Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

The effect of endorsement and congruence on banner ads on sports websites

The effect of endorsement and congruence on banner ads on sports websites <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI).</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study (<jats:italic>n</jats:italic>=40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects’ cognitive ad responses (i.e. Aad, Abr, and FI).</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers’ perceptions of advertising.</jats:p> </jats:sec> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship CrossRef

The effect of endorsement and congruence on banner ads on sports websites

International Journal of Sports Marketing and Sponsorship , Volume 18 (3): 263-280 – Aug 7, 2017

The effect of endorsement and congruence on banner ads on sports websites


Abstract

<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI).</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study (<jats:italic>n</jats:italic>=40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects’ cognitive ad responses (i.e. Aad, Abr, and FI).</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers’ perceptions of advertising.</jats:p>
</jats:sec>

Loading next page...
 
/lp/crossref/the-effect-of-endorsement-and-congruence-on-banner-ads-on-sports-3R00maEyE7
Publisher
CrossRef
ISSN
1464-6668
DOI
10.1108/ijsms-08-2017-096
Publisher site
See Article on Publisher Site

Abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI).</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study (<jats:italic>n</jats:italic>=40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects’ cognitive ad responses (i.e. Aad, Abr, and FI).</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers’ perceptions of advertising.</jats:p> </jats:sec>

Journal

International Journal of Sports Marketing and SponsorshipCrossRef

Published: Aug 7, 2017

References