Awareness of Sponsorship and Corporate Image: An Empirical Investigation

Javalgi, Rajshekhar G.; Traylor, Mark B.; Gross, Andrew C.; Lampman, Edward

doi:10.1080/00913367.1943.10673458

Cited by 323 publications

(230 citation statements)

References 7 publications

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“…We used a scale by Javalgi et al [21]. The original scale consists of six items, but we excluded an item related to the company's quality as an employer because we felt that our respondents had too little information to answer this question.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Berens

Maertelaere

2013

International Journal of Electronic Commerce

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This article examines firm communication on a corporate Twitter channel and its effects on corporate reputation. We identify the importance of user engagement and informedness in explaining corporate reputation, and examine three design factors that likely affect user engagement in a corporate Twitter channel. We conduct an exploratory 2 × 2 × 2 experiment among Twitter users to collect data. We find that the depth of the relationship among users, the level of corporate involvement, and the purpose of the channel interactively influence user engagement. Our findings suggest that deeper relationships among users of a corporate Twitter channel lead to higher user engagement when the level of corporate involvement with the channel is high and when the channel has a specific purpose, but not when the level of corporate involvement is high and the channel has a generic purpose. Surprisingly, when the channel has a generic purpose, a high degree of corporate involvement actually decreases user engagement. This finding implies that, under certain circumstances, a lower degree of corporate involvement in a social media channel may be more desirable. We also find that channel credibility positively influences user informedness. This is the first study that examines the dynamics of communication through a corporate Twitter channel. It contributes to the previous research related to social media by identifying engagement and informedness as two major factors that influence firms' reputation. Our research can help marketing and social media managers to decide on channel design aspects such as whether to require users to register with an identity or to allow anonymous participation, whether to allocate dedicated employees to respond to user requests, and whether to set up different channels for different purposes.

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Section: Limitations and Future Researchmentioning

confidence: 99%

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Berens

Maertelaere

2013

International Journal of Electronic Commerce

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“…Prior sponsorship research pointed out that attitude toward the sponsor was the most appropriate factors to use in examining the effectiveness of sponsorship (Javalgi et al, 1994;Stipp & Schiavone, 1996). One of the main purposes sponsors is that customers are positive about attitudes toward the sponsor in the relationship between sponsor and sponsored event (Cornwell & Maignan, 1998).…”

Section: Attitude Toward the Sponsormentioning

confidence: 99%

The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

Khương¹,

Chau²

2017

RES

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The purpose of this research was to investigate how event sponsorship directly affected customer's purchase intention and indirectly through the mediation of brand awareness. The quantitative approach was applied with structured questionnaires directly delivered to sports fans of V-league football champion in Binh Duong province, Vietnam. The empirical results showed that attitude and attention towards the sponsorship indirectly affected purchase intention. The fit of the sponsored events and event involvement both directly and indirectly affected customer's purchase intention. In addition, brand recognition played a meaningful mediation role in the relationship between event sponsorship and customer's purchase intention.

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“…Volunteer behavior consisted of four categories based on self-reported volunteer hours per week: none (0), 1 hour (1), 2 hours (2), three or more hours (3). Grid operator reputation was based on items taken from previously used measures [27,44]. Perceived need items were adapted from Fisher and Ackerman [19].…”

Section: Independent Variablesmentioning

confidence: 99%

Public grid computing participation: An exploratory study of determinants

Taylor

2007

Information & Management

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Using the Internet, "public" computing grids can be assembled using "volunteered" PCs. To achieve this, volunteers download and install a software application capable of sensing periods of low local processor activity. During such times, this program on the local PC downloads and processes a subset of the project's data. At the completion of processing, the results are uploaded to the project and the cycle repeats.Public grids are being used for a wide range of endeavors, from searching for signals suggesting extraterrestrial life to finding a cure for cancer. Despite the potential benefits, however, participation has been relatively low. The work reported here, drawing from technology acceptance and volunteer literature, suggests that the grid operator's reputation, the project's perceived need, and level of volunteering activity of the PC owner are significant determinants of participation in grid projects. Attitude, in addition to personal innovativeness and level of volunteering activity, predicted intentions to join the project. Thus, methods traditionally used for motivating volunteer behavior may be effective in promoting the use of grid computing.

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Awareness of Sponsorship and Corporate Image: An Empirical Investigation

Cited by 323 publications

References 7 publications

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

Public grid computing participation: An exploratory study of determinants

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