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

Santos, Manuel Alonso Dos; Moreno, Ferrán Calabuig; Hervás, Josep Crespo

doi:10.1108/ijsms-10-2018-0099

Cited by 22 publications

(14 citation statements)

References 88 publications

(120 reference statements)

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“…This congruence is also effective in the advertising actions carried out by a brand ( Hirsh et al., 2012 ; Zdravkovic and Till, 2012 ), in sports sponsorships ( Close et al., 2009 ) and in the image transfer process between the aspects inherent in sports events and the sponsors of the said event ( Alonso-Dos-Santos et al., 2016 ). Furthermore, in the sporting context, congruence has been shown to be important for improvement in aspects such as the effectiveness of sports sponsorships ( Alonso Dos-Santos et al., 2019 ; Alonso Dos-Santos and Calabuig, 2018 ); similarly, congruence is important for improving the perception of performance in sports services, proving to be a suitable starting point for improvement of user's loyalty through credibility, the trust generated by the credibility and attitudes towards the brand ( Alguacil et al., 2019 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

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Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables influence loyalty levels and recommendations. The results indicate that the proposed model can explain the variables of trust, congruence, attitudes, loyalty and word of mouth by more than 60%. The study finds that credibility influences trust but that credibility in itself does not cause a congruence with the brand, whereas trust does. Similarly, trust does not generate attitudes towards the brand but credibility and congruence do. Congruence generates loyalty but attitudes do not, and congruence, attitudes and loyalty influence recommendation to a similar extent, with congruence having the highest influence.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

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“…CFT does not influence the IntBuy and CFT does not influence AttBrand. Although it may be possible for CFT to influence these variables indirectly through recall (Alonso Dos Santos et al, 2019).…”

Section: Results Of Multiple Analysis Of Covariance (Mancova)mentioning

confidence: 99%

“…In general, there is a trend in the literature that considers that sponsorship of alcoholic beverages at sporting events influences consumer behavior (Alonso-Dos- Santos et al, 2019;Chambers, 2020;Brown, 2016;Kelly and Ireland, 2019). However, research examining the nature and impact of alcohol sponsorship on consumers remains relatively scarce (Kelly et al, 2018), and there is still some controversy about its intensity and influence; and as mentioned before, about its measurement.…”

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confidence: 99%

Alcohol versus sponsorship: effectiveness in sports posters

Santos

Huertas-Serrano

Sánchez‐Franco

et al. 2021

BFJ

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PurposeThe academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.Design/methodology/approachThe experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.FindingsThrough an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.Practical implicationsAlcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.Originality/valueThis research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.

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“…These techniques have also been effective in analyzing the effects of print advertising. For example, Dos Santos et al (2019) analyzed how sponsorships functioned in sports posters. The authors’ objective was to examine the influence of congruence (perceived and effective) and the level of visual attention toward sponsors on recall as well as purchase intention in sports sponsorship by applying neurophysiological measures.…”

Section: Resultsmentioning

confidence: 99%

Neuromarketing as an Emotional Connection Tool Between Organizations and Audiences in Social Networks. A Theoretical Review

2020

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Currently, there is an important debate on how social networks have affected relations between organizations and their audiences: originally complementary –since organizations had full control over the messages that they sent to users, who were mere consumers of information–, they are now symmetric –since users produce and disseminate information about organizations on a global scale through social media–. Therefore, one of the main concerns of organizations when investing in social networks is to connect with their target audience, to have virality, greater visibility and scope. Likewise, neuromarketing is gaining significant importance when it comes to predicting user behavior through biometric measurements, so it can be an essential tool for developing content that engages organizations and their audiences. The main objective of this work is to conduct a theoretical review of the main scientific research on the effectiveness of neuromarketing as a tool to improve the emotional connection between organizations and users in social networks. Thus, the scientific literature on the object under study available on the Web Of Science has been extensively reviewed. The results of the analysis of the main researches in this field reveal the importance of neuromarketing: some of them agree that the communicative effectiveness between organizations and audiences in social networks depends more on sociology and psychology than on technology itself. Neuromarketing has also allowed to demonstrate the relevance of the so-called social influence in social networks: users tend to imitate the behaviors of others, under the premise that these actions reflect the appropriate procedure. That is, when a user sees that others in their environment comment or share a post, they tend to replicate that action in order to avoid the fear of being the only one who behaves differently.

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

Cited by 22 publications

References 88 publications

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alcohol versus sponsorship: effectiveness in sports posters

Neuromarketing as an Emotional Connection Tool Between Organizations and Audiences in Social Networks. A Theoretical Review

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