Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources

As the demonstration of corporate goodwill through mega event sponsorship becomes increasingly challenging, sponsors often link their sponsorship to corporate social responsibility (CSR) activities. However, finding adequate ways to communicate CSR-linked sponsorship is challenging. This research examines the relative effectiveness of three message sources from which CSR-linked sponsorship information can be communicated to consumers: the sponsor, the sponsored property, and the news media. Drawing on the Persuasion Knowledge Model, this study proposes differences between these message sources regarding their level of persuasion knowledge activation, which affects consumers’ CSR perceptions of and attitude toward the sponsoring brand. The results of an experimental study show that CSR-linked sponsorship information from both the sponsor and the sponsored property result in higher persuasion knowledge activation than when this information comes from the news media. The results also reveal that the two serial mediators, persuasion knowledge activation and CSR perception, transfer these effects of message source to consumers’ attitudes toward the sponsor.     

体育赞助营销对品牌资产的潜在影响因素研究

体育赞助营销是体育产业的重要组成部分,不仅为体育的发展提供了物质基础,而且使赞助的品牌走向世界,深入千家万户的有效平台和桥梁。体育赞助营销是建立品牌资产的最有效途径之一,体育赞助营销对品牌资产的潜在影响主要表现为体育赞助动机、体育赞助传播度、体育赞助活力影响力、被赞助活动的偏好等方面。     

Exploring the perspectives of physically active and inactive adolescents: how does physical education influence their lifestyles?

Based on a socio-ecological framework for physical education (PE), this study explored and analysed the perspectives of physically active and inactive adolescent boys and girls with different socioeconomic status (SES), regarding the meanings that PE had on their physical activity (PA) lifestyles throughout childhood and adolescence. An interpretative and qualitative design was adopted and operationalised through an individual two-hours in-depth interview. Thematic analysis identified five main themes that distinguish active from inactive adolescents: ‘Early experiences of PE at primary school’; ‘PE experiences in middle and secondary school’; ‘Friendly, professional and pedagogue. That’s what I want from my PE teacher’; ‘Friends in PE and PA’; ‘Active lifestyles? Are schools and PE ready for making a difference?…’. Regardless of the lifestyle, girls revealed more PE negative experiences, related to uninteresting and competitive activities, groups’ constitution and logistic factors. SES played a major role on their PA and PE experiences, with low SES adolescents having limited opportunities inclusively within the primary school PE context. This study provides evidence for the importance of promoting positive PE and PA experiences in early years. Based on adolescents’ voices, several recommendations are discussed that can be considered for improving PE professionals’ effectiveness in promoting active lifestyles.     

‘Every child (of every size) matters’ in physical education! Physical education's role in childhood obesity

The role of schools and physical education in promoting health, producing a ‘healthy nation’ and in tackling obesity has been increasingly recognised in recent years. In England this is evidenced by various policies, strategies and responses from government that have highlighted schools to be instrumental in addressing health broadly and obesity specifically. In addition, individual schools and teachers at the local level appear to be responding to the obesity issue in varied and different ways. However, we and other researchers feel that the discourse surrounding obesity and some of the reports, messages, policies and measures being taken to tackle it are misleading, misguided and could do more harm than good. At the same time, as physical educators committed to the health and development of young people, we feel unable to ignore the issue and compelled to act. We contend that ‘every child of every size matters’ and can benefit from regular engagement in physical education and physical activity and furthermore that, as a profession, we have a responsibility to provide all young people, of all sizes, with meaningful, relevant and positive physical education and physical activity experiences. Given this, we consider what role physical education can and should realistically, sensibly and safely play in addressing childhood overweight and obesity. Firstly, some of the key ‘facts’, issues and debates concerning obesity are explored and the way in which the issue appears to be being addressed in many schools is critiqued. We then briefly summarise some of the formal guidance and recommendations available to schools on obesity, before concluding with some practical recommendations to support physical education teachers in effectively engaging all children in physical activity both within and beyond physical education.     

