Andrey G. Mikhailitchenko, Dennis H. Tootelian and Galina N. Mikhailitchenko
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…
Abstract
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.
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Andrey G. Mikhailitchenko, Dennis H. Tootelian and Galina N. Mikhailitchenko
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…
Abstract
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.