Brand alliance and event management for social causes: Evidence from New Zealand

This paper uses findings from research on the effectiveness of a New Zealand health promotion program to make two arguments. The first is that, in appropriate cases such as this program, event management can play a key role in a social marketing health promotion campaign. In showing how event management added value to achieving that particular program's goals, it argues that event management could often be a valid and effective part of the mix for other campaigns promoting social causes. The second highlights important issues that can arise in relationships between non-profit organizations and the commercial sponsors of their events. It contends that organisers of campaigns for social causes need to be alert to the risks in brand alliances between such organizations and need to consider not only the appropriateness of the fit but also the need for an appropriate balance between the sponsor's commercial interests and the non-profit organization's goal.     

贷学金:扩大国家资助规模的制度性选择

学杂费目前已成为大学生接受高等教育必须支付的开支,随着在校贫困生数目的急剧上升,实施贷学金制度,不仅能缓解日益增长的资助需求,而且克服了以往国家资助规模不大的局限,是一种符合市场经济价值取向的大学生资助制度。     

Social Work Educators' Views and Experiences of Grow Your Own Qualifying Programmes in England

Little is known about the impact on social work educators and social work programmes of employer sponsorship of social work students through secondment or traineeship schemes, often referred to as Grow Your Own (GYO) schemes. This article reports on social work educators' views of sponsorship, the effects on their activities and the dynamics of mixed student cohorts. The study took place in England during 2007–2009 and comprised a review of the literature, interviews with a range of social work educators (n = 23), GYO students (n = 35), and employers (n = 27), and the production of a good practice guide based on stakeholder contributions. Social work educators reported that GYO activity may enhance and enrich social work programmes. They valued secured and guaranteed practice placements, considered that employer-sponsored students enriched the total student cohort, facilitated an expansion of student numbers, and strengthened partnerships with local employers. A further advantage was that GYO benefited the teaching programme overall with more robust employer/university relationships. Social work educators reported that such schemes required careful management and investment of time and might lead to some tensions about the balance between education and training. These findings are placed in the context of developments in social work education in England.     

“I've never seen a client say: ‘Tell the influencer not to label this as sponsored’”: An exploration into influencer industry ethics

Previous research on influencer industry ethics has focused on three issues: transparency of collaborations, payments to influencers, and influencer authenticity. In this exploratory study, we demonstrate that influencer industry ethics is more complex. We interviewed 28 representatives from different actor groups in the German influencer industry (influencers, client organizations, and intermediaries such as influencer marketing agencies) to systematically identify ethical issues and the moral expectations underlying these issues. In analyzing the interview data in a qualitative content analysis, we identify ten ethical issues: autonomy, transparency, sincerity, truthfulness, caring, professionalism, reciprocity, respect, loyalty, and social responsibility. Our study adds to the body of knowledge by further substantiating the discussion on transparency, payments, and authenticity; by introducing previously neglected ethical issues; by organizing the field of influencer industry ethics; and by explaining how the specific constellation of ethical issues in the influencer industry levels out the distinction between sponsored and organic content. In doing so, we argue for a broad perspective on influencer industry ethics that positions influencer communication at the intersection between Public Relations, advertising, and journalism.     

