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RISS 인기검색어
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- 저자 : Nicholas Burton (검색결과 2 건)
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Should I Stay or Should I Go? Managing Sponsor Relations through Athlete Transgressions
Nicholas Burton 글로벌지식마케팅경영학회 2018 Journal of Global Sport Management Vol. No.
This research seeks to examine the impact of athlete transgressions on endorsement decision-making and dissolution within the context of relationship marketing, within the context of trust as a determinant of relationship development and dissolution. The present study's findings suggest that, when faced with such trigger events, key to the sponsor decision-making process is the risk tolerance and awareness of the sponsor, and the appreciation of risk and vulnerability embedded within the relationship. This acceptance of risk, and the corresponding trust and commitment fostered, represents an important component of relationship management in endorsement contracts. Correspondingly, a model of relationship restoration or dissolution is proposed, conceptualizing the decision-making process for endorsees. This research thus begins to address the managerial implications of transgression for endorsees, in order to better understand the antecedents underpinning the decision-making process of the sponsor in response to a case of sporting transgression.
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Katherine E. Pierce,Peter G. Passias,Avery E. Brown,Cole A. Bortz,Haddy Alas,Lara Passfall,Oscar Krol,Nicholas Kummer,Renaud Lafage,Dean Chou,Douglas C. Burton,Breton Line,Eric Klineberg,Robert Hart,J 대한척추신경외과학회 2021 Neurospine Vol.18 No.3
Objective: To prioritize the cervical parameter targets for alignment. Methods: Included: cervical deformity (CD) patients (C2–7 Cobb angle>10°, cervical lordosis>10°, cervical sagittal vertical axis [cSVA]>4 cm, or chin-brow vertical angle>25°) with full baseline (BL) and 1-year (1Y) radiographic parameters and Neck Disability Index (NDI) scores; patients with cervical [C] or cervicothoracic [CT] Primary Driver Ames type. Patients with BL Ames classified as low CD for both parameters of cSVA (<4 cm) and T1 slope minus cervical lordosis (TS–CL) (<15°) were excluded. Patients assessed: meeting minimum clinically important differences (MCID) for NDI (<-15 ΔNDI). Ratios of correction were found for regional parameters categorized by primary Ames driver (C or CT). Decision tree analysis assessed cutoffs for differences associated with meeting NDI MCID at 1Y. Results: Seventy-seven CD patients (mean age, 62.1 years; 64% female; body mass index, 28.8 kg/m2). Forty-one point six percent of patients met MCID for NDI. A backwards linear regression model including radiographic differences as predictors from BL to 1Y for meeting MCID for NDI demonstrated an R2 of 0.820 (p=0.032) included TS–CL, cSVA, McGregor’s slope (MGS), C2 sacral slope, C2–T3 angle, C2–T3 SVA, cervical lordosis. By primary Ames driver, 67.5% of patients were C, and 32.5% CT. Ratios of change in predictors for MCID NDI patients for C and CT were not significant between the 2 groups (p> 0.050). Decision tree analysis determined cutoffs for radiographic change, prioritizing in the following order: ≥42.5° C2–T3 angle, >35.4° cervical lordosis, <-31.76° C2 slope, <-11.57-mm cSVA, <-2.16° MGS, >-30.8-mm C2–T3 SVA, and ≤-33.6° TS–CL. Conclusion: Certain ratios of correction of cervical parameters contribute to improving neck disability. Prioritizing these radiographic alignment parameters may help optimize patient-reported outcomes for patients undergoing CD surgery.
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