THE TYPE OF SPORT CELEBRITY TRANSGRESSION: DOES IT IMPACT ON THE ASSOCIATED SPONSORS AND SPORT?
Published In: 5TH INTERNATIONAL CONFERENCE ON ADVANCES IN ECONOMICS, MANAGEMENT AND SOCIAL STUDY
Author(s): ANNE-MARIE SASSENBERG
Abstract: The brand image transfer and associative learning theories indicate the transference of the positive sport celebrity brand image to the sponsor brand image during sponsorship (McCracken 1989). Furthermore, studies show that the characteristic of sport celebrity transgressions (off-field and on-field) impact on consumers’ perceptions of transgressions (Summers et al. 2008). However, the potential transfer of a negative sport celebrity brand image on the associated sponsors and sport, in relation to the characteristics of the sport celebrity transgression (SCT), has largely been ignored. This paper investigated how the off-field and on-field SCT impact on the brand image of the celebrity’s associated sponsors and sport. The study investigated nine different transgression scenarios and analyzed 2 987 online comments. The findings indicated that the characteristics of SCTs can further be categorized into more specific groups.
- Publication Date: 13-Mar-2016
- DOI: 10.15224/978-1-63248-089-7-33
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SCALE DEVELOPMENT PROCEDURE FOR CLOUD COMPUTING ADOPTION
Published In: 5TH INTERNATIONAL CONFERENCE ON ADVANCES IN ECONOMICS, MANAGEMENT AND SOCIAL STUDY
Author(s): M.K. JHA , PRAGATI PRIYADARSHINEE , RAKESH D. RAUT
Abstract: This paper presents a study to develop and validate the model for Cloud computing adoption in Indian Industries. The data collected from 110 respondents and the analysis yielded important findings that state the research hypotheses. It is interesting to note in the study that one item; ‘Usability’ is dropped from the proposed model. Discussion on reasons for insignificant effect of this item on the construct, and there by resulting being dropped would add value to this research output. During the data analysis two variables; ‘Top management support’ and ‘Marketplace establishment’ in the construct Cloud computing adoption (CCA) showed very poor result. So, to get significant output, these two items were dropped temporarily. Hence, we need to verify these two items with the final sample size as they contain strong literature support. All these major findings of the reliability and Confirmatory Factor Analysis (CFA) shared with the experts before taking any decision.
- Publication Date: 13-Mar-2016
- DOI: 10.15224/978-1-63248-089-7-34
- Views: 0
- Downloads: 0