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The purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’ attention for sponsor signage.

Data were collected through an experimental study (n=92) involving eye-tracking and a questionnaire, and were analyzed using regression analysis.

The results show that viewers’ attention for sponsor signage is affected by the signage color of concurrent sponsors, as well as viewers’ brand familiarity, and sport involvement. In particular, the findings reveal that viewers’ attention for sponsor signage increases with greater color contrast between concurrently visible sponsor signage. Further, signage receives more attention if viewers are familiar with the brand and less involved with the sponsored event. Given that attention is an important prerequisite for further processing of sponsorship information, these findings have important implications for managers seeking to evaluate the return on their sponsorship investment.

When assessing the return on a sponsorship investment, marketers should consider the characteristics of surrounding sponsor signage and the audience with regard to their impact on viewers’ attention for their own signage. Ideally, marketers should attempt to create a greater color contrast between their own signage and its surroundings in order to maximize viewer attention.

This paper provides valuable information on the importance of concurrently visible sponsor signage and audience characteristics for the return on investment of sponsorships through their impact on viewers’ attention.

Visual animation of sponsorship signage has become a frequently used technique at televised sports with the aim to increase viewer attention. The purpose of this paper is to investigate the impact of animation intensity of sponsorship signage on sport viewers’ attention and to examine viewers’ visual confusion as a reaction to increasing animation intensity.

Based on a lab experiment, eye-tracking methodology was applied to analyze the participants’ visual attention to animated sponsorship signage. The stimulus films showed a highlight video clip of a tennis match and included five different intensity levels of animated signage. The hypothesized causal relationships were tested by using linear regression analysis and structural equation modeling.

The results demonstrate that animation intensity of sponsorship signage positively influences sport viewers’ attention. The findings also reveal that animation intensity has no significant effect on sport viewers’ visual confusion.

The findings suggest the use of higher animation intensity levels for effective sponsorship communication in sports broadcasts. Furthermore, there is still more potential to improve sponsorship communication at televised tennis events as viewer confusion was not affected by animation intensity.

This research contributes to the body of knowledge by taking into account different intensity levels of animated sponsorship signage in a tennis event context. It is the first study that demonstrates the impact of animation intensity to improve sponsorship communication at televised sporting events.

Technological innovations could allow for real-time control of sponsor exposure during sport broadcasts to increase the capacity of sponsor messages to attract attention. While such an approach requires knowledge on the interplay between in-game events and viewers' attention to sponsor signage previous studies have disregarded factors pertaining to the competition itself. To address this gap, this paper investigates the impact of game-related variables on the allocation of viewer attention in live broadcasts.

Eye tracking is used to examine the impact of variations in score, ball position and ball possession on soccer fans' attention to sponsor messages during broadcasts. In total, the data comprise n = 36,604 second-by-second observations from 11 participants and games.

Logistic regression analysis reveals game time effects and significant interaction effects between possession and the score as well as the ball position variable. Sponsors receive less attention if the attacking team controls the ball near the opponents' goal, particularly if the viewers' preferred team is in possession.

Property owners and sponsors can exploit these findings to determine the value of sponsor brand exposure more precisely. New systems could further increase message effectiveness through adjustments of sponsor exposure based on real time match event data.

This study is the first to explore the influence of game-related variables on attention to sponsors. By employing live broadcasts in a near-realistic setting, it further addresses a gap in the literature and adds to the knowledge on sponsor message processing.

The purpose of this paper is to investigate the impact on consumers' memory for sponsor brands while watching sport broadcasts as a function of TV exposure and brand preconditions.

A quasi‐experimental lab study was conducted to detect the drivers of sponsor memorization during German Bundesliga TV broadcasts.

The accurate memorization depends on both exposure variables and sponsor brand preconditions. While the quantity of exposure produces additional recall the amount of on screen clutter significantly affects memory in a negative direction. Brand familiarity and previous brand purchase behavior also influence recall probability.

In order to develop the research further, the sample size should be extended to represent various customer segments. Moreover, this research has a focus on football, therefore it would be interesting to investigate if the same effects hold true for other sports.

Counting seconds of logo exposure and combining these with audience reach too narrowly considers the complexity of sponsorship evaluation. Marketing managers also need to take into account the amount of clutter on screen, i.e. the number of competing sponsors, as well as their brand preconditions.

Most research on sponsor memorization has been conducted in the field, lacking control for the independent exposure measures. Within this study, the impact of refined exposure variables was tested in a controlled lab setting.

The objective of this study is to investigate how country risk, different political actions from the government and bureaucratic behavior influence the activities in industry supply chains (SCs) in emerging markets. The main objective of this study is to investigate the influence of these external stakeholders’ elements to the demand-side and supply-side drivers and barriers for improving competitiveness of Ready-Made Garment (RMG) industry in the way of analyzing supply chain. Considering the phenomenon of recent change in the RMG business environment and the competitiveness issues this study uses the principles of stakeholder and resource dependence theory and aims to find out some factors which influence to make an efficient supply chain for improving competitiveness. The RMG industry of Bangladesh is the case application of this study. Following a positivist paradigm, this study adopts a two phase sequential mixed-method research design consisting of qualitative and quantitative approaches. A tentative research model is developed first based on extensive literature review. Qualitative field study is then carried out to fine tune the initial research model. Findings from the qualitative method are also used to develop measures and instruments for the next phase of quantitative method. A survey is carried out with sample of top and middle level executives of different garment companies of Dhaka city in Bangladesh and the collected quantitative data are analyzed by partial least square-based structural equation modeling. The findings support eight hypotheses. From the analysis the external stakeholders’ elements like bureaucratic behavior and country risk have significant influence to the barriers. From the internal stakeholders’ point of view the manufacturers’ and buyers’ drivers have significant influence on the competitiveness. Therefore, stakeholders need to take proper action to reduce the barriers and increase the drivers, as the drivers have positive influence to improve competitiveness.

