Russell Lacey

Russell Lacey
Xavier University | XU · Department of Marketing

PhD

About

37
Publications
24,415
Reads
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1,870
Citations
Citations since 2016
7 Research Items
1271 Citations
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Introduction
My current research primarily focuses on the marketing impact of corporate social responsibility and brand sponsorship of sporting events. I have published more than 25 articles in double-blind peer-reviewed academic journals, including the Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Business Ethics, Journal of Advertising Research, Journal of Interactive Marketing, Marketing Letters, Journal of Business Research, Journal of Marketing Theory & Practice, Journal of Business and Industrial Marketing, Journal of Marketing Services, and European Journal of Marketing. In addition, I have contributed to three books, including the Handbook on Research in Relationship Marketing.
Skills and Expertise
Additional affiliations
August 2011 - present
Xavier University
Position
  • Professor (Associate)
August 2003 - June 2011
University of New Orleans
Position
  • Professor (Associate)

Publications

Publications (37)
Article
Full-text available
Based on empirical results involving 237 frontline service employees (FSEs) of a South Korean insurance company, this study reveals how FSEs’ views of their company’s corporate social responsibility (CSR) performance impact both their customer orientation and self-efficacy of their work. This marks the first study to demonstrate how the psychologic...
Article
Purpose This study aims to examine the outcomes of consumer perceptions of event social responsibility (ESR) for a sponsored community event and its sponsor portfolio (i.e. group of sponsoring companies). It integrates a new antecedent and new moderators of ESR with extant findings to provide a comprehensive model that is theoretically grounded in...
Article
Full-text available
Purpose The purpose of this paper is to investigate how frontline service employees’ (FSEs) perceptions of corporate social responsibility (CSR) can enhance meaningful work perceptions as well as help alleviate FSEs’ perceptions of verbal dysfunctional customer behavior. Design/methodology/approach The conceptual model is empirically examined th...
Article
Full-text available
Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR. Particularly important is the intersection between event sponsorship and CSR-namely, the event as a marketing-communication venue to convey CSR. This article pr...
Article
Brand communities and corporate social responsibility have been touted for their ability to both generate significant equity for their brands and strong bonds among community members. However, the reciprocal capacity of these brands to mobilize their followers to engage in prosocial behavior, while very promising, has been largely ignored by resear...
Chapter
Given that sporting events are heavily tied to sponsorship, it is crucial to understand how sponsorship works from visual processing and cognition perspectives. In itself, sponsorship is not necessarily a visual tool; it is the on-site leveraging of sponsorship that is often visual for event attendees and what the authors investigate at a professio...
Article
Full-text available
How do sporting-event attendees visually or cognitively process sponsorship? In the context of a professional tennis event, the current study examined attendees' visual processing and need for cognition in sponsorship processing. Need for cognition is a personality variable in psychology that reflects the extent to which consumers engage in and enj...
Article
Full-text available
This study fills extant gaps in the marketing literature by further probing the multi-faceted impact of a company’s corporate social responsibility (CSR) practices on customer relationships, and it marks the first systematic marketing study devoted to investigating CSR as a bivalent mechanism that encompasses both motivation and hygiene properties....
Article
Full-text available
Via a field study (n = 879), the authors introduce the concept of event social responsibility (ESR) and show how it is a catalyst for key outcomes in the business of sport. Specifically, event social responsibility leads to fan attachment to an event, event word-of-mouth, and sponsorship patronage. Fan attachment lifts consumer promotion of an even...
Article
This research is composed of two cross-sectional studies that examine the lingering emotional distress associated with a natural disaster and extend the understanding of its impact on consumption attitudes and behaviors when victims are confronted with additional challenges. The first study examines victims' (n = 426) depression-induced impulsive a...
Article
Full-text available
In a field study at a professional tennis event, the authors examine attendees’ visual processing and need for cognition in sponsorship processing. To add a managerial perspective, depth interviews are conducted with senior managers in sport/event management. Field study findings demonstrate that attendees who are high in need for cognition are mor...
Article
Full-text available
This sport marketing study establishes a clearer demarcation between an event sponsor and a sponsored event in relation to investigating the potential value of congruity. Based on 1,615 field surveys, we uncover the asymmetrical impact of event-sponsor fit on the title sponsor and sponsored professional cycling event. Specifically, the study reveal...
Article
Full-text available
Given the strong interest among services marketing practitioners in sponsoring events, this study illustrates how events and sponsorships synergistically facilitate and deepen consumer relationships by connecting service brands with consumers' passions. Structural equation modeling is used to test a congruity theory-based framework via a field stud...
Article
Purpose The author aims to examine how customer voice contributes to service provider relationships as a relationship driver by assessing its linkages to distinct relationship outcomes. Design/methodology/approach Structural equation modeling is used to test the study's hypotheses with US customer survey data from two independent samples: a luxury...
Article
Purpose This study seeks to examine how event‐induced outcomes impact consumption attitudes and buying behavior by surveying victims at distinct intervals following Hurricane Katrina, the largest natural disaster in US history. Design/methodology/approach Using van Gennep's liminal transitions framework and Belk's conceptualization of possessions...
