Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study

被引：0

作者：

Mikhailitchenko, Andrey G. ^{[1
]}

Tootelian, Dennis H. ^{[2
,3
]}

Mikhailitchenko, Galina N. ^{[4
]}

机构：

[1] Calif State Univ Sacramento, Coll Business Adm, Sacramento, CA 95819 USA

[2] Calif State Univ, Long Beach, CA USA

[3] Calif State Univ, Coll Business Adm, Ctr Small Business, Long Beach, CA USA

[4] Russian Educ Acad, Inst Psychol, Moscow, Russia

来源：

INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP | 2012年 / 13卷 / 02期

关键词：

shirt sponsorship; advertising; brand recall; sponsor logo; clutter; COMPETITIVE INTERFERENCE; BRAND ASSOCIATIONS; CONSUMER MEMORY; RECALL; ORIENTATION; REPETITION; VARIABLES; DILUTION; IDENTITY; IMPACT;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising increases the brand recall rate and does not harm the team's image. From a managerial perspective, this study highlights the risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising for professional teams.

引用

页码：91 / 105

页数：15

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