Dennis M. Sandler

Attitudinal constructs towards sponsorship

Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its prominence as a legitimate element of a company’s promotional mix. As traditional media have become more expensive and cluttered, sponsorship is viewed as a cost‐effective alternative. As an element of the promotional mix, sponsorship has been a stepchild when it comes to a careful understanding of how it works and its effect on consumers. While the promotional element of advertising has been carefully researched, sponsorship has rarely undergone systematic study. It is usually mentioned as “war stories” of specific examples which worked well for a company. Discusses the definitional dilemma of sponsorship, and proposes a revised definition. As a step towards better understanding the effects of sponsorship on consumers, develops and empirically tests scales for three attitudinal constructs: attitude towards the event; attitude towards commercialization; and attitude towards behavioural intent. Results show that the three constructs consistently appear across three global sports events. Discusses future research agenda and managerial implications.

Brand Globally but Advertise Locally?: An Empirical Investigation

In the heated debate about marketing globalization, the issue of brand standardization has received much less attention compared with advertising standardization. When both issues have been addressed, empirically or conceptually, they have not been considered simultaneously. The current study develops and empirically tests a framework to simultaneously consider brand and advertising standardization strategies. A survey was conducted among brand managers in firms operating in Canada, with data collected on a brand level. The results revealed an independence of brand and advertising standardization practices. It was also found that brand standardization was practised to a much higher degree than advertising standardization, with the most used combined strategy involving brand name standardization and non‐standardization of advertising. Effects of product type and brand age were also investigated. The findings clearly indicate that companies tend to “brand globally, advertise locally”.

A Survey of Senior Agency, Advertiser, and Media Executives on the Future of Advertising

Abstract This paper reports the results of a survey of leading U.S. advertising executives on trends expected to shape the industry into the next century, the activities their organizations are relying on to prepare for the future, and anticipated changes in the importance of advertising media. The data, from 414 respondents to a mail survey including senior executives from advertising agencies, advertisers and the media, are analyzed by group and an overall view of the transformations expected to occur is offered.

A Cross-National Comparison of Scandinavian Value Orientations

Abstract Using the Schwartz (1992) list of (56) values and scales, this empirical study examined differences in personal value orientations among young Scandinavian females. The study used convenience samples and a group survey method to collect data on personal values from female university students in three major cities, namely, Oslo, Gothenburg and Copenhagen. The results revealed that value segmentation could be used to understand both differences and similarities across countries in the Scandinavian region, which presumably are considered homogeneous. Further, the authors suggest that important personal values can be used as promotional appeals. Finally, implications are drawn for cross-cultural marketing research and identification of promotional appeals.

50 Ways to Enhance Student Career Success in and out of Advertising and Marketing Classrooms

Educators share the responsibility of preparing the next generation of advertising and marketing professionals by teaching state-of-the-art concepts and strategies. The challenge is how to equip students with the relevant skills they need to think critically and creatively while applying the theories and concepts they have learned in their advertising and marketing courses to real-world business scenarios. The objective of this paper is to showcase 50 innovative teaching techniques used in graduate and undergraduate advertising and marketing courses to prepare students for career success and to empower faculty by sharing tips on how to successfully infuse these teaching components into their courses. Each technique is tagged with the appropriate learning objective according to Blooms Taxonomy. The paper concludes with a discussion of the challenges educators face in delivering a relevant education to students in todays world.

Brand Globally but Advertise Locally

In the heated debate about marketing globalization, the issue of brand standardization has received much less attention compared with advertising standardization. When both issues have been addressed, empirically or conceptually, they have not been considered simultaneously. The current study develops and empirically tests a framework to simultaneously consider brand and advertising standardization strategies. A survey was conducted among brand managers in firms operating in Canada, with data collected on a brand level. The results revealed an independence of brand and advertising standardization practices. It was also found that brand standardization was practiced to a much higher degree than advertising standardization, with the most used combined strategy involving brand name standardization and non‐standardization of advertising. Effects of product type and brand age were also investigated. The findings clearly indicate that companies tend to “brand globally, advertise locally”.

The impact of an international field study on students’ learning and consumer ethnocentrism

Utilising the consumers’ ethnocentric tendencies scale (Shimp and Sharma, 1987), undergraduate US business students participating in an international field study course were measured on their consumer ethnocentric tendencies before and after travel to Europe. Contrary to past research, this exploratory study suggests that students became slightly more ethnocentric regarding their attitudes towards foreign-made products after the travel experience. However, measures of student attitudes towards study abroad and learning outcomes were quite positive, indicating that a short international field study is a valuable experience for students who might not otherwise have the option to travel abroad.

Ad Element Liking and Its Relationship to Overall Ad Liking

Abstract This study explored differences in affective response content across three cultures and the role of these responses in predicting overall advertising liking. Based on a field survey, subjects from England, Norway and Spain evaluated cosmetic ads on a series of liking scales. Ad content was coded into elements reflecting product- or ad-related affect based on existing theory on ad evaluation criteria and on the theory of central and peripheral routes to persuasion. This study revealed that it might be difficult to achieve sameness in likeability even for international brands and beauty types. However, quite consistently across cultures, the findings suggest that the same affective processes along a peripheral route influence overall liking across cultures. Implications are drawn for future practice and research.

Short-Term Field Study Programs: A Holistic and Experiential Approach to Learning.

ABSTRACT For business schools, AACSB and Middle States’ call for more experiential learning is one reason to provide study abroad programs. Universities must attend to the demand for continuous improvement and employ metrics to benchmark and evaluate their relative standing among peer institutions. One such benchmark is the National Survey of Student Engagement (NSSE, 2013) which outlines 10 “Engagement Indicators” classified under four dimensions representing broad aspects of the student experience. These dimensions and engagement indicators are addressed in this article and may serve as a litmus test of the value and impact of study abroad programs.

An Exploratory Investigation of Sport Sponsorship by Small Business in Australia

There is a growing volume of academic literature examining sports sponsorship. Most of this has examined large organisations use of sponsorship as a promotional tool. This paper takes a different focus and examines the sport sponsorship activities of smaller organisations and is designed to provide a broad overview of small business sport sponsorship activities in Australia. The study examines the views of 18 of the 28 key informants within small organisations in Australia who were engaged in the sponsorship of rugby league teams in one regional competition. Given the exploratory nature of the study a number of sponsorship issues were examined, including: 1) Responsibility for the sponsorship arrangement; 2) Firms objectives for choosing sponsorship; 3) Types of other sponsorship activities; 4) Perceived sponsorship effectiveness; 5) Sponsorship and the promotional mix; and 6) Sponsorship entitlements.