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- Title
Self-Reported and Electroencephalogram Responses to Evaluate Sponsorship Congruence Efficacy.
- Authors
Alonso Dos Santos, Manuel; Torres-Moraga, Eduardo; Calabuig Moreno, Ferran; Llanos Contreras, Orlando
- Abstract
Information for measuring the performance of a commercial action is essential for any organization. Sponsorship actions have increased significantly in the last few decades, but academics and practitioners have not yet found a suitable indicator for measuring their performance. This is the first study to propose an objective indicator--frontal alpha asymmetry using an electroencephalogram. Our goal was to investigate the effectiveness of sports sponsorships by examining both stated preferences and neural responses. We measured the congruence of the stated preferences, attitude, purchase intention, and loyalty, as well as the effective congruence. A 76-subject experiment revealed greater left frontal activity (approach behavior) during congruent versus incongruent sponsorship (avoidance behavior). electroencephalogram results were consistent with self-reports, but we found that frontal alpha asymmetry is positively related to loyalty when sponsorship is congruent and inversely related in the incongruent case. This new indicator of sponsorship effectiveness could be useful for examining the performance of commercial action at both academic and professional levels.
- Subjects
ELECTROENCEPHALOGRAPHY; SPORTS sponsorship; APPROACH behavior; INFORMATION measurement; LOYALTY
- Publication
Journal of Neuroscience, Psychology, & Economics, 2024, Vol 17, Issue 1, p46
- ISSN
1937-321X
- Publication type
Article
- DOI
10.1037/npe0000183