The Experts below are selected from a list of 249486 Experts worldwide ranked by ideXlab platform
Helen Dixon - One of the best experts on this subject based on the ideXlab platform.
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can counter advertising protect spectators of elite sport against the influence of unhealthy food and beverage Sponsorship a naturalistic trial
Social Science & Medicine, 2020Co-Authors: Simone Pettigrew, Bridget Kelly, Helen Dixon, Maree Scully, Melanie Wakefield, Kathy ChapmanAbstract:Abstract Rationale and objective Unhealthy, energy-dense nutrient-poor foods and beverages are heavily promoted through sport Sponsorship. This naturalistic trial assessed whether exposing young adult spectators to various types of counter-advertising (CA) before watching an unhealthy food sponsored elite sporting event could diminish Sponsorship effects and increase support for restrictions on Sponsorship. Method Young adults (ages 18-29 years) who planned to watch the Australian Football League (AFL) Grand Final were recruited through an online panel and randomly assigned to one of four conditions: (A) control (neutral advertisement); (B) anti-industry CA (critiquing unhealthy food industry Sponsorship of sport); (C) anti-product CA (critiquing the association of sports stars with unhealthy food); or (D) negative health effects CA (highlighting negative health consequences of unhealthy food consumption). Participants (N = 1316) completed a pre-test questionnaire and viewed their assigned CA online 1–3 days before watching the 2017 AFL Grand Final, which featured unhealthy food Sponsorship. Results Participants who reported watching the AFL Grand Final (n = 802) answered post-test measures within five days of the event. Results indicated that participants found the anti-industry CA more believable, attention-grabbing, reassuring and encouraging than the anti-product CA. The anti-industry CA promoted less favourable attitudes to sponsor brands, the anti-product CA promoted reduced intentions to purchase the fast-food sponsor brand, and the negative health effects CA reduced preferences for fast food in general compared to the control condition. Conclusions Anti-industry CA may detract from favourable attitudes to unhealthy food sponsor brands and negative health effects CA may detract from intentions to consume fast food in the face of unhealthy food Sponsorship exposure. Such interventions may require higher dosage levels than applied in the present study to bolster spectators’ resistance to the surfeit of unhealthy food sport Sponsorship.
Charles R Taylor - One of the best experts on this subject based on the ideXlab platform.
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art for the sake of the corporation audi bmw group daimlerchrysler montblanc siemens and volkswagen help explore the effect of Sponsorship on corporate reputations
Journal of Advertising Research, 2010Co-Authors: Manfred Schwaiger, Marko Sarstedt, Charles R TaylorAbstract:This article examines whether exposure to a company's Sponsorship of cultural activities such as “high-brow” arts—including classical music, literature, art exhibitions, and museums—provides a long-term increase in the general public's assessment of corporate reputation. As corporate reputation has been found by previous studies to be composed of two primary dimensions (i.e., the likeability of the firm, the competence of the firm), it is of particular interest to examine whether Sponsorship of cultural events affects one or both of these dimensions. A two-dimensional model of image transfer is used as the theoretical basis for a study of more than 3,000 German consumers conducted in collaboration with 10 major multinational companies (e.g., BMW Group and Siemens). Results show that some significant effects of culture-sponsoring activities can be demonstrated for the likeability dimension of corporate reputation and some of its antecedents. However, no significant link between culture Sponsorships and consumer perceptions of firm competence is found.
Simone Pettigrew - One of the best experts on this subject based on the ideXlab platform.
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can counter advertising protect spectators of elite sport against the influence of unhealthy food and beverage Sponsorship a naturalistic trial
Social Science & Medicine, 2020Co-Authors: Simone Pettigrew, Bridget Kelly, Helen Dixon, Maree Scully, Melanie Wakefield, Kathy ChapmanAbstract:Abstract Rationale and objective Unhealthy, energy-dense nutrient-poor foods and beverages are heavily promoted through sport Sponsorship. This naturalistic trial assessed whether exposing young adult spectators to various types of counter-advertising (CA) before watching an unhealthy food sponsored elite sporting event could diminish Sponsorship effects and increase support for restrictions on Sponsorship. Method Young adults (ages 18-29 years) who planned to watch the Australian Football League (AFL) Grand Final were recruited through an online panel and randomly assigned to one of four conditions: (A) control (neutral advertisement); (B) anti-industry CA (critiquing unhealthy food industry Sponsorship of sport); (C) anti-product CA (critiquing the association of sports stars with unhealthy food); or (D) negative health effects CA (highlighting negative health consequences of unhealthy food consumption). Participants (N = 1316) completed a pre-test questionnaire and viewed their assigned CA online 1–3 days before watching the 2017 AFL Grand Final, which featured unhealthy food Sponsorship. Results Participants who reported watching the AFL Grand Final (n = 802) answered post-test measures within five days of the event. Results indicated that participants found the anti-industry CA more believable, attention-grabbing, reassuring and encouraging than the anti-product CA. The anti-industry CA promoted less favourable attitudes to sponsor brands, the anti-product CA promoted reduced intentions to purchase the fast-food sponsor brand, and the negative health effects CA reduced preferences for fast food in general compared to the control condition. Conclusions Anti-industry CA may detract from favourable attitudes to unhealthy food sponsor brands and negative health effects CA may detract from intentions to consume fast food in the face of unhealthy food Sponsorship exposure. Such interventions may require higher dosage levels than applied in the present study to bolster spectators’ resistance to the surfeit of unhealthy food sport Sponsorship.