论CBA品牌定位的意义、原则及路径

通过分析CBA品牌定位具有创造品牌的核心价值、建立长期稳固的顾客关系、引导CBA产品开发与营销的意义,提出CBA品牌定位具有品牌意识原则、针对消费者原则、差异性竞争原则,从产品和消费者两个方面出发,形成品牌定位的两条通道,从而建立CBA品牌定位的路径。     

审视可口可乐的奥运体育赞助策略

运用体育营销相关理论,全面分析了可口可乐奥运赞助的历程,认为其奥运赞助成功营销策略在于:1)赞助年轻人钟爱的体育运动———奥运会,赢得最具潜力的消费群体;2)赞助力求珠联璧合,凸现人文内涵;3)共举奥运圣火,融入奥运精神;4)营销目标层次逐次深入,赞助贴近目标顾客;5)借助奥运平台,亲近消费者;6)营销志存高远,持之以恒。提出可口可乐的体育赞助最大成功在于品牌理念与奥运精神的高度契合,即可口可乐的奥运赞助策略与品牌策略的和谐统一。     

Dress for fit: An exploration of female activewear consumption

While the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers’ perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies.     

Governing the child-citizen: ‘Let's Move!’ as national biopedagogy

In this paper, we offer a critical examination of Let's Move!, the comprehensive anti-obesity program initiated by the First Lady of the United States, Michelle Obama, that aims to solve the problem of childhood obesity within a generation. We argue that Let's Move! is not just a campaign against obesity but is emblematic of the nature of (and assumptions underpinning) the health education of children in the contemporary United States. Drawing on the concept of ‘governmentality,’ we examine how Let's Move! functions as a biopolitical strategy (a solution to the problem of childhood obesity), framed by the political rationalities of neoliberalism. In particular, we identify and explore three interrelated bio-techniques mobilized within, and through, the Let's Move! campaign. First, in an effort to ‘responsibilize’ citizens, the initiative is framed as a social movement whereby all segments of society can (and should) be empowered to take collective action against childhood obesity. Second, an array of multi-sectoral partnerships, including corporate sponsors and non-profit organizations, are being mobilized, resulting in a range of initiatives underpinned by the rhetoric of consumer choice and responsibility as well as the outsourcing of physical education to private entities. Third, the adoption of standardized fitness testing techniques based on the logic of chronic disease epidemiology, and related notions of ‘risk,’ aim to produce the disciplined child-citizen who monitors his/her health goals with the aid of Web 2.0 technologies. In contextualizing Let's Move! in this way, we illustrate how, in line with the soft authoritarian imperatives of the neoliberal enabling state, the campaign functions as a national biopedagogy, working to empower every citizen to be an ‘active partner’ in the fight against childhood obesity, so as to optimize the health of the next generation and allow them, in the words of Michelle Obama, to ‘pursue their dreams.’     

Promoting active lifestyles in schools

ABSTRACT

Effective and sustainable strategies for physical activity promotion during childhood are of considerable importance to physical education, sport, and health organisations. Multi-component physical activity intervention approaches for children and young people are firmly rooted within the literature; however, there is a dearth of research evidence pertaining to healthy lifestyle promotion within and beyond the school environment. ‘Promoting active lifestyles in schools’ represents a valuable resource for teachers seeking to integrate health-related learning and encourage physically active students. The essential ingredients within this book are the active pedagogies and the health-related learning strategies for children from the ages of 5 to 16 years. Through a consistent formula, this book positions the longitudinal process of health-related learning at the centre of its practice, by providing age-appropriate learning outcomes, activities and assessment strategies within and beyond the school environment. This review seeks to examine the focus of the book and consider its contribution to the existing empirical evidence base within the fields of physical education, health education and physical activity promotion.     

