dc.creator | Alonso Dos Santos, Manuel | es |
dc.creator | Sánchez Franco, Manuel Jesús | es |
dc.creator | Torres-Moraga, Eduardo | es |
dc.creator | Calabuig Moreno, Ferran | es |
dc.date.accessioned | 2023-07-05T12:27:04Z | |
dc.date.available | 2023-07-05T12:27:04Z | |
dc.date.issued | 2023 | |
dc.identifier.citation | Alonso Dos Santos, M., Sánchez Franco, M.J., Torres-Moraga, E. y Calabuig Moreno, F. (2023). Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study. International Journal of Sports Marketing and Sponsorship, 24 (2), 221-240. https://doi.org/10.1108/IJSMS-05-2022-0107. | |
dc.identifier.issn | 1464-6668 | es |
dc.identifier.uri | https://hdl.handle.net/11441/147742 | |
dc.description.abstract | 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. | es |
dc.format | application/pdf | es |
dc.format.extent | 20 p. | es |
dc.language.iso | eng | es |
dc.publisher | Emerald | es |
dc.relation.ispartof | International Journal of Sports Marketing and Sponsorship, 24 (2), 221-240. | |
dc.rights | Atribución 4.0 Internacional | * |
dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | * |
dc.subject | Video assistant referee | es |
dc.subject | Sponsorship | es |
dc.subject | Congruence | es |
dc.subject | Sports advertising | es |
dc.subject | Recall | es |
dc.subject | Sport management | es |
dc.title | Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study | es |
dc.type | info:eu-repo/semantics/article | es |
dcterms.identifier | https://ror.org/03yxnpp24 | |
dc.type.version | info:eu-repo/semantics/publishedVersion | es |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | es |
dc.contributor.affiliation | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) | es |
dc.relation.publisherversion | https://doi.org/10.1108/IJSMS-05-2022-0107 | es |
dc.identifier.doi | 10.1108/IJSMS-05-2022-0107 | es |
dc.journaltitle | International Journal of Sports Marketing and Sponsorship | es |
dc.publication.volumen | 24 | es |
dc.publication.issue | 2 | es |
dc.publication.initialPage | 221 | es |
dc.publication.endPage | 240 | es |