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Keywords: Eye-tracking
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Journal Articles
Did you notice us? An eye-tracking investigation of sponsorship at the US Olympic swim trials
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2025) 26 (1): 124–140.
Published: 11 November 2024
...Ali B. Mondt; Alan Morse; Zachary Evans Purpose This study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the subsequent impact of that attention on cognitive outcomes using eye tracking...
Journal Articles
Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising: An eye-tracking application
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2019) 20 (4): 617–633.
Published: 06 August 2019
... neurophysiological measures. Design/methodology/approach This study is part of neuromarketing research applied to sports. The experiment entails eye tracking with 111 men and 129 women (n=24) with 24 sports posters of three different disciplines (sailing, tennis and F1), varying the congruence...
Journal Articles
Determinants of viewer attention in concurrent event sponsorship
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2018) 19 (1): 11–24.
Published: 05 February 2018
... Data were collected through an experimental study (n=92) involving eye-tracking and a questionnaire, and were analyzed using regression analysis. Findings The results show that viewers’ attention for sponsor signage is affected by the signage color of concurrent sponsors, as well...
