This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time.

Leveraging sponsorships on the Internet: Activation, congruence, and articulation

Women have been bound by traditional norms, beliefs, and values in which they are given secondary status within their communities as compared to men. They are marginalized by a patriarchal culture that assigns them the household responsibility. Although, women occupation in most of the societies has largely depended on childbearing, sustenance of the family and labor work in industries. However, in recent days the awareness and educational development among women have emerged the desire for small business and entrepreneurship. The idea of women’s entrepreneurship is not new in Pakistan and its acceptance as an important associate to achieve supportable monetary growth. However, despite the intention of doing business by women in Pakistan is low due to diversified factors like high discrimination, low trust, lack of confidence in the culture and society. There is rare evidence that women are increasingly involved in decisionmaking but there is no proper guiding principle to enlighten them to come out of their lives comfort zone. Having observed the literature on women problems and their intention to be selfindependent this study has developed a psychological integral model based on the psychological factors determining women entrepreneurship in Pakistan. The present study has also examined the association and impact of these explored factors on the entrepreneurial intention & behavior of young female business students who are studying in management sciences in different universities and degree awarding institutions of Pakistan. The study mainly pedestals on the Theory of Planned Behavior of Ajzen (1991), which can help in clarifying the entrepreneurial business intention & behavior of female students. This cross-sectional study was conducted through a research questionnaire survey by adopting valid instruments. The data was collected from 895 respondents ’female students. The hierarchical regression analysis (bootstrap) applied to test the impact of factors on women entrepreneurial intentions that lead to their behavior using AMOS and SPSS-(bootstrap). The result showed that women with high self-efficacy, self-confidence, the locus of control, social identity,

http://prr.hec.gov.pk/jspui/bitstream/123456789/10521/1/Jamila%20Khurshid_HRM_2018_CUST_PRR.pdf

Development of Psychological Integral Model for Women Entrepreneurship in South Asia (Evidence from Pakistan): A Mediated and Moderated Model

Entrepreneurship development has been designated as a key component in economic transformation and educational programs in Malaysia. The government has introduced various initiatives to cultivate entrepreneurial spirit among younger generations, especially the university students. Despite the magnitude of these efforts, little is known whether university students today are entrepreneurial. Notwithstanding the abundance of literature on entrepreneurship, factors affecting students’ entrepreneurial intention and why the number of entrepreneurs and new businesses still remain low require continual assessment. Hence, the present study is aimed at investigating entrepreneurial intention among university students in Malaysia. The extended theory of planned behaviour is adopted to specifically look at the effect of belief and behavioural factors on entrepreneurial intention. Using field data collected from 257 university students in Malaysia, all postulated relationships are examined using partial least squares structural equation modelling (PLS-SEM). The findings suggest that behavioural factors, namely attitude, subjective norm and perceived behavioural control, have significant effect on entrepreneurial intention. It is also found that perceived barriers and perceived support have positive impact on attitude and subjective norms respectively. The study highlights the need to inculcate university students with entrepreneurial knowledge as well as provide platform for them to acquire entrepreneurial experience so as to transform entrepreneurial intention into actual behaviour.

Reconsidering What Entrepreneurial Intention Implies: The Evidence from Malaysian University Students

Abstract This article analyses the influence of personal variables on entrepreneurial intentions of students from Poland and Spain. The article presents an integrated structural model that has been developed from a set of student perceptions from both countries. A small number of variables included in the model allows explaining and managing the formation of the intention in the context of higher education. This study provides answers to the following questions: What role do personal variables play as motivation in the formation of entrepreneurship in the case of young people? Is the motivation stronger than self-efficacy? What are the differences in the perceptions and ratings of students in Poland and Spain? How can these variables be enhanced? This work used a causal quantitative methodology based on structural equations (PLS) and the Smart PLS-3.0 program. The PLS model was chosen for its advantages in the study of human behaviour and its optimal predictive potential, and because it allows the use of reflective indicators. In the causal model generated with a sample of 721 respondents from Poland and Spain, it was found that personal values initiated the chain of effects that influenced the attitude and, through it, successively resulted in motivation, self-efficacy and entrepreneurial intentions. Therefore, the subjective variables (values and attitudes) have a positive and significant influence on the action variables (motivation and self-efficacy), and these affect entrepreneurial intentions. The absence of significant regional differences in the responses to the items and the causal relationships of the model suggests the possibility of developing integrated and homogeneous programmes for the entire segment, thereby achieving synergies. The results suppose a theoretical and practical contribution to the promotion of entrepreneur intentions of university students inside and outside the educational context, suggesting a possible effect of personal variables on entrepreneurial intentions.

