Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study.
In: International Journal of Sports Marketing & Sponsorship, Jg. 13 (2012-07-01), Heft 4, S. 267-281
Online
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Zugriff:
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. [ABSTRACT FROM AUTHOR]
Titel: |
Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study.
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Autor/in / Beteiligte Person: | Mikhailitchenko, Andrey G. ; Tootelian, Dennis H. ; Mikhailitchenko, Galina N. |
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Zeitschrift: | International Journal of Sports Marketing & Sponsorship, Jg. 13 (2012-07-01), Heft 4, S. 267-281 |
Veröffentlichung: | 2012 |
Medientyp: | academicJournal |
ISSN: | 1464-6668 (print) |
DOI: | 10.1108/IJSMS-13-04-2012-B004 |
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