Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study
Purpose – This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship. Design/methodology/approach – An experiment with 809 subjects is conducted by analyzing 20 one- minute video clip stimuli from a...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | España |
| Institución: | Universidad de Sevilla (US) |
| Repositorio: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:idus.us.es:11441/147742 |
| Acceso en línea: | https://hdl.handle.net/11441/147742 https://doi.org/10.1108/IJSMS-05-2022-0107 |
| Access Level: | acceso abierto |
| Palabra clave: | Video assistant referee Sponsorship Congruence Sports advertising Recall Sport management |
| Sumario: | Purpose – This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship. Design/methodology/approach – An 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. Findings – The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used. Originality/value – This 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. |
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