Corporate Sponsors Research Articles

Disconnective action: Online activism against a corporate sponsorship at WorldPride 2021

Disconnective action, this article argues, is an important supplement to the logic of connective action, which enables social movements to organize informally online. Through the (threat of) disconnection, members may (re)assert their agency in relation to social movement organizations. In conducting a case study of LGBTI+ community members’ protests of a corporate sponsorship of WorldPride 2021, we establish disconnective action as a particular form of within-movement activism that relies both on social media affordances and the conditions of possibility of hybrid media ecologies. Thus, we explore how individual members of the LGBTI+ community were able to influence the formal organization of WorldPride 2021, as the threat of community members’ disconnection from the event led the organizers to terminate a corporate sponsorship. On this basis, we conceptualize disconnective action as a central means for individual activists to shape the movements of which they are part.

‘This I rebel against’: television advertising, Rod Serling’s The Twilight Zone, and a changing industry

ABSTRACT This article re-examines Rod Serling’s career as he transitioned from writing live anthology teleplays to his famous series, The Twilight Zone (1959–1964), in service of investigating the changing definitions of authorship as the television industry changed. It does so in order to show that the techniques many critics agree Serling used to subvert corporate sponsors may have been rooted in pragmatic compromise engendered by the need to remain working within the shifting world of TV. These techniques include using science fiction and fantasy on television and becoming a writer-producer and the face of The Twilight Zone. Serling’s transition to science fiction and fantasy, this article argues, could also be seen as a retreat from early TV’s dominant mode of storytelling: social realism. His becoming the face of The Twilight Zone may have been a way to assuage producers’ fears in supporting another anthology series without a consistent cast. This leads to the conflation of Serling the writer with Serling the salesman. Ultimately, these compromises result in the blurring of the line between commercial and series, as well as between writer and salesman.

Healthcare professionals, breast milk substitutes and corporate sponsorship

Healthcare professionals, breast milk substitutes and corporate sponsorship

Learning From Our Mistakes: Corporate Front Groups and the Limits of Revelation in Climate Politics

Fossil fuel companies have made major investments in mobilizing citizen support in recent decades, funding advocacy groups to stoke climate denial, doubt, and delay. Scholars and activists have tended to condemn these “front groups” as corporate mouthpieces, calling for new laws mandating disclosure of the financial relationship between companies and their political scions. Critiques like these tap into vital political impulses; however, they have failed to fully keep pace with evolving corporate strategies. Today many industry-backed groups openly identify their corporate sponsors, framing companies’ largesse as a means to amplify the voices of unionized pipefitters, local business leaders, and others who want to commend the positive impacts of fossil fuel production. Many so-called “front groups” are not hiding, which renders critical exposé moot. In response, this essay argues for the usefulness of investigating the social bonds and affective experiences of participants in pro-fossil fuel campaigns. The feelings of community, precarity, and risk that help these campaigns cohere can act as important sites of intervention for climate action. I suggest that scholars must consider the limitations of exposé and develop strategies to intercede in the more open ties between fossil fuel companies and their publics.

He Gets Us: How Marketers and Religion Evangelize

Abstract: The 2023 Super Bowl saw the surprising appearance of two advertisements for He Gets Us promoting Jesus as a solution to the world's problems. For this article, Mara Einstein discusses with Ed Timke, in a series of videos, the similarities between advertising and religion and the facts about these ads, including their cost, target market, and sponsors. Einstein explains how her research, in her books Black Ops Advertising and Brands of Faith , informs her perspective on the situation, highlighting the agenda of these ads and the political connections of their corporate sponsors. Einstein delves into the He Gets Us campaign, which targets Generation Z and promotes Jesus as an influencer and a peaceful, loving, rebellious social activist. However, she explains, the campaign fails to address criticisms of Christianity, including a hypocritical lack of attention to issues such as homelessness and hunger. She explores the complexities of marketing religion and the challenges of reaching the fastest-growing demographic of religious "nones"—younger people who self-identify as not being affiliated with any religion. Additionally, Einstein details the evolution of faith-based marketing to "evangelize" and the similarities between cult marketing tactics and advertising. She concludes by offering advice on how to teach about religion, advertising, and marketing.

