Please use this identifier to cite or link to this item: http://hdl.handle.net/10497/24195
Title: 
Authors: 
Keywords: 
Attention
Sports sponsorship
Advertisements
Colour effect
Eye-tracking
Issue Date: 
2022
Citation: 
Toh, B., Leng, H. K., & Phua, Y. X. (2022). Effect of colours on sponsor recall. Asia Pacific Journal of Marketing and Logistics. Advance online publication. https://doi.org/10.1108/apjml-12-2021-0905
Journal: 
Asia Pacific Journal of Marketing and Logistics
Abstract: 
Purpose
As sports sponsorship is a common marketing tool among commercial organisations, there had been a large number of studies examining the effectiveness of sponsorship. The aim of this study is to examine whether colour affects sponsorship effectiveness on printed advertisements of sports events. This is an area that has received less research interest.

Design/methodology/approach
In total, 85 participants were randomly assigned to a control group and three experimental groups. In each of the groups, the participants viewed an advertisement of a sports event on a computer linked to an eye tracker. In the control group, the logos of sponsors were in their original colours. In each of the three experimental groups, the logos were manipulated and featured greyscale, blue or red backgrounds.

Findings
The study found that sponsor recall and recognition rates were highest for the control group. Visual attention was also the highest in the control group.

Research limitations/implications
The findings suggest that manipulating colours of the sponsors' logos can negatively affect attention and sponsorship effectiveness.

Originality/value
While there exist studies that focus on the effects of colour in sponsorship, they are typically conducted with regard to physically attending the event itself. However, sponsorship involves other marketing collaterals such as printed advertisements on the event. In such mediums, colour contrast is also important in print advertisements as it affects readability and legibility. As such, the examination of effect of colour on such marketing collaterals provides additional empirical support to the phenomenon.
URI: 
ISSN: 
1355-5855 (print)
DOI: 
File Permission: 
Open
File Availability: 
With file
Appears in Collections:Journal Articles

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