.... It offers novel insights into banner blindness and advertising effectiveness during live esports events, informing evidence-based sponsorship strategies. Brand recall and recognition not only represent critical outcome measures in advertising research but also serve as complementary proxies for assessing...

... 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. shirt...

... 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. © 2012...

... analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance. © 2008 by Winthrop Publications Limited 2008 licensed reuse rights only NASCAR demographics psychographics brand recall Demographic...