Sponsored Social Change in a Public Housing Project

Federal and local pressures have given rise to a hybrid organization that brings together disparate groups from the public and non-profit sectors to address complex social problems. This article examines one such organizational emergence of state-affiliated sponsorship. Based on data from a multi-method case study, we find that not only do members of the sponsoring organization use legitimate authority structures, existing laws, and social norms to reproduce their power, they do so with a state mandate that privileges their expertise and processes.Parts of this paper were prepared while the third author, Beth A. Rubin, was on leave to serve as Director, Sociology Program, National Science Foundation. The views expressed in this paper do not necessarily reflect those of the National Science Foundation. P. Denise Cobb is an Assistant Professor in the Department of Sociology and Criminal Justice Studies at Southern Illinois University Edwardsville. This research reflects one part of Cobb's dissertation research that addresses how organizational actors from unequal social positions define a collective agenda and whose interests prevail when there is a lack of consensus. Her current research further examines the emergence of the university-community partnership form. She has published related work in Administration & Society and previously in Qualitative Sociology. Jon Shefner is Associate Professor of Sociology and Director of the Global Studies Interdisciplinary Program at the University of Tennessee-Knoxville. He is co-editor, with Patricia Fernandez-Kelly, of Out of the Shadows: Political Action and the Informal Economy in Latin America (2006: Pennsylvania State Press). He is currently working on a book examining the impact of globalization and democratization on the mobilization and well being of Mexico's urban poor. Beth A. Rubin is Professor of Management and Adjunct Professor of Sociology at University of North Carolina-Charlotte. Rubin publishes on economic and workplace transformation, labor unions, homelessness and social policy and social theory in leading academic journals. Her current research is on organizational commitment in the context of the new economy, inequality and industrial restructuring, organizational and workplace restructuring and time in organizations, the latter of which is represented in the forthcoming book, Research in the Sociology of Work: Workplace Temporalities, that Rubin is editing.     

体育赞助影响受众利益的经济学分析

文章在对国内外体育赞助文献资料的收集整理研究基础上,指出"体育服务产品附加赞助"的交易现象是一种旨在借助体育服务影响受众的营销沟通行为,受众作为体育服务直接消费者也是体育赞助的交易主体之一,通过体育方与消费者效用最大化的基本原理和博弈分析揭示了受众接受体育赞助这一交易的内在机理:体育服务产品附加赞助必须保证受众利益,控制适度的赞助量,体育赞助收益应当部分让渡给受众。     

Player transgressions and the management of the sport sponsor relationship

Player transgressions in sport relate to on- or off-field incidents that are out of the ordinary and may bring negative repercussions for stakeholders as a result of their association with the team, athlete or sport. Based on a series of depth interviews conducted with executives representing major Australian team-based sporting organizations, this paper outlines the effects that these incidents can have on relationships with sponsors from a sport organization perspective. The findings serve to develop a conceptual model that illustrates that the impact of transgressions is determined by a number of factors, which are discussed. The paper further presents a number of implications for the sport organization's public relations strategy, given that the role of public relations has evolved from primarily a communications focus to a more strategic management of relationships with various publics and stakeholders.     

奥运赞助营销与品牌国际化——基于三星与联想的比较研究

通过联想与三星的比较发现，尽管奥运赞助营销是企业实现品牌国际化的一个重要的平台，然而为了将奥运精神转移到企业品牌形象之上，赞助商需要花费巨大的赞助与后续传播费用，二者的比例为1：3-5，因此充满了风险；赞助商需要花更长的时间持续赞助奥运，才能达到将与奥运的关联转变为长期关系的目的。奥运赞助营销并不适合所有企业，企业必须要有与之相匹配的能力与实力，才能参与到这个属于巨人的游戏之中。     

Do the Characteristics of Seconded or Sponsored Social Work Students in England Differ from Those of Other Social Work Students?—A Quantitative Analysis Using National Data

Amongst initiatives by social work employers in the United Kingdom (UK) to resolve recruitment difficulties is the use of secondment and sponsorship to attract entrants to the profession; commonly known as Grow Your Own schemes. This paper reports on part of a mixed-method research study that asked ‘What works in Grow Your Own (GYO) schemes?’ in England. One important research question for this study was whether the characteristics of seconded or sponsored social work students differ from those of other social work students. To explore this, the researchers analysed around 41,000 students' anonymous data records supplied by the General Social Care Council covering enrolments on social work programmes from 1998 to 2007. The findings indicate that GYO schemes have facilitated the participation of men, Asian groups and older applicants in social work qualifying programmes when compared to the general population of social work students. However, students from Black ethnic backgrounds and those with disabilities have been more likely to be under-represented in such schemes. The findings are discussed within the wider study remits and messages for educationalists and social work employers are drawn out.