How can sponsoring of sports teams influence healthy eating on children?

Field lab in marketing: Children consumer behaviour

Paradox of choice: The influence of assortment size on customer satisfaction

Recently researchers showed that more choice is not always better. Choosing from large assortments can be overwhelming, raising expectations and decreasing overall level of consumer satisfaction. Author contributes to existing overchoice studies by using real assortment of online stores to find influence of assortment size on customer satisfaction. 90 students participated in the main experiment, where they chose a smartphone case for their friend. Results of the study show that large assortment size leads to higher expectations, higher choice difficulty and higher level of satisfaction. This research does not show overchoice presence and author suggests future studies could focus more on assortment variety and more personal characteristics of consumers, like preference uncertainty.

When not-for-profit try to influence firms

I study the influence of not-for-profit entities in companies, through shareholders proposals in the U.S. largest companies. This paper analyzes the not-for-profit entities involved, the issues addressed by the proposals and the financial characteristics of target companies, as well as market reactions and voting outcomes. Results indicate that not-for-profit entities tend to target companies with higher profitability and value more frequently than general investors. Furthermore, the voting outcome is influenced by insider ownership and types of proposals. Finally, market reactions change with profitability, leverage, ownership structure and types of proposals.

The influence of sports events endorsement on children’s perceptions of healthy food products and brands

Field lab in marketing: Children consumer behaviour

Influence of employee volunteering on brand commitment

Purpose – The purpose of this paper is to explore the impact of corporate volunteering on employee bonding and to understand the barriers and motivation to participation in these events. In contrast to other studies the participants volunteer in their spare time without expecting any financial reward. Design/methodology/approach – Employees (n 3951) of a logistic company participated in the study based on an online questionnaire with 6 items and open questions. The employee sample was divided into 3 groups depending on the frequency of participation in volunteering events. Findings – Significant differences were found on bonding between the three groups. In addition, the relevance of control variables like gender, age and job level were obtained. Furthermore a moderation effect of motivation was found. The results were interpreted within the broader context that ties motivation theory, organizational identification and social exchange theory.