Sponsorship effects on brand image: The role of exposure and activity involvement

Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity involvement moderate the effects of event image, event–sponsor fit, and event commercialization on sponsor image. Using empirical data collected at a large sporting event with multiple sponsors, the authors show that increased sponsorship exposure reduces sponsor image if respondents perceive a low fit between the event and sponsor or high levels of event commercialization. Involvement in the sponsored activity improves the sponsor's image, in that the effect of event commercialization is positive for highly involved persons. This paper concludes with some reasons for the findings, implications for the choice and design of sponsorships, and further areas for research.     

On the competition enhancing effects of exclusive dealing contracts

Antitrust scholars have argued that exclusive contracts have anticompetitive, or at best neutral effects, if no efficiencies are generated. In contrast, this paper shows that exclusive contracts can have procompetitive effects, provided buyers are imperfect downstream competitors and contract breach is feasible. In that case, an efficient entrant is not necessarily foreclosed through exclusive contracts but induces buyers to breach. Because breaching buyers have to pay expectation damages to the incumbent, the downstream profits they obtain when breaching must be large enough. Therefore, the entrant needs to set a lower wholesale price than absent exclusive contracts, leading to lower final consumer prices and higher welfare.     

Manufacturer collusion: Strategic implications of the channel structure

We investigate how the structure of the distribution channel affects tacit collusion between manufacturers. When selling through a common retailer, we find—in contrast to the conventional understanding of tacit collusion that firms act to maximize industry profits—that colluding manufacturers strategically induce double marginalization so that retail prices are above the monopoly level. This lowers industry profits but increases the profit share that manufacturers appropriate from the retailer. Comparing common distribution with independent (exclusive) distribution, we show that the latter facilitates collusion. Despite this result, common retailing leads to lower welfare because a common retailer monopolizes the downstream market. For the case of independent retailing, we also demonstrate that contract offers that are observable to the rival retailer are not necessarily beneficial for collusive purposes.     

Patent pools,vertical integration,and downstream competition

Patent pools are commonly used to license technologies to manufacturers. Whereas previous studies focused on manufacturers active in independent markets, we analyze pools licensing to competing manufacturers, allowing for multiple licensors and nonlinear tariffs. We find that the impact of pools on welfare depends on the industry structure: whereas they are procompetitive when no manufacturer is integrated with a licensor, the presence of vertically integrated manufacturers triggers a novel trade‐off between horizontal and vertical price coordination. Specifically, pools are anticompetitive if the share of integrated firms is large, procompetitive otherwise. We then formulate information‐free policies to screen anticompetitive pools.     

The Choice of Prices versus Quantities under Uncertainty

This paper analyzes a duopoly model with stochastic demand in which firms first commit to a strategy variable and compete afterwards. We find that in equilibrium the relative magnitude of demand uncertainty and the degree of substitutability determines firms' variable choice. Firms set prices if uncertainty is high compared to the degree of substitutability and quantities if the reverse holds true. The reason is that demand uncertainty and the degree of substitutability have countervailing effects on variable choice: Prices adapt better to uncertainty while quantities induce softer competition. If no effect dominates, firms choose different strategy variables in equilibrium.     

Modelling bonds and credit default swaps using a structural model with contagion

This paper develops a two-dimensional structural framework for valuing credit default swaps and corporate bonds in the presence of default contagion. Modelling the values of related firms as correlated geometric Brownian motions with exponential default barriers, analytical formulae are obtained for both credit default swap spreads and corporate bond yields. The credit dependence structure is influenced by both a longer-term correlation structure as well as by the possibility of default contagion. In this way, the model is able to generate a diverse range of shapes for the term structure of credit spreads using realistic values for input parameters.     

Enriching the Tourist and Host Intercultural Experience by Reconceptualising Communication

The aim of this paper is to reconceptualise intercultural communication as it is conventionally understood in the field of tourism studies. Tourism literature identifies many problems related to intercultural communication between tourists and hosts from different cultural backgrounds. Some of these 'problems' occur only because tourism researchers assume that the appropriate goal for communication is 'communing', that is, finding common ground or understanding. This philosophical paper suggests that if one reconceptualises communication without the communing, using the philosophy of Martin Heidegger and Jean-Luc Nancy, the 'problems' in intercultural communication disappear and communication becomes a source of enrichment for both tourists and hosts. This paper suggests that the basis of intercultural communication in tourism should be the acknowledgement of cultural differences between international tourists and local hosts, and the goal should be the 'spacing' of culturally different individuals rather than the 'communing' of 'idle talkers'. Treating intercultural communication in this way creates an opportunity for both sides to appreciate and value cultural difference. Experiencing cultural difference is one of the most fundamental motivators for travel and for opening host communities to international tourists. Reconceptualising intercultural communication by adopting Heidegger's and Nancy's philosophies promises not only to enrich the tourism experience but also to transform researchers' approaches to tourism education and training, and to tourism marketing and management.     

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Residents' perceptions of casino impacts: A comparative study

The primary purpose of this study was to explore differences in residents' perceptions of casino development between South Korea and Colorado. The communities surveyed are former depressed mining areas with significant historic characteristics. The secondary purpose was to investigate whether social exchange theory is appropriate to explain residents' perceptions of the impact of casinos on community support for casino development. In general, three factors of residents' perceptions and support were found to be significantly different between the two study sites. Furthermore, the effects of positive social impact on benefits, of both positive social impact and negative environmental impact on support, and the benefit factor on support level were significantly different between the two data collection areas. The study findings support the appropriateness of social exchange theory in explaining residents' responses in both study areas.     

Luxury shopping in tourism

This study explores the concept of luxury shopping behaviour in tourism and identifies the perceived importance of different types and characteristics of the luxury products and services that tourists buy on vacation, as well as the importance of various shopping venues and destinations for luxury shopping. The study examines the significant differences in luxury purchasing patterns among various types of tourists identified on the basis of the frequency of shopping and the degree of importance attached to shopping. The results show that three groups, infrequent shoppers, sometimes shoppers and frequent shoppers, as well as non‐shoppers, neutral shoppers and great shoppers, significantly differ in their luxury shopping behaviour. The implications of study results and recommendations for future studies are discussed. Copyright © 2009 John Wiley & Sons, Ltd.