Search results

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.

In the face of urbanisation, there has been prior and current discourse on the gradual thinning out of street identities. Particularly, the diasporic identity of streets such as Petaling Street (Chinatown) has received increasing attention due to diverse development and gentrification plans for the purpose of tourism and urban development. Current and future urban development plans of Kuala Lumpur have led to the need to analyse Petaling Street's identity. Taking this as a point for departure, this paper aims to analyse the contemporary diasporic identity of Petaling street in the face of rapid urbanisation. While there have been studies that addressed Petaling Street's identity, the focus has been from social, cultural and perceptual perspectives which relates to the intangible aspect of place. Taking an alternative stance, this paper studies the contemporary meaning of Petaling Street through the visual communication of facades.

Adapting from Odgen–Richard and Parsaee, semiotics, or the study of signs and symbols, is applied as both theoretical and methodological concept to draw meanings. It examines the visual communication of the cultural products that have evolved from the social processes in shaping the street character. Particularly, this paper examines the street identities by studying the contestation of urban sign and symbols of selected street facades.

The findings reinforced the contestation of identities in Petaling street, with key signifiers of signages, ornament and colour being physical aspects that contest a sense of Chinese-ness. The functional meaning portrayed by the facades due to social, political and economic factors led to the contestations of meaning formed by society that has left the street in a state of irrelevant and unfamiliarity.

It calls to action for retention of significant urban elements of street facades to prevent further diminution of diasporic meanings which characterise Petaling Street as a whole in the process of urbanisation.

It provides basis to understand the contemporary identity and values of Petaling Street and the shift in meanings that has left the street in a state of irrelevant and unfamiliarity. This can prevent further diminution of diasporic meanings which characterise Petaling Street as a whole in the process of urbanisation.

This paper aims to identify costs related to dementia care provision and explore how purpose-built environment investments can help control these costs and improve quality of life and clinical outcomes.

This research adopts a multi-method approach where the findings of a literature review drove the analysis of data obtained from the 115 pilot projects funded by the Department of Health England’s National Dementia Capital Investment Programme.

Under the UK Government’s new productivity challenge, it is fundamental to identify actions that provide value for money to prioritise policy and practice. This paper identifies healthcare spaces (e.g. bathroom) where the impact of the built environment on healthcare costs are most evident and building elements (e.g. lighting) to which these costs can be directly associated. The paper advocates the development of evidence and decision support tools capable of: linking built environment interventions to the healthcare costs; and helping the healthcare and social care sectors to develop effective and efficient capital investment strategies.

Further work needs to develop more systematic ways of rationalising proactive and timely built environment interventions capable of mitigating dementia (and older people) care cost escalation.

This research takes an innovative view on capital investment for care environments and suggests that appropriate built environment interventions can have a profound impact on costs associated with dementia care provision.

Outdoor signage, a key aspect of store atmospherics which influence consumer perceptions and behaviour, is largely overlooked in research on restaurants. Studies show that food perceptions relate positively to restaurant choice, but how outdoor signage influences these perceptions is unclear. Hence, the study aims to investigate the effect of signage colour and restaurant name on consumers' attitudes and purchase intentions.

This study uses a two (signage colour: blue-white vs. red-yellow) by two (restaurant name: typical vs. atypical) experimental design to investigate the impact of two key elements of corporate visual identity – logo colour and corporate name – on consumers’ attitudes (perceptions of food tastiness and healthiness) and purchase intentions. Two-way analysis of covariance, confirmatory factor analysis and PROCESS are used for data analysis.

There is a main effect of signage colour on consumers’ perceptions of food healthiness and purchase intentions, and restaurant name significantly affects consumers’ purchase intentions. In addition, there is an interaction effect of signage colour and restaurant name on food healthiness and purchase intentions, and food tastiness and healthiness are associated with purchase intentions.

A key managerial insight emerging from this study is that restaurants’ outdoor signage may be manipulated by restaurateurs to enhance consumers’ perceptions of food healthiness and tastiness, as well purchase intentions.

This study adopts a new angle on corporate visual identity and links existing theories with research on restaurant atmospherics, to explore how brands employing national identity symbols leverages consumers’ prior knowledge to enhance the influence of outdoor signage on their food perceptions and purchase intentions.

The intent of this paper is to outline a case study that addressed signage issues in a circulating book collection at a four‐year college library. A signage redesign project is detailed, with special attention paid to the challenges of a complex and often confusing layout.

A consistent and comprehensive stack signage system involving the implementation of a color‐coded scheme, along with a variety of new informational and wayfinding signs, was designed. The project also supported the creation of a corresponding digital map linked to library catalog.

The redesigned stack signage system contributed to a dramatic increase in the number of books checked out from the circulating collection. A pattern of positive responses observed during reference services and library instruction sessions also supports the favorable outcome of the project.

The study would benefit from a survey or related data that could quantify the impact of the redesign on patron wayfinding in the circulating stacks.