我国企业对体育赞助的现状及发展对策研究

我国体育赞助工作起步较晚,目前存在短期行为较多,市场开发过多、过乱等问题。赞助企业和体育行政机构、体育赛事组织机构要积极协调、沟通,通过建立赞助目标、诚信市场体系、多维评价体系等方式,将体育赛事的人文理念与赞助商的企业品牌融合在一起,积极有效地实施并实现赞助合作,保障赞助商的合法权益,使体育部门与赞助商的共同利益得到协调有序的发展。更快的使我国体育赞助市场走向一条良性的发展轨道。     

冰雪体育用品品牌形象对消费意愿的影响:基于双中介变量

目的基于消费者心理层面,探析如何提升冰雪体育用品消费者的消费意愿,深度挖掘冰雪体育用品品牌形象与消费者消费意愿之间的影响路径关系,以及感知价值与信任在二者之间的影响机制。方法运用质性与量化研究方法。结果与结论1)企业形象、使用者形象、产品/服务形象、感知价值、信任以及消费意愿之间呈显著正相关关系;2)感知价值对信任具有正向影响作用,感知价值、信任对消费意愿具有正向影响作用;3)感知价值、信任以及感知价值和信任在品牌形象对消费意愿的影响关系中具有中介效应,并且均为部分中介效应。     

Producing the young biocitizen: secondary school students' negotiation of learning in physical education

Given that the health of the nation is often interpreted in and through the health of the nation's youth, the threat of the ‘childhood obesity epidemic’ garners much attention and it is hardly surprising that physical education has been recruited in the ‘war on [childhood] obesity'. This paper explores how students aged 13–15 years, at a secondary school in Toronto, Canada, make sense of, negotiate and embody the health messages embedded within the obesity-informed Health and Physical Education (HPE) curricula. A post-structural analysis of student narratives reveals the ways in which notions of biocitizenry constitute a visibly ‘healthy’, gendered, engaged, normalized body. The ‘good’ HPE student negotiates health discourse in productive and responsive ways, constructing a virtuous subjectivity and alienating the unruly or undisciplined, unhealthy body in HPE.     

Locating quality physical education in early years pedagogy

Government Ministers, health care professionals and sporting organisations throughout the UK are presently engaged in the promotion of extending the length of time each school child spends participating in quality physical education. Agendas may differ from a crackdown on obesity and sedentary lifestyles to basking in reflected glory of British champions on the podium at the 2012 Olympic Games in London. However, a definition of what in fact constitutes good quality physical education is hard to find as it appears to be a much disputed territory. The growing tendency to equate ‘sport’ with ‘physical education’ has been prevalent in secondary schools for some time but it is beginning to cascade into primary schools where many young children may find themselves trailing in the wake of only a few who have the ability, talent and drive to be successful; competition is not an inclusive concept. Early-years pedagogy, on the other hand, is inclusive. This paper examines the apparent mis-match between the needs of children in their early years of compulsory schooling and the present philosophy of sports based physical education. The search for good quality physical education for our youngest school children leads to consideration of physical literacy, developmental movement and movement play with the emphasis on enjoyment, participation and building self esteem. In order for children in their early years to receive good quality physical education, there is a need to develop a new model which is inclusive, holistic and aligned with early-years pedagogy. Presently, the basis for physical education policy in the UK is largely uniformed rhetoric. Whilst this is the case and other conceptualisations of physical education remain on the sidelines, then “the possibilities of realising quality physical education remain slim” (Kirk, 2004, Physical Education and Sport Pedagogy, 9(2), p. 194).     

