Building on schema theory, the current study highlighted the role of brand-event personality fit (BEPF) in sport-event sponsorship communications and empirically examined its impact on sponsors’ consumer-based brand equity (CBBE) in the setting of American college football. Three studies were conducted to refine a sound measurement scale of BEPF and examine the structural relationships between BEPF and CBBE. Research findings confirmed the validity and reliability of the proposed BEPF measurement scale and revealed a series of positive relationships between crucial subdimensions of BEPF (i.e., responsibility fit, emotionality fit, and aggressiveness fit) and CBBE (i.e., brand awareness/association, perceived value, and brand loyalty). The findings offer brand managers specific references as to which aspects of BEPF should be prioritized in their promotional communications to build CBBE. Event marketers could also use the findings to communicate with corporations regarding potential or continued sponsorship agreements.
Jerred Junqi Wang, James J. Zhang, Kevin K. Byon, Thomas A. Baker and Zhenqiu Laura Lu
Beth A. Cianfrone, Galen T. Trail, James J. Zhang and Richard J. Lutz
Sport video games (SVGs) are a popular form of sport media and sponsorship, and advertising in SVGs is increasingly common. This study assessed the effectiveness of SVG in-game advertisements in 3 consumption domains: cognitive, affective, and conative. An experimental study was designed with 89 gamers randomly assigned to 1 of 2 conditions: (a) experimental, playing an SVG with advertisements, or (b) control, playing an SVG without advertisements. Consumption background and identification level were incorporated as covariates to ensure group equivalence. Participants responded to a questionnaire measuring brand awareness, brand attitude, and purchase intentions. MANCOVA revealed that after controlling for the effect of covariate variables, the experimental group had a significantly (p < .05) greater mean brand-awareness score than the control group. Mean brand-attitude and purchase-intention scores were not significantly (p > .05) different between groups. The findings indicated that SVG in-game advertising was effective in creating awareness.
Yong Yang, Sheng Li, Kai Zhang, Xiaoling Xiang, Zhigang Li, SangNam Ahn and James Murphy
Knowledge of how smartphone use in daily life, rather than in the context of intervention, may influence people’s behaviors and health is limited and mixed. The 2017 National Household Travel Survey (NHTS) data were used to examine the associations between daily smartphone use and several outcomes, including engaging in vigorous physical activity, self-perceived being healthy, and the adjusted mean differences for total trips and active travels among older adults (≥65 years) as well as among young and middle-aged groups (18–64 years), respectively. The prevalence of daily smartphone use declined with increasing age. Daily smartphone use was associated with increased total trips and active travel, a higher likelihood of engaging in vigorous physical activity, and in self-perceived being healthy status. The associations were stronger among older adults than young and middle-aged adults. More studies are needed to address the complex pathways among daily smartphone use and other outcomes. Daily smartphone use has the potential to address the unmet daily needs of older adults and bridge health disparities for this disadvantaged group.