Abstract
Despite its ubiquity in the field of sport and entertainment, very little is known about the impact of concurrent sponsoring on marketing effectiveness. This eye-tracking experiment (n=92) shows that viewers’ visual attention for sponsor signage is affected by the signage color of concurrent sponsors.
Further, sponsor brands can benefit from the perceived image of strong co-sponsor brands. These findings stress the importance of concurrent sponsor signage on capturing viewer attention and demonstrate that image attributes can spill over between co-sponsors.
Further, sponsor brands can benefit from the perceived image of strong co-sponsor brands. These findings stress the importance of concurrent sponsor signage on capturing viewer attention and demonstrate that image attributes can spill over between co-sponsors.
Original language | English |
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Title of host publication | Sport Marketing and Sponsorship Conference 2016 - Conference Proceedings |
Number of pages | 1 |
Publisher | Privatuniversität Schloss Seeburg |
Publication date | 2016 |
Pages | 12 |
Publication status | Published - 2016 |
Event | Sport Marketing and Sponsorship Conference - Salzburg, Austria Duration: 07.04.2016 → 08.04.2016 |