Game on: do children absorb sports sponsorship messages?
MetadataShow full item record
OBJECTIVE: It is likely that there are substantial subconscious effects of organizations’ efforts to associate their products with sport via sponsorships, but most research methods are unable to capture these effects. The present study employed a novel projective technique to explore children's implicit associations between popular sports and a range of sports sponsors.DESIGN: Children participated in an activity using magnets bearing the logos of numerous sports and sponsors. They were invited to arrange the magnets on a whiteboard without being advised that the activity related to sponsorship.SETTING: Perth, Western Australia.SUBJECTS: Children (n 164) aged 5–12 years.RESULTS: Three-quarters (76 %) of the children aligned at least one correct sponsor magnet with the relevant sport. Just over half the children (54 %) correctly matched the most popular sport (an Australian Football League team) with its relevant sponsor (a fast-food chain).CONCLUSIONS: Given the unstructured nature of the projective task, the results provide some support for the argument that sports sponsorship can effectively reach child audiences. This is of concern given the current extent of sponsorship by alcohol and fast-food companies.
Showing items related by title, author, creator and subject.
Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship optionsDixon, H.; Scully, M.; Wakefield, M.; Kelly, B.; Pettigrew, Simone (2017)Copyright © The Authors 2017 Objective: To explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options. Design: ...
Pettigrew, Simone; Rosenberg, M.; Ferguson, R.; Houghton, S.; Wood, L. (2013)OBJECTIVE: It is likely that there are substantial subconscious effects of organizations’ efforts to associate their products with sport via sponsorships, but most research methods are unable to capture these effects. The ...
Tiger Woods, Nike, and I are (Not) Best Friends: How Brand’s Sports Sponsorship in Social-Media Impacts Brand Consumer’s Congruity and Relationship QualityDo, H.; Ko, E.; Woodside, Arch (2015)This study examines the effects of brand’s sports sponsorship in social media on brand consumer’s congruity and brand relationship quality. The study included a survey of targeting consumers whose ages range between early ...