Benefit-risk assessment of incretin and other anti-diabetic agents in type 2 diabetes using a stochastic multicriteria acceptability analysis model.

Benefit-risk assessment of incretin and other anti-diabetic agents in type 2 diabetes using a stochastic multicriteria acceptability analysis model.

The Influence of Industry Affiliation on Randomized Controlled Trials of Platelet-Rich Plasma for Knee Osteoarthritis

Background: Industry funding and corporate sponsorship have played a significant role in the advancement of orthopaedic research and technology. However, this relationship raises concerns for how industry association may bias research findings and influence clinical practice. Purpose: To determine whether industry affiliation plays a role in the outcomes of randomized controlled trials (RCTs) investigating platelet-rich plasma (PRP). Study Design: Meta-analysis; Level of evidence, 2. Methods: A search of the PubMed, Cochrane, and MEDLINE databases for RCTs published between 2011 and the present comparing PRP versus hyaluronic acid, corticosteroid, or placebo for the treatment of knee osteoarthritis was performed. To determine industry affiliation, the conflict of interest, funding, and disclosure sections of publications were assessed, and all authors were assessed through the American Academy of Orthopaedic Surgeons disclosure database and the Centers for Medicare & Medicaid Services open payments database. Studies were classified as industry affiliated (IA) or non–industry affiliated (NIA). The outcomes of each study were rated as favorable, analogous, or unfavorable according to predefined criteria. Results: A total of 37 studies (6 IA and 31 NIA) were available for analysis. Overall, 19 studies (51.4%) reported PRP as favorable compared with other treatment options, while 18 studies (48.6%) showed no significant differences between PRP and other treatment methods. There was no significant difference in qualitative conclusions between the IA and NIA groups, with the IA group having 3 favorable studies and 3 analogous studies and the NIA group having 16 favorable studies and 15 analogous studies (P = .8881). When comparing IA versus NIA studies using 6- and 12-month Western Ontario and McMaster Universities Arthritis Index and International Knee Documentation Committee scores, there were no significant differences in outcomes. Conclusion: The results of this study demonstrated that qualitative conclusions and outcome scores were found to not be associated with industry affiliation. Although the results of this study suggest that there is no influence of industry involvement on RCTs examining PRP, it is still necessary to carefully evaluate pertinent commercial affiliations when reviewing recommendations from studies before adopting new treatment approaches, such as the use of PRP for knee osteoarthritis.

A New Strategy for Rejuvenating Primary Healthcare: The Government-Society Partnership Model.

Primary healthcare systems worldwide are under stress as increased demands during pandemic surges have exposed deficiencies in the system. Primary healthcare centers have significant responsibilities but are often underfunded and understaffed. Recent events, including the COVID-19 pandemic, have highlighted the importance of a strong primary health center network to promote community health and save lives. Most governments have multiple competing financial needs for scarce resources, ultimately limiting the advancement of government primary healthcare systems. Hence, various models involving collaboration and outsourcing have been evaluated and employed to improve primary health services. We propose and describe a sustainable and scalable government-society partnership model to bridge the gulf and rejuvenate primary healthcare with a focus on the Indian healthcare system. The involvement of key stakeholders, including society, non-government organizations, and corporate sponsors, is essential to rebuild the network.