This study has both theoretical and practical contributions. This study represents an important contribution to the theory by integrating two theoretical perceptions to identify factors of the RMG industry’s SC that affect the competitiveness of the RMG industry. This research study contributes to the understanding of both external and internal stakeholders of national and international perspectives in the RMG (textile and clothing) business. It combines the insights of stakeholder and resource dependence theories along with the concept of the SC in improving effectiveness. In a practical sense, this study certainly contributes to the Bangladeshi RMG industry. In accordance with the desire of the RMG manufacturers, the research has shown that some influential constructs of the RMG industry’s SC affect the competitiveness of the RMG industry. The outcome of the study is useful for various stakeholders of the Bangladeshi RMG industry sector ranging from the government to various private organizations. The applications of this study are extendable through further adaptation in other industries and various geographic contexts.

A reliable forecast of hurricane activity in the Atlantic Basin has the potential to help mitigate the economic losses caused by hurricanes. One of the difficult problems is to make reasonable annual forecast of catastrophe losses based on the short record of historical observations. Atmospheric conditions tend to influence tropical cyclone development. Considering the complex interactions among climatological factors, prediction of future hurricane activity is challenging. In this study, the authors are attempting to predict the number of Atlantic hurricanes for a given year based on two different approaches.

In part I, an autoregressive integrated moving average (ARIMA) is used to model a long‐run behavior of Atlantic hurricane frequency. The authors present a comparison of CSU's forecast with ARIMA model. Part II focuses on the relationship between the climate signals and hurricane activity and introduces a new approach in including climate indices into the prediction model. In this part, principal components analysis (PCA) is used to identify possible patterns in historical data based on six climate indices measured prior to hurricane season. The objective is to reduce the data set to a smaller set while most of the variability observed in the real data is captured. The variances observed in an orthogonal system indicate the order of contribution of each mode shape.

Results from part I suggest that CSU's forecast model, in general, is superior to results obtained by ARIMA. In part II, the correlation between mode (shapes) and the number of Atlantic hurricanes per year is examined. The resulting relationships show that, for the time interval of 1990 through 2011, PCA‐based approach provides better estimates compared to CSU's forecast.

The paper presents a unique prediction approach which is simple, relatively accurate and easy to apply. The results of this study show that complex statistical analyses/models do not necessarily provide better forecasts.

The purpose of the paper is to analyze how the choice of entity‐level investment criteria (net present value, or accounting rate of return) and negotiation terms (redistribution mechanisms for costs and assets) affect each entity's willingness to participate in supply chain management initiatives.

The paper is based on numerical examples for a supply chain that consists of a single manufacturer and a single distributor. We assume information symmetry and a willingness of each company to participate only if its own entity‐level investment criterion is not adversely affected. The innovation may lead to positive or negative changes in the manufacturer's and distributor's unit costs and asset levels, as well as to implementation costs. We investigate the redistribution of these effects. The paper is also based on empirical results from a short case study.

Price adjustments are not always feasible for creating an acceptable redistribution of overall benefits. More opportunities exist if it is possible to transfer assets while the ownership remains with the company that has the lower discount rate or target for their accounting rate of return. Implementation costs reduce the possibilities for finding a solution, but this can only be analyzed using a net present value approach.

This paper contributes to the literature on economic barriers for supply chain implementation by providing an application of economic theory to a supply chain setting. The paper also provides a real‐world illustration of some of the issues identified.

The purpose of this paper is to describe the design of a radio frequency identification (RFID)‐based intra‐supply chain (intra‐SC) system to facilitate coordination and integration of supply chain functions and activities, thus eventually enhancing the overall performance of a supply chain.

The architecture of the proposed RFID‐based intra‐SC system is designed specifically for a chain made up of a fiber producer, fiber dyeing producer, yarn spinning producer, knitting and finishing producer, distributor, and a textile retailer.

Compared with the traditional approach, operational time, costs, lead time, and accuracy of inventory holding and of cycle time operations are noticeably improved.

The proposed RFID‐based intra‐SC system is implemented for trial at a distribution warehouse in Zhuhai, China. It is of benefit to the manufacturer who is able to seek obsolete stock effectively and capture real‐time data automatically.

The RFID‐based intra‐SC system is designed to overcome issues of information invisibility, which is considered a huge cost lost for obsolete stocks and ineffective intra‐SC operations in the textile industry. In this industry, the products are highly dependent on seasonal factors. Short product life cycle and high forecast errors are also critical difficulties encountered by supply chain parties. Thus, the RFID technology is suggested to be adopted in similar supply chains. In this paper, a textile manufacturing site is selected to test the proposed RFID system. Some advantages, critical issues for implementation of the RFID system, and lessons learned from the case study are shared with other interested parties.