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game on do children absorb sports Sponsorship messages
Public Health Nutrition, 2013Co-Authors: Simone Pettigrew, Michael Rosenberg, Renee Ferguson, Stephen Houghton, Lisa WoodAbstract:OBJECTIVE: It is likely that there are substantial subconscious effects of organizations' efforts to associate their products with sport via Sponsorships, but most research methods are unable to capture these effects. The present study employed a novel projective technique to explore children's implicit associations between popular sports and a range of sports sponsors. DESIGN: Children participated in an activity using magnets bearing the logos of numerous sports and sponsors. They were invited to arrange the magnets on a whiteboard without being advised that the activity related to Sponsorship. SETTING: Perth, Western Australia. SUBJECTS: Children (n 164) aged 5-12 years. RESULTS: Three-quarters (76 %) of the children aligned at least one correct sponsor magnet with the relevant sport. Just over half the children (54 %) correctly matched the most popular sport (an Australian Football League team) with its relevant sponsor (a fast-food chain). CONCLUSIONS: Given the unstructured nature of the projective task, the results provide some support for the argument that sports Sponsorship can effectively reach child audiences. This is of concern given the current extent of Sponsorship by alcohol and fast-food companies. Language: en
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public support for restrictions on fast food company Sponsorship of community events
Asia Pacific Journal of Clinical Nutrition, 2012Co-Authors: Simone Pettigrew, Melanie Pescud, Michael Rosenberg, Renee Ferguson, Stephen HoughtonAbstract:This study investigated community attitudes to fast food companies' Sponsorship of community events. The aim was to inform future efforts to introduce greater restrictions on these marketing activities to reduce child obesity. While previous research has focused on the Sponsorship of sporting events, the present study included all community events and gauged public support for fast food company Sponsorships in general as well as specific Sponsorship activities such as securing event naming rights, advertising on event premises, and distributing free items to children in the form of food and redeemable vouchers. A large and diverse sample of Western Australian adults (n=2,005) responded to a community attitudes telephone survey that included questions relating to event Sponsorship. Almost half of the respondents reported that the promotion of fast foods is inappropriate at community events, and only a third considered it appropriate at events where children are likely to be present. Around two-thirds agreed that promoting fast foods at such events sends contradictory messages to children and just a quarter of respondents considered it acceptable for free fast food to be distributed at events or for children to be rewarded for participation with fast food vouchers. The results suggest that efforts to reduce child obesity that involve restrictions on the Sponsorship of community events by organisations promoting unhealthy foods may be supported by a substantial proportion of the population.
Kathy Chapman - One of the best experts on this subject based on the ideXlab platform.
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can counter advertising protect spectators of elite sport against the influence of unhealthy food and beverage Sponsorship a naturalistic trial
Social Science & Medicine, 2020Co-Authors: Simone Pettigrew, Bridget Kelly, Helen Dixon, Maree Scully, Melanie Wakefield, Kathy ChapmanAbstract:Abstract Rationale and objective Unhealthy, energy-dense nutrient-poor foods and beverages are heavily promoted through sport Sponsorship. This naturalistic trial assessed whether exposing young adult spectators to various types of counter-advertising (CA) before watching an unhealthy food sponsored elite sporting event could diminish Sponsorship effects and increase support for restrictions on Sponsorship. Method Young adults (ages 18-29 years) who planned to watch the Australian Football League (AFL) Grand Final were recruited through an online panel and randomly assigned to one of four conditions: (A) control (neutral advertisement); (B) anti-industry CA (critiquing unhealthy food industry Sponsorship of sport); (C) anti-product CA (critiquing the association of sports stars with unhealthy food); or (D) negative health effects CA (highlighting negative health consequences of unhealthy food consumption). Participants (N = 1316) completed a pre-test questionnaire and viewed their assigned CA online 1–3 days before watching the 2017 AFL Grand Final, which featured unhealthy food Sponsorship. Results Participants who reported watching the AFL Grand Final (n = 802) answered post-test measures within five days of the event. Results indicated that participants found the anti-industry CA more believable, attention-grabbing, reassuring and encouraging than the anti-product CA. The anti-industry CA promoted less favourable attitudes to sponsor brands, the anti-product CA promoted reduced intentions to purchase the fast-food sponsor brand, and the negative health effects CA reduced preferences for fast food in general compared to the control condition. Conclusions Anti-industry CA may detract from favourable attitudes to unhealthy food sponsor brands and negative health effects CA may detract from intentions to consume fast food in the face of unhealthy food Sponsorship exposure. Such interventions may require higher dosage levels than applied in the present study to bolster spectators’ resistance to the surfeit of unhealthy food sport Sponsorship.
