Goodwill and Commercialization in a Community-based Sponsorship: The Case of the flower Parade in the Netherlands

Klidas, Antonis K.; Lambregts, Kristel

doi:10.1007/978-3-319-11806-2_93

Cited by 1 publication

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“…Thus, the concept of contingent goodwill suggests that goodwill, gratitude, and reciprocation are not automatic and unconditional but are contingent on sponsor behavior (T. Meenaghan, 2001). Goodwill in a sponsorship context has been the subject of investigation by Dees et al (2010) and Klidas and Lambregts (2015), while gratitude as related to sponsorship has been the subject of research by and Maleki et al (2013), with Kim et al (2010) suggesting that gratitude serves as a mediating mechanism in sponsor consumer relationships.…”

Section: The Development Of Sponsorship Understanding: How Sponsorshi...mentioning

confidence: 99%

Lifestyle and sport: Emulation marketing.

Valette‐Florence¹,

Meenaghan²,

Kahle³

2022

APA Handbook of Consumer Psychology.

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Like a hammer, lifestyle research is a tool that can be used for good purposes, such as helping consumers find optimal products; for bad purposes, such as deceiving consumers to turn over their resources for a dubious product; or for anything in between. Valette-Florence (1986) proposed to define lifestyle of an individual as an interaction of three levels, wherein personal values, attitudes, activities, and consumption collectively form lifestyles. Emulation is an important mechanism of lifestyle marketing. We explore this definition later. Sports marketing has a completely different tradition from lifestyle marketing, but it shares with lifestyle marketing a focus on being a tool that uses emulation. This chapter explores these two traditions and shows their similarity. We consider the application of lifestyle logic to the field of sports and then synthesize the two approaches. LIFESTYLEAfter an introduction to the lifestyle concept and a part devoted to the historical heritage of lifestyles, this chapter presents details of the definitions of lifestyles used in marketing, the approaches using values, the approaches focusing on attitudes and activities, and the methods using analysis of products, goods, and services purchased by the consumer. Next is a presentation of the market applications of lifestyle research with a focus on values, their applications in marketing, and their use in consumer behavior. A discussion of future trends in lifestyle research closes this section.

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Section: The Development Of Sponsorship Understanding: How Sponsorshi...mentioning

confidence: 99%