Oliver Schnittka

Does Chain Labeling Make Private Labels More Successful

Some retailers use their chain names to identify their private labels. We find that chain labeling increases the likelihood that consumers correctly recognize a private label as belonging to a specific retailer, and that on average, chain labeling improves consumers’ attitudes toward private labels. We also identify two boundary conditions for this effect: chain labeling helps for standard, but not for economy private labels, and it improves consumers’ attitudes toward private labels in categories with low brand relevance. These results have important implications for managers on whether and when to use chain labeling for their private labels.

Turning Good Ideas into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsors’ Brand Image

Through sponsorships, companies primarily expect to establish, strengthen, or change their brand image. We analyze the effects of negative and positive sponsorship information on the favorability and structure of sponsors’ brand images. We adopt a new, unconventional approach, the Brand Concept Map, which analyzes sponsors’ brand associative networks. We find that negative sponsorship information unfavorably influences the favorability of sponsors’ brand image and the structure of a sponsoring brand’s associative network, but positive sponsorship stimuli have no influence. Furthermore, we identify boundary conditions under which the effect of negative sponsorship information on sponsors’ brand image is strengthened or diminished.

An Empirical Analysis of Brand Image Transfer in Multiple Sports Sponsorships

Multiple sponsorships, which refer to sponsees that are sponsored by two or more brands, are gaining managerial relevance. Surprisingly, prior research has focused on single sponsorships, i.e., sponsees with only one sponsoring brand. This study is first to analyze image transfer effects within multiple sponsorships. Specifically, this research investigates image transfer effects (1) from the sponsee (e.g., FIFA World Cup) to the sponsoring brands and (2) between the sponsoring brands as well as the influence of the fit between the participating entities and brand familiarity on these transfer effects. The findings indicate that a familiar sponsoring brand primarily benefits from the sponsee, whereas an unfamiliar sponsoring brand mainly benefits from a connection with a familiar sponsoring brand.

They come from near and far: the impact of spatial distance to event location on event attendance motivations

ABSTRACT To best reap the benefits that events provide for host communities and firms, understanding attendance motivations has become a hot topic for researchers and marketers. Most research has focused on tourists’ motivations, with less attention paid to local residents and even less to comparing the two. This paper empirically explores whether spatial distance plays a significant role across five dimensions of event attendance motivations. The findings reveal that the closer an attendee lives to the event location, the more important the dimensions “Socializing,” “Entertainment: Interest in the Event’s Theme,” and “Geographical Location of the Event” become in attending events. Conversely, the farther away an attendee lives from the event location site, the more important the dimension “Loyalty: True Fan of the Event” becomes.

The Image Fit Myth of Events and Destinations

Events have become increasingly important as image builders and tourism catalysts for host destinations. Focus has been placed on obtaining high levels of image fit between an event and its host destination, in order to garner long-term image benefits, and increase revisit intentions. The aim of this article is to empirically explore for the first time values of low-fit image pairings between events and a destination on tourist revisit intentions. The findings of two events reveal that a perceived low-fit image pairing between event and destination increased revisit intentions for event tourists who had visited the destination before. Oppositely, a perceived high-fit pairing between event and destination increased revisit intentions for event tourists who had never visited the destination before.