Elite athletes as charitable ambassadors: risks associated with indiscretions

Elite athletes can reach a level of notoriety where media and fans are interested in various aspects of their lives beyond that of their on-field success or failure. By receiving this level of attention, these sporting celebrities attract sponsorships from commercial, fee-paying corporations. With considered alignment, manufacturers can enhance the visibility of their product with target audiences that consume every aspect of the lives of celebrity endorsers. While this form of commodification has been explored from the perspective of the private sector, there is limited research that reflects on the ambassador relationship between sport celebrities and charitable organisations.While a charity ambassador role omits financial support, a win-win outcome can be achieved. Enhanced visibility can benefit both parties: the sports celebrity adds another dimension to their personal brand portfolio, and the charitable organisation broadens awareness of their social issue. Retired athletes continue to harbour desirable brand equity; they have ongoing potential to reach to multiple stakeholders and act as important catalysts for social change.Whilst heightened visibility of an issue is desired, the immense stakeholder interest in the life of a successful athlete has a downside if the celebrity transgresses. Minor transgressions may pass with little impact, yet what constitutes a minor transgression for one set of stakeholders may result in reputational damage for both athlete and brand. Adopting a case study approach, this chapter investigates the construction of the sports celebrity persona at various stages of their career and the response by all actors to transgressions.Findings reveal that media framing of successful sports personalities can exacerbate future failings and heighten the impact on stakeholders, thus lessening their viability and longevity as positive social catalysts. Replicating actions adopted by the private sector, charitable​ organisations may respond to scandals by immediately severing the relationship, or at the other extreme, provide visible support as the celebrity seeks to repair and restore their image. The cases lead to a cohesive set of risk assessment considerations.

Store names information signalling : a credibility perspective

This study is about store names as brand signals. Using the framework of Erdem and Swait (1998), hypotheses are developed regarding the effects of store names on consumers' expected product utility. It is relevant to study store names as brand signals because store names can act as additional signals in the consumer purchase decision process. The study focuses in particular on the effects of store name credibility on perceived risk, information costs and perceived product quality. The hypotheses will be tested on data that are currently being collected in a survey among two hundred students.

Customer repurchase intention: a general structural equation model

This paper develops a general service sector model of repurchase intention from the consumer theory literature. A key contribution of the structural equation model is the incorporation of customer perceptions of equity and value and customer brand preference into an integrated repurchase intention analysis. The model describes the extent to which customer repurchase intention is influenced by seven important factors – service quality, equity and value, customer satisfaction, past loyalty, expected switching cost and brand preference. The general model is applied to customers of comprehensive car insurance and personal superannuation services. The analysis finds that although perceived quality does not directly affect customer satisfaction, it does so indirectly via customer equity and value perceptions. The study also finds that past purchase loyalty is not directly related to customer satisfaction or current brand preference and that brand preference is an intervening factor between customer satisfaction and repurchase intention. The main factor influencing brand preference was perceived value with customer satisfaction and expected switching cost having less influence.

Improving access to evidence-based acute stroke services: development and evaluation of a health systems model to address equity of access issues

Level 1 evidence for management of patients with stroke in a dedicated Stroke Care Unit (SCU) demonstrates improved outcomes by about 20%. It has been estimated that 21% of Australian hospitals provide an SCU and that these SCUs are mainly located in either metropolitan sites and/or in hospitals with more than 300 beds. To address equity issues related to access to SCUs, the National Stroke Foundation and the Australian Government undertook the National Stroke Units Program. One program outcome was the development of a conceptual model of acute stroke service delivery. The development process and initial evaluation of the model are described. Use of the model to increase capacity within the health care system to treat stroke is discussed.

Brand salience and purchasing for consumer banking services : an empirically-based model

The research reported in this paper proposed and tested a model of brand salience for banking services, which incorporates knowledge and brand image as antecedents. A full model of brand salience has not been tested previously, nor has a model of brand salience for services been tested. A quasi-experimental method was utilised. Respondents undertook a free recall exercise using category cues, and then completed multi-item measures of brand knowledge, brand associations, and purchase likelihood. Past purchase was tested via a recall exercise. A usable sample of 270 respondents was gained, and the data were analysed using Structural Equation Modelling (SEM). Analysis of the data found support for a model of brand salience for the banking services category, and found a relationship between brand salience and most recent brand purchased. This paper contributes to the field of branding by proposing and testing a model of brand salience. The research reported in this paper may suggest that advertisers need to design their communications to increase accessibility of brands in the memory of consumers, and that the last brand purchased by consumers will have an effect on their next purchase decision, especially in the consumer banking category.

