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Full-Text Articles in Business
The Role Of Customer Attitudes In Building The Reputation Of A Company Sponsoring Sport Events, Dong Jun Rew, Jin-Woo Kim, Yong-Chae Rhee
The Role Of Customer Attitudes In Building The Reputation Of A Company Sponsoring Sport Events, Dong Jun Rew, Jin-Woo Kim, Yong-Chae Rhee
Teaching and Learning Faculty Publications and Presentations
This study examines the relationship between sponsorship-fit and customer’s attitude toward the sponsorship, and explains the effect of customer’s attitude on the relationship between sponsorship-fit and firm reputation. Specifically, the effect of customer’s attitude is analyzed as mediator in the relationship between sponsorship-fit and customer-based firm reputation. Regression analysis and Partial Least Square Structural Equation Modeling (PLSSEM) are employed to test the research hypotheses. Empirical findings show the importance of sponsorship-fit affects change in customer attitude customer’s attitude mediates the relationship between sponsorship fit and firm reputation.
Assessing Business Students' Sensitivity To Diversity Issues Within In A Msi: Implications For Continuous Curriculum Improvement, Dianna Blankenship, Gerald Hollier, Irma S. Jones, Marvin Lovett
Assessing Business Students' Sensitivity To Diversity Issues Within In A Msi: Implications For Continuous Curriculum Improvement, Dianna Blankenship, Gerald Hollier, Irma S. Jones, Marvin Lovett
Teaching and Learning Faculty Publications and Presentations
Demonstration of cultural context diversity in business programs is essential to obtain and maintain AACSB accreditation. For minority serving institutions (MSI) knowledge of business students' awareness of and sensitivity to diversity issues is crucial in order that a wide variety of perspectives may be included in all business courses and activities. The purpose of this study was to assess the existing levels of awareness among MSI business students toward issues of diversity. Study results are presented, implications for AACSB “continuous improvement” through microcurriculum revisions are discussed, and suggestions for including diversity in MSI business courses are also provided.