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The effect of articulated sports sponsorship on recall and visual attention to the brand
International Journal of Sports Marketing and Sponsorship ( IF 2.527 ) Pub Date : 2020-08-18 , DOI: 10.1108/ijsms-11-2019-0129
Manuel Alonso Dos Santos , Manuel J. Sánchez-Franco , Vicente Prado Gascó

Purpose

The objective is to examine the influence of articulation on the effectiveness of sports sponsorship.

Design/methodology/approach

This research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent) and sporting discipline (tennis, F1 and sailing).

Findings

Even though the academic literature argues that articulation improves the indicators of performance, the authors have been unable to demonstrate that articulated sports posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall.

Originality/value

This is the first manuscript to use neurophysiological measures of the articulation effect. This is also the first manuscript that examines the differences in attention between articulated sponsorships based on their congruence.



中文翻译:

明确的体育赞助对品牌回忆和视觉关注的影响

目的

目的是检查清晰度对体育赞助有效性的影响。

设计/方法/方法

本研究使用具有以下因素的实验设计:清晰度(明确与非明确)、一致(一致和不一致)和体育学科(网球、F 1 和帆船)。

发现

尽管学术文献认为清晰可提高表现指标,但作者无法证明清晰的体育海报对视觉注意力、一致性或回忆有影响。结果表明,清晰度将视觉注意力从品牌转移到文本上,从而减少了回忆。

原创性/价值

这是第一篇使用神经生理学测量关节效应的手稿。这也是第一份基于一致性检查明确的赞助之间注意力差异的手稿。

更新日期:2020-08-18
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