Sponsors’ CSR strategies in sport: A sensemaking approach of corporations established in France

This paper explores the perceptions and strategies of corporate sponsors established in France and involved in sport-related corporate social responsibility (S-CSR). Based on the theoretical framework of strategic sensemaking, interviews were conducted with sponsorship managers from 23 corporations involved in S-CSR partnerships with various sports properties. Each phase of the strategic sensemaking process was analyzed, resulting in the identification of three levels of ambiguity in the interpretative process: namely, perceived links between sports properties and CSR, links between S-CSR and sponsors’ own CSR, and links between S-CSR actions and the main sponsorship objectives. We described and gave evidence for seven strategies, highlighting the diversity of S-CSR rationales among sponsors. Other factors were found to influence the sensemaking process, namely sponsorship managers’ knowledge of their company's own CSR, collaboration between sponsorship and CSR departments, and the role of sports properties as sensegivers in S-CSR actions. Finally, we summarize our results in a process model of S-CSR strategic sensemaking in order to provide both sponsors and sports properties with a better understanding of the multiple possibilities for CSR leverage.     

体育赞助对赛事品牌资产的影响——基于品牌形象逆转移的视角

主要采用调查法，以品牌形象转移理论为基础，从品牌形象逆转移的视角，实证研究了赞助企业品牌资产对体育赛事品牌资产的影响，以及赛事熟悉度与赞助匹配的调节作用。结果显示：首先，赞助企业品牌资产对赛事品牌资产存在显著正向影响，具体而言，赞助企业品牌的感知质量、品牌忠诚度、品牌意识、品牌联想正向影响赛事品牌资产；其次，赛事熟悉度与赞助匹配仅能调节感知质量、品牌忠诚度和品牌联想对赛事品牌资产的影响，不能调节品牌意识对赛事品牌资产的影响；最后，赞助企业品牌资产在影响赛事品牌资产的过程中会受到赛事熟悉度和赞助匹配的双重调节作用。研究结论证实了在体育赛事赞助活动中出现的品牌形象逆转移现象。     

Legal battles for sponsorship exclusivity: The cases of the World Cup and NASCAR

Theorists have emphasized brand differentiation in achieving a competitive advantage through sponsorship, and managers of sports sponsorships have recognized product category exclusivity as among the most valued rights afforded sponsoring firms. Yet the proliferation of sponsorships in the sports marketplace poses a challenge to sponsors attempting to establish a unique brand position apart from the clutter. The competition between corporate rivals for sponsorship exclusivity in the world's highest profile sporting arenas has begun to spill into the courtroom. The purpose of this paper is to review the cases of MasterCard versus FIFA, and AT&T versus NASCAR, and discuss the relevance of these contract disputes to sponsorship scholars and practitioners. Specifically, the courts’ finding of irreparable harm faced by the excluded sponsor offers an intriguing legal recognition of the theorized goodwill and inimitability of corporate affiliation with a specific sponsored enterprise. The cases also contribute an opposing view of best practices, where legal ramifications arise from treating sponsorship as a property-based resource and neglecting the relational dimensions of collaborative communication, trust, and commitment emphasized by contemporary sponsorship theory.     

我国体育用品业市场创新的路径研究——以晋江为例

采用文献资料法,就我国体育品牌之都晋江体育用品业的市场创新路径进行研究,研究表明:以品牌差异化和品牌国际化运作为驱动的升级路径,并致力渠道建设和赞助营销以塑造品牌形象及品牌资产为驱动的升级路径是晋江体育用品业市场创新的路径选择,也是晋江体育用品业不断向全球价值链攀升的发展路径。     

Assembling the privatisation of physical education and the ‘inexpert’ teacher

In this article, I examine the practice of outsourcing physical education (PE) lessons to external sports organisations. I draw from ethnographic research conducted with two primary schools in New Zealand to illuminate how outsourcing interconnects with the privatisation of education. Using Foucault's notion of government, I demonstrate how schools’ employment of four outside providers worked to govern teachers towards certain ends. In addition, I drew on the analytical framework of the assemblage to examine how the dual notions of the inexpert classroom teacher and the expert outside provider converged with the discourse of ‘PE as sport’, neoliberalism, Kiwisport, National Standards, professional development and multi-sector partnerships to form a privatisation assemblage. I argue that the privatisation assemblage worked to restrict and constrain teachers’ possible thoughts and actions, making teachers’ ‘choice’ to outsource PE one that they understood as both pragmatic, in terms of time investment, and educationally valuable, in so far as they perceived themselves as lacking the requisite expertise. I also argue that outsourcing and the privatisation of PE is problematic as it did not necessarily work in the best interests of teachers or students. I suggest further research is necessary to interrogate and make visible how the disparate elements of the privatisation assemblage are made to hold together, as well as how the fragile connections between these elements may be placed under pressure. The notion that outside providers are expert PE teachers and classroom teachers are inexpert is a critical aspect of the assemblage that should be challenged and resisted.     

