title: Gaining and Losing Respect of the New Zealand Public: Adidas' 2011 Rugby World Cup Jersey Pricing Crisis

authors: Farquhar, Kayleigh

subjects: Marketing, Public relations, Rugby, Sports Marketing, Crisis Management, All Blacks

abstract: As principal sponsors of the All Blacks over the past 13 years, Adidas have gone to great lengths to ensure their advertising campaigns reflect respect for the New Zealand public in relation to the traditions, history and heritage of the All Blacks, and the importance of rugby as the country’s national sport. Their carefully crafted advertising campaigns and television commercials have articulated Adidas’s understanding and respect for the historical legacy and primal power of the All Blacks (Scherer & Jackson, 2007) allowing the brands to form a successful co-brand (Motion, Leitch & Brodie, 2003). However in August 2011, Adidas released their Rugby World Cup Edition supporter’s shirt to the New Zealand public selling for $220.00 in New Zealand retailers. This price was over $100.00 more (including shipping) than prices set by international websites selling the exact same shirts. The pricing of this jersey led to a public outrage and quickly became a public relations crisis for Adidas.

Through a two phase qualitative research design this study aims to understand the New Zealand public’s response towards Adidas after the jersey pricing crisis by understanding the role that (dis)respect plays in the response. The first part of phase one involved gathering data via a media analysis (Altheide, 2000) to identify the main stages in the crisis from news articles, followed by a nethnography (Kozinets, 2002) of the public’s reaction at the different stages of the crisis. The second phase of the research design involved a survey that consisted of four open ended questions and six demographic questions.

The analysis of the crisis stages identified the importance of crisis response strategies when dealing with a crisis (Benoit, 1997). This study highlights the need for organisations to carefully consider the believability, timing, consistency, target audience and of the type of crisis response method before employing any strategy. This finding contributes to the literature by identifying how implementing incorrect and slow response strategies can impact a brands reputation.

The bloggers and participants responses reveal the importance of respect in maintaining and developing relationships in sponsorship. This study demonstrates how disrespectful behaviour in sponsorships can negatively impact relationships with the public. This finding is specifically important for organisations that sponsor national teams, as it is clear from this study that national teams, like the All Blacks, are a key signifier of national identity. Thus organisations need to respect the local communities in which they operate. This study shows how the consumer response towards Adidas as a result of their perceived disrespectful behaviour is intensified due to the attachment with the All Blacks and the jersey. This research adds to the sponsorship literature by demonstrating how sponsoring organisations treat the public plays an important role in building and maintaining quality relationships. Thus it is concluded from this study that fans value respect and that respect is a mainstay in sponsorship.

text: Gaining and Losing Respect of the New Zealand Public: Adidas' 2011 Rugby World Cup Jersey Pricing Crisis As principal sponsors of the All Blacks over the past 13 years, Adidas have gone to great lengths to ensure their advertising campaigns reflect respect for the New Zealand public in relation to the traditions, history and heritage of the All Blacks, and the importance of rugby as the country’s national sport. Their carefully crafted advertising campaigns and television commercials have articulated Adidas’s understanding and respect for the historical legacy and primal power of the All Blacks (Scherer & Jackson, 2007) allowing the brands to form a successful co-brand (Motion, Leitch & Brodie, 2003). However in August 2011, Adidas released their Rugby World Cup Edition supporter’s shirt to the New Zealand public selling for $220.00 in New Zealand retailers. This price was over $100.00 more (including shipping) than prices set by international websites selling the exact same shirts. The pricing of this jersey led to a public outrage and quickly became a public relations crisis for Adidas.

Through a two phase qualitative research design this study aims to understand the New Zealand public’s response towards Adidas after the jersey pricing crisis by understanding the role that (dis)respect plays in the response. The first part of phase one involved gathering data via a media analysis (Altheide, 2000) to identify the main stages in the crisis from news articles, followed by a nethnography (Kozinets, 2002) of the public’s reaction at the different stages of the crisis. The second phase of the research design involved a survey that consisted of four open ended questions and six demographic questions.

The analysis of the crisis stages identified the importance of crisis response strategies when dealing with a crisis (Benoit, 1997). This study highlights the need for organisations to carefully consider the believability, timing, consistency, target audience and of the type of crisis response method before employing any strategy. This finding contributes to the literature by identifying how implementing incorrect and slow response strategies can impact a brands reputation.

