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The Role of Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude and Purchase Intention.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Role of Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude and Purchase Intention./
Author:	Son, Sungwook.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	195 p.
Notes:	Source: Dissertations Abstracts International, Volume: 83-04, Section: B.
Contained By:	Dissertations Abstracts International83-04B.
Subject:	Sports management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28768318
ISBN:	9798460466764

The Role of Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude and Purchase Intention.
Son, Sungwook.

The Role of Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude and Purchase Intention. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 195 p.

Source: Dissertations Abstracts International, Volume: 83-04, Section: B.

Thesis (Ph.D.)--Indiana University, 2021.

This item must not be sold to any third party vendors.

Placing a sponsor logo on a sport team jersey has become a stable revenue source for teams throughout Europe and Asia. With the decision by the National Basketball Association (NBA) in 2017 to institute jersey sponsorship for the first time, numerous industry experts foresee some of the other professional leagues in the U.S.-which have not been open to jersey sponsorships-inevitably adopting jersey sponsorship in the near future. Because sport franchises have the ability to build emotional connections with fans and also possess a global appeal, they are considered ideal sponsorship partners for corporations. For the sponsors, jersey sponsorship allows their logos to be exposed to billions of sport fans around the globe, and in turn, they can increase global brand awareness. Furthermore, jersey sponsorship benefits brands by enhancing their associations with the sponsoring teams. Hence, it has become one of the most effective branding strategies in modern business. In jersey sponsorship, sponsors invest a significant amount of resources, not just for increasing brand awareness but also for the legitimate right to be associated with the sponsoring team. For this reason, some sponsors now adopt brand-color congruity in their sponsorship deals because a team's brand colors hold iconic value, oftentimes more than a team's logo. For instance, General Electric (GE) rendered its traditional blue and white logo colors to green and white to match the uniforms of the Boston Celtics. This was done to prevent harming the tradition and unique brand associations of the Celtics. Moreover, visual design is significant above any other aspect because adding a sponsor logo would assuredly impact the visual design of the team jersey. This must be an extremely important concern for team brands due to that both the jersey and team colors act as sacred symbols to sport consumers, and jersey sales have become a huge business for modern sport organizations. Along with previous studies that have signified the importance of created visual congruity, successfully created brand-color congruity can be an effective tool for generating desired successful sponsorship outcomes. Despite its rapid growth and the forecast for its ubiquity, an academic investigation into jersey sponsorship is still limited compared to other forms of sport sponsorship, particularly in the context of U.S. professional sport leagues due to the novelty of jersey sponsorship. However, if congruity, widely discussed as one of the most critical factors for successful sponsorship outcomes, can be created and achieved through marketing efforts, attention must be paid to the topic of created congruity in marketing and sponsorship literature. Thus, the current research aimed to examine the effect of jersey sponsorship, paying particular attention to the visual congruity (i.e., color congruity) between the sponsor logo and team brand. More specifically, two studies were performed to examine the role of created visual congruity (i.e., changing colors of the sponsor logo to be congruent with the brand colors of the sponsoring team) for desired jersey sponsorship outcomes - a critical question considering that numerous sport leagues are planning to institute jersey sponsorship in near future. Three experiments for each study using both fictitious and actual sponsor logos were utilized to investigate the effect of created color congruity on 1) fans' attitudes toward the sponsor brand (Study 1), and 2) the purchase intention of the fans for the jersey bearing sponsor logo (Study 2). To further ensure the external validity of the findings, both studies were conducted in two different sport/league contexts (i.e., basketball and soccer; NBA and Major League Soccer [MLS]). Additionally, the present research also analyzed the roles of perceived sponsor support, perceived aesthetics, and team identification in these relationships. The results of Study 1 showed that the created brand-color congruity (i.e., the team-colored sponsor logo on the jersey) positively influenced both attitudes toward the jersey sponsor and perceived sponsor support at all levels of team identification. The experiments also revealed that perceived sponsor support was another significant predictor of favorable attitudes, mediating the effect of created visual congruity on attitudes. Study 2 revealed that the brand-color congruity was a significant predictor for strong purchase intention and high perceived aesthetics of the jersey, for both ardent and casual fans. The participants' perceived aesthetics partially mediated the relationship between the brand-color congruity and purchase intention, confirming the tested moderated mediation model. Overall, the findings from two studies provide theoretical and practical contributions in the context of sport management and marketing, sponsorship, and sport design management. Theoretically, the results signify the importance of brand aesthetics such as design and colors in the field of sport management and corporate sponsorship. Specifically, this research enhances scholars' understanding of how the visual aspect of sport marketing significantly influences consumer response. Furthermore, the findings provide a thorough understanding of how to maximize jersey sponsorship effectiveness by creating visual congruity for practitioners.

