scholarly journals Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach

2020 ◽  
Vol 12 (19) ◽  
pp. 8173
Author(s):  
Àngela Elisa Aguiló-Lemoine ◽  
Francisco Rejón-Guardia ◽  
María Antonia García-Sastre
Keyword(s):  
Cognitive Processing ◽  
Online Marketing ◽  
Eye Tracker ◽  
Sport Event ◽  
Sport Sponsorship ◽  
Sports Events ◽  
Sponsorship Effectiveness ◽  
Ninth Edition ◽  
Memory Activation

Emerging online marketing strategies are an opportunity for the sport sponsorship industry as a way of complementing traditional methods. However, in-depth attention has not been given to the study of congruence effects on the effectiveness of sponsorship of sport event websites, and specifically to study the role and effects of sponsor logos. The main aim of this study was to evaluate the congruence effect of sponsor brands featured on the website of a sports event on sponsorship effectiveness in visual, attitude-related and behavioural terms, using an eye-tracker to monitor memory activation and changes in attitudes and intentions. In study 1, the role of congruence on website sponsorship was analysed, using real brands sponsoring the ninth edition of the “Mallorca 312” Cycletourist Tour (42 participants). In study 2, the congruence of fictitious brands was analysed on the effects of website sponsorship of the 37th edition of the MAPFRE (competitions brand name) Copa del Rey regatta (101 participants). Congruence is preferable to incongruence in sponsor brands, except when the sponsorship aims to boost a recall of new market brands. The results validate the importance of managing congruence levels in the online sponsorship of sports events due to the influence on sponsorship effectiveness and its impact on cognitive processing.

Predicting the Attentional Effect of Sport Sponsorship Information as an Innovative Evaluation Approach

2014 ◽  
pp. 238-254 ◽  
Author(s):  
Christopher Rumpf ◽  
Christoph Breuer
Keyword(s):  
Main Part ◽  
Future Research ◽  
Sport Sponsorship ◽  
New Approach ◽  
The Core ◽  
Sports Events ◽  
Evaluation Approach ◽  
Attentional Effect ◽  
Sponsorship Effectiveness ◽  
Cognitive Attention

Most major sports events can no longer exist without the investments of sponsors. However, financially strong companies are increasingly adopting a critical attitude towards sponsorship since their strategic investments in a sports event cannot be evaluated sufficiently. Against this backdrop, the current approaches to the evaluation of sponsorship are discussed critically in this chapter before a more innovative approach is suggested. The new evaluation approach directs sports viewers' attention to sponsorship information, the central valuation object. At the core, it involves measuring the visual and cognitive attention in standardized experiments and using the identified patterns to predict sponsorship effectiveness. In this regard, the theoretical and methodological fundamentals of the new approach are introduced in the main part of the chapter before their applicability is illustrated based on three typical phases in sponsorship management. To close this chapter, the authors suggest topics for future research.

The Role of Art in Persuasiveness of Sport Sponsorship

2020 ◽  
pp. 219-239
Author(s):  
Wen-Hao Winston Chou ◽  
Jhih-yin Diane Lee ◽  
James J. Zhang
Keyword(s):  
Art Education ◽  
Sport Management ◽  
Multiple Identities ◽  
Sport Sponsorship ◽  
Research And Practice ◽  
Sport Fan ◽  
Sponsorship Effectiveness

In this chapter, authors from two disciplines—sport management and art education—explore three art-related identities in the context of sport sponsorship and explain how these art-related roles might influence the persuasiveness of sport sponsorship by affecting a sport fan's aesthetic assessment. Specifically, a sport fan could have multiple identities that are related to art, such as an art critic, an artist, and an art-event attender, and he/she might have a higher standard of aesthetics when processing persuasion messages built in sport sponsorships. By introducing the concept of art and aesthetics into the discussion of sport sponsorship effectiveness in the persuasion process, scholars and practitioners can learn from the role of art in fandom and apply this information to the context of sponsorship research and practice by highlighting its ever-growing importance in affecting the persuasiveness of sponsorship communicating in today's media. The challenges of methodology and possible research suggestions are discussed in the conclusion.

Predicting the Attentional Effect of Sport Sponsorship Information as an Innovative Evaluation Approach

2018 ◽  
pp. 213-231
Author(s):  
Christopher Rumpf ◽  
Christoph Breuer
Keyword(s):  
Main Part ◽  
Future Research ◽  
Sport Sponsorship ◽  
New Approach ◽  
The Core ◽  
Sports Events ◽  
Evaluation Approach ◽  
Attentional Effect ◽  
Sponsorship Effectiveness ◽  
Cognitive Attention

Most major sports events can no longer exist without the investments of sponsors. However, financially strong companies are increasingly adopting a critical attitude towards sponsorship since their strategic investments in a sports event cannot be evaluated sufficiently. Against this backdrop, the current approaches to the evaluation of sponsorship are discussed critically in this chapter before a more innovative approach is suggested. The new evaluation approach directs sports viewers' attention to sponsorship information, the central valuation object. At the core, it involves measuring the visual and cognitive attention in standardized experiments and using the identified patterns to predict sponsorship effectiveness. In this regard, the theoretical and methodological fundamentals of the new approach are introduced in the main part of the chapter before their applicability is illustrated based on three typical phases in sponsorship management. To close this chapter, the authors suggest topics for future research.