Determinants of Corporate Sponsorship: Evidence From Consumer Product and Services Sector

Determinants of Corporate Sponsorship: Evidence From Consumer Product and Services Sector

Relationship marketing: a strategy for acquiring long-term strategic sponsorships in the disability sport sector

ABSTRACT Since the founding of the National Wheelchair Basketball Association (NWBA) in 1949, wheelchair basketball has expanded to over 200 teams in the U.S. and Canada. Despite the success and growth of wheelchair basketball in the U.S., NWBA programs still face funding challenges. Considering the potential to generate funding through corporate sponsorship, nine semi-structured interviews were conducted with professionals in charge of sponsorship management of NWBA programs to gain insight into the acquisition and relationship management of their sponsorship programs. Findings showed several unique ways NWBA programs attract sponsors, including focusing on sponsors with an existing interest in the disability community, and highlighting the unique assets of NWBA teams such as their compelling stories, the program’s impact, disability expertise, and corporate social engagement opportunities. Communication, evaluation, and cross-marketing opportunities were found to be key in retaining sponsors. Both successful sponsorship acquisition and retention are underlined by relationship marketing efforts to build commitment and trust by establishing an emotional connection and mutually beneficial relationship between the sponsor and the team, as well as having a dense network of relationships between the sport property and sponsor. The results aid current and future programs in successful sponsorship acquisition and retention.

Girls Get WISE-A programming model for engaging girls+ in STEM.

The majority of STEM disciplines in Canada are male-dominated and there is a significant lack of programming available to girls. The Girls Get WISE program is a university-based program that is funded by the federal government, the university, and corporate sponsorship. This program is delivered in person by educational professionals, science students, and past participants. By engaging girls in hands-on interactive STEM activities in a safe and fun space, this program provides an opportunity for young women to showcase their talents and excitement for science-based topics. The features of this program and its evaluation over a 10 year period are described here.

Soccer Match Results and Sponsor Stock Returns - An Analysis Based on Behavioral Economics Perspective

Using the event study method, the impact of Chinese Super League match results on title sponsors' share prices was empirically analysed from a behavioral economics perspective. The main section considers the impact of variables such as win-loss relationship, home and away factors, Friday's important match day and the last five rounds on the A-share market and the H-share market respectively, and draws conclusions. The article aims to explore the possible patterns of fluctuations in the market capitalization and share price of sponsors following sponsorship of football clubs in the context of gold-dollar football, influenced by the results of matches. Can the outcome of a Chinese Super League match affect the value of a sponsor's shares? If so, what kind of investor sentiment is reflected behind the fluctuations in share price? What can be done to improve the effectiveness of corporate sponsorship? To this end, this paper analyses the issue from the perspective of behavioral economics, combined with the event study method, in order to provide theoretical references for the study of Chinese football sponsorship.

What are the odds? Underdog brands are consumer favorites

We examine the association between product endorser quality, performance expectations, and abnormal stock returns of corporate sponsors and identify a pronounced underdog effect – marginal excess returns to sponsors of the biggest underdogs are roughly double those of the biggest favorites. Results indicate that consumers are more excited about and more motivated to support brands having an underdog narrative. • Consumers identify with an underdog narrative. • Betting market odds are used to quantify performance expectations. • We find a significant underdog effect in returns to brand marketing. • Returns to sponsors of winning underdogs are twice those of winning favorites.

Bourdieusian capital conversion during crises of socio-political legitimacy: Sponsorship of the arts by Barclays Bank, 1972 to 1987

This paper advances our understanding of how organisations engage in the process of Bourdieusian capital conversion during crises of socio-political legitimacy. We do so by analysing the arts sponsorship strategies of Barclays between 1972 and 1987. During this period, Barclays faced numerous challenges to its organisational legitimacy as a result of its continued dealings in apartheid South Africa and its ability to generate extraordinary profits despite general economic malaise in Britain. As a response, Barclays increased its sponsorship of the arts, exchanging its substantial economic capital for the symbolic capital associated with high-status arts institutions. We identify the forces that facilitated and inhibited these capital exchanges and how they affected Barclays’ sponsorship strategies. This paper will be of interest to Bourdieusian scholars interested in capital exchange, to business historians interested in banking in Britain during the 1970s and 1980s, and researchers interested in the evolution of corporate sponsorship and philanthropy.

