponsor-club fit and sponsorship awareness moderate the relationship between property and sponsor CSR image, attitudes toward CSR moderate the association between sponsor CSR and self-congruity. The paper concludes with implications and future research directions. © 2013 Wiley Periodicals, Inc.Pascale Quester, Carolin Plewa, and Karen Palmer, Marc Mazodie

The color of support: The effect of sponsor–team visual congruence on sponsorship performance

© American Marketing Association 2019. Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focused on the relevance of the brand to the sport or geographic area. This article offers the first real-world empirical investigation of the effects of visual congruence through color matching on sponsorship performance. A wide-scale study of 703 Major League Baseball fans’ evaluations of their team’s sponsors, merged with real stadium signage data, offers evidence of the benefits of visual congruence. Two experiments in the contexts of product packaging and online advertising provide converging evidence of the positive effects of created visual congruence on attitudes toward the sponsorship, brand attitudes, and intentions. Brands without an inherent match to a team can enjoy enhanced sponsorship benefits with little additional costs simply by adopting the team’s colors in visual displays. However, the viewer’s motivation (fan status), opportunity (fan exposure), and ability (lack of color blindness) to process visual congruence moderates its effectiveness. By using the proposed framework, managers can maximize the value of their sponsorship rights

Влияние интенсивности механической активации на структуру гексагонального нитрида бора

Изучено влияние интенсивности механической активации на микроструктуру и свойства гексагонального нитрида бора (hBN).Вивчено вплив інтенсивності механічної активації на мікроструктуру і властивості гексагонального нітриду бору (hBN).The mechanical activation intensity effect on the microstructure and properties of hexagonal boron nitride (hBN) has been studied

Applicability and precautions of use of liver injury biomarker FibroTest. A reappraisal at 7 years of age

<p>Abstract</p> <p>Background</p> <p>FibroTest (FT) is a validated biomarker of fibrosis. To assess the applicability rate and to reduce the risk of false positives/negatives (RFPN), security algorithms were developed. The aims were to estimate the prevalence of RFPN and of proven failures, and to identify factors associated with their occurrences.</p> <p>Methods</p> <p>Four populations were studied: 954 blood donors (P1), 7,494 healthy volunteers (P2), 345,695 consecutive worldwide sera (P3), including 24,872 sera analyzed in a tertiary care centre (GHPS) (P4). Analytical procedures of laboratories with RFPN > 5% and charts of P4 patients in with RFPN were reviewed.</p> <p>Results</p> <p>The prevalence of RFPN was 0.52% (5/954; 95%CI 0.17-1.22) in P1, 0.51% (38/7494; 0.36-0.70) in P2, and 0.97% (3349/345695; 0.94-1.00) in P3. Three a priori high-risk populations were confirmed: 1.97% in P4, 1.77% in HIV centre and 2.61% in Sub-Saharan origin subjects. RFPN was mostly associated with low haptoglobin (0.46%), and high apolipoproteinA1 (0.21%). A traceability study of a P3 laboratory with RFPFN > 5% permitted to correct analytical procedures.</p> <p>Conclusion</p> <p>The mean applicability rate of Fibrotest was 99.03%. Independent factors associated with the high risk of false positives/negatives were HIV center, subSaharan origin, and a tertiary care reference centre, although the applicability rate remained above 97%.</p

The role of sponsorship fit for changing brand affect: a latent growth modeling approach

Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor-event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time. Resolving an apparent conflict in the marketing literature, the results show that the initial level of fit relates positively to the initial level of brand affect, but relates negatively to the subsequent increase in brand affect. Moreover, a significant and positive association emerges between the change trajectories, such that a steeper increase in perceived fit results in a faster rate of brand affect improvement. Furthermore, the initial level of brand affect is associated with subsequent increases in neither brand affect nor fit. Therefore, incongruence resolution is key to ensuring that sponsorship improves brand affect. Finally, both attitude toward the sponsorship and event involvement have positive impacts on subsequent increases in both brand affect and perceived fit. © 2013.Marc Mazodier, Pascale Queste

Les effets de la revelation du pseudo-parrainage sur les attitudes envers la marque du pseudo-parrain

Article published in French only L'objectif de cet article est d'étudier l'impact de la révélation du pseudo-parrainage sur les attitudes envers la marque du pseudo-parrain. À cette fin, une expérimentation a été réalisée. Il en ressort que la révélation influence négativement l'intégrité perçue, L'évaluation affective et l'intention d'achat. L'implication dans L'événement et l'attitude envers le parrainage d'un événement modèrent la réaction face au pseudo-parrainage. Marc Mazodier, Pascale Queste

Un cadre d'analyse de l'efficacite persuasive du pseudo-parrainage

Abstract and keywords also in English. Title in English = The effectiveness of ambush marketing: a conceptual frameworkLe pseudo-parrainage est une activité marketing encore mal connue mais en plein développement. Cette recherche a pour but de clarifier la définition de ce moyen de communication et de donner un cadre d'analyse pour en mesurer l'efficacité. Afin d'y parvenir, nous nous aidons d'une synthèse critique de la littérature sur la publicité trompeuse, qui présente certaines similarités. Au terme de cette synthèse, nous identifions plusieurs voies de recherche. = Although little is known about it, Ambush Marketing is a marketing technique experiencing substantial growth. The purpose of this research is to define this communication tool and to provide a conceptual framework in order to evaluate its effectiveness. In order to do so, we undertake a critical review of the literature on deceptive advertising, which presents some conceptual similarities. We finally identify some directions for future research.Mazodier Marc and Quester Pascal

Comment Lutter. Contre Le Pseudo-Parrainage?

http://www.orhri.org/expertise/default_gestion.asp

Advertisement typicality: a longitudinal experiment: can sponsors transfer the image of a sporting event to their brand?

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.Marc Mazodier, Armando Maria Corsi, Pascale G. Queste