The antecedents and consequences of customer emotions in collective hedonic services: An exploratory study

The investigation of the antecedents that influence positive and negative customer emotions and how these emotions influence service outcomes has not been studied in the context of collective hedonic services. In addition, the possibility of moderating effects has not been explored. This paper reports the findings of a qualitative exploratory study that sought to understand the antecedents and consequences of customer emotions in the context of collective hedonic services. This study involved five focus group interviews of customers that attended sporting, performing arts and popular concert events. The findings have important implications for managers and for managing the service process of collective hedonic services.

Risky business: An investigation of sponsorship marketing risk

This paper examines the characteristics of sponsorship risk in order to better understand the potential pitfalls that may arise for firms contemplating sponsorship-linked marketing. A content analysis of the online sponsorship information provided by 117 listed companies was performed using Leximancer software to gain insights about the corporate conceptualisation of sponsorship risk. Next, in-depth interviews were conducted with 20 sponsorship marketing managers and the managers of 20 sponsored organisations to understand risk in terms of sponsorship practice. Central components of sponsorship risk were identified. Strategies for managing sponsorship risk are proposed in order to enhance sponsorship practice in the future.