Mixing Parasocial Friendship With Business

Abstract: Building on the persuasion knowledge model and theories of parasocial relationships (PSRs), our study explored mechanisms underlying the persuasive effects of social media influencers. Our study uniquely considered PSRs as a dynamic process, such that audiences’ responses to persuasive attempts depend on their relational stage with the influencer. A longitudinal experimental design traced participants’ development of PSRs with a YouTube vlogger over four timepoints. Contrary to our hypothesis that early disclosure of corporate sponsorship reduces PSRs and persuasion, the persuasive effect of sponsorship disclosure did not vary depending on the relational stage at which it appeared (zero-history encounter with vlogger vs. after establishing a relationship with vlogger over several episodes). In line with past research, PSR intensity and authenticity promoted persuasion by reducing resistance to persuasion, regardless of sponsorship timing.

The Curious Case of Oscar Lorick: Race, Markets, and Militancy during the Farm Crisis

Abstract In 1985 Oscar Lorick—an aging and illiterate Black farmer clinging to seventy-nine acres of land and burdened with massive debts—turned to local farm activist Tommy Kersey to help stave off foreclosure. The ensuing mobilization tied together the NAACP, Black church networks, white supremacist militants, corporate sponsors, a millionaire benefactor, and even the Atlanta Falcons in the ultimately successful attempt to save his farm. Lorick's story serves as a point of departure to assert that the Farm Crisis facilitated the convergence of anti-federal and federal-skeptic ideologies, both radical and conventional, in the fertile ground of rural America. Relying on court records, news reports, and organizational documents, this article reconstructs a story that grabbed national attention during the Farm Crisis to demonstrate the importance of free-market narratives, racial discrimination, and the legacy of civil rights mobilization in understanding the complexity of agrarian activism in the crisis-era South.

Modeling the Effect of Corporate Sponsorship on the Organizational Image of Selected Insurance Companies in Edo State, Nigeria

This study current study examines the influence of corporate sponsorship on the organizational image of selected insurance companies in Edo State, Nigeria. The study was guided by six hypotheses. The survey research design was used for the study. A sample of 385 respondents was selected through a multi-stage sampling technique. The result of the study showed that corporate sponsorship programs of the selected insurance companies influence public perception of the image of insurance companies in the area of how flexible (dynamic image), friendliness (cooperative image), as well as how organized (business-wise image) the insurance companies are. The result of this study also showed that corporate sponsorship programs influence public perception of the reputation (character image), how successful (successful image) the insurance companies are as well as how secretive (withdrawn image), or otherwise of the insurance companies studied. Based on these results, the researcher recommends, among others, that insurance companies should improve on their communication approaches to ensure that there is a high level of awareness regarding their corporate sponsorship programs.

Bossa Mundo: Brazilian Music in Transnational Media Industries

Bossa Mundo: Brazilian Music in Transnational Media Industries

Take Corporate Sponsor Relationships to the Next Level

Take Corporate Sponsor Relationships to the Next Level

If the Cause Fits, Wear It: Jersey Sponsorship and the Role of Congruence, Articulation, and CSR-Linked Marketing

Abstract: The aim is to advance the understanding of how brand-property congruence and articulation strategy influence the perception of jersey sponsorships and how consumer-level factors such as team identification affect sponsorship outcomes. Different types of fit and sponsor categories were tested to determine the most effective type of fit as determined by outcomes of attitude toward team and sponsor, sponsor patronage, and perceptions of team and sponsor social responsibility. With a pretest ( n =154) and two experiments ( n =169, n =172), results indicated sponsors with a functional-based fit with the team result in greater purchase intention than corporate sponsors with a schema-based congruence. However, sponsors that were schema-based showed better performance in driving fan attitude. The work adds to schema-congruity theory by examining multiple types of fit in a new context of jersey sponsorships.