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Influence of personal variables on entrepreneurial intention: A comparative study between Poland and Spain

/pdf/an-empirical-analysis-of-the-workings-of-entrepreneurship-4oggfxdsqr.pdf

An Empirical Analysis of the Workings of Entrepreneurship, and the Role of Entrepreneurship Education on Intention towards Entrepreneurship: Insights from Africa

Purpose – The main purpose of this study is twofold: (1) to measure and compare the entrepreneurial intention of business students attending the first and the fourth year of Business studies in a Greek university in order to determine the impact of curriculum and (2) to explore the role of the Theory of Planned Behavior (TPB) in explaining students’ entrepreneurial intention. Design/methodology/approach – A questionnaire was distributed to a sample of 186 students attending the 1st (108) and the 4th (78) year of studies at Business Management. Besides descriptive statistics, T-test, correlations, and multiple linear regressions were estimated to test hypotheses. Findings – The three components of the Theory of Planned Behavior seem to play a differentiated role in the formation of the entrepreneurship intentions of business student, with subjective norms proved to be insignificant in the process of intention formation. Furthermore, the role of entrepreneurial curriculum and content was insignificant in influencing the rather weak intentions of business students to pursue a self-employed career. Fourth year students after attending a number of business, related courses were found to report on average less strong entrepreneurship intentions compared to the first year students. Originality/value – This study represents a first systematic quantitative effort to measure and compare the entrepreneurship intentions of the first and fourth year students of a Greek university and explore the effect of the components of TPB.

/pdf/the-role-of-theory-of-planned-behavior-on-entrepreneurial-2exfe3z3m8.pdf

The Role of Theory of Planned Behavior on Entrepreneurial Intention of Greek Business Students

Purpose - The main purpose of this study is twofold: (1) to measure and compare the entrepreneurial intention of business students attending the first and the fourth year of Business studies in a Greek university, in order to determine the impact of curriculum and (2) to explore the role of the Theory of Planned Behavior (TPB) in explaining students’ entrepreneurial intention. Design/methodology/approach - A questionnaire was distributed to a sample of 186 students attending the 1st (108) and the 4th (78) year of studies at Business Management. Besides descriptive statistics, T-test, correlations and multiple linear regressions were estimated to test hypotheses. Findings - The three components of the Theory of Planned Behavior seem to play a differentiated role in the formation of the entrepreneurship intentions of business student, with subjective norms proved to be insignificant in the process of intention formation. Furthermore, the role of entrepreneurial curriculum and content was insignificant in influencing the rather weak intentions of business students to pursue a self-employed career. Fourth year students after attending a number of business related courses were found to report on average less strong entrepreneurship intentions compared to the first year students. Originality/value- This study represents a first systematic quantitative effort to measure and compare the entrepreneurship intentions of the first and fourth year students of a Greek university and explore the effect of the components of TPB.

The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals).,The sponsorship deal between Microsoft (X-BOX), a global software company, and Panathinaikos BC, a popular basketball team located in Athens, Greece, was selected for this examination. Empirical data were collected through self-administered questionnaires from 222 fans and 271 rivals. Structural equation modeling was run to test the research hypotheses.,Results provided evidence that brand personality mediates the effect of fans’ perceived fit evaluations on brand equity variables. No mediation of brand personality was found for rivals, as perceived fit did not significantly affect either positively or negatively any of the brand equity variables for those study participants.,The timing of data collection, which took place a short period after the sponsorship deal was announced, the low degree of rivalry reported as well as the fact that sponsorship activation initiatives were not taken into consideration are seen as limitations of this study. Suggestions for future research that would address each of these limitations are offered.,The study contributed theoretically to sport sponsorship literature by introducing the concept of brand personality as a means to enhance sponsors’ brand equity in a basketball sponsorship setting for both team fans and rivals. Interesting managerial implications have emerged for marketing managers of both sponsors and sponsees.,This is one of the very few studies that propose a process by which sponsors can deal with rivals’ negative associations, uncovering opportunities that may exist for companies in sponsoring competing teams.

Building a sponsor’s equity through brand personality: perceptions of fans and rivals

The aim of the research was to explore how satellite fans identification with their favorite foreign team influences sponsorship outcomes. Manchester United and Adidas agreement was examined and a ...

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Papers

The Role of Theory of Planned Behavior on Entrepreneurial Intention of Greek Business Students

The Role of Theory of Planned Behavior on Entrepreneurial Intention of Greek Business Students

Building a sponsor’s equity through brand personality: perceptions of fans and rivals

Does team identification of satellite fans influence brand-related sponsorship outcomes? What we learned from Manchester United supporters in Malaysia