TY  - JOUR
AU  - Lyu, Dongye
AU  - Mañas Viniegra, Luis
AU  - Xu, Ziyuan
PY  - 2025
DO  - 10.1108/APJML-03-2024-0281
SN  - 1355-5855
UR  - https://hdl.handle.net/20.500.14352/120525
T2  - Asia Pacific Journal of Marketing and Logistics
AB  - Purpose: 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...
LA  - eng
M2  - 189
PB  - Emerald Publishing Limited
KW  - Naming rights
KW  - Stadium sponsorship
KW  - Consumer behavior
KW  - Neuromarketing
KW  - Eye-tracking
TI  - Visual attention differences toward football stadium’s naming rights: an eye tracking study
TY  - journal article
VL  - 37
ER  -