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Visual attention differences toward football stadium’s naming rights: an eye tracking study

dc.contributor.authorLyu, Dongye
dc.contributor.authorMañas Viniegra, Luis
dc.contributor.authorXu, Ziyuan
dc.date.accessioned2025-05-27T18:30:43Z
dc.date.available2025-05-27T18:30:43Z
dc.date.issued2025-01-02
dc.description.abstractPurpose: Football stadiums, traditionally linked to local landmarks, now see a shift as corporate brands engage in naming rights through sponsorship. However, limited scholarly attention has focused on the perception of stadium toponyms. This research initiative aims to gauge attention garnered by football stadiums in Europe and China based on various naming rights options. Design/methodology/approach: Commencing with a well-known European stadium: Allianz Arena (Munich) and new constructed stadium in China, the original naming rights have been proffered as stimuli, in comparison with two major technology brands as well as Coca-Cola, the historical sponsor of sport mega-events. A sample of 100 participants was analyzed using the eye-tracking technique to compare the perceptions of European and Chinese youth. Findings: The conclusion drawn from the study is that for stadiums with a history of sponsorship, unedited versions of the pictures attract the most attention. Compared with technology brand, Coca-cola is the brand with the greatest ability to attract the attention of young people in both historical stadiums or new constructed stadium, acting as an impulse to the activation of the naming rights strategy due to its historical character as a sponsor of mega sporting events. Originality/value: The research makes dual contributions, both theoretically and practically. It enhances comprehension of audience visual attention patterns in the context of football stadium naming rights sponsorship, employing cognitive attention theory to substantiate empirical evidence. Furthermore, it advances the existing literature on football stadium naming rights research. Additionally, it proposes an optimization tool to assess the effectiveness of naming rights sponsorships, offering valuable insights for companies and brands seeking to enhance their marketing strategies.
dc.description.departmentDepto. de Ciencias de la Comunicación Aplicada
dc.description.facultyFac. de Ciencias de la Información
dc.description.refereedTRUE
dc.description.statuspub
dc.identifier.citationLyu, D., Mañas-Viniegra, L., & Xu, Z. (2025), Visual attention differences toward football stadium’s naming rights: an eye tracking study. Asia Pacific Journal of Marketing and Logistics, 37(1), 189-209. https://doi.org/10.1108/APJML-03-2024-0281
dc.identifier.doi10.1108/APJML-03-2024-0281
dc.identifier.issn1355-5855
dc.identifier.officialurlhttps://doi.org/10.1108/APJML-03-2024-0281
dc.identifier.relatedurlhttps://www.emerald.com/insight/content/doi/10.1108/apjml-03-2024-0281/full/html
dc.identifier.urihttps://hdl.handle.net/20.500.14352/120525
dc.issue.number1
dc.journal.titleAsia Pacific Journal of Marketing and Logistics
dc.language.isoeng
dc.page.final209
dc.page.initial189
dc.publisherEmerald Publishing Limited
dc.rights.accessRightsmetadata only access
dc.subject.cdu659.1
dc.subject.keywordNaming rights
dc.subject.keywordStadium sponsorship
dc.subject.keywordConsumer behavior
dc.subject.keywordNeuromarketing
dc.subject.keywordEye-tracking
dc.subject.ucmPublicidad
dc.subject.unesco6114.01 Publicidad
dc.titleVisual attention differences toward football stadium’s naming rights: an eye tracking study
dc.typejournal article
dc.type.hasVersionVoR
dc.volume.number37
dspace.entity.typePublication
relation.isAuthorOfPublication28e3afca-99d6-4c29-99d7-ae98ed583c80
relation.isAuthorOfPublication.latestForDiscovery28e3afca-99d6-4c29-99d7-ae98ed583c80

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