https://link.springer.com/content/pdf/10.2307%2F3343168.pdf

Development as Freedom

行銷硏究 : Marketing research

A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptuali...

Building brand community

This paper examines the literature on computer games and serious games in regard to the potential positive impacts of gaming on users aged 14 years or above, especially with respect to learning, skill enhancement and engagement. Search terms identified 129 papers reporting empirical evidence about the impacts and outcomes of computer games and serious games with respect to learning and engagement and a multidimensional approach to categorizing games was developed. The findings revealed that playing computer games is linked to a range of perceptual, cognitive, behavioural, affective and motivational impacts and outcomes. The most frequently occurring outcomes and impacts were knowledge acquisition/content understanding and affective and motivational outcomes. The range of indicators and measures used in the included papers are discussed, together with methodological limitations and recommendations for further work in this area.

A systematic literature review of empirical evidence on computer games and serious games

The widespread prevalence and persistence of misinformation in contemporary societies, such as the false belief that there is a link between childhood vaccinations and autism, is a matter of public concern. For example, the myths surrounding vaccinations, which prompted some parents to withhold immunization from their children, have led to a marked increase in vaccine-preventable disease, as well as unnecessary public expenditure on research and public-information campaigns aimed at rectifying the situation.We first examine the mechanisms by which such misinformation is disseminated in society, both inadvertently and purposely. Misinformation can originate from rumors but also from works of fiction, governments and politicians, and vested interests. Moreover, changes in the media landscape, including the arrival of the Internet, have fundamentally influenced the ways in which information is communicated and misinformation is spread.We next move to misinformation at the level of the individual, and review ...

/pdf/misinformation-and-its-correction-continued-influence-and-1r5m0vnn49.pdf

Misinformation and Its Correction: Continued Influence and Successful Debiasing

PurposeThe purpose of this work is (1) to supply a framework of actors in sport sponsorship and articulate the service relationships that support these partnerships and (2) to propose research questions in this space that are unaddressed and forward-looking.Design/methodology/approachSponsorship is part of a complex network of actors and service relationships found in sport. The sports team, activity, or event is a sport property, often with long-term and dynamic service relationships. The authors consider how a sponsor's relationship with the sport property intersects with organizing bodies, venues, communities and society. The authors identify clusters of actors that interact with and influence other clusters (e.g. governing bodies, media, host community and venue/teams/fans) within an ecosystem, paying special attention to aspects of co-creation and co-destruction and the feedback loops that cause them.FindingsThrough this analysis, the authors identify areas of needed research at the intersection of sport sponsorship and service. The model synthesizes the literature from service-dominant logic, sports, sponsorship, systems thinking and co-creation/co-destruction research areas. Using the model and relevant cases, the authors can better understand the complexities of sport service relationships and advance research at the intersection of sport sponsorship and service.Originality/valueThis is the first sport sponsorship service ecosystem model. It is also the first integration of systems thinking with constructs in sport sponsorship and services.

A research agenda at the intersection of sport sponsorship and service

Food consumption choice rather than simply food consumption knowledge is now considered important in better understanding the unfolding obesity epidemic. In this paper, crossdisciplinary research examines food and drink combining. A survey-based pilot study examines the food and drink pairing preferences of young adults and shows strong preferences exist. A laboratory study with young children finds food consumption is not influenced by the child’s fussiness but is influenced by the drink accompaniment. Both palate preference and associative learning are explored as mechanisms driving the effects of drink context on food consumption.

Promoting Healthful Foods: Could Water be the Answer?

Sponsorship audiences, strategies and objectives

Influencers in the Marketing Ecosystem

This research provides insight into the complex relationship between consumer response to persuasion attempts and skepticism, suggesting that erstwhile targets may be swayed by campaigns which are pitched as a form of entertainment. We examine consumer responses to an important sponsorship leveraging tool, sponsorship-linked advertising in this context. A theoretical model of consumer response to sponsorship-linked advertising is proposed, drawing upon important resistance mechanisms in persuasion including ad skepticism, attributed advertiser motives and nature of thoughts. Results confirm existing research on consumer skepticism suggesting its transitory nature, and hence potential for advertisers to strategically temper it through specific cues in ad execution. Differential processing between sponsorship-linked advertising and traditional advertising is supported, such that sponsorship-linked advertising elicits more favorable cognitive response.

T. Bettina Cornwell

Papers

A research agenda at the intersection of sport sponsorship and service

Promoting Healthful Foods: Could Water be the Answer?

Sponsorship audiences, strategies and objectives

Influencers in the Marketing Ecosystem

Mellowing Skeptical Consumers: Processing of Sponsorship Linked Advertising Versus Non Sponsorship Linked Advertising