Article
Full-text available
The authors apply consumer theories of cognition to event marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (n = 1636) at an international sporting event with a multinational sponsor, the authors demonstrate the pivotal roles that 1) attendees' knowledge regarding the sponsor's product, and 2...
Article
Full-text available
Understanding the impact of retaining sponsors and event attendees offers important insight to organizations that are contemplating long-term sponsorship relationships and to event marketers seeking ongoing sponsorship partnerships. Yet prior to this study, the impact of multi-year sponsorship and attendance on a sponsoring brand have not been inve...
Article
Full-text available
Few studies have offered an empirical assessment of the outcomes that are associated with proprietary and non-proprietary event marketing and there is no healthcare research, of which we are aware, that has attempted to add to this debate. Accordingly, the objectives of this study are: to explore the trade-offs between proprietary and non-proprieta...
Article
Full-text available
Via field surveys of attendees at a sporting event (n=1,739), the authors contribute a model showing that event attendees’ participation in the title sponsors’ main exhibit area at the event favorably influences their future intentions to purchase from the sponsor. Yet, there is an important difference between those attendees who already experience...
Article
Full-text available
With an on-site study at a sponsored event, we construct and test competing models to examine the relationship between event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness in the area of the sponsored event and knowledge of the sp...
Article
Full-text available
The authors apply consumer theories of cognition to event marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (n = 1636) at an international sporting event with a multinational sponsor, the authors demonstrate the pivotal roles that 1) attendees' knowledge regarding the sponsor's product, and 2...
Article
In 2004, we began to gather data during the second year of a professional cycling event in an effort to conduct a set of empirical studies on effective methods of sports sponsorship and event marketing. Specifically, from 2004 to 2008, we conducted survey research at the five Tour de Georgia (Tour de Georgia) cycling races. Our research, therefore,...
Article
Despite the emergence of corporate social responsibility, the impact of CSR efforts on customer relationships remains decidedly unclear. Moreover, previous studies have examined CSR in cross-sectional, experimental, and/or artificial settings. Through field survey data collected at both the beginning (n=750) and conclusion (n=469) of the 2007–2008...
Article
Purpose The purpose of this paper is to investigate customer loyalty program membership effects from a multi‐faceted relational outcome perspective. Design/methodology/approach A model was developed to assess hypothesized loyalty program effects on a series of linkages between relationship commitment and a variety of relational outcomes. The study...
Article
This exploratory study identifies perceptions of and participation in resuscitation training programs, and bystanders' willingness to resuscitate cardiac arrest victims. While most of the study's participants greatly appreciate the importance of saving someone's life, many indicated that they did not feel comfortable assuming this role. The finding...
Article
Using data collected from 427 US Gulf Coast residents who were impacted by Hurricane Katrina, a structural model based on life event theory is proposed and empirically tested. Results show that perceived lack of control and loss of possessions contribute directly to stress, and event-induced stress impacts depression. Depressive states, in turn, le...
Article
Purpose – The purpose of this article is to explore linkages between committed customers and their willingness to serve as advocates and investigate the moderating influence of B2B loyalty programs toward supporting customer advocacy behaviors. Design/methodology/approach – A model was developed to assess linkages between customer commitment and an...
Article
Full-text available
Understanding the impact of retaining sponsors and event attendees offers important insight both to organizations that are contemplating long‐term sponsorship relationships and to event marketers seeking ongoing sponsorship partnerships. Yet prior to this study, the impact of multi‐year sponsorship and attendance on a sponsoring brand have not been...
Article
A Relationship Drivers Model is developed to capture key motivations as to why customers engage in marketing relationships. The framework of the model contends that firms should simultaneously strive to offer economic, social, and resource driver variables to its customers. Structural equation modeling is used to test the model across three differe...
Article
Customers' willingness to serve as marketing resources to the firm has been largely neglected by the relationship marketing literature. This dimension has gained greater importance to relationship marketers, due in part to the uncertain regulatory future of consumer privacy protection in the U.S. Our model examines the linkage between relational co...
Article
Despite its often controversial and philosophically divisive nature, preferential treatment of customers holds the potential to contribute to important relational outcomes valued by firms. In this study, sampled customers (n = 2,461) of a national upscale department store chain representing recipients of three different levels of preferential treat...
Article
Purpose The purpose of this paper is to examine the fairness of loyalty programs to consumers regarding two emerging criticisms of loyalty programs: discriminating value proposition segmentation and potential exploitation of captured personal information. Design/methodology/approach Equity theory and exchange theory are the theoretical foundations...
Article
Exploring the importance of the brand as an attribute in overall HMO selection.
Article
In marketing practice, most so-called “customer retention programs” only focus on behavioral outcomes, such as repeated patronage. These programs target immediate benefits and are rather short-term in nature. This contrasts with the long-term character of the relationship marketing concept. In this chapter, the authors examine the effectiveness of...

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