Visual Signs/Logo-Identity in the Major League Baseball Facility: Case Study of Tropicana Field

Park, Sung-Bae Roger; Choi, Joongdae

doi:10.24985/ijass.2011.23.1.251

Cited by 5 publications

(19 citation statements)

References 20 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The literature has also suggested that there might be differences between warm and cool colours in its effectiveness in marketing communications. Warm colours, such as red, generate higher levels of attention and arousal compared to cool colours such as blue (Moore et al, 2005;Park and Choi, 2011). In addition, warm colours appear to advance when compared to cool colours (Schindler, 1986).…”

Section: Effect Of Colour On Sponsor Recallmentioning

confidence: 99%

“…The prominence of the logos is another factor that can affect recall rates. Sponsor logos which are placed in a strategically prominent location, for example, near scoreboards or on athletes, are more likely to be recalled by respondents (Biscaia et al, 2014;Breuer and Rumpf, 2012;Moore et al, 1999;Olson and Thjømøe, 2009;Park and Choi, 2011). This is because respondents are more likely to view the logos at such locations.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Brighter logos are more prominent and thus more likely to attract attention (Breuer and Rumpf, 2015). Consequently, it is also more likely to be recalled by respondents (Park and Choi, 2011). Brighter visual cues may even positively affect purchase intention (Milosavljevic et al, 2012).…”

Section: Effect Of Colour On Sponsor Recallmentioning

confidence: 99%

“…To date, studies on the effectiveness of colour in sponsorship are conducted for visual stimuli within a sports event such as the signages surrounding the sporting venue (Breuer and Rumpf, 2015;Park and Choi, 2011). However, sponsorship involves other marketing collaterals such as advertisements of the event on traditional printed media and posters (Alonso Dos Santos et al, 2019).…”

Section: Effect Of Colour On Sponsor Recallmentioning

confidence: 99%

“…Breuer and Rumpf (2015) in their study on sports telecasts found that a greater colour contrast between sponsor signages and its surroundings resulted in increased attention to sponsor signages. Yet, Park and Choi (2011) did not find sufficient empirical support that any one colour was more effective in sports Effect of colours on sponsorship sponsorship. Interestingly, despite the lack of research in this area, some commercial organisations have embarked on marketing strategies that involve changing colours of their logos in sports sponsorship (Henderson et al, 2019).…”

mentioning

confidence: 90%

See 4 more Smart Citations

Effect of colours on sponsor recall

Toh

Leng

Phua

2022

APJML

View full text Add to dashboard Cite

PurposeAs sports sponsorship is a common marketing tool among commercial organisations, there had been a large number of studies examining the effectiveness of sponsorship. The aim of this study is to examine whether colour affects sponsorship effectiveness on printed advertisements of sports events. This is an area that has received less research interest.Design/methodology/approachIn total, 85 participants were randomly assigned to a control group and three experimental groups. In each of the groups, the participants viewed an advertisement of a sports event on a computer linked to an eye tracker. In the control group, the logos of sponsors were in their original colours. In each of the three experimental groups, the logos were manipulated and featured greyscale, blue or red backgrounds.FindingsThe study found that sponsor recall and recognition rates were highest for the control group. Visual attention was also the highest in the control group.Research limitations/implicationsThe findings suggest that manipulating colours of the sponsors' logos can negatively affect attention and sponsorship effectiveness.Originality/valueWhile there exist studies that focus on the effects of colour in sponsorship, they are typically conducted with regard to physically attending the event itself. However, sponsorship involves other marketing collaterals such as printed advertisements on the event. In such mediums, colour contrast is also important in print advertisements as it affects readability and legibility. As such, the examination of effect of colour on such marketing collaterals provides additional empirical support to the phenomenon.

show abstract

Section: Effect Of Colour On Sponsor Recallmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Effect Of Colour On Sponsor Recallmentioning

confidence: 99%

Section: Effect Of Colour On Sponsor Recallmentioning

confidence: 99%

mentioning

confidence: 90%

See 3 more Smart Citations

Effect of colours on sponsor recall

Toh

Leng

Phua

2022

APJML

View full text Add to dashboard Cite

show abstract

Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

Santos

Sánchez‐Franco²,

Moraga³

et al. 2022

IJSMS

View full text Add to dashboard Cite

PurposeThis study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.Design/methodology/approachAn experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.FindingsThe results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.Originality/valueThis is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

show abstract

Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message: an eye-tracking study

Oboudi

Elahi²,

Yazdi³

et al. 2022

SBM

View full text Add to dashboard Cite

PurposeIn recent years, neurophysiological tools have been vastly applied in sport marketing research. Eye tracking, a pervasive sensor technology, has received a growing interest to examine the effects of advertising through sport on viewer attention. While there is a plethora of evidence in advertising that supports the positive effects of various advertising types and locations on viewer attention in various sport contexts, little is known about the role of a prosocial overlay ad on viewer attention when watching televised football matches. Therefore, this research aims to examine the differences in viewers' attention (i.e. fixation and duration) with regard to game attractiveness and colors of the prosocial message during televised football matches.Design/methodology/approachTo identify the research gap, the authors first reviewed the relevant sport marketing and neuroscience research on advertising effectiveness. The authors selected a prosocial message displayed. Adopting an experimental research design and using eye tracking, this study examined the impacts of game attractiveness and colors of message on viewer attention to the prosocial message displayed on an overlay advertisement during a football match.FindingsThe authors found that the colors of prosocial messages and game attractiveness had significant effects on viewer attention to the prosocial message.Originality/valueIn this study, the authors sought to add advertisement color, as well as game attractiveness, to the extant knowledge in marketing literature as effective advertising factors in capturing viewers' attention. These variables can offer marketers new insights in designing effective advertisements for the context of televised sports events in a specialized field.

show abstract

Visual Signs/Logo-Identity in the Major League Baseball Facility: Case Study of Tropicana Field

Cited by 5 publications

References 20 publications

Effect of colours on sponsor recall

Effect of colours on sponsor recall

Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message: an eye-tracking study

Contact Info

Product

Resources

About