Fogelman College of Business and Economics
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George Deitz

Consumer Response to Athletic Sponsorship Information

Researchers at the Fogelman College of Business & Economics are investigating how firms can favorably influence consumer responses to firm sponsorships of athletic events and teams. 

This research project integrates and builds upon prior sponsorship research by presenting a comprehensive model of sponsorship response that is grounded in at theory called the Elaboration Likelihood Model (ELM).  ELM theory proposes attitude change in response to persuasive communications can be achieved through two very different kinds of processes: a “central” route in which opinions are formed on the basis of extensive elaboration upon message content and a “peripheral” route in which opinions are formed on the basis of heuristic cues. 

As the central processing route is believed to lead to more favorable and more persistent attitudes, the authors seek to demonstrate the significance of two antecedents variables in motivating central processing: need-for-cognition and social identification with the event.  Results of the study indicate motivational factors do play an important role in how consumers view the relationship between sponsor and event because individuals higher in motivation had stronger perceptions of fit.  These findings have considerable implications for managers in terms of their choice of sponsorship properties, sponsorship activation and media mix decision-making.

The research team comprises Dr. George Deitz (, Department of Marketing and Supply Chain Management), Susan D. Myers (Doctoral student, Department of Marketing and Supply Chain Management), and Melissa Markley (University of DePaul).

Korean Salesperson Performance and Job Satisfaction

A research team led by a Fogelman College of Business & Economics Marketing professor has completed a study investigating the influence of salesperson adaptive selling behavior on key organizational and individual outcomes. 

While salesperson adaptiveness is generally regarded a desirable quality in more uncertainty-tolerant Western cultures, little prior research had considered whether this quality leads to favorable outcomes in countries with vastly dissimilar cultures. 

Based upon results from a sample of Korean automobile sales representatives, the study finds adaptive selling practices significantly influences salesperson performance and job satisfaction.  However, given the group-oriented cultural context, they find these outcomes are at least partially mediated by the quality of the salesperson’s working relationships. This study is the most extensive ever to examine adaptive selling outside of a non-Western cultural context and offers extensive insights for improving salesperson performance and retention in Asia-based sales teams.    

The research team is comprised of Dr. George D. Deitz (, Department of Marketing, The University of Memphis) and Dr. Jeong-Eun “John” Park (University of New Hampshire).

Trust and Commitment in Driving Success of Equity-Based Joint Ventures

A research team led by a Fogelman College of Business & Economics Marketing professor is investigating the role of relational factors in driving the success of equity-based joint ventures. 

The authors note the high formation and failure rates of inter-firm collaborative ventures suggests while firm managers increasingly see great potential in developing formal ties to extra-organizational partners, the expectations prevalent at the outset of such relationships aren’t often realized. 

Prior research in this area has typically relied upon firm structure, resource dependence and monopolistic perspectives in seeking to identify factors leading to joint venture failure.  However, the authors note joint venture success entails more than simply relationship continuation; it requires ongoing cooperation between the partners. 

The research applies relationship marketing theory in developing a model that explains joint venture stability as well as cooperation.  The results show that while commitment is crucial in driving joint venture stability, both trust and commitment are needed to ensure continuing cooperation.  The researchers also discovered a partner’s possession of complimentary resources and their communication effectiveness dominate termination cost concerns when it comes to improving relationship trust and commitment.

The research team is comprised of Dr. George D. Deitz (, Department of Marketing, The University of Memphis), Dr. Mert Tokman (James Madison University), Dr. J. Glenn Richey (The University of Alabama) and Dr. Robert M. Morgan (The University of Alabama).

Read more about FCBE research

George Deitz

George Deitz

Read more about FCBE research

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Last Updated: 1/23/12