Triadic Perspective to Sport Sponsorship Relationships

Often the empirical studies about sport sponsorship co-operation have concentrated on the relationships between the sponsor and the sponsored target excluding the phenomenon sports manager, i.e. the intermediating actor from further examination. In this study the purpose was to contribute to the research gap in the current literature by thoroughly describing the roles and relationships in the sport sponsorship co-operation that includes an intermediating actor, that is a triad. The main objective was pursued to fulfill with the help of two sub-level research questions that were identified as ”What is the nature of the sport sponsorship triad?” and ”What is the role of the intermediating actor within the sport sponsorship triad?” First, the theorethical framework was constructed based on the existing literature of business relationship triads and sponsorship co-operation that were integrated in the synthesis of the theories the purpose of which was to produce a framework for empirical research. Then a qualitative research was conducted by using a single-case study approach. The data was collected through a semi-structured theme interview in person with the sports manager. Similar questionnaires were sent out to the sponsor and the athlete and answered in writing. After collecting the data, the actor roles’ and their relationships were examined individually, after which the analysis of the results was carried out and divided according to the research questions. The nature of the sport sponsorship triad was found to be a serial triad that could be likened to a system of two dyads connected by the intermediating actor. Each actor seemed to occupy a specific justifiable position within the co-operation, even though the relationships were found to be unbalanced in terms of resources, power/strength, interaction patterns and interconnectedness. The core role of the intermediating actor was found to be the role of a mediator, which was seen to increase the other parties’ dependence of the manager’s performance. Therefore, the role of the intermediating actor should be considered crucial for the very existence of the sport sponsorship co-operation, especially in cases where the nature of the triad is a serial triad.

Commercial blog communication and brand image

The aim of this thesis was to examine whether company initiated commercial communication in personal blogs has an effect on consumers’ brand image. A detailed picture of the main topics was built based on the previous academic literature. The study explores how sponsored and company-initiated blog postings influence consumers’ brand image with a qualitative research. A framework defines the link between the main concepts of commercial blog communication and how this can be used in order to reach positive results in relation to consumers’ brand image. The findings of this study demonstrate that if the tech-savvy consumers consider that the commercial blog communication is genuine and the blogger stands behind the recommendation of the blog posting, it will result on a more positive brand image. However, if the consumers consider the content of the blog posting to be too controlled by the company, it is automatically seen as an advertisement instead of a recommendation by someone trustworthy. The company-controlled commercial blog communication without presenting the personality of the blogger has negative effects on brand image.

Detection of Epilepsy with a Commercial EEG Headband

Epilepsy is a chronic brain disorder, characterized by reoccurring seizures. Automatic sei-zure detector, incorporated into a mobile closed-loop system, can improve the quality of life for the people with epilepsy. Commercial EEG headbands, such as Emotiv Epoc, have a potential to be used as the data acquisition devices for such a system. In order to estimate that potential, epileptic EEG signals from the commercial devices were emulated in this work based on the EEG data from a clinical dataset. The emulated characteristics include the referencing scheme, the set of electrodes used, the sampling rate, the sample resolution and the noise level. Performance of the existing algorithm for detection of epileptic seizures, developed in the context of clinical data, has been evaluated on the emulated commercial data. The results show, that after the transformation of the data towards the characteristics of Emotiv Epoc, the detection capabilities of the algorithm are mostly preserved. The ranges of acceptable changes in the signal parameters are also estimated.

Le Petit Hyérois : Littéraire, artistique, mondain, agricole, commercial, industriel et sportif, organe hebdomadaire illustré ["puis" Liste officielle des étrangers, hebdomadaire illustré à grand tirage]...

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