The unique circular nature of the library discussed presented additional obstacles; however, the measures taken are applicable to libraries of various configurations. The detailed signage strategy could also serve as a framework to develop best practice guidelines for stack signage.

While there is significant literature on library signage, stack signage specific to directing patrons towards locating books on the shelves has not been widely addressed.

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.

Autism spectrum disorder (ASD) is a developmental disorder affecting around 1:59 children. Among other characteristics, children with ASD can be unduly sensitive to elements in the built environment, such as noise or light. Despite this knowledge, to date there has been little evidence-based experimental research investigating how the environment affects them. The purpose of this paper is to conduct an experiment in a school environment with children with ASD and document the process as a model that other researchers could apply to similar studies.

The study focused on whether the application of wayfinding aids (colored doors, colored shapes on the floor and signage) in a school corridor could help children with ASD navigate to a given destination, but the process could be applied to other variables at other study sites. The study documents the approval and consent process, describes setting up the experiment, assigning controlled and uncontrolled variables, selecting and recruiting participants, and running the experiment.

The study concludes by reviewing the key lessons learned from the process of conducting the experiment. Study logistics were challenging to gain approval and set up and run the experiment; collaboration with school district personnel was essential to meet the aims of the study; and recruiting sufficient numbers of participants with ASD who were not familiar with the study site was challenging.

By describing key steps in the process of conducting a research experiment with children with ASD, the study provides a model that other researchers could follow.

The purpose of this paper, practice-based mixed methods small-scale study, is to explore the design features of a “dementia friendly” acute ward environment and, staff views on the implications of daily activity engagement for patients with dementia.

Eight staff members of the multidisciplinary team who work full time on an acute “dementia friendly” ward completed semi-structured questionnaires. Thematic analysis explored responses to the open-ended questions, and a further environmental assessment tool rated features of the “dementia friendly” ward design, on promoting aspects of well-being in patients with dementia.

Six overarching themes were found. These included: contrasting ward colours; clear ward signage; positive staff interaction; memorabilia, and activity rooms and items, had a positive influence on patient interaction, well-being and engagement in daily activities. The audit scores were rated highly for various aspects of the ward design. These included: the ward design promoting patient interaction, well-being, mobility, orientation, continence, eating and drinking and calm and security.

This practice-based small-scale study highlights the importance that a “dementia friendly” ward environment may have on patient engagement and well-being, from a daily activity perspective. Further research into the key aspects of design that enable meaningful daily activity engagement is required.

This study supports staff perceived views of the positive influence that “dementia friendly” design may have for patients with dementia. Both the physical design modifications of the ward and staff interaction were highlighted as positively influencing patient well-being, and daily activity engagement. Staff members also felt that they needed to balance the clinical ward priorities, with the contextual requirements of patients with dementia, to establish an effective “dementia friendly” ward.

The value of this research is the combined consideration of an environmental assessment tool and qualitative interviews with members of the multidisciplinary team.

Retailers increasingly experiment with a wide variety of store elements; this chapter focuses on in-store marketing tactics and reports the results of 12 in-store experiments conducted in cooperation with different retail chains. Experiments 1–3 address in-store signage (digital, floor) and reveal that digital screens and signage can draw customers toward merchandise and deeper into shopping aisles. Experiments 4–6 explore the impact of the organization of a display (vertical, horizontal, diagonal, waterfall) and generally demonstrate the superiority of vertical organizations of merchandise. In Experiments 7–9, results pertaining to the location of a product in a store highlight the importance of placing merchandise at eye level. With Experiments 10 and 11, the authors reinforce the importance of retail atmospherics (scent, lighting). Finally, Experiment 12 explores product placement and other factors that can enhance the effectiveness of in-store merchandise demonstrations.

This paper aims to expose the evolution in the use of the so-called reception tools and tourist information that are present at the time of consumption of a trip towards an interest in and a willingness to link local residents and tourists in a friendly, inclusive and conciliatory way. This is the case of territorial signage designed for pedestrians, a growing protagonist of the urban landscape of many cities, which has found in its formulation the appropriate response to unify the messages and criteria that are addressed to all audiences and people with all types of sensitivities.

Based on an extensive fieldwork study conducted in 2013 and 2017 in the 62 most populated cities of Catalonia, different variables related to the shape of the signage and the content presented in them were analysed. To this end, a specific pattern of ad-hoc observation and structured interviews were applied to determine the social transition of the content and approaches used in the signage.

While signage is initially considered to be a basic solution with purely informative content, poor in qualitative aspects and often neglected by those responsible for its management, over time it has emerged as a tool that serves to unify the interests of the citizens who share the same space for mutual interaction. It is characterised by providing open and transversal information for all citizens without focussing on or thematising tourism in an exclusive and segregated way, separating it from the rest of the aspects that make up the nature of the urban landscape.

This paper confirms that these tangible instruments of support for tourists, beyond seeking a harmonic fit in the urban planning of today's cities, are also complicit in seeking social cohesion in the present-day paradigm of the conflicts created by urban tourism.