Search results

1 – 4 of 4
Click here to view access options
Article
Publication date: 14 October 2021

Felix Boronczyk, Christopher Rumpf and Christoph Breuer

Technological innovations could allow for real-time control of sponsor exposure during sport broadcasts to increase the capacity of sponsor messages to attract attention…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

Click here to view access options
Article
Publication date: 5 February 2018

Felix Boronczyk, Christopher Rumpf and Christoph Breuer

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…

Downloads
1059

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Click here to view access options
Article
Publication date: 1 April 2020

Felix Boronczyk and Christoph Breuer

This study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and…

Abstract

Purpose

This study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors.

Design/methodology/approach

Using systematically manipulated press releases, 216 sport-interested participants were presented with different sponsorships of a major sport event. Sponsor information was systematically manipulated both within the stimulus text and the accompanying photo, which contained clearly visible sponsor signage. Participants' brand-related feelings and attitudes toward the stimulus brands were assessed through an online questionnaire following the treatment and analyzed using structural equation modeling.

Findings

The results show that sponsor brand-related feelings represent an important step in the creation of brand attitudes. Sponsor brand attitudes are further revealed to be in part determined by event- and co-sponsor-related feelings through several indirect pathways.

Practical implications

The findings presented in this study suggest that managers who seek to create favorable brand responses need to consider the feelings associated with their brands, the event and concurrent sponsors. Brands may experience both beneficial and detrimental effects, depending on whether the feelings involved are positive or negative.

Originality/value

To date, no research has investigated the relationships between brand-related feelings and brand attitudes in event sponsorship while accounting for the influence of the sponsored event and concurrent sponsors. Therefore, this study contributes to a better understanding of the role of feelings in sponsor brand attitude formation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Click here to view access options
Article
Publication date: 30 September 2021

María José Ibáñez, Manuel Alonso Dos Santos and Orlando Llanos-Contreras

Communicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family…

Abstract

Purpose

Communicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family identity can influence consumer behavior is essential for designing family firms' marketing communication strategies.

Design/methodology/approach

An experimental study based on the eye-tracking technique was designed to determine how attention to (familiar vs non-familiar) visual stimuli on a website influences consumer recognition of a family firm status and how it influences consumer behavior. A sample of 212 individuals was exposed to (simulated) websites of family and non-family firms in the hospitality industry to capture information about their eye movements and measure visual attention to specific stimuli that communicated family identity.

Findings

Visual attention has a direct and positive influence on recognizing family firm's identity (FFI). Through FFI, visual attention has an indirect positive effect on trust in the company and attitude toward the brand (BraAtt). Trust in a firm positively affects purchase intention (PurInt).

Originality/value

It is known that consumers can perceive a FFI; however, there is no study on the sensory mechanisms operating in consumers' perceptions of family identity. The study contributes to understanding how consumers can perceive a FFI. This study proposes a novel method for evaluating consumer responses by transmitting family business identity on digital platforms.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 28 no. 1
Type: Research Article
ISSN: 1355-2554

Keywords

1 – 4 of 4