Cause-related sport sponsorship: An assessment of spectator beliefs, attitudes, and behavioral intentions

Marketing communications utilizing a non-profit cause (i.e., the sponsorship of a nonprofit cause) have emerged as a mainstream practice as practitioners respond to rising consumer expectations of corporate social responsibility (CSRI. The increasing popularity of cause-related marketing programs (CRMPS) can be attributed to the Integration of sponsorship in many organizations' sport marketing strategy. The purpose of this study was to examine the attitudes, beliefs, and purchase intentions of consumers exposed to a firm's sponsorship of a sporting event associated with a non-profit organization. A survey instrument was developed by a panel of experts, pre-tested, revised, and completed by (442 event spectators. Results suggested consumers' attitudes, beliefs, and purchase intentions toward the sponsoring company were positively impacted by the firm's involvement with cause-related marketing.

Causes and Implications of the Decline of the Economics Majors: A Focus on Australia

This paper analyses the causes and implications of declining economics major in Australia. Based on a brief review of the relevant literature and an analysis of the Australian time series data, it is found that economics continues to be less attractive to students in relative terms. Three major factors contribute to this phenomenon: less than appropriate product for an increasingly diverse clientele, the introduction of more attractive and business, commerce and industry-oriented programs such as finance, accounting and commerce, and business majors geared to the needs of the real world, and the use of less experienced teaching staff in lower undergraduate courses. It is argued that stemming the tide against the economics discipline would require a significant rethink of development of products more vocational and real world-oriented, market segmentation for different clientele types, and marshalling of more experienced and capable teaching staff for lower undergraduate levels.

Conceptualizing special interest tourism - frameworks for analysis

To advance understanding of Special Interest Tourism (SIT), this paper will explore the complexities of this phenomenon in the early 21st century. First, a look at what is out there, both from a supply and demand perspective, will serve to paint a broad picture at macro-level. The paper will present a discussion of the SIT phenomenon at the macro-level within a triangular relationship of supply, demand and media. Then, a more specific look at SIT attempts to clarify the ambiguity of the term. Finally, a look at micro-level from the consumer's perspective will introduce the concepts of enduring and situational involvement, and the nature of the product. Proposed frameworks are presented to provide structure and possible directions for future research and as a means of progressing conceptual development. (c) 2004 Elsevier Ltd. All rights reserved.

'Hybrids' and the gendering of computing jobs in Australia

This paper presents recent Australian evidence on the extent to which women are entering “hybrid” computing jobs combining technical and communication or “people management” skills, and the way these skill combinations are valued at organisational level. We draw on a survey of detailed occupational roles in large IT firms to examine the representation of women in a range of jobs consistent with the notion of “hybrid”, and analyse the discourse around these sorts of skills in a set of organisational case studies. Our research shows a traditional picture of labour market segmentation, with limited representation of women in high status jobs, and their relatively greater prevalence in more routine areas of the industry. While our case studies highlight perceptions of the need for hybrid roles and assumptions about the suitability of women for such jobs, the ongoing masculinity of core development functions appears untouched by this discourse.

The Integration of Rural Households Into Ruminant Livestock Industries in China

A major determinant of rural development in China is the way by which rural households integrate with rural industries. Three forms of integration – market integration, vertical integration and integration through local groups – are investigated. Policy measures that may facilitate household integration, household specialisation and market segmentation are identified. Findings for the ruminant livestock sector are widely applicable to other agricultural industries in China.

A rough cluster analysis of shopping orientation data

This paper describes the application of a new technique, rough clustering, to the problem of market segmentation. Rough clustering produces different solutions to k-means analysis because of the possibility of multiple cluster membership of objects. Traditional clustering methods generate extensional descriptions of groups, that show which objects are members of each cluster. Clustering techniques based on rough sets theory generate intensional descriptions, which outline the main characteristics of each cluster. In this study, a rough cluster analysis was conducted on a sample of 437 responses from a larger study of the relationship between shopping orientation (the general predisposition of consumers toward the act of shopping) and intention to purchase products via the Internet. The cluster analysis was based on five measures of shopping orientation: enjoyment, personalization, convenience, loyalty, and price. The rough clusters obtained provide interpretations of different shopping orientations present in the data without the restriction of attempting to fit each object into only one segment. Such descriptions can be an aid to marketers attempting to identify potential segments of consumers.