The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

IF 3.9 4区 管理学 Q2 BUSINESS
Ziyuan Xu, Yuanyuan Cao, Hirotaka Matsuoka
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引用次数: 0

Abstract

Purpose

The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.

Design/methodology/approach

This study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.

Findings

This study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.

Originality/value

This is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

不同广告牌广告语言对电视体育受众对赞助商标识的识别、回忆和搜索意向的影响
目的 各种因素对电视体育观众如何看待体育设施周围的体育赛事赞助商广告牌的影响一直是广泛研究的主题。尽管影响体育赛事赞助商广告牌效果的因素很多,但有关体育设施周围广告牌所使用的广告语言的研究却很缺乏。因此,本研究旨在调查广告牌广告语言对电视体育受众对赞助商标牌的识别、回忆和搜索意向的影响。参与者(n = 925)来自两个语言不同的地区:中文和英文。参与者被随机分配到两个条件中的一个:观看网球视频比赛,广告牌上的广告完全使用罗马字母或罗马字母与汉字相结合。研究结果本研究表明,虽然语言不能显著影响受众对品牌的无助回忆,但它确实对受众的品牌认知和搜索意向有明显影响。此外,人们更倾向于用母语搜索品牌。来自不同地区的参与者对体育赞助商的认知率和搜索意向往往不同。它提供了实证证据,证明了仔细考虑体育场广告牌周围赞助商标牌所使用的语言对优化体育赛事赞助效果的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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