ISBN: 9798460466764Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Brand-color congruity

The Role of Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude and Purchase Intention.
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In jersey sponsorship, sponsors invest a significant amount of resources, not just for increasing brand awareness but also for the legitimate right to be associated with the sponsoring team. For this reason, some sponsors now adopt brand-color congruity in their sponsorship deals because a team's brand colors hold iconic value, oftentimes more than a team's logo. For instance, General Electric (GE) rendered its traditional blue and white logo colors to green and white to match the uniforms of the Boston Celtics. This was done to prevent harming the tradition and unique brand associations of the Celtics. Moreover, visual design is significant above any other aspect because adding a sponsor logo would assuredly impact the visual design of the team jersey. This must be an extremely important concern for team brands due to that both the jersey and team colors act as sacred symbols to sport consumers, and jersey sales have become a huge business for modern sport organizations. Along with previous studies that have signified the importance of created visual congruity, successfully created brand-color congruity can be an effective tool for generating desired successful sponsorship outcomes. Despite its rapid growth and the forecast for its ubiquity, an academic investigation into jersey sponsorship is still limited compared to other forms of sport sponsorship, particularly in the context of U.S. professional sport leagues due to the novelty of jersey sponsorship. However, if congruity, widely discussed as one of the most critical factors for successful sponsorship outcomes, can be created and achieved through marketing efforts, attention must be paid to the topic of created congruity in marketing and sponsorship literature. Thus, the current research aimed to examine the effect of jersey sponsorship, paying particular attention to the visual congruity (i.e., color congruity) between the sponsor logo and team brand. More specifically, two studies were performed to examine the role of created visual congruity (i.e., changing colors of the sponsor logo to be congruent with the brand colors of the sponsoring team) for desired jersey sponsorship outcomes - a critical question considering that numerous sport leagues are planning to institute jersey sponsorship in near future. Three experiments for each study using both fictitious and actual sponsor logos were utilized to investigate the effect of created color congruity on 1) fans' attitudes toward the sponsor brand (Study 1), and 2) the purchase intention of the fans for the jersey bearing sponsor logo (Study 2). To further ensure the external validity of the findings, both studies were conducted in two different sport/league contexts (i.e., basketball and soccer; NBA and Major League Soccer [MLS]). Additionally, the present research also analyzed the roles of perceived sponsor support, perceived aesthetics, and team identification in these relationships. The results of Study 1 showed that the created brand-color congruity (i.e., the team-colored sponsor logo on the jersey) positively influenced both attitudes toward the jersey sponsor and perceived sponsor support at all levels of team identification. The experiments also revealed that perceived sponsor support was another significant predictor of favorable attitudes, mediating the effect of created visual congruity on attitudes. Study 2 revealed that the brand-color congruity was a significant predictor for strong purchase intention and high perceived aesthetics of the jersey, for both ardent and casual fans. The participants' perceived aesthetics partially mediated the relationship between the brand-color congruity and purchase intention, confirming the tested moderated mediation model. Overall, the findings from two studies provide theoretical and practical contributions in the context of sport management and marketing, sponsorship, and sport design management. Theoretically, the results signify the importance of brand aesthetics such as design and colors in the field of sport management and corporate sponsorship. Specifically, this research enhances scholars' understanding of how the visual aspect of sport marketing significantly influences consumer response. Furthermore, the findings provide a thorough understanding of how to maximize jersey sponsorship effectiveness by creating visual congruity for practitioners.
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