Physical education teacher education students' knowledge,perceptions and experiences of promoting healthy,active lifestyles in secondary schools

Background: Physical education teacher education (PETE) offers a context for students to learn about the promotion of active lifestyles in secondary schools through their interactions and experiences during the teacher education process. However, previous studies have found low levels of health-related fitness knowledge amongst PETE students, which is a concern given that there are high expectations of physical education (PE) to promote healthy, active lifestyles. In addition, international literature reveals a number of problematic issues associated with health-related teaching, learning and professional development in PE. Exploration of health-related experiences within the PETE process and consideration of the extent to which they address these previously identified issues were considered worthy of study because of PETE's potential to influence the health-related teaching of the students, and to ultimately impact the health-related knowledge and behaviour of the pupils they go on to teach.

Purpose: To explore PETE students' health-related physical education (HRPE) knowledge, perceptions and experiences during a PETE programme.

Participants and setting: Purposive selection of PE students on a one-year post-graduate secondary PETE programme at one University in England, working in partnership with up to 60 schools.

Research design: Case study.

Data collection: A qualitative approach founded on the interpretive paradigm was used, utilising a questionnaire completed by 124 PETE students.

Data analysis: Responses to the open-ended questions were analysed by means of the generation of themes using constructivist grounded theory methods.

Findings: At the outset of their programme, PETE students' knowledge of how active children should be was limited and confused. Their initial perceptions of the learning associated with promoting healthy, active lifestyles in PE were at variance with what they experienced in schools during their training. These experiences were diverse, the most common structure being discrete units of study with no health-related learning evident within the rest of the PE programme. The focus of the HRPE learning was predominantly physiological with minimal attention to physical activity recommendations or monitoring. Most students experienced school-based HRPE programmes, which they considered not particularly effective in promoting healthy, active lifestyles amongst young people.

Conclusion: It would seem that PETE is not adequately preparing future PE teachers to promote healthy, active lifestyles and is not addressing previously identified issues in health-related teaching and learning. Changes clearly need to be made to the health-related interactions and experiences within PETE and within any PE, and sports science degree programmes preceeding or associated with PETE. PE is unlikely to effectively promote healthy, active lifestyles without the health-related aspect of PETE being radically changed, especially and crucially the school-based provision. This requires professionals working together to draw upon and utilise up-to-date health knowledge, as well as the best available guidance on how to ensure that teachers are able to use such information.     

Beyond Tippekampen: the origins and maintenance of Scandinavian support for the Liverpool FC

Professional sport is a highly marketable product, whereby favourite teams often become ‘overseas sweethearts’ for millions of satellite supporters and their imagined community of like-minded fans. Scandinavia has historically proven to be a fertile market for English football and is home to some of the largest supporter groups for English clubs, in particular the Liverpool FC. This article examines the origins of Scandinavian identification with the Merseyside club and how satellite supporters in the region maintain a connection with the famous brand. Scandinavian supporters highlighted the importance of the media, especially the popularity of state-run television programmes such as Tippekampen, the team’s playing style and the presence of star players in their initial support for Liverpool FC and explained how they had turned to a virtual ‘third place’ to regularly connect and engage with fellow fans and the brand in cyberspace. In a global marketplace, satellite supporters are critical for the future of many brands and this article offers a valuable case study for those who seek to exploit these markets, monetize these consumers and build equity for their team brands.