A conceptual model of consumer personality-brand preferences relationship

There have been a significant number of studies that investigate the antecedents to customers in forming their brand preferences. However, there is a dearth of research devoted to examining the role of customer personality in marketing. This conceptual paper attempts to cover this gap through examining the relationships between consumer personality and brand preference. We developed a conceptual model which is based on the Big Five theory of personality and show how this could be applied to the marketing context. It is proposed that human personality has a significant relationship with brand preferences.

Rural nursing and health care reforms : building a social model

This article explores recent shifts in health-care policy and the implications for rural nursing in Australia. Health-care reforms have resulted in the implementation of a 'market forces' ideology, creating tensions between economic imperatives and the need for equity and greater access in rural service delivery. New models of health-service delivery have been developed that have significant implications for the way rural health care is defined, practised and received. The issues surrounding the context of rural nursing practice and service delivery are discussed.

The inhibiting effect of brand salience on brand name recall

This paper reports on a replication of Alba and Chattopadhyay’s (1986) study of the effects of substantially heightened brand salience upon the recall of competing brand names. Heightened salience was consistently shown to have an inhibiting effect on recall across a variety of experimental conditions. However, in the replication study this salience effect was not observed. Instead a trend in the reverse direction was found. This new finding is congruent with associative network model of memory and its prediction that subjects concentrating on a brand should trigger links in memory to the brand and other brands in the category.

An exploration of the components of relational bonds to an arts festival brand

This research investigates the nature of the bonds that consumers form with a brand that provides highly uncertain outcomes, and is only available intermittently. The research model draws upon elements of Keller’s (2001) conceptualisation of brand resonance, and extends McAlexander, Kim, and Roberts’ (2003), and Muniz and O’Guinn’s (2001) brand community construct, testing these in an atypical service environment. Qualitative research suggested the need for a broader view of the bond formed in these circumstances, specifically one comprising measures of anticipation of usage, social attraction, commitment, loyalty, and trust. This paper reports on analysis undertaken to develop such a construct, which has been labelled “brand affinity”. Tests for discriminant validity suggest that the brand affinity construct is a distinct construct that can be used to measure consumer attitudes toward a highly uncertain, intermittently available product.

Antecedents of brand credibility under asymmetrical information

This study focuses on the antecedents of brand credibility and validates part of the model presented by Erdem and Swait (1998). Following the signalling literature, we argue that under asymmetrical information, the importance of brand credibility stems from the capability of brands to inform consumers who are uncertain about product attributes. Indeed, firms may use brands to notify consumers about product positions and to assure that their product claims are credible. Using information economics as theoretical background, the proposed perspective determines how credibility is shaped. Data was collected across a number of consumers in Australia via a self-report survey and a structural equation model (SEM) was estimated. The results provide empirical evidence and support the work of Erdem and Swait (1998).

Brand orientation: another explanation of retailer performance

This paper postulates that organisational capabilities, particularly brand orientation, may provide an appropriate theoretical framework to explain variations in organisational performance among retailers. Brand orientation is viewed as a strategic capability, just like innovation. This allows for a distinction to be made with such core antecedent (However, it is important to distinguish between strategic capabilities (innovation orientation and brand orientation) and antecedent core) capabilities such as market orientation, operational orientation and human resource orientation which all organizations must have to some degree. This distinction is made to emphasise that all organisations operate with some degree of market, operational and human resource orientation, whereas organisations can choose to operate without either innovation or brand orientation. We argue that it is the inclusion of organisational capabilities with positional advantage and organisational performance that provides an holistic conceptual framework for the empirical investigation we are currently undertaking. The propositions discussed in this paper link the various relationships in the conceptual model within the context of Australian retailing organisations.