The role of customer attitudes in building the reputation of a company sponsoring sport events
01 Jan 2017-Vol. 21
TL;DR: In this article, the authors examined the relationship between sponsorship-fit and customer's attitude toward the sponsorship, and explained the effect of customer attitude on the relationship of sponsorship fit and firm reputation by using Partial Least Square Structural Equation Modeling.
Abstract: This study examines the relationship between sponsorship-fit and customer’s attitude toward the sponsorship, and explains the effect of customer’s attitude on the relationship between sponsorship-fit and firm reputation. Specifically, the effect of customer’s attitude is analyzed as mediator in the relationship between sponsorship-fit and customer-based firm reputation. Regression analysis and Partial Least Square Structural Equation Modeling (PLSSEM) are employed to test the research hypotheses. Empirical findings show the importance of sponsorship-fit affects change in customer attitude customer’s attitude mediates the relationship between sponsorship fit and firm reputation.
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01 Jan 2001
TL;DR: In this article, the influence of the corporate image and the company employment image on the application intentions of graduate business students was examined, and it was shown that both types of images have independent significant positive effects on the intentions to apply and are thus important and valuable tools on the labour market, although strongly different.
Abstract: Due to a tight labour market, some Western organisations are now looking for new ways to attract highly qualified applicants. This paper examines the influence of the corporate image and the company employment image on the application intentions of graduate business students. We begin by investigating the dimensional composition of these images, both by literature search and empirically. Second, we determine their influence on the application intentions. The intermediary role of information use will also receive attention. Our results show that both types of images have independent significant positive effects on the intentions to apply and are thus important and valuable tools on the labour market, although strongly different.
199 citations
01 Jan 2006
12 citations
Journal Article•
TL;DR: In this paper, individual and firm-level antecedents of sponsorship fit are examined in a single hierarchical linear model and it is found that sponsorship fit is influenced by the perception of benefits, the firm's regional identification, sincerity, relatedness to the sponsored activity, and its dominance.
Abstract: Sponsorship fit is frequently mentioned and empirically examined as a success factor of sponsorship. While sponsorship fit has been considered as a determinant of sponsorship success, little knowledge exists about the antecedents of sponsorship fit. In the present paper, individual and firm-level antecedents of sponsorship fit are examined in a single hierarchical linear model. Results show that sponsorship fit is influenced by the perception of benefits, the firm’s regional identification, sincerity, relatedness to the sponsored activity, and its dominance. On a partnership level, results show that contract length contributes to sponsorship fit while contract value is found to be unrelated.
1 citations
References
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TL;DR: This article seeks to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating the many ways in which moderators and mediators differ, and delineates the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena.
Abstract: In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating, both conceptually and strategically, the many ways in which moderators and mediators differ. We then go beyond this largely pedagogical function and delineate the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena, including control and stress, attitudes, and personality traits. We also provide a specific compendium of analytic procedures appropriate for making the most effective use of the moderator and mediator distinction, both separately and in terms of a broader causal system that includes both moderators and mediators.
80,095 citations
"The role of customer attitudes in b..." refers background or methods in this paper
...“as indicated in Table 5 (Appendix)” Additional analysis for testing a mediating effect of customer attitude To verify the role of customer attitude as a mediator, this study employed methods suggested by Baron and Kenny (1986) and Sobel (1982)....
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...As noted by Baron and Kenny (1986), in order to verify the mediating effect of customer attitude, there must be significant relationships among each variable in this study....
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TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
Abstract: The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addit...
56,555 citations
Book•
01 Jun 1975
36,032 citations
TL;DR: The authors conclude that PLS-SEM path modeling, if appropriately applied, is indeed a "silver bullet" for estimating causal models in many theoretical models and empirical data situations.
Abstract: Structural equation modeling (SEM) has become a quasi-standard in marketing and management research when it comes to analyzing the cause-effect relations between latent constructs. For most researchers, SEM is equivalent to carrying out covariance-based SEM (CB-SEM). While marketing researchers have a basic understanding of CB-SEM, most of them are only barely familiar with the other useful approach to SEM-partial least squares SEM (PLS-SEM). The current paper reviews PLS-SEM and its algorithm, and provides an overview of when it can be most appropriately applied, indicating its potential and limitations for future research. The authors conclude that PLS-SEM path modeling, if appropriately applied, is indeed a "silver bullet" for estimating causal models in many theoretical models and empirical data situations.
11,624 citations
"The role of customer attitudes in b..." refers result in this paper
...was statistically stable as the results of Cronbach’s alpha in Table 2 ( > 0.7; Hair et al., 2011)....
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...PLS provided the reliability of each construct, then its value of each construct was statistically stable as the results of Cronbach’s alpha in Table 2 ( > 0.7; Hair et al., 2011)....
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TL;DR: For comments on an earlier draft of this chapter and for detailed advice I am indebted to Robert M. Hauser, Halliman H. Winsborough, Toni Richards, several anonymous reviewers, and the editor of this volume as discussed by the authors.
Abstract: For comments on an earlier draft of this chapter and for detailed advice I am indebted to Robert M. Hauser, Halliman H. Winsborough, and Toni Richards, several anonymous reviewers, and the editor of this volume. I also wish to thank John Raisian, Nancy Rytina, and Barbara Mann for their comments and Mark Wilson for able research assistance. The opinions expressed here are the sole responsibility of the author.
11,160 citations
"The role of customer attitudes in b..." refers methods in this paper
...“as indicated in Table 6 (Appendix)” As another mediating effect test, the indirect effect was calculated using + + suggested by Sobel (1982)....
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...“as indicated in Table 5 (Appendix)” Additional analysis for testing a mediating effect of customer attitude To verify the role of customer attitude as a mediator, this study employed methods suggested by Baron and Kenny (1986) and Sobel (1982)....
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