Cognitive Processing of Film Cuts Among 4- to 8-Year-Old Children

2012 ◽  
Vol 17 (4) ◽  
pp. 257-265 ◽  
Author(s):  
Carmen Munk ◽  
Günter Daniel Rey ◽  
Anna Katharina Diergarten ◽  
Gerhild Nieding ◽  
Wolfgang Schneider ◽  
...  
Keyword(s):  
Eye Movements ◽  
Cognitive Processing ◽  
Media Literacy ◽  
Age Groups ◽  
Reaction Times ◽  
Time Span ◽  
Short Film ◽  
Calculation Formula ◽  
Eye Tracker ◽  
Chronological Sequence

An eye tracker experiment investigated 4-, 6-, and 8-year old children’s cognitive processing of film cuts. Nine short film sequences with or without editing errors were presented to 79 children. Eye movements up to 400 ms after the targeted film cuts were measured and analyzed using a new calculation formula based on Manhattan Metrics. No age effects were found for jump cuts (i.e., small movement discontinuities in a film). However, disturbances resulting from reversed-angle shots (i.e., a switch of the left-right position of actors in successive shots) led to increased reaction times between 6- and 8-year old children, whereas children of all age groups had difficulties coping with narrative discontinuity (i.e., the canonical chronological sequence of film actions is disrupted). Furthermore, 4-year old children showed a greater number of overall eye movements than 6- and 8-year old children. This indicates that some viewing skills are developed between 4 and 6 years of age. The results of the study provide evidence of a crucial time span of knowledge acquisition for television-based media literacy between 4 and 8 years.

The Role of Social Functioning in Outcome of Cognitive Processing Therapy for Military-Related PTSD

2007 ◽  
Author(s):  
Elizabeth Ranslow ◽  
Kim Lyon-Pratt ◽  
Amanda Ferrier ◽  
Katharine Elliott ◽  
Alexandra Macdonald ◽  
...  
Keyword(s):  
Social Functioning ◽  
Cognitive Processing ◽  
Cognitive Processing Therapy

scholarly journals The role of cognitive load in modulating social looking: a mobile eye tracking study

2020 ◽  
Vol 5 (1) ◽  
Author(s):  
Laura J. Bianchi ◽  
Alan Kingstone ◽  
Evan F. Risko
Keyword(s):  
Cognitive Load ◽  
Load Condition ◽  
Social Situation ◽  
Lower Proportion ◽  
Eye Tracker ◽  
Attentional Resources ◽  
Subject Design ◽  
Video Experiment ◽  
Back Task

Abstract The effect of cognitive load on social attention was examined across three experiments in a live pedestrian passing scenario (Experiments 1 and 2) and with the same scenario presented as a video (Experiment 3). In all three experiments, the load was manipulated using an auditory 2-back task. While the participant was wearing a mobile eye-tracker, the participant’s fixation behavior toward a confederate was recorded and analyzed based on temporal proximity from the confederate (near or far) and the specific regions of the confederate being observed (i.e., head or body). In Experiment 1 we demonstrated an effect of cognitive load such that there was a lower proportion of fixations and time spent fixating toward the confederate in the load condition. A similar pattern of results was found in Experiment 2 when a within-subject design was used. In Experiment 3, which employed a less authentic social situation (i.e., video), a similar effect of cognitive load was observed. Collectively, these results suggest attentional resources play a central role in social attentional behaviors in both authentic (real-world) and less authentic (video recorded) situations.

scholarly journals The creation of shared value in the major sport event ecosystem: understanding the role of sponsors and hosts

2021 ◽  
pp. 1-22
Author(s):  
David Cook ◽  
Rui Biscaia ◽  
Karolos Papadas ◽  
Lyndon Simkin ◽  
Libby Carter
Keyword(s):  
Shared Value ◽  
Sport Event ◽  
The Creation

scholarly journals Creatine Supplementation and Brain Health

Nutrients ◽  
2021 ◽  
Vol 13 (2) ◽  
pp. 586 ◽  
Author(s):  
Hamilton Roschel ◽  
Bruno Gualano ◽  
Sergej M. Ostojic ◽  
Eric S. Rawson
Keyword(s):  
Traumatic Brain Injury ◽  
Brain Injury ◽  
Cognitive Function ◽  
Cognitive Processing ◽  
Brain Function ◽  
Creatine Supplementation ◽  
Short Review ◽  
Future Research ◽  
Brain Health

There is a robust and compelling body of evidence supporting the ergogenic and therapeutic role of creatine supplementation in muscle. Beyond these well-described effects and mechanisms, there is literature to suggest that creatine may also be beneficial to brain health (e.g., cognitive processing, brain function, and recovery from trauma). This is a growing field of research, and the purpose of this short review is to provide an update on the effects of creatine supplementation on brain health in humans. There is a potential for creatine supplementation to improve cognitive processing, especially in conditions characterized by brain creatine deficits, which could be induced by acute stressors (e.g., exercise, sleep deprivation) or chronic, pathologic conditions (e.g., creatine synthesis enzyme deficiencies, mild traumatic brain injury, aging, Alzheimer’s disease, depression). Despite this, the optimal creatine protocol able to increase brain creatine levels is still to be determined. Similarly, supplementation studies concomitantly assessing brain creatine and cognitive function are needed. Collectively, data available are promising and future research in the area is warranted.

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