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food and drink Sponsorship of children s sport in australia who pays
Health Promotion International, 2011Co-Authors: Bridget Kelly, Louise A Baur, Adrian Bauman, Lesley King, Kathy Chapman, Benjamin SmithAbstract:The creation of health promoting sports clubs may support the promotion and adoption of healthy behaviours by children. Sponsorship is one aspect of clubs, with potential influence on clubs and their participants. In particular, Sponsorship influences brand awareness and attitudes, so that the Sponsorship of children's sport by unhealthy food companies may contribute to food preferences and poor eating habits. This study aimed to determine the nature and extent of food and beverage Sponsorship of children's sport. Sports clubs (n = 108) for the nine most popular sports for children aged 5-14 were randomly sampled from three large geographical areas in Australia. A purpose-designed telephone questionnaire was developed to determine the extent of Sponsorship. Experts from different fields were approached (n = 10) to generate a consensus on the elements of sponsors that are more/less health promoting. The survey response rate was 99%. Of the 347 sponsors identified, 17% were food or beverage companies. Fifty percent of food company Sponsorship arrangements did not meet criteria for healthy sponsors. For most clubs, less than a quarter of their income came from Sponsorship. A considerable proportion of clubs with food company sponsors had the company's signage on players' uniforms (53%), distributed rewards using the company's name (24%) or gave vouchers to players for the company's products (29%). Any restriction of unhealthy food and beverage company Sponsorship of children's sport may not result in major funding difficulties for clubs, as this funding represents a relatively small proportion of their income base, even though it provides major promotional opportunities to sponsors.
Bettina T Cornwell - One of the best experts on this subject based on the ideXlab platform.
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Sponsorship portfolio as a brand image creation strategy
Journal of Business Research, 2011Co-Authors: Monica P Chien, Bettina T Cornwell, Ravi PappuAbstract:Abstract The meanings held by events are sometimes transferable to a brand through Sponsorship. The perceived sponsor–property fit affects brand evaluations. This research hypothesizes that in the case of a Sponsorship portfolio, the source of image transfer can be composite, and brand image association may depend on the perceived fit between Sponsorships. Building on theories of social cognition and categorization, this research proposes two dimensions of fit: Sponsorship category relatedness and event personality fit. Two experiments show that categorical relatedness between Sponsorships not only leads to the creation of a unified brand personality for the sponsor, but also enhances brand meaning consistency and clarity. Central category-related traits cue a category membership framework that integrates Sponsorships in the portfolio. Under conditions of category ambiguity, the impact of event personality fit emerges. Interestingly, the findings suggest that sponsored properties having a “spiky” brand personality (having both high and low performance on dimensions) may communicate most clearly in a portfolio.
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the impact of title event Sponsorship announcements on shareholder wealth
Marketing Letters, 2009Co-Authors: John M Clark, Bettina T Cornwell, Stephen W PruittAbstract:Title Sponsorships are often considered the crown jewels of sports Sponsorship programs. Garnering top media coverage, title Sponsorships are prized for both generating brand/product awareness and building image for their sponsors. Not surprisingly, the rising cost of title Sponsorships has led some managers to question their underlying value. Accordingly, this study presents an analysis of the impact of 114 title Sponsorship announcements of professional tennis and golf tournaments (both men’s and women’s), auto racing (NASCAR), and college bowl games on the stock prices of sponsoring firms. Overall, the results of the study suggest that title Sponsorships are generally signed at market-clearing prices. Thus, companies undertaking title Sponsorships typically receive exactly what they pay for—except in the case of NASCAR races (which show evidence of increases in share prices). Splitting the sample into new and renewing Sponsorships generates results which differ dramatically by sport. Finally, a cross-sectional regression finds congruence of sport and sponsor, Sponsorship by high tech firms and Sponsorships by large firms all correlated with perceived Sponsorship success.
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expressing identity and shaping image the relationship between corporate mission and corporate Sponsorship
Journal of Sport Management, 2009Co-Authors: Stephanie Cunningham, Bettina T Cornwell, Leonard V CooteAbstract:Despite the popularity of Sponsorship-linked marketing programs, we know little about how firms form Sponsorship policies. This article describes a corporate identity-Sponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies’ online Sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to Sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed.
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state of art and science in Sponsorship linked marketing
Journal of Advertising, 2008Co-Authors: Bettina T CornwellAbstract:This is a stock-taking paper in the area of Sponsorship-linked marketing. First offered is a summary of the development of Sponsorship as a mainstay of marketing communications. Arguments for the entrenchment of Sponsorship in a new evolving indirect marketing mix are made. Progress in understanding the art of management and the science of communications measurement are then examined. Finally, a brief research agenda is described.
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Sponsorship linked marketing opening the black box
Journal of Advertising, 2005Co-Authors: Bettina T Cornwell, Clinton S Weeks, Donald P. RoyAbstract:Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of Sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process Sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual- and group-level factors, market factors, and management factors, together with theorized Sponsorship outcomes, this paper offers a model of consumer-focused Sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.
