对赞助商的盲目性:应用于体育赛事海报

IF 0.5 4区 管理学 Q4 BUSINESS
M. Santos, F. C. Moreno, M. J. Sánchez-Franco
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引用次数: 3

摘要

体育赞助中的广告海报是一种多功能的营销工具,具有显著的媒体影响力和高知名度。本研究的目的是测量对赞助体育赛事的商业品牌的自发回忆和注意,并评估其位置和一致性水平。样本按性别划分。该实验涉及与三个体育学科相关的12种刺激,证实了广告海报的媒体盲目性问题。与植入理论一致,我们发现赞助品牌的位置对注意力和回忆的影响在性别之间没有显著差异。此外,我们发现在一致性水平上没有显著差异,加强了图像迁移理论。一般的指导方针是将赞助品牌置于海报的有效范围内,同时利用发音的影响和文献中剩余的中介变量。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
BLINDNESS TO SPONSOR: APPLICATION TO SPORTS EVENT POSTERS
Advertising posters in sports sponsorship are versatile marketing tools with significant media impact and high visibility. The purpose of this research is to measure the spontaneous recall of and attention toward busi ness brands sponsoring sports events while assessing their location and congruence level. The sample was segmented according to gender. The experiment involved 12 stimuli related to three sporting disci plines corroborating the issue of media blindness with respect to advertising posters. Consistent with the placement theory, we found that the position of the sponsoring brand affected attention and recall with no remarkable differences between genders. Furthermore, we found no significant differences in the congruence levels, reinforcing the image transfer theory. A general guideline would be placing the sponsoring brand within the effective range of the poster while leveraging the effects of articulation and the remaining mediating variables in the literature.
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来源期刊
CiteScore
1.30
自引率
12.50%
发文量
78
审稿时长
32 weeks
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