Sporting club supporter identification and supporter purchasing behaviour for sponsors' products

This paper examines the actual purchasing behaviour of sporting club supporters of sponsors' products. The data source for this paper was a syndicated study conducted nationally by a large marketing research company on behalf of a sport's competition's governing body and its 16 constituent clubs. This empirical paper examines the usefulness of such a study in terms of its ability to relate product and brand preference to actual purchase decisions, especially in the context of an individual club's sponsorship. Club supporters are compared with the supporters of all Clubs, in order to ascertain differences in purchase behaviour. The findings suggest that customised research is likely to be of greater value to individual clubs, once the benefits of initial, aggregate studies have been exploited.

The group purchasing process : an investigation into the influence of the facilitator in alpine tourism

Group travel is a common feature of all tourism markets and can vary from the familiar peer group/common purpose associations of the football and cricket followers to the non-familiar co-operative travel group of the under 35 year olds bus adventures throughout Europe. This study investigates the nature of social group travel in alpine tourism. It specifically examines the phenomena of the "group facilitator"; the person within the group who takes a major role in the travel decisions and organisation on rehalf of all the other members in the travel party. The specific activities of this "group facilitator" and the role of opinion leadership, information search, organisation process, previous experience, relationship ties between the group members are examined. The 'facilitator' also influences other individuals' decision to participate who delegate selection of destination to this person as well. The 'facilitator' has many of the characteristics of an opinion leader and was recognised by group participants as a major source of information about the destination. The findings of the study have important implications for tourism marketers as they highlight an opportunity to reach many potential travellers by directly targeting one key influencer and decision maker.

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.

The purchasing power parity revisited : new evidence for 16 OECD countries from panel unit root tests with structural breaks

In this paper, we apply a range of univariate unit root tests including the Lagrangian multiplier (LM) univariate and panel unit root tests to examine PPP for 16 OECD countries. In addition to incorporating structural breaks in the univariate exchange rate series, we also incorporate structural breaks in the panel exchange rate models. Our main finding from univariate tests, with and without structural breaks and panel LM test with one break, is that real exchange rates are not stationary, inconsistent with PPP hypothesis. However, when we incorporate two structural breaks in the univariate LM test, for most countries we find that real exchange rates are stationary. Moreover, we obtain overwhelming support for PPP when we apply panel LM unit root tests with two structural breaks.

Does modifying the household food budget predict changes in the healthfulness of purchasing choices among low- and high-income women?

Food cost has a strong influence on food purchases and given that persons of low income often have more limited budgets, healthier foods may be overlooked in favour of more energy-dense lower-cost options. The aim of this study was to investigate whether modifications to the available household food budget led to changes in the healthfulness of food purchasing choices among women of low and high income. A quasi-experimental design was used which included a sample of 74 women (37 low-income women and 37 high-income women) who were selected on the basis of their household income and sent an itemised shopping list in order to calculate their typical weekly household shopping expenditure. The women were also asked to indicate those foods they would add to their list if they were given an additional 25% of their budget to spend on food and those foods they would remove if they were restricted by 25% of their budget. When asked what foods they would add with a larger household food budget, low-income women chose more foods from the ‘healthier’ categories whereas high-income women chose more foods from the less ‘healthier’ categories. However, making the budgets of low- and high-income women more ‘equivalent’ did not eradicate income differences in overall healthfulness of food purchasing choices. This study highlights the importance of cost when making food purchasing choices among low- and high-income groups. Public health strategies aimed at reducing income inequalities in diet might focus on promoting healthy diets that are low cost.

Fast food purchasing and access to fast food restaurants : a multilevel analysis of VicLANES

Background : While previous research on fast food access and purchasing has not found evidence of an association, these studies have had methodological problems including aggregation error, lack of specificity between the exposures and outcomes, and lack of adjustment for potential confounding. In this paper we attempt to address these methodological problems using data from the Victorian Lifestyle and Neighbourhood Environments Study (VicLANES) – a cross-sectional multilevel study conducted within metropolitan Melbourne, Australia in 2003.
Methods : The VicLANES data used in this analysis included 2547 participants from 49 census collector districts in metropolitan Melbourne, Australia. The outcome of interest was the total frequency of fast food purchased for consumption at home within the previous month (never, monthly and weekly) from five major fast food chains (Red Rooster, McDonalds, Kentucky Fried Chicken, Hungry Jacks and Pizza Hut). Three measures of fast food access were created: density and variety, defined as the number of fast food restaurants and the number of different fast food chains within 3 kilometres of road network distance respectively, and proximity defined as the road network distance to the closest fast food restaurant. Multilevel multinomial models were used to estimate the associations between fast food restaurant access and purchasing with never purchased as the reference category. Models were adjusted for confounders including determinants of demand (attitudes and tastes that influence food purchasing decisions) as well as individual and area socio-economic characteristics.
Results : Purchasing fast food on a monthly basis was related to the variety of fast food restaurants (odds ratio 1.13; 95% confidence interval 1.02 – 1.25) after adjusting for individual and area characteristics. Density and proximity were not found to be significant predictors of fast food purchasing after adjustment for individual socio-economic predictors.
Conclusion : Although we found an independent association between fast food purchasing and access to a wider variety of fast food restaurant, density and proximity were not significant predictors. The methods used in our study are an advance on previous analyses.

