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Purpose The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the purpose of this paper is to consider the effect of content marketing on sponsorship-response favorability in the South African energy drink market. Design/methodology/approach It is theorized that in an FGC environment, sponsor factors, sponsorship factors and event factors drive sponsorship favorability. This notion is tested using a structural equations model among 18- to 35-year-olds. Findings The results show acceptable model fit and confirm the usefulness of understanding the effects of content marketing on sponsorship favorability. The authors also offer directions for future research. Practical implications The results suggest that FGC which is well-designed, packaged and presented can enhance the views of individuals regarding a sponsor – even if the brand operates in a background position as opposed to the conventional foreground position common in promotional material. Originality/value The current study considers content marketing in contexts that have largely been avoided so far, or have only featured on a very limited scale in the literature. This study was conducted in an emerging market, business-to-consumer and sponsorship context for the application of a content marketing strategy.

Purpose This paper aims to construct an argument in support of the idea that absorptive capacity may lead to improved transactive memory conditional to the effectiveness of knowledge transfer between team members. Design/methodology/approach The study reports on the results of data collected from 10 knowledge worker teams in a business-to-business context across various industries. The study tests a theoretical model to consider the relationship between the dimensions of absorptive capacity, knowledge transfer effectiveness and transactive memory systems. Findings At the individual level, the results suggest that knowledge acquisition and assimilation is associated with higher levels of knowledge transfer while unstructured knowledge transfer is associated with specialisation, credibility and coordination that drives transactive memory. Originality/value The results suggest that an alternative conceptualisation of the relationship between absorptive capacity, knowledge transfer effectiveness and transactive memory systems is indeed conceivable. This implies that transactive memory can benefit from increased absorptive capacity and enhanced knowledge transfer effectiveness and may point at an under-explored avenue of research.

Theory posits that, over time, placebo-type brand-equity effects may develop through the process of wine purchase and consumption. This being so, the extent to which factors like brand familiarity, brand exposure and brand knowledge combine to inform and reinforce such brand-equity effects remains still largely unexplored. With the aim of modelling this potentially mediating dynamic, we present a two-stage wine tasting experiment employing the combined reportage of fourteen experimental groups, each consecutively tasting seven Sauvignon Blanc wines first blind, and then, afterwards, sighted. Results demonstrate how brand familiarity mediates the effect of brand exposure on the sighted assessment of wine both directly, and via its relation to brand knowledge. This novel finding extends the literature on the consumer response to brand information, suggesting that conventional mass media marketing strategies aimed merely at imparting brand knowledge may prove insufficient unless they also create a degree of brand familiarity in the minds of their customers.

Managing multiple buyer-seller relationships in business-to-business networks demands an understanding of a firm’s competence to manage in an interconnected environment.  This paper reports on an attempt to measure network competence by using the NetCompTest scale in business-to-business markets in South Africa. Based on a pilot study refinement, the paper proposes an adjusted measurement scale and details the results of a second round of measurement conducted amongst 495 business-to-business managers in South Africa. The results established partial support for the use of the NetCompTest scale in a South African context, and analysis of variance indicated that some differences in the measurement based on firm and individual characteristics can be observed in the data. The paper assists in theory-building and provides managerial insights for managing buyer-supplier relationships in networks.