The bloggers and participants responses reveal the importance of respect in maintaining and developing relationships in sponsorship. This study demonstrates how disrespectful behaviour in sponsorships can negatively impact relationships with the public. This finding is specifically important for organisations that sponsor national teams, as it is clear from this study that national teams, like the All Blacks, are a key signifier of national identity. Thus organisations need to respect the local communities in which they operate. This study shows how the consumer response towards Adidas as a result of their perceived disrespectful behaviour is intensified due to the attachment with the All Blacks and the jersey. This research adds to the sponsorship literature by demonstrating how sponsoring organisations treat the public plays an important role in building and maintaining quality relationships. Thus it is concluded from this study that fans value respect and that respect is a mainstay in sponsorship.

year: 2013

title: Particle acceleration scalings based on exact analytic models for magnetic reconnection

authors: Craig, Ian J.D.

subjects: acceleration of particles—MHD—Sun

abstract: Observations suggest that particle acceleration in solar flares occurs in the magnetic reconnection region above the flare loops. Theoretical models for particle acceleration by the reconnection electric field, however, employ heuristic configurations for electric and magnetic fields in model current sheets, which are not solutions to the MHD reconnection problem. In the present study, particle acceleration is discussed within the context of a self-consistent MHD reconnection solution. This has the advantage of allowing poorly constrained local parameters in the current sheet region to be expressed in terms of the boundary conditions and electric resistivity of the global solution. The resulting acceleration model leads to energy gains that are consistent with those for high-energy particles in solar flares. The overall self-consistency of the approach is discussed.

text: Particle acceleration scalings based on exact analytic models for magnetic reconnection Observations suggest that particle acceleration in solar flares occurs in the magnetic reconnection region above the flare loops. Theoretical models for particle acceleration by the reconnection electric field, however, employ heuristic configurations for electric and magnetic fields in model current sheets, which are not solutions to the MHD reconnection problem. In the present study, particle acceleration is discussed within the context of a self-consistent MHD reconnection solution. This has the advantage of allowing poorly constrained local parameters in the current sheet region to be expressed in terms of the boundary conditions and electric resistivity of the global solution. The resulting acceleration model leads to energy gains that are consistent with those for high-energy particles in solar flares. The overall self-consistency of the approach is discussed.

year: 2002-05

title: Inequities in Covid-19 Omicron infections and hospitalisations for Māori and Pacific people in Te Manawa Taki Midland region, New Zealand

authors: Whitehead, Jesse

abstract: Covid-19 impacts population health equity. While mRNA vaccines protect against serious illness and death, little New Zealand (NZ) data exists about the impact of Omicron - and effectiveness of vaccination - on different population groups. We aim to examine the impact of  Omicron  on Māori, Pacific and Other ethnicities and how this interacts with age and vaccination status in the Te Manawa Taki Midland region of NZ. Daily Covid-19 infection and hospitalisation rates (01/02/2022 - 29/06/2022) were calculated for Māori, Pacific and Other ethnicities for six age bands. A multivariate logistic regression model quantified the effects of ethnicity, age, and vaccination on hospitalisation rates. Per-capita Omicron cases were highest and occurred earliest among Pacific (9 per 1,000) and Māori (5 per 1,000) people and were highest among 12-24 year-olds (7 per 1,000). Hospitalisation was significantly more likely for Māori (OR=2.03), Pacific people (OR=1.75), over 75-year olds (OR=39.22), and unvaccinated people (OR=4.64). Length of hospitalisation is strongly related to age. Covid-19 vaccination reduces hospitalisations for older individuals and Māori and Pacific populations. Omicron inequitably impacted Māori and Pacific people through higher per-capita infection and hospitalisation rates. Older people are more likely to be hospitalised and for longer.

text: Inequities in Covid-19 Omicron infections and hospitalisations for Māori and Pacific people in Te Manawa Taki Midland region, New Zealand Covid-19 impacts population health equity. While mRNA vaccines protect against serious illness and death, little New Zealand (NZ) data exists about the impact of Omicron - and effectiveness of vaccination - on different population groups. We aim to examine the impact of  Omicron  on Māori, Pacific and Other ethnicities and how this interacts with age and vaccination status in the Te Manawa Taki Midland region of NZ. Daily Covid-19 infection and hospitalisation rates (01/02/2022 - 29/06/2022) were calculated for Māori, Pacific and Other ethnicities for six age bands. A multivariate logistic regression model quantified the effects of ethnicity, age, and vaccination on hospitalisation rates. Per-capita Omicron cases were highest and occurred earliest among Pacific (9 per 1,000) and Māori (5 per 1,000) people and were highest among 12-24 year-olds (7 per 1,000). Hospitalisation was significantly more likely for Māori (OR=2.03), Pacific people (OR=1.75), over 75-year olds (OR=39.22), and unvaccinated people (OR=4.64). Length of hospitalisation is strongly related to age. Covid-19 vaccination reduces hospitalisations for older individuals and Māori and Pacific populations. Omicron inequitably impacted Māori and Pacific people through higher per-capita infection and hospitalisation rates. Older people are more likely to be hospitalised and for longer.

year: 2023-04-24