See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

Maričić, Milica; Kostić-Stanković, Milica; Bulajić, Milica; Jeremić, Veljko

doi:10.1108/ijsms-02-2018-0020

Cited by 16 publications

(15 citation statements)

References 89 publications

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“…The attitude that individuals form about a sponsor influences their consumer behaviour. Attitude towards a sponsor has been studied extensively in the sports marketing and sponsorship literature (Biscaia et al , 2013; Dick, 2019; Kyoum Kim et al , 2011; Kim and Zhang, 2019; Lee and Cho, 2009; Maricic et al , 2019; Mazodier and Merunka, 2012; Visentin et al , 2016; Zaharia et al , 2016a, b). According to Alexandris et al (2007), the development of a favourable attitude towards a sponsor is a pivotal element of sponsorship effectiveness.…”

Section: Literature Reviewmentioning

confidence: 99%

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Kamath

Ganguli

George

2020

IJSMS

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PurposeThis paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.Design/methodology/approachData were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).FindingsAttachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.Practical implicationsThis study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.Originality/valueThis is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.

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Section: Literature Reviewmentioning

confidence: 99%

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Kamath

Ganguli

George

2020

IJSMS

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“…In the model, Awareness is defined as to how much the respondents recognise companies as CSR active. The fact that the respondent recognizes a company as a socially responsible one indicates that the company has communicated and positioned itself on top of the mind of the respondent which might lead to positive WOM and WTP as shown in the model of Maricic et al (2019).…”

Section: Awarenessmentioning

confidence: 99%

Consumers’ Perception of CSR Activities: What Does it Mean for Companies?

Nikolić

Maričić

Nikolic

2021

Manage: J. Sustainable Bus. Manage, Solutions Emerging Econ.

Self Cite

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Research Question: The paper develops a conceptual model for exploring the factors which impact the consumers' word of mouth (WOM) and willingness to pay (WTP) for products and services of socially responsible companies. Motivation: The paper is based on the research of Castaldo et al. (2009), Pivato et al. (2007), Rim and Kim (2016), and Jarvis et al. (2017) concerning the consumers’ perception of corporate social responsibility (CSR) and measurement of the effectiveness of CSR activities. Accordingly, our paper tries to provide companies with valuable information on how the consumers’ perception of CSR activities impacts the consumers’ trust, awareness, purchase intention, and future behaviour. Idea: The proposed model is based on three pillars: Perception of CSR, Moderating effects, and Willingness to pay and recommend and strives to shed light on their mutual relations. The goal is to better understand the complex mechanisms and consequences of the consumers’ perception of CSR activities of companies. Data: To verify the proposed conceptual model, a questionnaire was developed and distributed. In total, 265 respondents participated in the research. Tools: Structural equation modelling (SEM) analysis was employed to explore the relationships between defined factors. Findings: The findings illustrate that both attitudes towards CSR and CSR companies have an impact on the level of trust and purchase intention. When it comes to WTP and WOM, only the level of trust and purchase intention have an impact. Interestingly, the respondents' awareness of the companies’ CSR activities did not have an impact on WTP and WOM. The model indicates that the companies should communicate their CSR activities which will lead to greater trust and purchase intention leading to higher consumers' willingness to pay and recommend the companies’ products/services. Contribution: The study empirically explores how the perception of CSR and CSR activities potentially influences the WOM and WTP on products and services of socially responsible companies and provides a roadmap on how companies can increase the benefits of their CSR activities.

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“…On the other hand, to evaluate recall, people are asked to list the information that comes to mind, requiring them to retrieve the information from memory. Thus, greater exposure to a sponsored event leads to higher recall and recognition of embedded advertisements (Maricic et al, 2019). Therefore, repeated exposure to the sponsor's advertising message could be a key indicator in the study of sports sponsorship.…”

Section: Sponsorship Signagementioning

confidence: 99%

Alcohol versus sponsorship: effectiveness in sports posters

Santos

Huertas-Serrano

Sánchez‐Franco

et al. 2021

BFJ

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PurposeThe academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.Design/methodology/approachThe experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.FindingsThrough an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.Practical implicationsAlcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.Originality/valueThis research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.

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See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

Cited by 16 publications

References 89 publications

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Consumers’ Perception of CSR Activities: What Does it Mean for Companies?

Alcohol versus sponsorship: effectiveness in sports posters

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