The purchasing of naming rights for sports stadiums : a harbinger of bad corporate governance or just bad timing?

The literature on corporate governance and the market’s delayed reaction to news events proliferated over the last two decades. This paper examines return patterns surrounding the event date for firms purchasing naming rights for North American sports stadiums. One argument appearing in the financial press is that such acquisitions are a harbinger of widespread corporate mismanagement and hubris at the highest levels of corporate governance. Purchases of stadium naming rights provide sidebenefits to executives such as “being in the limelight” and the use of supplementary corporate boxes. Thus, management has a strong incentive to undertake such investments even if their decision is not value enhancing to shareholders. The extent to which these agreements are associated with negative risk-adjusted returns is an empirical question, which this study addresses. On average, negative riskadjusted returns are observed over the three years following the event date, and these results are significant at standard levels of significance. The efficient market hypothesis suggests that these results are not due to a cause and effect relationship but represent data snooping or just bad timing.

New evidence on purchasing power parity from 17 OECD countries

There is a large literature that investigates whether or not real exchange rates are stationary in an attempt to unravel support for purchasing power parity (PPP). At best, the empirical results are mixed. This paper applies a unit root test that allows for a simultaneous structural break in the intercept and slope, shown by Sen (2003) to minimize power distortions, to examine PPP for 17 OECD countries. Our results on PPP are mixed. When the real exchange rate is based on the US dollar, evidence is found of PPP for only France, Portugal and Denmark. When the real exchange rate is based on the Deutschmark, we find evidence of PPP for Austria, Belgium, Norway, Spain, Netherlands, Switzerland, and Denmark.

Individual and area-level socioeconomic associations with fast food purchasing

Background It has been suggested that those with lower socioeconomic characteristics would be more likely to seek energy-dense food options such as fast food because of cheaper prices; however, to date the evidence has been inconsistent. This study examines both individual- and area-level socioeconomic characteristics and their independent associations with chain-brand fast food purchasing.

Methods Data from the 2003 Victorian Lifestyle and Neighbourhood Environments Study (VicLANES); a multilevel study of 2547 adults from 49 small-areas in Melbourne, Australia, were used. Multilevel multinomial models adjusted for confounders were used to assess associations between individual socioeconomic position (education, occupation and income) and area socioeconomic characteristics in relation to fast food purchasing from five major fast food chains with outcome categories: never, at least monthly and at least weekly. The study finally assessed whether any potential area-level associations were mediated by fast food access.

Results Increased fast food purchasing was independently associated with lower education, being a blue-collar employee and decreased household income. Results for area-level disadvantage were marginally insignificant after adjustment for individual-level characteristics, although they were suggestive that living in an area with greater levels of disadvantage increased an individual's odds of more frequent fast food purchasing. This effect was further attenuated when measures of fast food restaurant access were included in the models.

Conclusion Independent effects of lower individual-level socioeconomic characteristics and more frequent fast food purchasing for home consumption are demonstrated. Although evidence was suggestive of an independent association with area-level disadvantage this did not reach statistical significance.

Personal values, vanity, physical health, and perceived body image influences in food-purchasing and consumption decisions

While weight, health, diet, and exercise receive constant media and governmental attention, relatively little is known about the influence of body image in the food consumption process. Moreover, there is general consensus within the literature that the factors that influence consumption behavior can have a different impact on different consumer groups. Body image, for example, is perceived to be a modulating force in the consumption behavior of young women. As a result, there is a need for an empirically based understanding of the factors that influence food-purchasing and consumption behavior among this group. Studies have investigated the links between perceived body image and food-purchasing behavior. In 18- to 30-year-old women, it has been shown that personal values, vanity, physical health, and perceived body image were major factors of influence in the purchasing and consumption decisions of this group. It was also identified that respondents across these studies engaged in healthy and unhealthy consumption practices in order to achieve their perceived body image ideals.

Association between fast food purchasing and the local food environment

Objective: In this study, an instrument was created to measure the healthy and unhealthy characteristics of food environments and investigate associations between the whole of the food environment and fast food consumption.

Design and subjects: In consultation with other academic researchers in this field, food stores were categorised to either healthy or unhealthy and weighted (between +10 and −10) by their likely contribution to healthy/unhealthy eating practices. A healthy and unhealthy food environment score (FES) was created using these weightings. Using a cross-sectional study design, multilevel multinomial regression was used to estimate the effects of the whole food environment on the fast food purchasing habits of 2547 individuals.

Results: Respondents in areas with the highest tertile of the healthy FES had a lower likelihood of purchasing fast food both infrequently and frequently compared with respondents who never purchased, however only infrequent purchasing remained significant when simultaneously modelled with the unhealthy FES (odds ratio (OR) 0.52; 95% confidence interval (CI) 0.32–0.83). Although a lower likelihood of frequent fast food purchasing was also associated with living in the highest tertile of the unhealthy FES, no association remained once the healthy FES was included in the models. In our binary models, respondents living in areas with a higher unhealthy FES than healthy FES were more likely to purchase fast food infrequently (OR 1.35; 95% CI 1.00–1.82) however no association was found for frequent purchasing.

Conclusion: Our study provides some evidence to suggest that healthier food environments may discourage fast food purchasing.