Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

Santos, Manuel Alonso Dos; Sánchez‐Franco, Manuel J.; Moraga, Eduardo Torres; Moreno, Ferrán Calabuig

doi:10.1108/ijsms-05-2022-0107

Cited by 3 publications

(4 citation statements)

References 96 publications

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“…As Madrigal and King (2021) explain, the connection between the sponsor and sponsor property should be solved in a pleasant way as if it were a puzzle. Sponsors can also find their sponsorship niche by selecting a link to the main event, team, or even part of the event (e.g., Video Assistant Referee sponsorship-Alonso Dos Santos et al, 2023). Finally, some authors have suggested that congruence varies depending on the level of fan involvement (Koo & Lee, 2019).…”

Section: Managerial Implicationsmentioning

confidence: 99%

Self-reported and electroencephalogram responses to evaluate sponsorship congruence efficacy.

Alonso Dos Santos,

Torres-Moraga,

Calabuig Moreno

et al. 2024

Journal of Neuroscience, Psychology, and Economics

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Information for measuring the performance of a commercial action is essential for any organization. Sponsorship actions have increased significantly in the last few decades, but academics and practitioners have not yet found a suitable indicator for measuring their performance. This is the first study to propose an objective indicator—frontal alpha asymmetry using an electroencephalogram. Our goal was to investigate the effectiveness of sports sponsorships by examining both stated preferences and neural responses. We measured the congruence of the stated preferences, attitude, purchase intention, and loyalty, as well as the effective congruence. A 76-subject experiment revealed greater left frontal activity (approach behavior) during congruent versus incongruent sponsorship (avoidance behavior). electroencephalogram results were consistent with self-reports, but we found that frontal alpha asymmetry is positively related to loyalty when sponsorship is congruent and inversely related in the incongruent case. This new indicator of sponsorship effectiveness could be useful for examining the performance of commercial action at both academic and professional levels.

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Section: Managerial Implicationsmentioning

confidence: 99%

Self-reported and electroencephalogram responses to evaluate sponsorship congruence efficacy.

Alonso Dos Santos,

Torres-Moraga,

Calabuig Moreno

et al. 2024

Journal of Neuroscience, Psychology, and Economics

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“…Sponsor-team congruence stands as a frequently referenced factor in sponsorship research, with empirical examinations conducted to assess its impact on sponsorship effectiveness (Alonso Dos Santos et al ., 2023; Woisetschläger et al ., 2010). The conformity theory asserts that the perceived similarity between the sponsor and the cause holds paramount importance in facilitating effective information retrieval and conveying meaning (Cornwell et al ., 2005).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Effectiveness of sponsorship type, sport team identification, team support and congruence

Mohammadi,

Ghasemi Siani,

Alonso Dos Santos

2023

IJSMS

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PurposeThe aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports sponsorship (joint, corporate social responsibility [CSR]-linked and conventional sponsorship) on fans' attitudes and purchase intentions toward the sponsor.Design/methodology/approachTwo experimental studies were conducted on 391 and 297 participants. The data gathered underwent analysis through five multivariate general linear model analyses.FindingsThe study found that CSR-linked sponsorship had the strongest positive impact and the weakest negative impact on the attitude and purchase intention of home team supporters and the attitude of rival team supporters. Nonetheless, the sponsor-team congruence did not significantly moderate the relationship. Additionally, the research demonstrated that the fan identity of both home and rival teams moderates the impact of sports sponsorships on attitude and purchase intention.Originality/valuePrevious research has studied the effectiveness of sponsorship format types independently. This is the first research comparing sponsorship formats regarding fan type and congruence.

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“…Cornwell and Kwon [37] argued that sponsorship-linked marketing can influence audience response and further strengthen the attention of the public. Alonso Dos Santos et al [38,39] argued that specific sponsorship formats can enhance different levels of customers' recall and recognition of products or services.…”

Section: Media Exposure (Me)mentioning

confidence: 99%

“…• Increasing media exposure and coverage [13,36] • Strengthening the attention of the public [13,37] • Enhancing customers' recall and recognition [13,38,39] AT…”

Section: Mementioning

confidence: 99%

Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM

Wang¹,

Huang²,

Lee³

2023

Sustainability

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The aim of this study is to explore the preference of corporations for sponsorship motives and the impact of sponsorship motives on sponsoring intention in the post-epidemic era of COVID-19. Taking a Taiwanese company as a case study, a total of 60 expert groups comprising 300 respondents (the management of the sampled companies) were surveyed in the post-epidemic period, with data being collected from 60 sampled companies in February–May 2022. Data were analyzed by using two different functional approaches, including fuzzy preference relations (FPR) for the first survey (study 1) and structural equation model (SEM) for the second survey (study 2). Results reveal that corporate image is the most preferential motive of sponsorship and also demonstrates the most significant and positive influence on sponsoring intention. Meanwhile, the measured factor of performing corporate social responsibility (CSR) appears the most correlated with the construct of corporate image. Based on the results, the study can fully fill the gap between sponsorship motives and sponsoring intention in sponsorship knowledge. Additionally, the conjunction of FPR and SEM can also create methodological synergies, namely, enhancing complementary effects and achieving better holistic analysis.t Findings also suggest that special attention should be paid to CSR, which plays a pivotal role in affecting the decision of corporations for sponsorship motives and sponsoring intention and, in a post-epidemic era, continuing to develop CSR actions to enhance corporate image can be the best strategy while facing internal and external challenges of implementing sustainable development (SD).

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Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

Cited by 3 publications

References 96 publications

Self-reported and electroencephalogram responses to evaluate sponsorship congruence efficacy.

Self-reported and electroencephalogram responses to evaluate sponsorship congruence efficacy.

Effectiveness of sponsorship type, sport team identification, team support and congruence

Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM

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