Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study

Mikhailitchenko, Andrey; Tootelian, Dennis H.; Mikhailitchenko, Galina N.

doi:10.1108/ijsms-13-04-2012-b004

Cited by 10 publications

(8 citation statements)

References 34 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The second analysis of co-variance showed that visual attention does influence brand recall, which is in line with previous eye-tracking research (Breuer and Rumpf, 2012). The results also showed that recall increases when the clutter decreases, which is also in line with the previous literature (Breuer and Rumpf, 2012; McDonald and Karg, 2015; Mikhailitchenko et al , 2012).…”

Section: Conclusion and Recommendationssupporting

confidence: 92%

Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising

Santos

Moreno

Hervás

2019

IJSMS

View full text Add to dashboard Cite

Purpose The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention in sports sponsorship by applying neurophysiological measures. Design/methodology/approach This study is part of neuromarketing research applied to sports. The experiment entails eye tracking with 111 men and 129 women (n=24) with 24 sports posters of three different disciplines (sailing, tennis and F1), varying the congruence, the number of sponsors and the position (2×2×2). The data are analyzed via analysis of covariance and regression using ordinary least squares. Findings Brand recall is influenced by the number of sponsors present on the poster and by the time of fixation. Effective and perceived congruence covariance the purchase intention, but the full time of fixation on the sponsor does not. The latter only, purchase intention indirectly. Practical implications The results enable managers to implement better poster designs and sponsors to have objective measures of sponsorship. Originality/value There are few studies that analyze print media in sponsorship using neurophysiological techniques. This research is a pioneer in considering attention to sports posters to examine recall and purchase intention.

show abstract

Section: Conclusion and Recommendationssupporting

confidence: 92%

Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising

Santos

Moreno

Hervás

2019

IJSMS

View full text Add to dashboard Cite

show abstract

“…A typical way of claiming value for sponsors in Swedish football is to offer exposure on team shirts, which often leads to a high number of visible sponsors. However, this is a quite harmful path to follow since it has a negative effect on club image and is wasteful for individual sponsors (Mikhailitchenko et al, 2012). Exposure on match day has a positive effect on sponsor brand loyalty (Vale et al, 2009), but it is quite important to strive for a balance between number of sponsors and potential turnover when attracting sponsors.…”

Section: Football Clubs As Mediatorsmentioning

confidence: 99%

Football clubs as mediators in sponsor-stakeholder relations

Junghagen

2018

SBM

View full text Add to dashboard Cite

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Design/methodology/approach -The study is based on a case study approach, taking its point of departure in two sponsor brand management paradigms, the projective and relational paradigm. The case of Malmö FF in the Swedish top tier league and the club's official partners has been chosen to exemplify the commercially immature context. Findings -The study has shown that the most important value the club can provide for sponsors is to act as a mediator in sponsor-stakeholder relations. Exposure effects are subordinate to the relational effects sponsors achieve through their sponsorship.Research limitations/implications -The study indicates that the relational construct in the sponsorship literature should to a greater extent include sponsor-stakeholder relations, beyond the sponsor-club dyad, in a context of commercial immaturity. Practical implications -The results indicate that club management should engage in stakeholder management with a strong focus on stakeholders of sponsors to provide value for these sponsors. Originality/value -This study explores a new dimension to the relational construct of sponsorship, using the relational paradigm of brand management in a context of commercial immaturity. The mediating effect of the club is a contribution to the discourse on the relational construct.

show abstract

“…Theparticipantsweretoldthatparticipationiscompletelyvoluntary,andtheiridentitywillbekept strictlyconfidential.Studentsampleswereusedasitallowsbettercontrolofvariableslikeeducation levelandage,whicharehighlylikelytoinfluencetherecallandrecognitionrates (Kinney,McDaniel, & DeGaris, 2008). The use of student samples is common in various past studies and has been consideredtobeuseful (Lardinoit&Derbaix,2001;Mikhailitchenko,Tootelian,&Mikhailitchenko, 2012;Walshetal.,2008).Theparticipantswerealsoadvisedthattheywereallowedtowithdraw fromtakingpartinthestudyanytimetheywished.…”

Section: Methods Participantsmentioning

confidence: 99%

The Effectiveness of Sponsorship of the F1 Singapore Grand Prix

Tan¹,

Pyun

2018

International Journal of Asian Business and Information Management

View full text Add to dashboard Cite

Thisarticleexaminestheeffectivenessofsportsponsorshipatthe2014F1SingaporeGrandPrix, particularlybytestingrecallandrecognitionofbrandsoncars,driver'sclothingandvenue.Data wasgatheredfrom120undergraduatestudentswhowereaskedtowatcha30-secondvideofirstand completethequestionnaires.Themultivariateanalysisofvariancerevealedthatcarsanddriver's clothing were found to be more effective locations for brand awareness. There was significant differences in both recall (ΔM = 1.28, p < .05 and ΔM = 0.80, p < .05, respectively) and recognition(ΔM=2.15,p<.05andΔM=1.47,p<.05,respectively).Thesefindingshelp presentorpotentialsponsorsreviewthebenefitsandcostsassociatedwiththischannelofsponsorship andmaximisetheirsponsorshipinvestmentsonF1teamsortheSingaporeGrandPrixinthefuture.

show abstract

Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study

Cited by 10 publications

References 34 publications

Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising

Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising

Football clubs as mediators in sponsor-stakeholder relations

The Effectiveness of Sponsorship of the F1 Singapore Grand Prix

Contact Info

Product

Resources

About